Facebook ads for financial advisors
Social media marketing is a powerful tool that all businesses, including financial advisory firms, can use to reach new clients and grow their businesses. Facebook is one of the most popular social media platforms with over 2 billion monthly active users worldwide. With such a large potential audience, Facebook ads are ideal for a successful financial advisor to market their businesses. Here are 5 tips for using Facebook and Facebook ads to market your financial advisory business:
- Use Facebook Ads
- Create Engaging Content
- Join Relevant Groups and Pages
- Host Live Events or Webinars
- Boost Your Posts
1. Use Facebook Ads
Facebook Ads is a tool that allows businesses to target specific audiences with laser precision. You can specify the location, age, gender, interests, and even relationship status of the people you want to see your ad. For example, if you are a financial advisor who specializes in retirement planning, you can target people who are within 10 years of retirement age (i.e age 55-64) and live in certain ZIP codes or within 5 miles from your practice. All of this is crafted through the Facebook Ads Manager.
Facebook Ad Library
Looking to see what ads are running on Facebook? Check out the new Facebook Ad Library. You can search for ads that are running on Facebook, Instagram, and Audience Network. You can view the details of the ad, including who created it and how much money was spent on it. This library will allow you transparency by offering a comprehensive, searchable collection of all ads currently running from across Meta technologies.
Facebook Marketing Tip: Check out the Facebook Ads library. View our search for 'Financial Advisors' here.
Facebook ads allow you to preview ads on their platform. That means you can utilize thousands of eye-catching ads that financial advisors are currently utilizing and have utilized in the past.
Facebook Ads Platform
Facebook Ads Manager is an all-in-one tool for creating ads, managing when and where they'll run, and tracking how well your campaigns are performing toward your marketing goals.
With the Facebook Ads Manager app for iOS and Android, you can keep an eye on your campaign while you're on the go. Wherever you are, you'll have the power to create and edit ads, track their performance, and manage ad budgets and schedules.
Create a brand new Facebook ad by selecting campaign parameters like an advertising objective that fit your business goals. You can also manage creative work: upload your ad creative, write ad copy, and review how your Facebook ads look on different devices.
DEFINE YOUR AUDIENCE
You can set the framework for your intended audience. Adjust it to be as broad as an age group of retirees from 55-65+ in age or well-defined giving it parameters of females aged 65 living within 7 miles of your practice. Getting the potential matches you want to convert to clients. Some current Facebook ads options are:
- Interests (i.e. Stock/investing, personal finance, golfing, traveling, Social Security, etc...)
- Demographics (Age, Gender, Status, etc..)
- Education and job history (Job titles and Employers, etc..)
- Income (Household Income- top 10%, top 25%, top 50%)
- Political affiliation
- Behaviors (Mobile Device Users)
- Spoken languages (English, Spanish, etc...)
MANAGE YOUR ADVERTISING BUDGETS
Set an overall advertising budget for your campaigns and whether it applies to each day or a campaign's entire lifetime. Run ads across multiple platforms automatically by extending them across Facebook's family of apps and services with automatic placements -- allowing Facebook's delivery system more flexibility to get you better results.
PLACEMENT OPTIONS
Financial advisors can use several different types of Facebook ads that financial advisors can use to reach potential clients. Single Image Video Facebook ads are a great way to drive engagement, as they allow potential clients to see and hear from the financial advisor directly.
Facebook Marketing Tip: Be sure to keep video ads under 15 seconds.
Carousel Facebook ads are also effective for acquiring new leads, as they allow financial advisors to showcase multiple photos or services in a single ad.
Collection ads are perfect for boosting catalog sales, as they allow potential clients to browse and purchase products directly from the ad. And instant experience ads offer an immersive experience that allows potential clients to learn more about the financial advisor services and how they can benefit them.
2. Creating engaging content for organic use.
Creating engaging digital content can be a great way to attract attention and keep people coming back for more. It involves more than just crafting relevant and dynamic written content - it also requires thoughtful design, relevant visuals, and optimal placement on relevant platforms. To really engage an audience, great digital content should stay true to your branding while providing visuals that draw people into the information you are presenting. It's important to create content that is compelling from first glance, utilizing vibrant images or graphics along with videos or animation to capture interest.
Video content can be particularly valuable in helping viewers understand concepts quickly and easily, as well as draw their attention to key facts or points emphasized in the piece. Engaging digital content not only draws readers in but also keeps them exploring long enough to accurately engage with your message —which means it's worth putting extra effort into creating great-looking relevant material.
Copy
Financial advisors need to write in a way that is easy to understand and conversational, using language that their target audience is likely to use. They should also use efficient formatting, adding any relevant keywords that may help their post stand out. Financial advisors should talk to their target audience, address their concerns, and discuss the benefits of working with the financial advisor.
Branding
Financial advisors should use an appropriate tone and effective keywords to narrow the focus of their Facebook ads. This will help Facebook's targeting get them in front of the right audience. Financial advisors should also consider including a value proposition in their ad, demonstrating how they can help their target audience solve a problem or achieve a goal. Finally, the financial advisor should always include a call-to-action (CTA), asking their viewers to do something, like press a button to "learn more" or click a link to "book now."
Video Content
When creating an advertising video for Facebook to gain more clients as a financial advisor, it is important to keep in mind the key components of a successful ad, including efficient formatting, talking to your audience, including a value proposition, evoking emotion, and always including a call-to-action. Additionally, financial advisors should consider speaking to the specific audience they are targeting and using language that appeals to them. You can find out more about video marketing for financial advisors here.
Images
In creating a static ad with an image there are a few things to keep in mind:
- Use high-resolution images that are appropriately sized for different placements (Marketing tip: Keep images in (square) 1:1 aspect ratio (i.e 1200 x 1200).
- Show the intended client base you are targeting
- Include emotions that come with the ease of utilizing a financial advisor to handle their retirement
- Use text overlays sparingly and make sure they don't obstruct the visuals
- Choose colors and fonts that are appealing, appropriate, and on brand
Always make sure to Preview your Facebook ads before publishing.
3. Join Relevant Groups and Pages
One great way to get started with Facebook marketing is to join relevant groups and pages in your industry or niche. This will allow you to connect with other professionals in your field and share your knowledge with a wider audience. For example, if you are a financial advisor who specializes in retirement planning, you could join groups like "Retirement Planning for Baby Boomers" or "Financial Advisors Network." By joining groups and pages relevant to your industry, you can build valuable relationships and grow your business on Facebook.
Alternatively, you can join relevant groups and pages with potential clients. Putting yourself out into groups where many questions about retirement and how to handle retirement funds are prevalent. Answering a question quickly and efficiently is a way to catch a potential client's attention. At the end of the answer always provide a link to your website and relevant contact information like an email and phone number. The potential client will see that you are knowledgeable and helpful setting you apart from the pack.
4. Host a Live Event or Webinar
Facebook Live is a great way to connect with potential clients and show them what you know in real-time. You can use Facebook Live to host a live event or webinar about topics related to your area of expertise. For example, if you are a financial advisor who specializes in retirement planning, you could host a live event about "The 10 biggest mistakes people make when planning for retirement." By hosting a live event or webinar on Facebook Live, you can connect with potential clients more personally and show them how you can help them achieve their financial goals.
Make sure you always have 3 or 4 pre-written questions you think viewers may have after the webinar. This way when you finish you can ask if there are any questions and break the ice if need be with those pre-planned questions. You can find more on hosting a live event and webinar plus 8 marketing ideas for financial advisors.
- Choose a date and time for your webinar.
When choosing a date and time for your webinar, be sure to consider the time zone of your audience. You will also want to choose a date and time that is convenient for you and your team. - Create a registration page.
Your registration page should include all the information your attendees will need to know about the webinar, such as the date, time, topic, speakers, etc. You will also want to include a registration form on your page so that attendees can sign up for the webinar. - Promote your webinar.
After you have created your registration page, it is time to start promoting your webinar. Some ways to promote your webinar include sending email invitations, posting on social media, and creating blog posts or articles about the upcoming event. Also, utilize the tips we mentioned previously with Facebook ads and promoting posts.
5. Boost Your Post
Once you have created some great content for your Facebook page, don't forget to promote it! You can use the "Boost Post" feature on Facebook to ensure that your content reaches more people within your target audience. If you have written an article about the best retirement investment strategies for baby boomers, you can boost the post so that it reaches people within that demographic who live in your city or surrounding area. By boosting your posts on Facebook, you can reach more potential clients and grow your business. Boosting posts is a much quicker way than the detailed options within Facebook Ads, both options are great it just depends on how much detail, time, and effort you want to give each ad.
Make sure your practice is ready for success
These are just a few of the many ways that financial advisors can use Facebook to market their business effectively. If you are not already using Facebook as part of your marketing strategy, now is the time to start! A successful social media marketing strategy can significantly increase the number of prospective clients that reach out.
Marketing Tip: Increase your knowledge of Facebook Ads through their own free online courses: Learn more about Meta Blueprint.
If you don't have the right systems in place to manage a high volume of incoming prospects and create a large of financial plans, or processes for servicing many clients, you may struggle to scale and fully capitalize on your marketing efforts.
With Brookstone and our turnkey asset management solutions, you don't have to worry about scaling problems. We handle non-client-facing tasks for our financial advisors, freeing your time to grow your business and better serve existing clients. Our turnkey asset management platform combines client management, account administration, a robust investment platform, marketing resources, and more in an intuitive, fully integrated suite. Contact us today to find out how we can help independent financial advisors scale their advisory practice by providing the right tools and resources every step of the way.
