Facebook Marketing for Financial Advisors: Why You Need a Facebook Business Page
The best time to set up a Facebook business page for your financial planning firm is one year ago or today. While it may seem in the short term like a silly diversion of resources, the fact is that using a Facebook business page is the only way for financial advisors to:
- Target prospects based on ZIP code, age, and interests
- Gain daily exposure to your clients and their friends
- Tag clients in event photos to get exposure to their network
- Get listed on the pages of nearby businesses
- List your business on Facebook maps
Of course, Facebook marketing for financial advisors is only one of the communication channels I recommend. The advisors that I work with send out content via five channels:
- Their website (Does your website stand out from the crowd? Check out our website services here.)
- Email (Check out our Ultimate Guide to Email Marketing for Financial Advisors here.)
- LinkedIn (Watch our free webinar on Unlocking the Power of LinkedIn here.)
- X (formerly Twitter)
Facebook for Financial Advisors Note: Users Spend 40 Minutes Per Day on Facebook
Facebook for financial advisors can be more powerful than LinkedIn and X due to the popularity of the site. There’s a good reason Facebook calls its members “users”—they seem to be truly addicted. Recent research shows that the average user spends 40 minutes per day on the site. (1) That’s almost 20 hours every month!
While Facebook is only a piece of the larger marketing puzzle and can be slow to get off the ground, my clients who have been sending content out for at least six months have the following success:
- 40-100 website visits per month from Facebook
- Hundreds of clients and prospects following their business page
- Exposure to 300 or more prospects for each post on Facebook
Claiming your business page will also improve the search engine optimization (SEO) of your business website. Despite the power of Facebook marketing for financial advisors, many resist creating a business page because they don’t understand how to execute a professional business marketing strategy on a site full of baby photos and cat videos.
It’s important to understand that a Facebook business page is not a personal profile. Personal profiles have “friends” while business pages have “likes.” While you must create a business page from a personal profile, you do not need to be active on your personal profile to have a business page.
Financial advisor facebook marketing can be tricky; some advisors confuse their Facebook feed (where they see the personal posts of their friends) with their Facebook business page (where only the page administrator can approve posts). With correct settings, the casual nature of Facebook will not dilute the professionalism of your firm, because you get to approve all posts on your page in advance.
How to Set Up Your Facebook Business Page
Facebook requires that each business page be set up through a personal Facebook profile. If you are not currently signed up for Facebook, have someone in your office use their Facebook profile to set up the page. Or you can sign up for Facebook to get started.
How to create a page from your mobile device
- Open the Facebook app.
- Tap your profile picture to open Menu.
- Tap Pages.
- At the top left, tap Create.
- Enter your Page name, and click Next.
- Search for a category or choose one of the Popular categories.
- Tap Create.
- To Finish setting up your Page, you can enter your Bio, Contact information, Location, and Hours.
- To Customize your Page, you can add a profile picture and a cover photo.
- To Build your Page audience, tap Invite friends.
- If you want to get notifications about your page, turn on Page notifications on your profile.
- Tap Done.
How to create a page from your computer
- Log in to Facebook.
- On the left side, click Pages.
- Below Your Pages and profiles, click Create new Page.
- Enter the Page name and Category.
- Click Create Page.
- If you want to customize your page, you can add your bio, a profile picture, and a cover photo.
Tips for Customizing Your Facebook Business Page
- Enter your business address so you are listed on Facebook maps and people can “Check In” at your office.
- Add a short description of your firm and your website URL.
- Add a photo of you, your team, or your firm’s logo as the profile photo.
- Add your page to your favorites on your Facebook account. (This gives you easy access to it when you log in.)
- Add a long description and include disclosures.
- Add a background image that relates to your firm or location.
- Submit to compliance for approval.
Promoting on Facebook for Financial Advisors
Once your page is approved by compliance, you’ll want to start promoting it through your website and on your email signature with MailChimp or Constant Contact. Then you can begin inviting clients to “like” your page by going to your page, clicking on the three dots to the right of your background photo, then selecting “Invite Friends.” Once someone has liked your page, they will see all your updates in their news feed. (More tips here on how to invite your Facebook friends to like your business page.)
Now that you’re up and running, you can begin posting your blog posts, videos, and updates to your business page to get more exposure. Then you can start running ads to get more people to like your page, register for your event, and drive traffic to your website. Be sure to “boost” each new article or video for a small fee to triple the amount of people who see the post.
Financial Advisor Facebook Marketing With Specialized Facebook Ads Services
As mentioned above, once your Facebook business page is up and running, it’s time to increase sales and generate high-quality leads for your financial advising firm without lifting a finger! How, you ask?
A financial advisor’s Facebook marketing wouldn’t be complete without Facebook Ads, of course! Our experienced team will craft personalized Facebook ad campaigns, monitor performance, and generate long-lasting results you can trust.
Proactive Campaign Management: Yes, we use data analytics to create highly effective ad campaigns that speak directly to your niche, but our services go well beyond the initial ad. We manage your campaign from start to finish, making adjustments as needed to ensure you’re getting the best possible return on investment
Lead-Generation Machines: With over 2.9 billion users, Facebook has a massive audience that financial advisors can leverage to grow their business exponentially. Our well-placed ads will highlight your value, generate leads, and improve your conversion rate—with no effort on your end!
Weekly Reports and Metrics: Our team of experts is dedicated to optimizing your ad experience with weekly reports and metrics. We may do the hard work for you, but you’ll always be in the loop on the progress and performance of your ads.
Measurable Results: With access to Facebook’s Ad Manager, we can gather insights about your target audience and identify opportunities for growth that you may not even know exist. Why settle for mediocre results when you can unlock the full potential of Facebook advertising with our expert team?
FAQ: Do Facebook Ads for Financial Advisors Work?
Yes! Over 10 million businesses have used Facebook advertising, many of which are small to medium-sized financial advisory firms. We know Facebook Ads work. However, in order for them to work well, you need:
- The right strategy and goals
- A system for optimizing what works and eliminating what doesn’t
- Ad creation and copy that speaks to your target audience and converts
- Landing pages and a smooth customer experience
- Regular monitoring of ad spend
When you have these in place, you’re good to go! And never forget: You don’t have to do any Facebook marketing on your own. That’s what the marketing experts at Indigo Marketing Agency are here for—to help you target your specific niche, stand out from the competition, and attract your A+ clients. In fact, it’s kind of our thing.
(Interested in Google Ads as well? Click here for more info!)
How We Master Facebook Marketing for Financial Advisors
To learn more about what we do for financial advisors and their marketing, watch our free webinar on What We Do & How We Help. In this webinar, we walk you through everything financial advisors need to know about marketing. You can even use this information to do your own marketing if you don’t want to work with us directly. And if you’re ready to partner with Indigo to maximize your marketing, schedule a free strategy session here!
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(1) https://blog.hootsuite.com/facebook-statistics/