Written by: Jackson Bolstad
Social media marketing is a powerful tool for any financial professional looking to expand their reach and grow their practice. Facebook remains one of the best platforms to reach your target audience – despite competition from new platforms like TikTok and Snapchat.
With more than 2.9 billion monthly users, Facebook (also known as Meta) can expose your business to more people in your community than any other social media platform. The platform’s comprehensive tools, features, and targeting options can help you build your online brand, connect with potential clients, share your expertise, generate leads, and much more.
As a financial professional, there’s a lot you can do to build and/or enhance your Facebook presence and attract new clients to your practice. Here are a few things we recommend to get started:
Optimize Your Page
Your page is often your audience’s first opportunity to learn more about you and your practice. As such, it should be well organized, easily navigable, and have a clear call to action. Often these simple, yet seemingly obvious tweaks can make or break a user’s experience.
Start by making sure all the pertinent information on your page is complete and looking great, including contact information, high-quality cover and profile photos, page category, description, and more.
Don’t forget to add a write-up about your practice in the “About” tab to give potential clients some background into the who, what, when, where, why, and how of your practice.
Add keywords to your page, like annuities, life insurance, IRA, financial professional, and more, if they are pertinent to your practice.
Reorganize the tabs on your page to provide potential clients with a smoother experience. This includes adding or removing tabs, as needed.
Lastly, consider adding Facebook’s Book Now appointment-booking tool to your page, or at the very least a Call Now/Contact Us button, through your page’s settings.
Post with Intent and Regularity
Building an audience on social media takes time and effort. Results don’t just happen overnight. Posting timely, relevant content regularly on your page can help to increase your visibility and attract new clients to your practice. Before you start posting though, it’s essential to understand your goals and audience, as well as your availability. Be sure to read through our blog about Developing a Strategy for Social Media to make sure you’re setting yourself up for success. From there, here are some next steps:
Post a mixture of content that educates, informs, and showcases what makes you and your practice unique. This could include things you or your employees are doing in the community, office happenings, product details, etc. Your goal should be to reach a 70/30 ratio of fun, educational content to sales content.
Think visual. Posts with graphics, images, and videos tend to get 2.3 times more engagement than text-only posts. Some useful tools we like include – Canva (for graphics and photos) and Wave.video (for video).
Always try to include a link with your posts back to your website, if relevant. You may also consider tagging your products on relevant posts, which is another way to create a link back to your website.
Try to post a minimum of 3 to 4 times per week to keep your practice relevant and top of mind with your audience. A content calendar like the one here from HubSpot can help you and your team stay organized and ahead of the game.
Lastly, be sure to share your content across Facebook’s (Meta) multiple platforms and channels to reach an even larger audience, including Facebook Stories, Instagram, and Instagram Stories, as well as with relevant community groups.
Don’t overlook the power and influence of Facebook! Studies show that the social media site continues to affect buyer’s awareness (55%), consideration (71%), and post-purchase (66%) decisions when evaluating and discovering a product or service. Understanding the above capabilities is essential to growing your digital presence and effectively communicating with your target audience.
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