Captivate Clients with Compelling Social Media Content

In the past few years, social media has transformed how financial advisors connect with current and prospective clients, offering innovative ways to engage through snackable videos, live streams, and insightful market commentary. As platforms evolve, algorithms prioritize personalized content, and audiences seek authentic interactions, creating more opportunities to build brand awareness and deepen connections than ever before. But in an era of information overload, how can advisors cut through the noise and create content that truly resonates?

Recently, WealthManagement.com hosted a webinar with two experienced financial advisors, Magdalena Johndrow, CFS®, CDFA®, and Dylan Ripley, AAMS®, both of whom have successfully embraced social media and shared their strategies and insights. Whether you're a seasoned social media maven or just getting started, their advice will inspire you to refine your content creation efforts and take your online presence to new heights.

Connecting Through Compelling Clips

Video has emerged as a powerful medium for financial advisors aiming to engage audiences in a relatable way. "Video consistently outperforms written posts in terms of reach and engagement on platforms like Instagram and Facebook," notes Johndrow. Ripley agrees, finding that bite-sized, authentic videos work best, especially when they contain a call to action in the caption.

"Aim for videos that are 60 seconds or less," Johndrow advises. "A longer video risks losing viewer attention." When it comes to subject matter, "It's good to think about what makes content resonate with followers, whether it's humor, identity, or connection," Johndrow says. Ripley suggests creating videos that allow viewers a peek behind the curtain, such as discussing hobbies, which can help humanize advisors and build trust.

Crafting a Cohesive Content Calendar

While creating compelling content is essential, Johndrow and Ripley stress that consistency is the backbone of social media success. "Consistency is key," says Ripley, who posts on firm pages daily and maintains a personal cadence of 3–4 posts weekly. Johndrow echoes this, recommending that advisors aim for a minimum of 2–3 posts per week as a sustainable starting point.

Both Johndrow and Ripley recommend balancing timely market insights with evergreen educational content. Ripley rotates through educational content, personal insights, and firm-branded materials, typically scheduling posts on Monday and Wednesday for educational updates and using other days for more casual, conversational posts. This mix helps advisors remain relevant across various social media algorithms while also creating a cadence followers can depend on.

Choosing the Right Platform for Your Message

Each social media platform has unique dynamics, and understanding them can maximize post impact. Johndrow has found that Instagram and Facebook perform well for conversational tones, while LinkedIn suits a more formal approach. Her LinkedIn posts, which often share longer reflections, regularly receive high engagement from her professional network. Recently, a post about her foray into golfing and how the game relates to her wealth management practice garnered more than 3,000 impressions!

Both Johndrow and Ripley choose consistency over platform-specific strategies. This ensures brand alignment and makes it easier to keep a consistent schedule. For advisors managing their social presence, starting with a few platforms and growing as needed can make content creation more manageable.

Ultimately, the key to crafting engaging social media content is embracing your unique voice and perspective. As Johndrow and Ripley show, success lies in combining authenticity with consistency, using new formats like video, and tailoring content to each platform's strengths.

Maximizing Engagement with Geofencing Ads

For some advisors, geofencing provides a hyper-targeted approach to reaching prospects. This location-based marketing strategy leverages GPS, Wi-Fi, Bluetooth, and cellular data to pinpoint a user's location. When a user's device enters or exits a predefined area, the system triggers a specific action—such as sending personalized messages, notifications, or other tailored content directly to their device.

Ripley uses geofencing to drive specific messaging around events or local interests, such as targeting employees near a particular corporate headquarters with relevant content. His messaging focuses on local relevance to boost connection and interest. This strategy allows advisors to reach a defined audience, helping them use ad spend effectively to support lead generation.

Measuring Success: Moving Beyond Vanity Metrics

While likes and shares offer a quick snapshot of reach, true social media success goes beyond vanity metrics. Both Ripley and Johndrow consider engagement metrics like follower growth and post interaction rates, but they emphasize a broader view. For them, social media success is about building a trustworthy brand presence and supporting client acquisition and retention by driving traffic and conversions.

"The real success comes when someone recognizes me from a post," Johndrow says, underscoring the role of brand awareness in relationship-building.

Elevate Your Online Presence and Captivate Clients

Social media has opened new avenues for financial advisors to connect with clients and prospects, but creating an impactful presence requires strategy and commitment. As you refine your social media journey, it's important to keep these insights in mind: organize your content calendar, monitor key engagement metrics, and let your personality shine through. By doing so, you'll build a social media presence that not only resonates with your audience but also supports your broader business goals.

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