How to Use Social Media Engagement Techniques to Grow Your Financial Advice Firm: Key Digital Marketing Trends in Financial Services
Introduction
In today’s digital-first world, social media is not just about being visible; it’s about being engaging. For financial professionals, developing a comprehensive financial services digital marketing strategy presents a significant opportunity to attract new clients, differentiate your firm, and establish meaningful connections with both prospective clients and professional connections such as solicitors and accountants.
This guide explores proven social media engagement techniques—specific methods to increase likes, comments, shares, and saves—that help build a strong brand, drive referrals, and provide thought leadership in your niche. With 53% of adults now using social media as a source of information about financial products and services (Financial Conduct Authority, 2023), mastering these platforms has become essential rather than optional.
Why Social Media Engagement Matters for Financial Advisers
Engagement isn’t about vanity metrics—it’s about building trust and visibility. Here’s how it translates into business impact:
- Stronger brand presence: According to Schroders Adviser Survey 2024, 72% of investors are more likely to consider advisers with an active, professional social media presence
- Higher client acquisition: 61% of high-net-worth individuals use social media to research financial decisions (Accenture Financial Services, 2024)
- Improved referral opportunities: Professional connections are 3.5× more likely to refer clients to advisers they regularly engage with online (Professional Connections Report 2024)
- Better client loyalty: Regular digital touchpoints reduce client attrition by up to 37% (UK Wealth Management Report)
- Enhanced SEO: Social engagement signals boost local search rankings, vital for regional adviser practices
Regulatory Considerations for Financial Advisers
Before implementing social media strategies, understanding the regulatory framework is crucial:
FCA Guidelines for Social Media Use
The FCA considers social media content as financial promotions, which means:
- All communications must be clear, fair, and not misleading
- Risk warnings must be prominently displayed (even within character-limited platforms)
- Past performance must be presented with appropriate caveats
- Third-party endorsements and testimonials must follow specific guidelines
- Archive requirements apply to social media content
For the complete framework, refer to FCA Finalised Guidance FG15/4. Importantly, the FCA updated its guidance in 2023 to include specific provisions for influencer marketing and “finfluencers,” requiring clear disclosure of commercial relationships.
Best Platforms for Financial Advisers: Essential for Marketing Financial Planners
Each platform offers distinct advantages for financial advice firms:
Platform Strengths Key Engagement Features UK Demographics
LinkedIn Professional networking, thought leadership Posts, articles, newsletters, comments 38% of adults; 87% of financial professionals
Facebook Local community reach, older demographics Groups, comments, reactions, shares 72% of adults; highest usage amongst 45-54 age group
Instagram Visual storytelling, brand awareness Stories, reels, saves, DMs 56% of adults; fastest growth in 35-44 demographic
YouTube Video education, brand trust Views, comments, subscribers 60% of adults seeking educational content
Google Business Profile Local SEO, trust signals Reviews, posts, Q&A Essential for local search visibility
Trustpilot Reputation building, transparency Verified reviews, responses 26% of consumers check before financial decisions
Source: Ofcom Online Nation 2024
Social Media Engagement Techniques That Work
These evidence-backed strategies have proven particularly effective for financial advisers in the UK market:
1. Ask Questions and Use Polls
Engage your audience directly by encouraging input. Posts with questions generate 2.3× more comments than standard posts (Social Media Examiner UK, 2024).
Compliant example questions: - “What financial goal are you prioritising this tax year?” - “Would you prefer to focus on pension optimisation or investment diversification in today’s consultation?” - “How has the recent Spring Budget affected your retirement planning?”
Implementation tip: Frame questions to avoid inadvertently giving personalised advice. Focus on general sentiment rather than specific financial recommendations.
2. Share Educational, Bite-Sized Content
Break down complex financial topics using short, digestible formats. UK audiences particularly value educational content, with 78% of potential financial services clients citing “educational value” as a key factor in following adviser accounts (The Lang Cat: State of the Adviser Nation, 2024).
Effective formats: - Carousel posts (LinkedIn/Instagram) explaining concepts like compound interest - Short videos (60-90 seconds) addressing common questions - Infographics breaking down Budget implications - ‘Did you know?’ facts about tax thresholds, allowances, and savings vehicles
Compliance consideration: Ensure all educational content includes necessary risk warnings and avoids providing what could be construed as personalised advice.
3. Use Anonymised Case Studies with Clear Disclaimers
Share anonymised stories about clients achieving goals like retiring early or protecting their family. Case studies perform particularly well, with 66% higher engagement than generic advice posts (Hootsuite Financial Services Report, 2024).
Example approach: “How one of our clients approached retirement planning: A recently retired professional wanted to maintain their lifestyle while reducing work commitments. Here’s the strategy we developed…” [Include appropriate disclaimers and ensure compliance with social media and financial promotions regulations]
Risk mitigation: Always change multiple identifying details, obtain written permission where possible, and include a disclaimer stating the case study does not constitute advice for the reader’s situation.
4. Respond to Comments and DMs Promptly
Response time significantly impacts conversion rates. Financial firms that respond within 4 hours see 3× higher conversion rates than those responding after 24+ hours (Financial Services Forum, 2024).
Best practices: - Develop pre-approved response templates for common questions - Establish a triage system for urgent queries - Set up automatic notifications for new comments - Create a comments policy and display it prominently
Compliance safeguard: Have a designated individual review all responses before posting to ensure they don’t cross the line into personalised advice.
5. Leverage Reviews Within Regulatory Boundaries
Use reviews strategically while staying compliant. 83% of consumers trust reviews as much as personal recommendations (BrightLocal Consumer Review Survey, 2024).
Compliant approaches: - Share Google Business Profile or Trustpilot reviews as visual posts (with documented client permission) - Highlight themes from multiple reviews rather than cherry-picking exceptional ones - Include balanced perspectives and realistic outcomes - Ensure all necessary disclaimers are included
Important note: Under FCA guidance, testimonials must not be misleading or imply guaranteed performance. Always include appropriate risk warnings.
6. Develop Strong Visual Branding for Recognition
Visual consistency helps your brand stand out. Financial firms with consistent branding across platforms see 37% higher engagement rates (The Financial Marketing Report, 2024).
Design elements to standardise: - Colour palette matching your logo (maintain WCAG 2.1 AA accessibility standards) - Typography system (maximum of 2-3 font families) - Iconography for topics like pensions, investments, protection - Template system for different content types - Photography style (professional, approachable, consistent lighting).
Content Calendar for Financial Advisers: The Annual Framework
Developing a structured content calendar aligned with the financial year drives consistency:
Month Key Themes Content Opportunities
January New Year planning, tax year prep Goal-setting guides, ISA countdown
February Protection planning Life insurance explainers, income protection
March Tax year-end, Budget reaction ISA deadline reminders, Budget analysis
April New tax year, fresh start Tax allowance updates, financial spring cleaning
May Investment reviews Market updates, portfolio diversification
June Retirement planning Pension contribution benefits, retirement lifestyles
July Half-year reviews Mid-year financial checkpoints
August Family finance, education University funding, inheritance planning
September Protection awareness Insurance reviews, protection gaps
October Investor psychology Market volatility guidance, behavioural coaching
November Tax planning Capital gains harvesting, charitable giving
December Year-end reviews, goal setting Annual wrap-ups, next year preparation
Efficiency tip: Create content batches around these themes quarterly rather than scrambling for daily inspiration.
Using Social Media to Connect with Professional Networks
LinkedIn in particular is valuable for forming professional alliances, with 89% of solicitors and accountants using the platform regularly (Legal Services Board, 2024).
Effective collaboration strategies: - Share anonymised, compliant case studies with solicitors and accountants (with documented consent) - Comment thoughtfully on their posts, adding substantive insights - Tag relevant professionals when discussing complementary topics - Invite them to co-create webinars or joint content pieces - Establish regular digital touchpoints between face-to-face meetings
Measuring success: Track referrals from professional connections who engage with your content versus those who don’t to demonstrate ROI.
Establishing Thought Leadership
Position yourself as the go-to expert in specific areas of financial planning. Focused expertise generates 3.7× more engagement than generalised content (LinkedIn Financial Services Report, 2024).
Thought leadership framework: - Choose 3-5 core topics aligned with your expertise and business goals - Publish weekly LinkedIn articles on these focused areas - Create monthly video updates or Q&A sessions - Develop a consistent publishing schedule and stick to it - Engage with industry publications and seek guest contribution opportunities
Content-specific metrics: Track which topics generate the most meaningful engagement to refine your subject matter focus.
Measuring Success and Refining Your Strategy
Track engagement metrics and optimise accordingly. financial advisers who adjust strategies based on data see 41% better results than those who don’t (Financial Technology Research Centre, 2024).
Key metrics to monitor: - Post engagement rate (likes, comments, shares ÷ impressions) - Follower growth rate (new followers ÷ total followers) - Website traffic from social media (via Google Analytics) - Enquiry attribution (ask how prospects found you) - Content topic performance (engagement by subject matter) - Conversion rates (followers → consultations → clients)
Analytics tools: Beyond native platform analytics, consider specialised tools like Hootsuite or Sprout Social with financial services compliance features.
Resource Allocation Guide: Including Facebook Ads for Financial Advisors
For optimal results, financial advice firms typically allocate resources as follows:
Firm Size Recommended Time Budget Range (Annual) Suggested Platforms
Solo practitioner 3-5 hours weekly £1,200-£3,600 LinkedIn + Google Business Profile
Small (2-5 advisers) 8-10 hours weekly £4,800-£9,600 LinkedIn, Facebook, Google Business
Medium (6-15 advisers) 15-20 hours weekly £12,000-£24,000 All major platforms + part-time specialist
Large (16+ advisers) 25+ hours weekly £30,000+ Full platform coverage + dedicated resource
Source: Financial Marketing Organisation Benchmark Report, 2024
Getting Started: Your 30-Day Action Plan
Follow this structured approach to launch or revitalise your social media presence:
Days 1-7: Audit and Setup
- Review current social presence and performance
- Ensure all profiles are complete and professional
- Develop compliance guidelines document
- Establish approval workflows
Days 8-14: Strategy Development
- Identify 3-5 core content themes
- Create content templates for each platform
- Develop 30-day content calendar
- Set up monitoring and measurement tools
- Consider whether to hire a social media manager financial services specialist or manage in-house
Days 15-21: Content Creation
- Produce first batch of evergreen content
- Prepare response templates for common questions
- Create branded visual assets
- Record introduction video content
Days 22-30: Launch and Optimise
- Begin publishing according to schedule
- Actively engage with network connections
- Monitor performance metrics
- Adjust approach based on initial feedback
Conclusion
Social media engagement is a powerful tool for financial advisers who want to grow their firm, attract new clients, and build relationships with professionals and clients alike. By being consistent, offering value, and engaging authentically—all while maintaining regulatory compliance—you can set your firm apart in the increasingly digital financial services landscape.
The most successful firms view social media not as a marketing expense but as a business development investment with measurable returns. By implementing these evidence-based techniques and continuously refining your approach, you can transform social engagement from a time-consuming obligation into a significant driver of practice growth.
This article is intended for educational purposes only and does not constitute financial advice. Financial advisers should always consult their compliance departments before implementing any marketing strategies.
The landscape of financial advice continues to evolve, and staying current with these approaches will help ensure your firm remains competitive in an increasingly digital marketplace.
