Facebook Marketing for Financial Advisors: Maximizing Your Reach

Facebook has become a powerful marketing tool for financial advisors. While it’s a little tough to navigate these days, if you’re not using it, you’re missing out on a massive opportunity to build relationships, get leads, and grow your business!

Why Facebook Marketing Works for Financial Advisors

Whether prospects or clients are checking in on the latest family update, catching up on the news, or just endlessly scrolling, I would bet there’s a sea of potential clients waiting for you. 

With over 2.9 billion monthly active users, it’s very likely your future clients are on the app. Because people of all ages use Facebook, you can connect with pre-retirees navigating their future, young professionals navigating their first investment, millennials, Apple employees, and, well, you get the point.

Creating Engaging Content

The key to success on Facebook is engaging with others. More realistically, the key to any social media platform is engaging with others. If you’re simply pushing out content without any interaction, you're missing the “social” aspect of “social media.” Here are some ways to keep your audience interested:

• Making it Easy: Break down financial concepts in a way that anyone can understand by using visuals or video content that is simple, clear, and relatable!
• FaceBook Groups: A lot of people don’t know the power of FaceBook Groups! Similarly to email marketing, you can join and navigate FaceBook Groups to find ready-to-buy clients. 
• Client Success Stories: Share real-world examples of how you’ve helped people hit their financial goals. Nothing beats some good ole’ fashioned social proof.
• Videos: People love watching videos! In fact, 89% of consumers want to see more videos from brands. Create short clips where you explain quick financial tips or answer common questions your clients have.

Best Practices for Financial Advisors on Facebook

Here’s how you can make the most out of your Facebook marketing strategy:

• Post consistently: You don’t need to post every day, but regular content keeps you on your audience’s radar. For a financial advisor, I would expect to see 2 to 3 posts going out a week!
• Engage: Don’t just post and disappear. Reply to comments, start conversations, and show people that you care. 
• Mix it up: Share a variety of content—articles, videos, and polls—to keep things interesting.

Facebook Ads

Let’s talk about Facebook Ads for a minute. While organic traffic on FaceBook is extremely difficult to navigate, FaceBook strongly rewards those who are running ads: 

• Targeting That Hits the Bullseye: Facebook Ads let you get super specific. You can target your ideal clients by age, income, interests, or even behaviors like “recently moved” or “business owner.” This is literally gold for financial advisors looking to reach a hyper-specific niche or even more general demographic.
• Custom Audiences: Already have an email list of clients? Upload it to Facebook and run ads specifically to them. It’s a great way to keep them engaged and updated on your services.
• Lookalike Audiences: Already have a strong client base? Use Facebook’s Lookalike Audience feature to find more people just like them.

That’s just 3 super obvious opportunities with FaceBook Ads, but there’s a whole boatload of more segmenting and targeting features!

Using Facebook Insights to Fine-Tune Your Strategy

Facebook gives you a behind-the-scenes look at how your content is performing. You can see what’s working, what’s not, and how you can adjust to get even better results. Keep an eye on your engagement rates—likes, comments, shares—and don’t be afraid to tweak your content strategy based on what your audience responds to most.

Navigating Facebook Groups

Facebook Groups are criminally underrated. They offer a sweet opportunity to come across as an expert without being looked down on as “salesy.” Here’s how to make the most of it:

• Join Relevant Groups: Look for groups where your target audience hangs out—retirement planning, small business owners, investing. Be helpful, answer questions, and share insights. This builds trust and leads to new clients.
• Create Your Own Group: Want to really stand out? Create a group and provide ongoing value. People will flock to you for advice, and you’ll build a loyal community.
• No Hard Selling: Don’t jump in with a pitch. Focus on helping people first, and the leads will follow naturally.

Cross-Promoting with LinkedIn

Facebook is great, but don’t ignore LinkedIn—it’s probably the hottest spot for advisors across all social media platforms. By sharing your Facebook content on LinkedIn, you can expand your reach even further. We like to call it the ‘one-two’ punch: engage with a casual audience on Facebook, then demonstrate your expertise to the more professional crowd on LinkedIn.

Engage With Your Community

If you’re a financial advisor and you’re not tapping into the power of Facebook marketing, you’re leaving a lot on the table. Keep your content relevant, engage with your audience, and stay consistent and you’ll see the results!

At Aryze Design, we help financial advisors enhance their Facebook marketing strategy. Our focus is on helping you stay visible and connect meaningfully with your audience. Want to strengthen your social media presence and build better client relationships?

Let’s make your Facebook content work for you!