Social Media for Financial Services:

A Complete Guide

Social media for financial services is one of the best tools for personalized marketing and organic visibility. Whether you’re a banking institution, an investment firm, or a fintech startup, a strategic social media presence helps you engage with existing clients and attract new ones (hello, higher client retention and revenue 👋).

Platforms like Facebook, Twitter, LinkedIn, and Instagram offer fantastic opportunities for your financial services brand to showcase your expertise, share valuable insights, and build trust with your audience. Yet, creating a strong social media presence in the financial services sector can be challenging.

Whether you’re starting from scratch or already have a social media strategy that’s not bringing you the desired results, you’ve come to the right place. In this complete guide to social media marketing for financial services companies, we’ll equip you with actionable strategies and best practices to make your social media channels irresistible!

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The Incredible Benefits of Social Media for Financial Services

Before we dig deeper into the best social media platforms and practices, let’s get clear on the benefits of social media marketing for your financial services company. 

Enhanced Visibility

Social media platforms help financial services brands increase visibility and connect with younger audiences, including Gen Z and young millennials, who now hold significant purchasing power. According to recent research, Gen Z’s global purchasing power is a whopping $450 billion and 58% of them purchased something they saw on social media.

By leveraging platforms like Instagram, TikTok, and Twitter, financial services companies can engage younger audiences with tailored content and relevant messaging to increase reach. In contrast, traditional marketing channels such as print ads in newspapers or magazines and direct mail campaigns will not bring your business much success with younger generations. It’s time to try something new! 

Humanize Your Brand​

Social media marketing allows you to humanize your financial services company and forge genuine emotional connections with your target audience. In the financial services sector, numbers and finances can often overwhelm and intimidate people.

Building a relatable social media presence by sharing authentic stories, providing helpful tips, and engaging in meaningful conversations helps financial institutions demystify the financial industry and foster trust with prospective clients.

social media ideas for financial services
financial services social media

Humanize Your Brand

Social media is no longer a nice-have for financial services companies. Consumers now expect businesses, including financial service providers, to have a presence on social media platforms. If your potential customers try to look your brand up on a social media platform and can’t find you, it can raise skepticism and diminish trust in your company.

In turn, an active and engaging social media presence makes your brand appear transparent, accessible, and willing to connect with potential clients on a more personal level. This builds trust over time, reassuring your target audience that they are dealing with a reputable and credible financial institution that values relationships and open communication.

Increase Conversions

Ultimately, the biggest benefit of social media marketing for financial services is that it helps you attract new clients and drive revenue.

Research shows that 61% of organizations using social selling see revenue growth. By strategically growing your social media accounts, financial services providers can effectively nurture leads and encourage them to take desired actions, such as signing up for a newsletter, scheduling a consultation, or opening an account. Paired with social media being a low-cost digital marketing strategy, investing in your social media communications is bound to result in an impressive ROI.

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Best Platforms for Social Media Marketing for Financial Services

One of the challenges when it comes to creating a high-performing social media strategy for financial services is that there are many social channels out there. Do you market on LinkedIn, Instagram, Facebook, or other social media platforms? Or should you try to build a strong presence across all social channels?

There’s no one-size-fits-all answer to these questions, but it’s essential to remember that consistency is the most important factor when it comes to social media growth.

The rule of thumb is that you should target as many social media channels as you can realistically keep up with. If that’s one social media platform, then focus on creating a strong social media marketing strategy for that one platform and sticking to it. Don’t try to target multiple platforms if you’re not going to stay consistent with your social media posts! 

LinkedIn

 

LinkedIn as an example of social media for financial services.

LinkedIn is a professional networking platform designed to connect professionals, foster business relationships, and facilitate professional development. With over 1 billion members in more than 200 countries, LinkedIn allows financial professionals to establish thought leadership and network with potential customers and partners.

Unlike other social media platforms, LinkedIn creates a professional environment for discussions on industry-specific topics, insights, and trends. It’s an amazing platform for sharing thought leadership articles, industry reports, and educational content to connect directly with potential clients, partners, and industry influencers.

Research shows that FinTech companies that invested in Facebook as their primary channel are investing more in LinkedIn and using their CEO or senior leadership figures to amplify their content through personal insights and thought leadership content. If you’re not on LinkedIn yet, it’s a powerful tool for financial services marketers!

Instagram

 

Instagram as an example of a creative social media platform for financial service providers.

You can share photos, videos, and stories on Instagram to connect and interact with your audience. It gives financial services companies a unique opportunity to connect with your target audience in a visually engaging and interactive way. This makes Instagram an excellent platform for showcasing the human side of your brand and breaking down complex financial topics into digestible content.

Instagram emphasizes authenticity and creativity. This is a platform where financial professionals can experiment with their content and share short videos, behind-the-scenes glimpses, client success stories, and more. If you want to reach millennials and Gen Z, Instagram is a great social media platform for you.

YouTube

 

YouTube as an example of a social media marketing platform for financial services.

YouTube is a video-sharing social media platform where you can find and share a wide variety of content, from educational tutorials to entertainment videos. YouTube is a great platform for financial services companies interested in establishing thought leadership. You can produce long-form videos with insights, tutorials, and advice on financial topics and even take advantage of the monetization options.

Facebook

 

Facebook as a social media platform for financial services sector.

Launched in 2004, Facebook helps businesses share content, engage in discussions, and cultivate their community. Facebook’s robust advertising tools help financial institutions promote products, services, and educational content to increase brand awareness and customer acquisition. Features like Facebook Groups facilitate community building and help you start and lead discussions around financial topics.

Facebook is one of the oldest social media platforms, which means that it has a large number of users – 3.065+ billion, to be exact. That said, Facebook is not as popular as it used to be with younger audiences, who are using platforms like Instagram and LinkedIn more actively.

TikTok

 

TikTok as an example of a social media platform for financial services.

TikTok is a short-form video-sharing app that people use primarily for entertaining content. It’s an innovative platform for financial services companies that want to target younger demographics like Gen Z and millennials. Creating social media campaigns on TikTok allows you to make finance more approachable and relatable and differentiate your brand in a crowded market.

X (Formerly Twitter)

 

X (formerly Twitter) as an example of a social media platform for financial services.

X, formerly known as Twitter, was acquired by Elon Musk in 2023 who is planning on turning it into an “everything app” that’ll offer a wide range of functions from messaging and creating videos to banking and shopping. X has promising functions for business leaders who want to use the platform to drive sales and ROI, including social media ads.

Pinterest

 

Pinterest as an example of a social media platform for financial services.

Pinterest is a social media site where financial service providers can share visual content – known as “pins” – to drive traffic to your website. Pinterest’s search-based platform allows users to discover content based on their interests and intentions. This means that you’ll be able to reach people who are actively seeking financial advice or inspiration.

You can repurpose your existing content, such as blog posts, articles, and guides, into Pinterest-friendly formats and images. For example, our Pinterest account for a financial blog How to FIRE generates over 119,000 monthly views and drives traffic to our blog.

How to Build a High-Converting Social Media Strategy for Financial Services

Once you identify what social media platforms you want to use to reach new clients and build more personal connections with your existing customers, it’s time to create a high-converting social media marketing strategy. Here’s how to do it.

1. Define Your Target Audience

The very first step to creating successful social media campaigns is getting crystal clear on who your target audience is. In the competitive financial sector, vague messaging doesn’t cut it. You need to speak directly to your target audience and understand their demographics, interests, and pain points so you can create tailored messaging that’s specific to their lives and circumstances.

For financial services, this might involve segmenting your audience based on factors such as age, income level, life stage, and financial goals. For example, a wealth management firm might target high-net-worth individuals approaching retirement age who are seeking investment strategies to preserve their wealth. At the same time, a fintech startup selling budgeting tools might target young professionals and college students looking to manage their finances more effectively.

When you define your target audience, you can create content that speaks directly to their problems and desires and, as a result, drives engagement, trust, and conversions.

2. Start with a Social Media Audit

Before you start creating your digital marketing strategy and brainstorming social media posts, it’s important to take a close look at your existing social media channels, assess their effectiveness, and identify how you could make your social media better. You can follow these steps to conduct your financial services social media audit:

  1. Inventory Your Accounts: Start by compiling a list of all the social media accounts associated with your financial services brand, including platforms like LinkedIn, Instagram, Facebook, YouTube, TikTok, and more.

  2. Review Your Social Media Profiles: Check if your social media profiles are complete and consistent with your branding and brand messaging guidelines. Make sure that your profiles have up-to-date contact information, a strong bio or description, and cohesive branded visuals such as your logo and cover images.

  3. Assess Audience Engagement: Look at key metrics such as follower count, engagement rate, and post performance to get a better understanding of how effective your current online marketing for financial services is. This step should also give you an idea of which types of content resonate most with your audience and which platforms drive the highest levels of engagement!

  4. Evaluate Content Quality: Review your existing content, such as images, videos, and graphics, to see if your content aligns with your brand identity, messaging, and objectives. If not, identify what should be changed going forward.

  5. Do Competitor Analysis: Check what other brands in the financial sector are doing with their social media, identify trends, strategies, and best practices, and brainstorm how you can differentiate your brand reputation.

  6. Set Your Goals: Establish clear goals and objectives for your social media strategy and make sure that they are aligned with your overall business vision. It’s also important to figure out how you’re going to track your progress, especially with goals that are hard to put into numbers like “build brand awareness.”

  7. Create Your Social Media Strategy: Now that you have a solid understanding of your current social media efforts and your future goals, create a strategy to bridge the gap. Refine your content strategy, build more effective processes, and explore innovative solutions like influencer marketing or paid ads.

Don’t skip these very important steps! When it comes to social media in financial services, it’s essential to build a strong foundation to reach your goals. Whether you’re a financial advisor, a personal finance professional, or a CEO of a financial services startup, taking the time to conduct an audit and build out your strategy is going to help you with reaching and retaining clients.

3. Research Rules for Compliance

Before you start sharing your content with your target audience, make sure to do thorough research on compliance regulations to be certain that you’re adhering to legal, HR, and industry-specific guidelines. The financial sector is highly regulated and overlooking compliance requirements can lead to severe consequences, including legal penalties, reputational damage, and loss of customer trust.

If you have a legal or compliance team, collaborate closely with them to develop and implement social media policies and procedures that mitigate risk and support compliance.

4. Create Compelling Content

The most important part of social media for finance? Creating compelling content that resonates with your target audience and drives engagement. To do that, you need to strike a balance between informative, engaging, and visually appealing content that speaks directly to your ideal customers.

Experiment with a mix of video, images, and graphics in your digital marketing content to add variety and test what works best with your audience’s preferences and consumption habits. You can also leverage user-generated content, client testimonials, and success stories to humanize your brand and foster authenticity and trust.

Remember that you don’t need to be posting every day on multiple social media platforms. Just focus on creating high-quality social media content and sticking to a consistent posting schedule, even if it’s just once a week! If you struggle to stay on top of your social media marketing for financial services, learn more about our One-Day Conversion Copy service.

5. Use Storytelling

Storytelling is a powerful digital marketing strategy that helps you create an emotional connection with your potential customers, improve brand memorability, and drive buying decisions.

When you weave narratives into your content, you evoke empathy and reliability among your social media followers. This makes financial concepts more accessible and engaging. In an industry dominated by numbers and jargon, financial services providers can use storytelling to communicate the real-life impact of financial decisions, inspiring action and starting meaningful connections.

There are various ways to infuse your social media content with storytelling, such as sharing client success stories, personal anecdotes from team members, or case studies illustrating financial journeys. It’s important to experiment and see what resonates the most with your target audience. Take a look at an example of a financial advisor case study!

6. Engage with Followers

To grow your social media accounts, you need to go beyond regular posting. You also need to engage with your audience and make your social media platform feel like a community that they want to be a part of. When you actively respond to comments, messages, and inquiries from your followers, you demonstrate your commitment to customer satisfaction and establish your brand as an accessible and responsive partner. In the world of digital marketing, personal connections go a long way.

Make it a habit to engage with your social media following. Try initiating conversations, creating opportunities for feedback, and asking questions to encourage meaningful interactions. This demonstrates a genuine interest in understanding and addressing the needs of your audience. You can also host live Q&A sessions, conduct polls or surveys, and feature user-generated content.

Ultimately, prioritize two-way communication to cultivate a loyal and engaged online community! Listen to our Behind the Clicks Podcast to learn more about valuable digital marketing strategies to grow your reach and following.

7. Stay Consistent

When it comes to social media marketing for financial services, consistency is key. If you disappear from your social media platforms for days or even weeks at a time, your community will start feeling distant from your brand or may even begin to lose trust in your services.

This is why it’s important to create a realistic content plan that helps your social media efforts stay consistent and aligned with your overall marketing objectives. Some brands and financial institutions commit to an unsustainably high posting frequency, which eventually makes their content schedule sporadic and inconsistent. It’s much better to maintain a steady schedule of high-quality content that resonates with your audience. Don’t feel the pressure to post on your feed every day!

You can also explore repurposing content for different social media channels to maximize your reach and engagement without sacrificing your content quality. For example, you can turn a blog post or a YouTube video into a series of short videos for TikTok or Instagram Reels, share key takeaways as infographics on Pinterest or Instagram, and repurpose some of the written content into a LinkedIn article.

8. Experiment and Analyze Data

Ultimately, social media is an experiment! There’s no right or wrong way to do it (within reasonable limits, of course), so it’s important to experiment with different strategies and analyze your data to see what sticks. Test various content formats, posting times, and engagement tactics so you can identify what resonates most with your audience and refine your approach.

Record relevant metrics such as engagement rates, follower growth, and website traffic to see what’s working and what’s not resonating as much to optimize your social media strategy. It’s important to have a place to store all your data so you can analyze it over time. For example, here at SJ Digital Solutions, we keep our data in a project management tool called ClickUp.

How to Succeed in Your Online Marketing of Financial Services

Approaching social media for financial services can appear daunting and overwhelming at first, but there’s a method to the madness. Create a realistic plan, start with small steps, and you’ll be surprised at the incredible results you’ll be able to reach over time as long as you stay consistent with your efforts! If you need help coming up with engaging and helpful content for your social media accounts, learn more about our One-Day Conversion Copy service.


Our Search Engine Optimization for Financial Services Framework

VISION

If you’re ready to increase organic traffic, generate quality leads, improve conversions and boost your revenue, then we’re here to help!

You probably don’t have the SEO expertise or the staffing to tackle creating an SEO strategy for your website, and you definitely don’t have room for one more thing on your to-do list… 

We’ll gladly take that task off your plate so you can get back to crunching numbers and analyzing spreadsheets.

STRATEGY

In addition to the instant relief you’ll experience by outsourcing, you’ll get the confidence of knowing that our SEO and content marketing strategies for financial services are tested and proven to work

Have you ever invested in pay-per-click ads only to feel like you were watching your hard-earned budget money disappear with nothing to show for it?

You don’t have to feel that way one more day! Instead, get the best SEO marketing for financial services to help you rise to the top of the crowded online space.

EXECUTION

No matter your needs, we offer multiple packages for financial services SEO services which all include:

  • Competitor Analysis
  • Optimization With Ahrefs and SurferSEO
  • Grammarly Premium Checked & Plagiarism Pass
  • Authoritative External Links and Relevant Internal Links
  • CTAs to Drive Leads, Traffic, and Revenue to Your Offerings
  • Monthly Analytics Report

Our content is strategic, researched, and optimized to improve your brand visibility and to connect with your ideal clients. . .and you don’t even have to lift a finger!

ANALYTICS

You use data to make informed decisions for your financial services business. It’s no different with marketing.

We regularly monitor Google Analytics and Google Search Console to see how your content is performing, and then we send the reports to you. And we’re proud to say that we take action based on numbers, data, and market research when we periodically update your SEO.

Get A Proposal

Turn leads into customers and get started today. We’ve partnered with finance brands around the globe with digital marketing campaigns, including SEO, content creation, lead generation, and beyond. Get results with the pros in your niche – we’re not a generic agency that works with everyone.

SJ Digital Solutions Makes Financial Services Companies Visible to Google

Want to see REAL results our clients have experienced using the power of SEO optimization?

Click HERE!

Still Curious?

Frequently asked questions

A: Social media is a great tool for businesses in the financial services industry that want to grow brand awareness, generate more leads, drive more traffic to their website, and create a loyal community that is eager to invest in your service or product. Financial brands can use social media platforms like LinkedIn, Instagram, and Facebook to engage with potential customers, share educational content on topics like personal finance and investment strategies, and even provide customer support.

A: There’s no one-size-fits-all best social media platform for financial services companies. It depends on your specific goals, target audience, and brand personality. LinkedIn can be a fantastic platform for professional networking opportunities and B2B engagement. Instagram and Facebook are great tools for visual storytelling and community-building. Pinterest can be effective for sharing financial tips and infographics as well as driving traffic to your blog or website. TikTok is a platform for financial services marketers to create innovative content and reach a younger audience. Ultimately, your success on any social media platform depends on staying consistent with your content and engaging authentically with your target audience.

A: Social media can help financial services brands enhance brand visibility, engage with clients on a more personal level, and establish themselves as thought leaders. Social media marketing is a great way for financial services providers to humanize their brand and what they do, especially since the financial industry can often appear daunting to consumers. Social media also allows you to interact with your clients and customers in real time, which helps with building relationships and providing a high-quality customer service. Social media can also help you stay informed about market trends, competitor activities, and consumer behaviors so you can make data-driven decisions.

A: The financial services industry is competitive, so it’s essential to spend time creating and testing a creative social media strategy to stand out in a crowded space. You should start by defining your target audience and crafting tailored messaging that speaks to their financial goals and concerns. Create compelling content that educates and inspires your community and make sure to use different content formats, such as images, videos, and graphics. Focus on providing value, building relationships, and engaging with your followers. Continue to experiment and track your performance over time to see what works and where you can improve.

A: Social media is a powerful tool for all kinds of financial services providers from financial advisors to financial institutions. You can use popular platforms like LinkedIn, Instagram, and Facebook to reach new audiences (especially younger ones like millennials and Gen Z), humanize your brand, build trust with potential customers, and, ultimately drive conversions. Overall, social media is a low-cost digital marketing strategy that generates a strong ROI.

A: There are many ways in which financial services providers can use social media to grow their brand, authority, and audience. For example, a financial advisor can use social media to share educational videos and posts on the best financial habits to get out of debt, strategies to maximize your wealth, or financial planning tips. Financial services marketers can also try to experiment with different ways to grow their platforms, such as influencer marketing or targeted ads. Overall, there are diverse ways to use social media for financial services. Experiment with different ideas and see what brings you the best results!

A: Both Instagram and LinkedIn are popular social media platforms that offer countless opportunities to financial services companies. Which platform is better for your particular brand depends on the nature of your financial service and business goals. Instagram is a more informal and creative platform where you can directly engage with consumers using visual storytelling and video. LinkedIn is a great social media platform for networking and B2B marketing. You could also use both platforms to reach different audiences!

A: To create content that speaks directly to your target audience on social media, you need to research your ideal customers or clients and have a deep understanding of their current life situations, what they struggle with, what obstacles are preventing them from reaching their financial goals, and how you can help them overcome them. It’s also important to experiment with different forms of content, mixing up video, graphics, images, and more. You should also pay attention to marketing trends and what your competitors are doing to stay up-to-date on the best practices and figure out how to contribute to ongoing conversations on social media in your own unique ways.

A: There are several social media tools that can help financial advisors engance their social media marketing strategy and presence. Social media management platforms such as Hootsuite, Buffer, and Sprout Social can help you schedule posts and track analytics across multiple platforms in one place. Content creation tools like Canva and Lightroom allow you to easily design aesthetic images, graphics and videos to share with your audience. Many platforms, such as Instagram, have also built-in analytics that you can use to see how your content performs over time. Ultimately, what social media tools you use depends on your goals and what social media platforms you use to market your business.

Connect with a Certified Conversion Copywriter to Grow on Social Media Platforms

Creating high-quality content for social platforms can be time-consuming and confusing. From making sense of social media trends to navigating analytics, marketing your business on social media can often feel like a full-time job that you have to do in addition to providing a high-quality financial service to your customers or clients.

As a result, it’s easy to become inconsistent with your social media presence. Taking high-quality content takes a lot of creativity, so you may start posting sporadically or even dreading having to create more content.

If you want to reach new audiences and deepen your relationships with existing customers, SJ Digital Solutions can help you write social media content in just one day so you can confidently show up with a stong message, build trust and credibility, and increase conversions. Learn more about our One-Day Conversion Copy service!