From likes to leads: Six steps to master social media for Financial Advisers

Akilah Harper, Senior Account Manager at Battenhall, shares how financial advisers can use social media to build trust, grow visibility, and turn engagement into new business.

In today’s digital-first world, social media isn’t just a marketing tool, it’s a business essential. With 79% of UK adults actively using social platforms and spending an average of 1.5 hours a day online, your clients are already there. The real question is: are you?

Whether you're just starting out or looking to sharpen your strategy, social media offers financial advisers a powerful way to build trust, grow visibility, and connect with clients. Here’s how to make it work for you.

1. Be strategic and consistent
Start by choosing the right platforms for your audience. LinkedIn is ideal for professional insights and networking, Facebook works well for community engagement, Instagram excels at visual storytelling, and TikTok is great for reaching younger audiences with short, engaging videos.
You don’t need to be everywhere, just be consistent where you are. A steady rhythm of quality posts builds visibility and trust. Start small, such as one post a week, and build up as your confidence grows.

2. Post with purpose

Social media isn’t about posting constantly, it’s about posting meaningfully. Every post should offer value, whether it’s a helpful tip, a client success story, or a personal insight.

Tailor your content to each platform:

• LinkedIn: Share thought leadership, client stories, and industry insights.
• Instagram: Use high-quality visuals and short captions. Reels and Stories are great for quick tips or behind-the-scenes content.
• Facebook: Focus on community updates, events, and helpful articles.
• TikTok: Be authentic and creative. Short videos like myth-busting or “day in the life” clips work well.

Avoid a one-size-fits-all approach. Tailoring your message shows professionalism and boosts engagement.

3. Use content pillars to stay focused

To keep your content varied but consistent, use 3–4 content pillars that reflect your brand and expertise. For financial advisers, these might include:

• Education: Share insights into protection products, answer frequently asked questions, or debunk common myths to help your audience make informed decisions.
• Client Stories: Use real-life examples to illustrate how you've supported clients through different financial journeys. Always ensure client confidentiality is protected, only share stories with explicit permission, or anonymise details to avoid identifying individuals. This builds trust while showcasing your impact.
• Industry Insights: Comment on market trends, regulatory updates, or new product developments to position yourself as a knowledgeable and reliable adviser.
• Behind the Scenes: Give your audience a glimpse into the day-to-day life of a financial adviser. This could include your morning routine, how you prepare for client meetings, or the tools and resources you rely on. Share moments that highlight your team culture, collaboration, and values—whether it's celebrating milestones, training sessions, or community volunteering and engagement.
• Lifestyle & Values: Align your content with the values and lifestyle aspirations of your audience, such as financial wellbeing, security, and long-term planning.

This approach helps you plan ahead and ensures your content stays relevant and engaging.

4. Engage, don’t just broadcast

Social media is a two-way street. Don’t just post and disappear, engage with your audience:

• Reply to comments and messages.
• Ask questions to spark conversation.
• Comment on others’ posts, especially peers and clients.

Building relationships is just as important as sharing content. It’s how you turn followers into clients.

5. Be authentic and professional

People buy from people. Show your personality, share your perspective, and be human, but always stay professional:

• Share your experiences and insights
• Take inspiration from others and add your own spin
• Optimise content for each platform
• Don’t copy or plagiarise
• Don’t post anything you wouldn’t say in the office
• Don’t assume one format fits all

Authenticity builds trust, and trust is everything in financial services.

6. Quick content ideas to get you started

Need inspiration? Try these proven ideas:

• “Spend a day with an adviser”: A short video showing your daily routine.
• “What does a financial adviser actually do?”: A 30-second explainer.
• Myth-busting quotes: Tackle common misconceptions about protection insurance.
• Client success stories: Share how you’ve helped someone secure peace of mind.
• Topical posts: Tie your content to awareness days or industry news.

Final thoughts

Social media doesn’t have to be overwhelming. Start small, stay consistent, and focus on building genuine connections. With the right approach, it can become one of your most powerful tools for growing your business and helping more people protect what matters most.

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