Why and How Finance Professionals Should Leverage Social Media

In an era where digital presence is almost as important as your actual services, finance professionals can’t afford to ignore social media. Whether you’re a mortgage broker, financial advisor, or bookkeeper, social media offers a plethora of opportunities to grow your business and connect with your audience. Here’s why you should be active on social media and how to do it effectively.

The Imperative of Trust

Trust is the bedrock of any client-professional relationship in the finance industry. Clients need to know you’re reliable and have their best interests at heart. Social media provides a platform to build and reinforce this trust. Share articles, tips, and insights that help your audience navigate the financial landscape. Transparency and value-driven content can elevate your brand’s trustworthiness.

The Changing Face of Marketing

Traditional methods are losing their sheen. Financial services companies embracing social media are witnessing phenomenal improvements in business results. In an increasingly complex business environment, social selling becomes an integral driver of success when done right. And remember, social selling isn’t about hard sales pitches; it’s about sharing quality content that establishes you as a thought leader.

Your brand is your business identity. It’s not just about a catchy logo or a sleek website. Your tone, the content you share, and how you engage with your audience all contribute to your brand image. Consistency across all platforms makes your brand memorable and helps you stand out in a crowded market.

Insights: The Goldmine of Social Media

Understanding your client’s needs is crucial. Social media offers tools like polls, surveys, and open-ended questions to gather invaluable data. This information can guide your services and marketing strategies, ensuring you’re always a step ahead in meeting your clients’ needs.

Social media platforms offer sophisticated tracking and reporting capabilities. This data allows you to make informed decisions, optimise your campaigns, and achieve real growth.

Humanising Your Brand

Financial services are about people. Your clients want to know there’s a human behind the spreadsheets and financial plans. Use social media to show your personality. Share behind-the-scenes looks at your day, celebrate team milestones, or even share a joke or two. A human touch can go a long way in strengthening client relationships.

The Numbers Don’t Lie

By 2027, nearly six billion people are projected to use social media. That’s more than 7 in every 10 people on Earth. According to Oberlo, 75% of consumers scrutinise brands on social media. A whopping 71% of consumers who have a positive interaction with a brand on social media are likely to recommend that brand. This is trust-based marketing at its pinnacle.

Long-Term Dividends

Even if you don’t see immediate results, don’t underestimate the long-term benefits. Social media is the gift that keeps on giving. Over time, more people will discover your content, evaluate your services, and consider doing business with you.

The Competitive Edge

Social Media Marketing (SMM) provides you with an unparalleled opportunity to cement your reputation as a trusted expert and valued ally. You can engage with your audience in real-time, respond to their needs, and build a loyal following.

Five Actionable Ideas for Effective Social Media Use

  1. Interactive Polls: Create polls that resonate with your audience. For mortgage brokers, questions about interest rates or property investment can be insightful. Financial advisors might ask about retirement planning preferences. Bookkeepers could inquire about the most challenging aspects of small business accounting.
  2. Engaging Questions: Don’t just talk at your audience; talk with them. Ask questions that provoke thought and encourage responses. This not only boosts engagement but also provides you with direct feedback from your audience.
  3. Showcase Testimonials: Client testimonials offer social proof. They show prospects what they can expect when working with you. Make sure you comply with industry regulations when sharing testimonials.
  4. Industry Quotes and Facts: Share relevant quotes and statistics that your audience will find useful. Make sure these are visually appealing and easy to digest.
  5. Humour and Personality: Lighten up your social media tone now and then. A well-timed joke or a funny observation can make your brand more relatable.

Content Strategy: The Three Pillars

  • Educational: Share content that addresses common challenges and questions your clients might have. Mortgage brokers could offer tips on improving credit scores, while bookkeepers might provide advice on tax compliance.
  • Personal: Let your audience get to know you. Share your team’s achievements, community involvement, or even a day in the life at your office.
  • Offers and Promotions: Use your platform to announce webinars, free consultations, or special offers. Make sure these provide real value to your audience.

The Added Perks

  • Cost-Effective: Compared to traditional advertising, social media is a bargain. Even if you opt for paid promotions, the cost is often lower than other marketing channels.
  • Quick and Timely: Social media is perfect for quick updates. Whether it’s a change in interest rates or new tax legislation, you can keep your audience informed in real-time.
  • Trust Building: Consistent, valuable content not only establishes your expertise but also fosters personal connections.


Social media isn’t just a trend; it’s a shift in the way financial professionals like mortgage brokers, financial advisers, and bookkeepers engage with their audience. From building trust and defining your brand to gaining invaluable insights and humanising your services, the advantages are too good to ignore.

If you’re questioning the ROI of social media, consider this: the platform offers an opportunity for real-time engagement, effective communication, and data-driven decision-making. In an era where nearly six billion people are projected to be on social media, can you afford not to be part of the conversation?

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