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3 Facebook Marketing Tips Every Financial Advisor Should Know

Jeremi Karnell
Jan 19, 2018

If you are looking for a steady stream of prospects and clients, Facebook could be your best option. As a financial advisor, you owe it to yourself to become a recognized member of this global community. The opportunities for you and your business are endless.

Facebook estimates the number of its US based users to be around 214 million. You cannot afford to miss out on the prospects available to you. There are great clients you can reach out to as long as you know what you are doing.

This article aims to arm you with three powerful strategies you can start using today. The goal is to give you an advantage in a market that seems to be saturated. If you apply what you discover here, you won't have to fear the competition. Your competition will fear you.

Please keep in mind that you need to stay compliant with FINRA regulations. As you apply each strategy, make sure you follow the right procedures. At the same time, don't let the restrictions scare you from promoting your business. You still have a lot of wiggle room so just focus on serving your target market.

Turn Your Personal Profile Into a Client Magnet

Your personal profile is the foundation of all your Facebook marketing. No matter which path you choose at some point people will want to know who you are. What they see when they click on your profile link can make or break a potential client relationship.

The secret lies in understanding how your prospect thinks. The two most important questions are "Do I feel a connection?" and "Can I trust this person?". Don't worry if that intimidates you. It's not that hard to overcome these obstacles.

The easiest way to create a connection is by showing your personality. People think of financial advisors as the stereotypical "Wall Street types". By showing your softer side you will help ease those fears. Feel free to post pictures of yourself having fun. If you're family oriented, feel free to show that too. The most important thing is to express your passions.

To create trust, allow people to comment on your posts. You may see this as an intrusion of privacy but there is more to it than that. As a financial advisor, you are a public figure in the eyes of Facebook users. Being transparent about your life will make people comfortable about buying from you. That's a crucial marketing element since many financial businesses appear to be faceless.

Use the Magic of Facebook Groups

Facebook Groups are an easy way to establish your authority as a financial advisor. Many online communities lack expert opinion when it comes to money-related issues. In many cases, you could instantly become a big fish in a small pond. People may start recommending you as the best source of financial information. This could result in a snowball effect for your marketing.

The key to this strategy is in being able to provide actionable advice. Whenever you answer a nagging question, you will gain a bit of trust. Focus on helping people get tangible results. This doesn't mean you need to dispense complete financial advice. The important thing is to point people in the right direction so they can take the next step forward.

There is a desperate need for experts who can explain things on a basic level. For this reason, when you post in a group, use simple language. Break down concepts that are difficult to understand. Make it easy for those who don't have your knowledge and experience. If you can do that, you may find yourself swarmed with messages asking for details of your services.

When you're ready, you can start a Facebook group of your own. Being a group leader or moderator puts you in the perfect position to promote your business. You don't need to spend any money to start a group. All you need is a bit of time and the desire to help people.

Keep your group theme focused on a specific area and a single target market. Then, you could benefit from Facebook's internal promotion. This means your group will be put in front of potential members without your having to lift a finger.

Reach Your Perfect Client Your Business With Facebook Ads

Facebook gives you unprecedented power when it comes to advertising. You can put your business in front of your ideal clients with just a few clicks. All you need to do is to provide your desired buyer persona.

Gather all the information you have about your perfect client. What's their age group? Do you know their income level? Where do they live? Facebook allows you to input all this information and more. Then, when you create your ads, you will be able to access people who are most likely to buy from you.

There is a little catch, though. To get the best results, your ads must provide something of value. For example, you can offer a free report that helps people choose the right financial advisor. In exchange, you will ask for their contact details. Once you have this information, you can promote your services directly.

People may ask you questions right on the ad. Try to respond as soon as you can. Facebook lowers the cost of advertising for businesses that engage with their audiences. This means that the more exciting your ad is, the cheaper it will be for you to acquire new clients.

As you promote yourself on Facebook, ensure that you are FINRA compliant at all times. Keep in mind that you need to keep records of all your social media posts, including Facebook ads. That's a small price to pay when you consider the number of potential clients you could attract. There has never been such an abundance of leads available at your fingertips.

The best thing about Facebook is that it gets easier with time. Choose a strategy that feels right for you and get started right away. By staying consistent, you will build traction and gain momentum. In the end, you will attract clients who will be happy to do business with you and to recommend you to family and friends.

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