Social Media Marketing for Financial Advisors: A Complete Guide

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Think of social media as the modern-day cocktail party—only this time, the room is filled with your ideal clients. It’s where conversations are happening, trust is being built, and decisions are made. The question is: Are you part of the conversation?

Social media is an effective tool that Financial Advisors can use to enhance their reputation, build stronger client relationships, and attract new business. But despite its potential, many Advisors struggle to use it to its full advantage, leaving growth opportunities untapped.

The good news? You don’t need to be a tech guru or spend hours a day online to make an impact. With the right strategies, you can turn likes, comments, and connections into real business growth.

Let’s break down step by step how you can make social media work for you.

Why Should Financial Advisors Use Social Media?

Social media has become a go-to way for clients to find financial advice and connect with professionals. In fact, about 50% of mass affluent and high-net-worth investors say they’re more likely to engage with Advisors who are active on social media and 20% of all clients rely solely on these platforms to evaluate potential Advisors.

Related: Why is Digital Marketing Important for Financial Advisors?

Simply put, a strong social media presence is no longer optional—it’s essential. As Financial Advisor magazine puts it, “If a Financial Advisor doesn’t have a social media presence, investors start to ask why.”

When used effectively, social media can provide several key benefits:

  • Build Authority: Sharing informative, engaging content showcases your knowledge and positions you as a trusted source. Prospects will see your social media presence as a reflection of your credibility and professionalism.
  • Strengthen Client Relationships: Social media gives you a simple, effective way to stay in touch between meetings. By engaging with clients in their feed, you can stay top-of-mind and deepen your connections over time.
  • Expand Your Reach: Social media algorithms make it possible to connect with people outside of your existing network. For example, 23% of Gen Z adults won’t consider hiring an Advisor who isn’t on social media, making it a key way to reach younger clients.
  • Stay Informed: Following the right industry accounts can help you stay up to date on trends, making it easier to share relevant insights with your audience.
  • Generate Leads: Social media directly drives referrals and inquiries, with 37% of Advisors reporting they’ve gained leads from their platforms.

Given these benefits, the real question is: Why wouldn’t an Advisor use social media?

The Biggest Social Media Challenges Advisors Face (and How to Overcome Them)

While social media offers clear advantages, getting started can be intimidating. Here are four common hurdles you may encounter:

1. You don’t know what to post—or how people will react

Publishing content on social media can feel scary, as you are not in control of who sees it or how they might respond. Equally, you might feel unsure of what to talk about on social media or simply struggle to feel confident in your writing abilities. Many Advisors in this situation create a social media account—and then never actually post.

Tip: Start by sharing content that addresses your clients’ pain points, showcases your unique approach, or highlights current industry trends.

2. Your audience isn’t growing

Most Advisors have a strong professional network but find that developing an audience outside their existing contacts takes time (particularly online). You might struggle for months or even years before you have a post that “goes viral” and expands your following in one big, fell swoop. The wait can be frustrating, and you may feel tempted to simply give up.

Tip: Building an audience takes time. Be patient and focus on engaging consistently.

3. You can’t keep up

Advisors who generate leads through social media average 35 interactions per month—but this includes liking and commenting, not just original posts. Consistent posting often requires a level of time commitment that can be difficult to fit into an already packed schedule.

Tip: Consider integrating social media time into your daily work routine. Even five minutes spent interacting with others over your lunch break can make a big difference!

4. You’re concerned about compliance

Advisors’ social media posts are considered an advertisement or solicitation—and are therefore subject to FINRA and SEC regulations. Your content must be truthful, accurate, and contain no misleading information. This takes extra time and may make you hesitant to produce content out of fear of compliance issues.

Tip: To stay compliant, make sure your posts are truthful and accurate, and lean on your compliance team for help—it’s what they’re there for!

While these challenges are real, they’re not insurmountable. With a clear plan and some practice, you can build a successful social media presence.

How to Build a Strong Social Media Following

Your first step to success? Focus on LinkedIn. While the tips below apply to other platforms, LinkedIn remains the most-used social media platform among Advisors.

Related: How to Develop a Winning Marketing Strategy for Financial Advisors

Identify Your Niche

Social media is flooded with content, which means users need a strong reason to “stop the scroll.” The best way for Advisors to do this is speak directly to their audience’s specific pain points, as it will trigger emotion and make users feel they “need” to read this post.

Ask yourself:

  • Who is my ideal client, and what are their biggest concerns?
  • What topics can I speak about with authority that will resonate with them?

Optimize Your Profile

Your profile is often the first impression someone has of you. Make sure it’s professional, memorable, and easy to navigate.[JY1]  Include a clear, compelling headline, a high-quality photo, and a summary that highlights what makes you unique to turn your basic profile into an extension of your business and brand.

Create a Content Schedule

A solid content strategy makes it easier to stay consistent on LinkedIn, even with a busy schedule. Here’s how to build one that works for you:

  • Decide how often you can realistically post. This should include both original posts and interactions, like commenting on or sharing others’ content.
  • Plan your topics in advance. Keep a running list of ideas inspired by industry news, trends, or conversations you’ve had with clients. This will help you create posts that resonate with your audience.
  • Set aside dedicated time—such as 30 minutes twice a week—to write posts. By building a backlog of content, you can keep posting regularly, even during your busiest weeks.
  • Engage, Engage, Engage. Liking, commenting, and sharing content helps you stay informed about industry trends, strengthens your network, and boosts your visibility.

A little planning goes a long way. By creating a strategy that fits your schedule, you’ll be able to maintain an active presence on LinkedIn without feeling overwhelmed.

Generate More Leads from Social Media with RFG Advisory

Building a social media presence takes time and effort. At RFG Advisory, we help you focus on what you do best—building relationships with your clients—while we handle the rest.

Our digital marketing support includes:

  • Branding Services: Develop a unique brand identity and create professional collateral to elevate your image and tell your story.
  • Digital Marketing: From website development to managing your social media campaigns, we help you maximize your online presence.
  • Proprietary Technology: Our digital marketing platform, Pathfinder, streamlines content and campaign automation, simplifies event promotions and integrates marketing compliance.

Advisors who partner with RFG Advisory grow organically by 19% year-over-year—far outpacing the 2-5% industry average.

Want to see how we can help you achieve similar results?

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