Market in Motion Blog


4 Things You’re Doing Wrong on Social Media

Social Media 0 Comments

Missed the MarkWhy is it that with marketing, you never quite know if you’re doing it right? Like many elements of business, sometimes you just have to try, test, see results, and adjust as needed. On our blog, we talk a lot about tips for improving your social media presence, following, content, and likability. But today, we’re going to focus on the bad and the ugly: the four things you may be doing on social media that you shouldn’t.

1. You Self-Promote 90% of the Time

As much as you want to remind your followers of your services and capabilities, social media is a form of inbound marketing, and the ultimate goal of inbound marketing is to educate. Rather than talk about your specific process for financial planning, or your offering for a complimentary consultation, share unbiased education, including videos and content on the topics your followers care about. Keep 75% of your posts education-focused, 10% about firm updates or upcoming events, and 5% purely self-promotional, such as offering a free portfolio review.

2. You Post Inconsistently

Consistency is key for successful social media marketing. Avoid posting 10 posts in one day and then neglecting to share content again for two weeks. You’ll drive followers away with too much posting, and followers will forget about you if you don’t post often enough. Each social media platform has its own posting frequency etiquette. As a general rule, Twitter users post continuously throughout the day — as much as 20-50 tweets in a day. Facebook and LinkedIn users are more likely to post once each day. That being said, the actual amount that you post will depend on how much content you have and how high-touch you want your outreach to be.

More important is to focus on your cadence. Cadence is how regularly you post and your posting pattern on which your followers can count. Maintain a rhythm rather than try to stick to social media rules for posting. Prospects would rather engage with an adviser who consistently posts twice a week on Facebook than someone who posts every day one week and then disappears for the next month.

3. You Don’t Show Your Personality

The world of finance doesn’t have to always be steely and serious. Don’t be afraid to let your personality shine through in your social posts. For most advisors, the goal is to work with an ideal base of clients – people you actually enjoy being around. The best way to attract your ideal target market is through your personality and social media content. If you like to keep your office relaxed and casual, share the occasional joke or share a picture of your office when it’s time for spring cleaning. If you solely want to connect with retired folks, you may share your thoughts on your last golf game or recommendations for vacations.

4. You Don’t Respond

There’s nothing worse than reaching out to someone and never receiving a response. It’s annoying with friends, but it can lose business for a professional. One survey found that 25% of people are annoyed when a business doesn’t respond to their question on social media, and 15% unfollowed a business because of the lack of communication. Yet, despite these numbers, reports show that only 10% of messages to brands on social media receive a response.

Even if you are automating your social media posting, you still need to check in every few days and respond to any private messages or comments you receive. On most platforms, you can adjust your settings so you receive an email when someone has commented on a post, responded to a tweet, or messaged you privately. Aim to respond as quickly as possible with a personal message, not a canned response. Checking for messages and interacting with followers can be a good task for your assistant if you prefer to stay away from your social media pages.

Social media marketing isn’t easy, but it is forgiving. Tweak your posting schedule, crack a joke or two, and interact with your community. Learn from your (and others’) mistakes and you’ll see your social media following and ROI improve over time.

Want more social media guidance?

Download our free whitepaper, “The Financial Advisor’s Guide to Social Media.”

Related Content

Back to blog list


Join Discussion

Still Have Questions?

You've Been April Fooled!

While we can't help you with your wardrobe (sorry), we can help you become an amazing marketer. Click below to check out some of our latest resources. And thanks for playing!

Make Me a Great Marketer

Become a Marketing Master

Sign up for our marketing e-newsletter to receive marketing tips for financial professionals, including exclusive whitepapers, broadcast invites, and other content.

Privacy Policy

Get a Sample Email Campaign

The best way to experience FMG Suite Campaigns is to receive one the same way that your clients and prospects receive them — in your email inbox. Let us send you one today!

Privacy Policy

Get 1 Month Free

Receive your first month of our Monthly Market Insights campaign for free.

Privacy Policy

Experience The FMG Suite Difference!

Tell us a little about yourself and an expert will reach out to you and walk you through our award winning automated marketing platform.

Privacy Policy

Experience The FMG Suite Difference!

Tell us a little about yourself and an expert will reach out to you and walk you through our award winning automated marketing platform.

Privacy Policy

How is Your Business Listed?

Check the consistency of your online business information with help from our listings scan.

Enter business information to scan below:

Business Name *
Street Address *
City *
State *
Phone *
Scan Now

Want to kick the tires first?
Check out our Free 7-day Trial.
No credit card required to start.

Privacy Policy

Get Started with Copywriting

An expert will reach out right away to help you craft your content

Privacy Policy

Learn More About Pre-Designed Pages

Enter your contact info below and an expert will be in touch soon.

Privacy Policy

Get Started with Custom Video

An expert will reach out right away to help you create your content

Privacy Policy

Let's Build Your Suite

An expert will reach out right away to help you build your suite!

Privacy Policy

A Truly Free 7-Day Trial

No Credit Cards. No Downloads. No Commitments. No Strings Attached.

Sign up now and you’ll be up and running on our integrated and automated marketing platform in a matter of minutes.

  • This field is for validation purposes and should be left unchanged.

Copywriting Sample

Distill Your Niche

"...while they can’t turn back the clock and address these issues beforehand - such as increasing their spouse’s life insurance or saving more - there are ways to take control and feel more confident in their future.
When working with widows, there are a few first steps I recommend taking:

1. Get Organized
Whether or not you handled all of your family’s finances, some, or none, the first step is to organize your financial documents. Before you can determine how to budget and what steps to take, you have to first understand where you stand financially. If you are having trouble translating your investment account statements, a financial advisor can help you understand what your documents mean. You’ll want to copy and safeguard your important documents and review life insurance policies with a trusted advisor.

2. Budget for a Single Income
More than half of widows have difficulty adjusting to a single income. This may because they haven’t reevaluated their bills and expenses and adjusted..."

View Complete Sample

Copywriting Sample

Consistent Messaging

"...Once we understand your family’s current circumstances, goals, and unique needs, we develop strategies to help preserve and potentially grow your wealth and take over the time-consuming tasks associated with managing your complex financial affairs. Working with a family office can benefit families in a number of ways, including:

  • Preserving wealth through proactive management and appropriate strategies
  • Mitigating risk by diversifying investments
  • Assisting with the transfer of wealth from one generation to the next through strategic asset allocation and estate planning..."

View Complete Sample

Copywriting Sample

Unique Articles in Your Voice

"...More than likely, you have a clear understanding of your relationship with your doctor or your dentist. You pay a fee and, in return, you receive a service, including advice and recommendations based on your individual situation. It would make sense then for your relationship with your financial advisor to be the same; but for many, that’s not the case.

At Financial Guideposts, we’ve noticed a trend: that the general public does not understand the relationship they have with their financial advisor. We want to change that. We believe there are two critical aspects you should understand when working with a financial advisor: how he or she gets paid and what services he or she provides..."

View Complete Sample
FMG Suite