Facebook ads are sponsored advertising blocks that show up in news feeds and on other Facebook pages. The ads you see on your Facebook page are selected specifically for you based on your profile — your established interests and those of your Facebook network. So why should this information be of interest to financial advisors?
Because Facebook has almost 3 billion users, Facebook ads for financial advisors help you get your share. When you post your first Facebook ad, Facebook knows exactly who will see it. That’s because the audience is predetermined based on their interests, age, geographic location, and even their purchasing behaviors.
If this sounds like the targeted marketing you’ve been looking for, use these 5 tips to create Facebook ads for financial advisor services that generate leads, drive traffic, and increase conversions.
How Do I Advertise Myself as a Financial Advisor?
For any financial advisor who wants to grow their business; advertising and marketing a major components to think about. One question many advisors ask themselves is “How do I advertise myself?” The best way is to get their name out there by making use of the tools available to them. That being the internet and social media sites. That includes Instagram, LinkedIn, Twitter, and most importantly, Facebook. Using these sites is an effective way to get your name out there and market yourself to potential prospects and current clients.
Why Facebook Ads Are Valuable to Advisors
When using ads, you want to ensure they’re reaching the right people so you know you’re wisely spending your money. When it comes to financial advisors, they’re looking for people who want to invest in their future or are going into it soon. According to Pew Research Center, Facebook users make disproportionally more money on average compared to users on other social media sites. This shows that Facebook is the right choice for investing in the advertisement.
How to Create an Effective Financial Advisor Facebook Ad
Find Your Target Audience and Attract
In an FMG video, Samantha Russell goes over the reasons why financial advisors are getting results from their social media. And that has to do partly with not targeting their audience or not even knowing who their target audience is.
Targeted marketing starts with a select audience and then helps you build a marketing strategy, not the other way around. It doesn’t matter if you’re reaching out to retirees or millennials — targeted Facebook ads will help you speak their language.
Watch this video on 5 reasons you may not be getting results on social media and how to fix it:
Keep with the Times and Take Action
Keeping up with the latest social media channels and maintaining an online presence can be time-consuming. But you hear it all the time — if your advisory isn’t marketing on Facebook, Google, Instagram, LinkedIn, and Twitter simultaneously, it can’t compete. Social media is a big part of financial advisor marketing and is important to maintaining relevance. Keeping up to date with trends and current events allows businesses to engage with their community and bring in a larger audience.
Instead of spending your precious time and marketing budget trying to do it all, master one channel at a time and really hone your skills. Unless you have a robust marketing automation platform in place, you’ll want to focus on Facebook ads and then branch out once you’ve learned the ropes.
Focus on Branding and Identity
Many companies create a sense of identity through branding. This is especially useful on social media such as Facebook. The use of logos, catchphrases, or slogans helps to stand out. It’s important for businesses, including financial advisors, to brand themselves. Logos are great for establishing a connection and can link certain objects to your business. Creating a public image allows current and potential clients to know what your business stands for and what it’s there to do for them. Geico’s “15 minutes can save you 15% or more on car insurance” is a great example. That’s their slogan which lets customers know exactly what they do for you.
The best way to brand yourself is to be unique, but be sure to consider your audience. What are some of their interest, or how does your brand stand up against the competition? Use these questions to help formulate a unique brand that shows off what makes you and your financial services so special.
Know When It’s Time to Level Up and Make a Move
While setting a budget for Facebook marketing for financial advisors is wise, don’t let it get in the way of finding a winning ad. Digital marketing for financial advisors isn’t an exact science, but every good business owner knows it’s smart to back a winner. When you know how much a client costs, analyzing Facebook ad performance is easy. If your ad spend is $1 and you’re getting a return of $1.50 on that ad, forget the budget.
Whether it’s with Facebook ads, Google ads, or any other marketing channel, when an ad is successful, it’s time to level up and fuel that performance with your marketing dollars. And don’t worry about going “all in” too quickly. Facebook’s advertising platform makes it easy to tweak, pause, or otherwise control your ads and your marketing budget.
Bring It Home and Sell
The goal with Facebook ads for financial advisors is to get those clickers off Facebook and onto your website or landing pages. When you’re successful, those prospects are on your turf, so you’re in control of the client journey, not social media.
Once you control the narrative, it’s your job to move those prospects toward conversion using valuable content, engaging video, and other proven marketing elements. Remember: Likes and other engagement numbers are important, but it’s the click-throughs that make you profitable.
Use these tips to harness the power of Facebook ads and get a good handle on what works for your advisory. Then take what you’ve learned and apply it to other digital marketing channels using automation and other marketing technology. Before you know it, you’ll have the online presence and stream of leads your advisory needs to reach the next level.
Learn more about how to save time generating leads, sending out email campaigns, and scheduling social media posts. Save time and money by automating your marketing today. Find out more on the FMG site.
Editing note: This article was originally published on August 11th, 2021, and has been updated to ensure consistency.
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