February 21, 2023

Why Every Financial Advisor Should Be A Social Media Influencer

Whether it’s the latest crypto fad or advice for buying gold, social media is filled with *unique* financial advice. And in times of market uncertainty, bad advice will surely continue to proliferate online. While this may feel discouraging to financial marketers and financial advisors alike, at Denim Social, we see it as a massive opportunity. 

Social media trends show that financial advice shows no signs of slowing online. In fact, Generation Z are almost five times more likely to get financial advice from social media platforms than people aged 41 or over. Sadly, many unqualified influencers are racking up millions of views and followers sharing bad personal finance advice. 

As new financial advice influencers gain traction online, it’s essential that financial institutions bring their experts into the conversation. Trusted professionals, like financial advisors, have an opportunity to educate and be a voice of reason in a volatile market. 

Whether you’re a wirehouse or an RIA, social media matters to your bottom line. Almost 50% of investors say social media impacts whom they hire as a financial professional.

We get it, navigating social media changes and a volatile market is no easy feat. Whether you’re looking to (finally) adopt social media for your practice or level-up your institution’s stale social media strategy, asking yourself these questions can help transform your advisors into impactful social media influencers. 

Are advisors at the center of your social media strategy? 

Relationships are the bedrock of the industry. When a client is handing over the keys to the kingdom, it’s to a person, not to a logo on the door. People buy from people after all. That’s why it’s essential that the financial advisor be at the center of a social strategy, not just the brand. 

Brand social media is a great launching pad, but today, every financial advisor needs to be individually active on social media. A social selling program can transform financial advisors into micro influencers within their local communities. Social selling leverages networks to build personal relationships, showcase thought leadership, engage with prospects, interact with existing customers, and ultimately build trust and rapport that will lead to sales.

Is your social media content educating followers? 

Social media shouldn’t be a billboard for your firm or practice. You’ll provide much more value if you use content to educate clients and prospects alike. In a sea of bad social media advice, the right educational content can help financial advisors demonstrate expertise. 

If the idea of creating financial education content for social media seems overwhelming, take a step back and remember the conversations that are already happening with clients every day. Financial advisors are skilled at explaining complex concepts in simple ways. Most are likely already reassuring clients in market volatility. A good social media strategy will translate these conversations into content that educates. 

Are you being authentic on social media? 

Social media should be an extension of a financial advisor’s real life relationships and personality. If you wouldn’t have a solely promotional conversation with a person face-to-face, you shouldn’t do it online either. 

Social selling works because it’s personal. This means financial advisors should be creating their own content, in addition to personalizing firm-provided or third-party content. If content looks the same from one advisor to another, that’s a clue that your team needs to rethink their strategy. 

Especially when the markets get rocky, financial advisors should be showing up as real people in social media to explain and empathize with followers. Not all content needs to be market related either. Financial advisors should absolutely share ways they’re involved in their communities, their interests and their colleagues. When people buy from people, be personal. 

If you’re part of a large institution and get the compliance sweats thinking about dozens, hundreds or even thousands of financial advisors posting to social media, know that Denim Social has tools to keep your brand protected and compliant. Similarly, if you’re an independent, Denim Social’s content curation and scheduling tools can make social selling manageable for a busy independent advisor. 

Social media influencer may not have been part of the job description when many signed on to the career, but a pointed strategy can help professionals differentiate themselves and succeed in even the toughest market. 

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February 21, 2023

Why Every Financial Advisor Should Be A Social Media Influencer

By
Denim Social

Whether it’s the latest crypto fad or advice for buying gold, social media is filled with *unique* financial advice. And in times of market uncertainty, bad advice will surely continue to proliferate online. While this may feel discouraging to financial marketers and financial advisors alike, at Denim Social, we see it as a massive opportunity. 

Social media trends show that financial advice shows no signs of slowing online. In fact, Generation Z are almost five times more likely to get financial advice from social media platforms than people aged 41 or over. Sadly, many unqualified influencers are racking up millions of views and followers sharing bad personal finance advice. 

As new financial advice influencers gain traction online, it’s essential that financial institutions bring their experts into the conversation. Trusted professionals, like financial advisors, have an opportunity to educate and be a voice of reason in a volatile market. 

Whether you’re a wirehouse or an RIA, social media matters to your bottom line. Almost 50% of investors say social media impacts whom they hire as a financial professional.

We get it, navigating social media changes and a volatile market is no easy feat. Whether you’re looking to (finally) adopt social media for your practice or level-up your institution’s stale social media strategy, asking yourself these questions can help transform your advisors into impactful social media influencers. 

Are advisors at the center of your social media strategy? 

Relationships are the bedrock of the industry. When a client is handing over the keys to the kingdom, it’s to a person, not to a logo on the door. People buy from people after all. That’s why it’s essential that the financial advisor be at the center of a social strategy, not just the brand. 

Brand social media is a great launching pad, but today, every financial advisor needs to be individually active on social media. A social selling program can transform financial advisors into micro influencers within their local communities. Social selling leverages networks to build personal relationships, showcase thought leadership, engage with prospects, interact with existing customers, and ultimately build trust and rapport that will lead to sales.

Is your social media content educating followers? 

Social media shouldn’t be a billboard for your firm or practice. You’ll provide much more value if you use content to educate clients and prospects alike. In a sea of bad social media advice, the right educational content can help financial advisors demonstrate expertise. 

If the idea of creating financial education content for social media seems overwhelming, take a step back and remember the conversations that are already happening with clients every day. Financial advisors are skilled at explaining complex concepts in simple ways. Most are likely already reassuring clients in market volatility. A good social media strategy will translate these conversations into content that educates. 

Are you being authentic on social media? 

Social media should be an extension of a financial advisor’s real life relationships and personality. If you wouldn’t have a solely promotional conversation with a person face-to-face, you shouldn’t do it online either. 

Social selling works because it’s personal. This means financial advisors should be creating their own content, in addition to personalizing firm-provided or third-party content. If content looks the same from one advisor to another, that’s a clue that your team needs to rethink their strategy. 

Especially when the markets get rocky, financial advisors should be showing up as real people in social media to explain and empathize with followers. Not all content needs to be market related either. Financial advisors should absolutely share ways they’re involved in their communities, their interests and their colleagues. When people buy from people, be personal. 

If you’re part of a large institution and get the compliance sweats thinking about dozens, hundreds or even thousands of financial advisors posting to social media, know that Denim Social has tools to keep your brand protected and compliant. Similarly, if you’re an independent, Denim Social’s content curation and scheduling tools can make social selling manageable for a busy independent advisor. 

Social media influencer may not have been part of the job description when many signed on to the career, but a pointed strategy can help professionals differentiate themselves and succeed in even the toughest market. 

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SIMILAR POSTS:

Employee advocacy is past; social selling is now. Whatever you call it, brands have long relied on employees to promote their offers, whether by word of mouth or incentive programs. But modern employee advocacy tactics that rely on employees sharing preapproved content fall short in one crucial arena: trust and authenticity.

Reposting brand content isn’t enough. Sure, it gives clients and prospects access to reliable financial advice from trusted sources. Still, it’s no way for financial advisors or wealth managers to build relationships on social media. Reposting is better than nothing but lacks the human connection to transform everyday transactions into meaningful exchanges. Today’s social media users know better.

Half of investors say social media influences who they hire as their financial professionals. Advisors need to post purposefully and make their social profiles an extension of themselves, not just a brand repost feed. The solution? Increase your reach, humanize your brand and build relationships with clients and prospects with social selling.

What Is Social Selling?

Social selling is a savvy marketing strategy where brand intermediaries (financial advisors and wealth managers) post authentic content on their social media accounts. Social selling lets you leverage associates’ networks to showcase thought leadership, engage with clients and build trusting relationships. These authentic touchpoints increase the chances of lead conversion by making the most of advisors’ relationship-building skills online.

You get it: In financial services, products go to market through intermediaries. The same goes for social media. Consider this: Employees have 10 times the reach and double the click-through rate than brand pages have. Social selling can humanize your brand and transform social media into a revenue driver for your institution.

Moreover, social selling enables clients and prospects to meet your advisors on whichever social channels they prefer. They don’t have to take time out of their day and come into an office just to get to know their advisor or start financial planning. Social media has no office hours, so advisors and clients can interact on their terms and time.

At this point, you might be wondering how to pull off social selling in a heavily regulated industry like wealth management. Compliance is the key, not just to staying open for business but also to building trust with your prospects and clients. Luckily, compliant social selling is manageable at scale with supportive tech, teamwork and training.

So, how do you develop and scale a social selling program for your financial institution?

1. Push social selling internally.

Social selling is everyone’s responsibility, not just marketing. It’ll take a group effort to get the initiative started. Unless you win the support of others—including leaders and intermediaries—your social selling vision won’t thrive. Prepare your pitch by gathering data that proves intermediaries can reach your audience. Offer examples of how social selling can amplify your messaging. Create a test group of intermediaries, then gather data to bolster the case.

Compliance is another top concern. Your pitch must clarify that you’ve considered the risks/rewards and the guardrails needed to maintain compliance. Building support for your social selling venture will be the foundation for any momentum going forward. Marketing and compliance teams must work together to get early buy-in.

2. Find the right technology.

Once you’ve got buy-in from internal teams, start finding the right social selling tech. When searching, find a platform that creates efficiencies for your people. Does it leverage organic and paid capabilities? Look for a partner that understands your industry and all its nuances and regulations.

Compliance should be another top priority when considering tech options. How do you ensure content is compliant? Manual labor is an option, but it’s slow. To ensure complete compliance, look for a tech solution to streamline approvals and offer compliance protection at every step. The right tech should support your compliance needs, increase efficiency and empower users to make an impact through social selling.

3. Train and launch.

Once your group of social sellers is ready to go, it’s time to train them. Depending on skill, training could mean starting from the basics or jumping right into strategy. A solid social selling platform will include training on the basics of social selling and how to maximize its potential.

Training intermediaries to understand their role in compliance is another priority that shouldn’t be ignored. Instruct your intermediaries on responding to messages, getting content approval and archiving communication. (Hint: The right tech will help support your training.) Compliance is key to trust-building, so every associate should be empowered to participate.

Next, it’s time to launch. Alert everyone in your institution that your social selling program is live and tell them how they can help. A simple like, share, or follow can help boost your social selling efforts. With the organization behind you, you can start creating and posting branded content with support and momentum.

It might look different, but social selling includes the best parts of employee advocacy. Where it differs is how much farther it can take you toward meaningful relationships with clients and prospects. Social selling allows organizations (like yours) to leverage authenticity, grow thought leadership, ensure compliance and get to know clients on a new level. Don’t wait to get started.

This article originally appeared in Wealth Management on April 27, 2023.

With inflation still looming, clients and prospects remain cautious about spending and investments. This is especially evident in how today’s investors choose which financial advisors to work with (and how your brand acquires new prospects). As clients’ financials become even more vulnerable during market volatility, they need to know that their financial advisors are ready to build plans to help them meet their financial goals.

Current and potential investors are looking for trustworthy advice—and building strong relationships is key to that. To truly cultivate financial advisor and client relationships that will lead to client acquisition and retention, bank financial advisors can be very effective through social selling.

The importance of social selling for financial advisors

Social selling is precisely what it sounds like: using social media to sell a product or service. It’s leveraging social to build personal relationships, showcase thought leadership, engage with prospects, interact with existing clients and ultimately build trust and rapport that will eventually lead to more accounts opened.

It’s understandable that people might feel afraid and confused during market volatility, which is what makes social selling a critical trust-building opportunity. With social selling, financial advisors meet investors online in meaningful ways.

Marketers now recognize the modern power of social media, and in today’s market your financial advisors can use social to reassure clients. When 73 percent of clients who work with financial advisors feel more prepared for a recession, it’s essential that financial brands proactively discuss the value of advice. But to do that successfully, advisors need to be at the center of the conversation.

However, a social media brand presence does not equal a solid social selling strategy. You need your advisors to meet prospects throughout the buying journey, which requires investing in comprehensive social selling campaigns to connect with investors and build trust. When deciding who handles their investments, people don’t choose institutions; they choose people. So, help your advisors build those relationships online.

How to build trust with potential clients using social selling

This should go without saying, but prospective clients are already getting financial advice on social media. In fact, Gen Z is five times more likely to get financial advice on social media channels than people age 41 and over.

To stay visible and competitive, your brand’s financial advisors can use social selling to become financial micro-influencers in their local communities. At its core, social selling is about the human element of one person’s relationship with another. Not just client to bank.

Here are four ways to empower financial advisors to build impactful relationships with clients and new prospects:

1. Post consistently

If an advisor is new to using social selling, don’t worry. The first key to using social media to build trust and relationships is simple: consistency. Advisors should post often to stay top-of-mind with investors and build algorithmic preference. Consistency ensures that advisors are providing value to clients and prospects on a regular basis.

And remember, every post counts. Not every post will get the engagement marketers hope for (or even the same amount), but each post should feel intentional and authentic to the advisors publishing it. Also, when your advisors post, they need to make sure there is a goal and specific audience for each one.

2. Upload quality content to favor the algorithm

Consistent posts are crucial, but you also have to ensure that advisors are posting high-quality content. One hot tip is to include a video or image (social media posts with images tend to garner more engagement). Also schedule posts for the ideal time for target audiences. After all, it doesn’t matter how great a post looks if no one sees it.

Marketing teams can also help intermediaries craft copy that opens the door to conversations with their audiences, such as asking open-ended questions, soliciting responses, or featuring polls that can be answered on the spot. Social posts are at the top of any new client’s journey, so helping your social sellers craft posts with interactive elements will lead to more engagement and conversions.

3. Source content from trusted third parties

To facilitate advisors’ trust-building with clients and prospects, it is critical to ensure they only share information from credible third-party sources. There’s a lot of bad financial advice and misinformation out there. If the audience suspects that an advisor is full of baloney, the brand risks losing a lot of trust.

Social content libraries can help ensure social sellers have access to trustworthy, fact-checked third-party content. It’s essential that financial advisors add personal commentary to make third-party content more authentic and personable.

4. Encourage authenticity

It seems simple to say, but trust hinges on authentic relationships. Today’s investors want to work with real people who connect with them on a human level. That’s why it’s so important to instruct and encourage advisors to be themselves when social selling. Suggest that they put some of their personality into their social selling posts, talk about things that are important to them, or ask their networks questions. (If this keeps you up at night from a risk perspective, know that approval tools can help ensure compliance.)

When people interact with your advisors through social selling, they’ll see how much reliable value those advisors provide to their lives and will be more likely to trust your brand with their livelihoods. Authenticity is even more crucial when it comes to attracting prospects at the top of the funnel who haven’t gotten the chance to meet (and befriend) advisors yet.

While the current economic climate poses many potential challenges, remember that gaining and keeping investors’ trust is the key to acquiring and retaining clients (even in tough times). Lean on social selling to tell the bank brand’s story, build thought leadership online for intermediaries, and gain more followers who convert into new clients. Let them get to know your institution and your intermediaries, and they’ll want to work with you, too.

*This article was originally published in ABA Banking Journal.

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GUIDES

Why Every Financial Advisor Should Be A Social Media Influencer

Whether it’s the latest crypto fad or advice for buying gold, social media is filled with *unique* financial advice. And in times of market uncertainty, bad advice will surely continue to proliferate online. While this may feel discouraging to financial marketers and financial advisors alike, at Denim Social, we see it as a massive opportunity. 

Social media trends show that financial advice shows no signs of slowing online. In fact, Generation Z are almost five times more likely to get financial advice from social media platforms than people aged 41 or over. Sadly, many unqualified influencers are racking up millions of views and followers sharing bad personal finance advice. 

As new financial advice influencers gain traction online, it’s essential that financial institutions bring their experts into the conversation. Trusted professionals, like financial advisors, have an opportunity to educate and be a voice of reason in a volatile market. 

Whether you’re a wirehouse or an RIA, social media matters to your bottom line. Almost 50% of investors say social media impacts whom they hire as a financial professional.

We get it, navigating social media changes and a volatile market is no easy feat. Whether you’re looking to (finally) adopt social media for your practice or level-up your institution’s stale social media strategy, asking yourself these questions can help transform your advisors into impactful social media influencers. 

Are advisors at the center of your social media strategy? 

Relationships are the bedrock of the industry. When a client is handing over the keys to the kingdom, it’s to a person, not to a logo on the door. People buy from people after all. That’s why it’s essential that the financial advisor be at the center of a social strategy, not just the brand. 

Brand social media is a great launching pad, but today, every financial advisor needs to be individually active on social media. A social selling program can transform financial advisors into micro influencers within their local communities. Social selling leverages networks to build personal relationships, showcase thought leadership, engage with prospects, interact with existing customers, and ultimately build trust and rapport that will lead to sales.

Is your social media content educating followers? 

Social media shouldn’t be a billboard for your firm or practice. You’ll provide much more value if you use content to educate clients and prospects alike. In a sea of bad social media advice, the right educational content can help financial advisors demonstrate expertise. 

If the idea of creating financial education content for social media seems overwhelming, take a step back and remember the conversations that are already happening with clients every day. Financial advisors are skilled at explaining complex concepts in simple ways. Most are likely already reassuring clients in market volatility. A good social media strategy will translate these conversations into content that educates. 

Are you being authentic on social media? 

Social media should be an extension of a financial advisor’s real life relationships and personality. If you wouldn’t have a solely promotional conversation with a person face-to-face, you shouldn’t do it online either. 

Social selling works because it’s personal. This means financial advisors should be creating their own content, in addition to personalizing firm-provided or third-party content. If content looks the same from one advisor to another, that’s a clue that your team needs to rethink their strategy. 

Especially when the markets get rocky, financial advisors should be showing up as real people in social media to explain and empathize with followers. Not all content needs to be market related either. Financial advisors should absolutely share ways they’re involved in their communities, their interests and their colleagues. When people buy from people, be personal. 

If you’re part of a large institution and get the compliance sweats thinking about dozens, hundreds or even thousands of financial advisors posting to social media, know that Denim Social has tools to keep your brand protected and compliant. Similarly, if you’re an independent, Denim Social’s content curation and scheduling tools can make social selling manageable for a busy independent advisor. 

Social media influencer may not have been part of the job description when many signed on to the career, but a pointed strategy can help professionals differentiate themselves and succeed in even the toughest market. 

GUIDES

Why Every Financial Advisor Should Be A Social Media Influencer

Whether it’s the latest crypto fad or advice for buying gold, social media is filled with *unique* financial advice. And in times of market uncertainty, bad advice will surely continue to proliferate online. While this may feel discouraging to financial marketers and financial advisors alike, at Denim Social, we see it as a massive opportunity. 

Social media trends show that financial advice shows no signs of slowing online. In fact, Generation Z are almost five times more likely to get financial advice from social media platforms than people aged 41 or over. Sadly, many unqualified influencers are racking up millions of views and followers sharing bad personal finance advice. 

As new financial advice influencers gain traction online, it’s essential that financial institutions bring their experts into the conversation. Trusted professionals, like financial advisors, have an opportunity to educate and be a voice of reason in a volatile market. 

Whether you’re a wirehouse or an RIA, social media matters to your bottom line. Almost 50% of investors say social media impacts whom they hire as a financial professional.

We get it, navigating social media changes and a volatile market is no easy feat. Whether you’re looking to (finally) adopt social media for your practice or level-up your institution’s stale social media strategy, asking yourself these questions can help transform your advisors into impactful social media influencers. 

Are advisors at the center of your social media strategy? 

Relationships are the bedrock of the industry. When a client is handing over the keys to the kingdom, it’s to a person, not to a logo on the door. People buy from people after all. That’s why it’s essential that the financial advisor be at the center of a social strategy, not just the brand. 

Brand social media is a great launching pad, but today, every financial advisor needs to be individually active on social media. A social selling program can transform financial advisors into micro influencers within their local communities. Social selling leverages networks to build personal relationships, showcase thought leadership, engage with prospects, interact with existing customers, and ultimately build trust and rapport that will lead to sales.

Is your social media content educating followers? 

Social media shouldn’t be a billboard for your firm or practice. You’ll provide much more value if you use content to educate clients and prospects alike. In a sea of bad social media advice, the right educational content can help financial advisors demonstrate expertise. 

If the idea of creating financial education content for social media seems overwhelming, take a step back and remember the conversations that are already happening with clients every day. Financial advisors are skilled at explaining complex concepts in simple ways. Most are likely already reassuring clients in market volatility. A good social media strategy will translate these conversations into content that educates. 

Are you being authentic on social media? 

Social media should be an extension of a financial advisor’s real life relationships and personality. If you wouldn’t have a solely promotional conversation with a person face-to-face, you shouldn’t do it online either. 

Social selling works because it’s personal. This means financial advisors should be creating their own content, in addition to personalizing firm-provided or third-party content. If content looks the same from one advisor to another, that’s a clue that your team needs to rethink their strategy. 

Especially when the markets get rocky, financial advisors should be showing up as real people in social media to explain and empathize with followers. Not all content needs to be market related either. Financial advisors should absolutely share ways they’re involved in their communities, their interests and their colleagues. When people buy from people, be personal. 

If you’re part of a large institution and get the compliance sweats thinking about dozens, hundreds or even thousands of financial advisors posting to social media, know that Denim Social has tools to keep your brand protected and compliant. Similarly, if you’re an independent, Denim Social’s content curation and scheduling tools can make social selling manageable for a busy independent advisor. 

Social media influencer may not have been part of the job description when many signed on to the career, but a pointed strategy can help professionals differentiate themselves and succeed in even the toughest market. 

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ALL GUIDES:

Like many community banks, Dart Bank wanted to keep customer relationships a top priority. This meant being more available to customers and meeting them where they are. In modern terms, that means on social media.

When Dart Bank learned about how Denim Social supports social selling for loan officers, they knew it was the perfect fit to keep their team engaged at every step of the journey. They wanted to empower their loan officers to create and grow authentic relationships online, never missing an opportunity to connect.

Shelter Insurance® sought to launch a social selling program that would not only create posting efficiency, but also make it easy for agents to establish subject matter expertise via high quality social media content. They also saw an opportunity to empower digitally savvy agents to cultivate leads online to drive business results in a compliant social selling program.

Before launching the program, it was essential that agents understood the pillars of social selling. Together with the Denim Social team, Shelter Insurance® developed a best-in-class program communication, onboarding and training process for agents.

Social selling is just what it sounds like: using social media to sell a product or service. It’s leveraging social to build personal relationships, showcase thought leadership, engage with prospects, interact with existing customers, and ultimately build trust and rapport that will eventually lead to sales.

It enables intermediaries – like insurance agents – to add value to the customer journey where there wouldn’t otherwise be an opportunity.

This guide will help financial services marketers understand why social media should be a core component of their marketing strategy and showcase how the collective reach of their intermediaries’ social media presence can be harnessed to more deeply connect with prospective clients, position producers as thought leaders in their communities, and, ultimately, build trust with clients that translates to positive business results.

It’s called social selling and it works.

The spring 2023 buying season has arrived and with it – you guessed – uncertainty. Spring has long been make-it or break-it season for lenders and loan officers, and despite present conditions, the same holds true this year. But 2023 holds unique challenges and opportunities.

As the season opens, there are a few key considerations the Denim Social team sees as critical for mortgage marketers.

Paid social is one of the most effective ways to introduce people who aren’t yet following your producers, agents, loan officers, or advisors to your financial institution at the right place and the right time.

Paid social is complementary to organic. While organic social builds first-degree connections and facilitates awareness, engagement, and branding, paid social allows you to reach larger, more tailored audiences.

BOK Financial is a financial services partner for consumers, businesses and wealth clients with more than 150 users on the Denim Social platform.

In addition to building brand credibility and establishing loan officer expertise, Denim Social enables their mortgage loan officers to cultivate relationships in social media and organically source leads.

As financial marketers look to the coming year, most are wondering, “what’s next?” While no one can say for sure, our team of experts here at Denim Social are keeping a pulse on what’s new in digital marketing for financial institutions on social media. This guide will not only educate you on the latest trends, but help you make the case for increased investment in social selling and digital marketing strategies at your institution.

Evolve Bank & Trust (“Evolve”) is an $700M+ asset institution with nearly 40 Home Loan Centers (HLC) and nearly 500 employees nationwide. See how Denim Social helped Evolve activate Home Loan Center Facebook pages over the course of just a few months.

Whether you’re in banking, wealth management, insurance or mortgage, relationships are the bedrock of your business.

Considering clients in these industries are handing over the keys to their personal kingdoms, it’s no surprise that trust and connection matter. That’s why successful sales strategies for these industries are focused on building long-term, trusted relationships.

To truly unleash the potential of social, financial institutions need to use social media as a sales tool. It’s called social selling and it works.

The power of social media is undeniable. The ability of banks to engage with and influence customers and prospects via interactive digital channels is an essential tool and a cornerstone of marketing. Gone are the days when it was “nice to have” a presence on platforms such as Facebook, LinkedIn, Twitter and Instagram. Today, these pathways are helping banks to build relationships that were historically cultivated by tirelessly walking up and down Main Street, shaking hands and leaving behind business cards.

In this case study by Denim Social and American Bankers Association, we take a look at how banks are using social media to ramp up digital engagement and build sales.

As any marketer worth their salt will tell you, analytics should drive your social strategy. The key to success is understanding how to link social media efforts to ROI metrics. Read this guide to learn how to gain insights that matter, optimize your strategy and prove your social success.

It’s no surprise that social media can help drive results for your mortgage business. In fact, the question for most marketers at mortgage lending institutions isn’t IF they should be doing more social media marketing - it’s HOW. Download to learn how to:

  • Scale your social selling program
  • Plan your content strategy
  • Train your loan officers

AnnieMac is one of the fastest-growing mortgage loan providers in the U.S., serving clients in 42 states. Learn how Denim Social helped their team to streamline its brand’s social media strategy and activate social selling for hundreds of loan officers in just four months.

As mortgage demand surges to historic highs, home purchase and refinance markets remain hot. This is excellent news for loan officers, but it also means the environment is more competitive than ever.

So how can marketers ensure that their loan officers stand out? The answer is social media.

Read this guidebook from Denim Social to learn how you can help your loan officers build strong relationships, stand out from the crowd and win more business using social media.

Every Mortgage Marketer Should Ask Themselves

Compliance is complicated, but don’t let it stop your lending team from making the most of social media. Think you’re ready to start social selling? Ask yourself these five questions!

Read this guide if you’re asking yourself:

  • Is my social media policy current and comprehensive?
  • How do I ensure social media compliance during M&A?
  • What do I need to consider for direct messaging compliance?

In this guide we will help you think about your all important social media policy and thoughtfully consider how changes in social media tech and even your bank’s structure may impact compliance.

Every Financial Services Marketer Should Ask Themselves

Compliance is complicated, but don’t let it stop your lending team from making the most of social media. Think you’re ready to start social selling? Ask yourself these five questions!

Stronger Customer Relationships on Instagram

Financial Services companies should be marketing and advertising on Instagram. We break down why, and help you create a strategy to reach new customers- while continuing to build trust in your brand.

How 6 Financial Marketers Are Creating Value in Social Media

Ever wonder what everyone else is doing in social media? We talked to six leading financial marketers about how they’re succeeding today and planning for the next big thing.

Get their insights on strengthening your social strategies, unlocking the power of employee networks and creating next-level content that drives engagement.

Download this guidebook to learn how 3 mortgage lenders are using social media to:

  • Position themselves in a place the community is already looking ... their social media
  • Empower loan officers to engage in local conversations
  • Turn their institution's loan officers into the voice of their brand
  • Build trust within the community

Which roles do you fill when building your bank's marketing dream team? This guide will show you the following:

  • Who does what
  • The right structure to execute strategy
  • How compliance software can help

Enjoy!

ABA Study: The Current State of Social Media

See what nearly 430 bank marketers had to say when asked questions such as:

  • Is it important to equip your sales personnel with social media accounts?
  • Does your bank measure the impact of your social media use?
  • COVID-19 & Bank Social Media

    Times are different and how you connect with customers and potential customers has changed drastically. In a socially distant world, learn to still build lasting relationships.

    Download and learn the guiding principles for using social media to serve both your customers and communities in the midst of a pandemic.

    GUIDES

    Why Every Financial Advisor Should Be A Social Media Influencer

    Whether it’s the latest crypto fad or advice for buying gold, social media is filled with *unique* financial advice. And in times of market uncertainty, bad advice will surely continue to proliferate online. While this may feel discouraging to financial marketers and financial advisors alike, at Denim Social, we see it as a massive opportunity. 

    Social media trends show that financial advice shows no signs of slowing online. In fact, Generation Z are almost five times more likely to get financial advice from social media platforms than people aged 41 or over. Sadly, many unqualified influencers are racking up millions of views and followers sharing bad personal finance advice. 

    As new financial advice influencers gain traction online, it’s essential that financial institutions bring their experts into the conversation. Trusted professionals, like financial advisors, have an opportunity to educate and be a voice of reason in a volatile market. 

    Whether you’re a wirehouse or an RIA, social media matters to your bottom line. Almost 50% of investors say social media impacts whom they hire as a financial professional.

    We get it, navigating social media changes and a volatile market is no easy feat. Whether you’re looking to (finally) adopt social media for your practice or level-up your institution’s stale social media strategy, asking yourself these questions can help transform your advisors into impactful social media influencers. 

    Are advisors at the center of your social media strategy? 

    Relationships are the bedrock of the industry. When a client is handing over the keys to the kingdom, it’s to a person, not to a logo on the door. People buy from people after all. That’s why it’s essential that the financial advisor be at the center of a social strategy, not just the brand. 

    Brand social media is a great launching pad, but today, every financial advisor needs to be individually active on social media. A social selling program can transform financial advisors into micro influencers within their local communities. Social selling leverages networks to build personal relationships, showcase thought leadership, engage with prospects, interact with existing customers, and ultimately build trust and rapport that will lead to sales.

    Is your social media content educating followers? 

    Social media shouldn’t be a billboard for your firm or practice. You’ll provide much more value if you use content to educate clients and prospects alike. In a sea of bad social media advice, the right educational content can help financial advisors demonstrate expertise. 

    If the idea of creating financial education content for social media seems overwhelming, take a step back and remember the conversations that are already happening with clients every day. Financial advisors are skilled at explaining complex concepts in simple ways. Most are likely already reassuring clients in market volatility. A good social media strategy will translate these conversations into content that educates. 

    Are you being authentic on social media? 

    Social media should be an extension of a financial advisor’s real life relationships and personality. If you wouldn’t have a solely promotional conversation with a person face-to-face, you shouldn’t do it online either. 

    Social selling works because it’s personal. This means financial advisors should be creating their own content, in addition to personalizing firm-provided or third-party content. If content looks the same from one advisor to another, that’s a clue that your team needs to rethink their strategy. 

    Especially when the markets get rocky, financial advisors should be showing up as real people in social media to explain and empathize with followers. Not all content needs to be market related either. Financial advisors should absolutely share ways they’re involved in their communities, their interests and their colleagues. When people buy from people, be personal. 

    If you’re part of a large institution and get the compliance sweats thinking about dozens, hundreds or even thousands of financial advisors posting to social media, know that Denim Social has tools to keep your brand protected and compliant. Similarly, if you’re an independent, Denim Social’s content curation and scheduling tools can make social selling manageable for a busy independent advisor. 

    Social media influencer may not have been part of the job description when many signed on to the career, but a pointed strategy can help professionals differentiate themselves and succeed in even the toughest market. 

    Download the Guide

    Thank you! Your submission has been received!
    Download Guide
    Oops! Something went wrong while submitting the form.
    Download Guide
    ALL GUIDES:

    Like many community banks, Dart Bank wanted to keep customer relationships a top priority. This meant being more available to customers and meeting them where they are. In modern terms, that means on social media.

    When Dart Bank learned about how Denim Social supports social selling for loan officers, they knew it was the perfect fit to keep their team engaged at every step of the journey. They wanted to empower their loan officers to create and grow authentic relationships online, never missing an opportunity to connect.

    Shelter Insurance® sought to launch a social selling program that would not only create posting efficiency, but also make it easy for agents to establish subject matter expertise via high quality social media content. They also saw an opportunity to empower digitally savvy agents to cultivate leads online to drive business results in a compliant social selling program.

    Before launching the program, it was essential that agents understood the pillars of social selling. Together with the Denim Social team, Shelter Insurance® developed a best-in-class program communication, onboarding and training process for agents.

    Social selling is just what it sounds like: using social media to sell a product or service. It’s leveraging social to build personal relationships, showcase thought leadership, engage with prospects, interact with existing customers, and ultimately build trust and rapport that will eventually lead to sales.

    It enables intermediaries – like insurance agents – to add value to the customer journey where there wouldn’t otherwise be an opportunity.

    This guide will help financial services marketers understand why social media should be a core component of their marketing strategy and showcase how the collective reach of their intermediaries’ social media presence can be harnessed to more deeply connect with prospective clients, position producers as thought leaders in their communities, and, ultimately, build trust with clients that translates to positive business results.

    It’s called social selling and it works.

    The spring 2023 buying season has arrived and with it – you guessed – uncertainty. Spring has long been make-it or break-it season for lenders and loan officers, and despite present conditions, the same holds true this year. But 2023 holds unique challenges and opportunities.

    As the season opens, there are a few key considerations the Denim Social team sees as critical for mortgage marketers.

    Paid social is one of the most effective ways to introduce people who aren’t yet following your producers, agents, loan officers, or advisors to your financial institution at the right place and the right time.

    Paid social is complementary to organic. While organic social builds first-degree connections and facilitates awareness, engagement, and branding, paid social allows you to reach larger, more tailored audiences.

    BOK Financial is a financial services partner for consumers, businesses and wealth clients with more than 150 users on the Denim Social platform.

    In addition to building brand credibility and establishing loan officer expertise, Denim Social enables their mortgage loan officers to cultivate relationships in social media and organically source leads.

    As financial marketers look to the coming year, most are wondering, “what’s next?” While no one can say for sure, our team of experts here at Denim Social are keeping a pulse on what’s new in digital marketing for financial institutions on social media. This guide will not only educate you on the latest trends, but help you make the case for increased investment in social selling and digital marketing strategies at your institution.

    Evolve Bank & Trust (“Evolve”) is an $700M+ asset institution with nearly 40 Home Loan Centers (HLC) and nearly 500 employees nationwide. See how Denim Social helped Evolve activate Home Loan Center Facebook pages over the course of just a few months.

    Whether you’re in banking, wealth management, insurance or mortgage, relationships are the bedrock of your business.

    Considering clients in these industries are handing over the keys to their personal kingdoms, it’s no surprise that trust and connection matter. That’s why successful sales strategies for these industries are focused on building long-term, trusted relationships.

    To truly unleash the potential of social, financial institutions need to use social media as a sales tool. It’s called social selling and it works.

    The power of social media is undeniable. The ability of banks to engage with and influence customers and prospects via interactive digital channels is an essential tool and a cornerstone of marketing. Gone are the days when it was “nice to have” a presence on platforms such as Facebook, LinkedIn, Twitter and Instagram. Today, these pathways are helping banks to build relationships that were historically cultivated by tirelessly walking up and down Main Street, shaking hands and leaving behind business cards.

    In this case study by Denim Social and American Bankers Association, we take a look at how banks are using social media to ramp up digital engagement and build sales.

    As any marketer worth their salt will tell you, analytics should drive your social strategy. The key to success is understanding how to link social media efforts to ROI metrics. Read this guide to learn how to gain insights that matter, optimize your strategy and prove your social success.

    It’s no surprise that social media can help drive results for your mortgage business. In fact, the question for most marketers at mortgage lending institutions isn’t IF they should be doing more social media marketing - it’s HOW. Download to learn how to:

    • Scale your social selling program
    • Plan your content strategy
    • Train your loan officers

    AnnieMac is one of the fastest-growing mortgage loan providers in the U.S., serving clients in 42 states. Learn how Denim Social helped their team to streamline its brand’s social media strategy and activate social selling for hundreds of loan officers in just four months.

    As mortgage demand surges to historic highs, home purchase and refinance markets remain hot. This is excellent news for loan officers, but it also means the environment is more competitive than ever.

    So how can marketers ensure that their loan officers stand out? The answer is social media.

    Read this guidebook from Denim Social to learn how you can help your loan officers build strong relationships, stand out from the crowd and win more business using social media.

    Every Mortgage Marketer Should Ask Themselves

    Compliance is complicated, but don’t let it stop your lending team from making the most of social media. Think you’re ready to start social selling? Ask yourself these five questions!

    Read this guide if you’re asking yourself:

    • Is my social media policy current and comprehensive?
    • How do I ensure social media compliance during M&A?
    • What do I need to consider for direct messaging compliance?

    In this guide we will help you think about your all important social media policy and thoughtfully consider how changes in social media tech and even your bank’s structure may impact compliance.

    Every Financial Services Marketer Should Ask Themselves

    Compliance is complicated, but don’t let it stop your lending team from making the most of social media. Think you’re ready to start social selling? Ask yourself these five questions!

    Stronger Customer Relationships on Instagram

    Financial Services companies should be marketing and advertising on Instagram. We break down why, and help you create a strategy to reach new customers- while continuing to build trust in your brand.

    How 6 Financial Marketers Are Creating Value in Social Media

    Ever wonder what everyone else is doing in social media? We talked to six leading financial marketers about how they’re succeeding today and planning for the next big thing.

    Get their insights on strengthening your social strategies, unlocking the power of employee networks and creating next-level content that drives engagement.

    Download this guidebook to learn how 3 mortgage lenders are using social media to:

    • Position themselves in a place the community is already looking ... their social media
    • Empower loan officers to engage in local conversations
    • Turn their institution's loan officers into the voice of their brand
    • Build trust within the community

    Which roles do you fill when building your bank's marketing dream team? This guide will show you the following:

    • Who does what
    • The right structure to execute strategy
    • How compliance software can help

    Enjoy!

    ABA Study: The Current State of Social Media

    See what nearly 430 bank marketers had to say when asked questions such as:

  • Is it important to equip your sales personnel with social media accounts?
  • Does your bank measure the impact of your social media use?
  • COVID-19 & Bank Social Media

    Times are different and how you connect with customers and potential customers has changed drastically. In a socially distant world, learn to still build lasting relationships.

    Download and learn the guiding principles for using social media to serve both your customers and communities in the midst of a pandemic.

    GUIDES

    Why Every Financial Advisor Should Be A Social Media Influencer

    Whether it’s the latest crypto fad or advice for buying gold, social media is filled with *unique* financial advice. And in times of market uncertainty, bad advice will surely continue to proliferate online. While this may feel discouraging to financial marketers and financial advisors alike, at Denim Social, we see it as a massive opportunity. 

    Social media trends show that financial advice shows no signs of slowing online. In fact, Generation Z are almost five times more likely to get financial advice from social media platforms than people aged 41 or over. Sadly, many unqualified influencers are racking up millions of views and followers sharing bad personal finance advice. 

    As new financial advice influencers gain traction online, it’s essential that financial institutions bring their experts into the conversation. Trusted professionals, like financial advisors, have an opportunity to educate and be a voice of reason in a volatile market. 

    Whether you’re a wirehouse or an RIA, social media matters to your bottom line. Almost 50% of investors say social media impacts whom they hire as a financial professional.

    We get it, navigating social media changes and a volatile market is no easy feat. Whether you’re looking to (finally) adopt social media for your practice or level-up your institution’s stale social media strategy, asking yourself these questions can help transform your advisors into impactful social media influencers. 

    Are advisors at the center of your social media strategy? 

    Relationships are the bedrock of the industry. When a client is handing over the keys to the kingdom, it’s to a person, not to a logo on the door. People buy from people after all. That’s why it’s essential that the financial advisor be at the center of a social strategy, not just the brand. 

    Brand social media is a great launching pad, but today, every financial advisor needs to be individually active on social media. A social selling program can transform financial advisors into micro influencers within their local communities. Social selling leverages networks to build personal relationships, showcase thought leadership, engage with prospects, interact with existing customers, and ultimately build trust and rapport that will lead to sales.

    Is your social media content educating followers? 

    Social media shouldn’t be a billboard for your firm or practice. You’ll provide much more value if you use content to educate clients and prospects alike. In a sea of bad social media advice, the right educational content can help financial advisors demonstrate expertise. 

    If the idea of creating financial education content for social media seems overwhelming, take a step back and remember the conversations that are already happening with clients every day. Financial advisors are skilled at explaining complex concepts in simple ways. Most are likely already reassuring clients in market volatility. A good social media strategy will translate these conversations into content that educates. 

    Are you being authentic on social media? 

    Social media should be an extension of a financial advisor’s real life relationships and personality. If you wouldn’t have a solely promotional conversation with a person face-to-face, you shouldn’t do it online either. 

    Social selling works because it’s personal. This means financial advisors should be creating their own content, in addition to personalizing firm-provided or third-party content. If content looks the same from one advisor to another, that’s a clue that your team needs to rethink their strategy. 

    Especially when the markets get rocky, financial advisors should be showing up as real people in social media to explain and empathize with followers. Not all content needs to be market related either. Financial advisors should absolutely share ways they’re involved in their communities, their interests and their colleagues. When people buy from people, be personal. 

    If you’re part of a large institution and get the compliance sweats thinking about dozens, hundreds or even thousands of financial advisors posting to social media, know that Denim Social has tools to keep your brand protected and compliant. Similarly, if you’re an independent, Denim Social’s content curation and scheduling tools can make social selling manageable for a busy independent advisor. 

    Social media influencer may not have been part of the job description when many signed on to the career, but a pointed strategy can help professionals differentiate themselves and succeed in even the toughest market. 

    Download the Guide

    Thank you! Your submission has been received!
    Download Guide
    Oops! Something went wrong while submitting the form.
    ALL GUIDES:

    Like many community banks, Dart Bank wanted to keep customer relationships a top priority. This meant being more available to customers and meeting them where they are. In modern terms, that means on social media.

    When Dart Bank learned about how Denim Social supports social selling for loan officers, they knew it was the perfect fit to keep their team engaged at every step of the journey. They wanted to empower their loan officers to create and grow authentic relationships online, never missing an opportunity to connect.

    Shelter Insurance® sought to launch a social selling program that would not only create posting efficiency, but also make it easy for agents to establish subject matter expertise via high quality social media content. They also saw an opportunity to empower digitally savvy agents to cultivate leads online to drive business results in a compliant social selling program.

    Before launching the program, it was essential that agents understood the pillars of social selling. Together with the Denim Social team, Shelter Insurance® developed a best-in-class program communication, onboarding and training process for agents.

    Social selling is just what it sounds like: using social media to sell a product or service. It’s leveraging social to build personal relationships, showcase thought leadership, engage with prospects, interact with existing customers, and ultimately build trust and rapport that will eventually lead to sales.

    It enables intermediaries – like insurance agents – to add value to the customer journey where there wouldn’t otherwise be an opportunity.

    This guide will help financial services marketers understand why social media should be a core component of their marketing strategy and showcase how the collective reach of their intermediaries’ social media presence can be harnessed to more deeply connect with prospective clients, position producers as thought leaders in their communities, and, ultimately, build trust with clients that translates to positive business results.

    It’s called social selling and it works.

    The spring 2023 buying season has arrived and with it – you guessed – uncertainty. Spring has long been make-it or break-it season for lenders and loan officers, and despite present conditions, the same holds true this year. But 2023 holds unique challenges and opportunities.

    As the season opens, there are a few key considerations the Denim Social team sees as critical for mortgage marketers.

    Paid social is one of the most effective ways to introduce people who aren’t yet following your producers, agents, loan officers, or advisors to your financial institution at the right place and the right time.

    Paid social is complementary to organic. While organic social builds first-degree connections and facilitates awareness, engagement, and branding, paid social allows you to reach larger, more tailored audiences.

    BOK Financial is a financial services partner for consumers, businesses and wealth clients with more than 150 users on the Denim Social platform.

    In addition to building brand credibility and establishing loan officer expertise, Denim Social enables their mortgage loan officers to cultivate relationships in social media and organically source leads.

    As financial marketers look to the coming year, most are wondering, “what’s next?” While no one can say for sure, our team of experts here at Denim Social are keeping a pulse on what’s new in digital marketing for financial institutions on social media. This guide will not only educate you on the latest trends, but help you make the case for increased investment in social selling and digital marketing strategies at your institution.

    Evolve Bank & Trust (“Evolve”) is an $700M+ asset institution with nearly 40 Home Loan Centers (HLC) and nearly 500 employees nationwide. See how Denim Social helped Evolve activate Home Loan Center Facebook pages over the course of just a few months.

    Whether you’re in banking, wealth management, insurance or mortgage, relationships are the bedrock of your business.

    Considering clients in these industries are handing over the keys to their personal kingdoms, it’s no surprise that trust and connection matter. That’s why successful sales strategies for these industries are focused on building long-term, trusted relationships.

    To truly unleash the potential of social, financial institutions need to use social media as a sales tool. It’s called social selling and it works.

    The power of social media is undeniable. The ability of banks to engage with and influence customers and prospects via interactive digital channels is an essential tool and a cornerstone of marketing. Gone are the days when it was “nice to have” a presence on platforms such as Facebook, LinkedIn, Twitter and Instagram. Today, these pathways are helping banks to build relationships that were historically cultivated by tirelessly walking up and down Main Street, shaking hands and leaving behind business cards.

    In this case study by Denim Social and American Bankers Association, we take a look at how banks are using social media to ramp up digital engagement and build sales.

    As any marketer worth their salt will tell you, analytics should drive your social strategy. The key to success is understanding how to link social media efforts to ROI metrics. Read this guide to learn how to gain insights that matter, optimize your strategy and prove your social success.

    It’s no surprise that social media can help drive results for your mortgage business. In fact, the question for most marketers at mortgage lending institutions isn’t IF they should be doing more social media marketing - it’s HOW. Download to learn how to:

    • Scale your social selling program
    • Plan your content strategy
    • Train your loan officers

    AnnieMac is one of the fastest-growing mortgage loan providers in the U.S., serving clients in 42 states. Learn how Denim Social helped their team to streamline its brand’s social media strategy and activate social selling for hundreds of loan officers in just four months.

    As mortgage demand surges to historic highs, home purchase and refinance markets remain hot. This is excellent news for loan officers, but it also means the environment is more competitive than ever.

    So how can marketers ensure that their loan officers stand out? The answer is social media.

    Read this guidebook from Denim Social to learn how you can help your loan officers build strong relationships, stand out from the crowd and win more business using social media.

    Every Mortgage Marketer Should Ask Themselves

    Compliance is complicated, but don’t let it stop your lending team from making the most of social media. Think you’re ready to start social selling? Ask yourself these five questions!

    Read this guide if you’re asking yourself:

    • Is my social media policy current and comprehensive?
    • How do I ensure social media compliance during M&A?
    • What do I need to consider for direct messaging compliance?

    In this guide we will help you think about your all important social media policy and thoughtfully consider how changes in social media tech and even your bank’s structure may impact compliance.

    Every Financial Services Marketer Should Ask Themselves

    Compliance is complicated, but don’t let it stop your lending team from making the most of social media. Think you’re ready to start social selling? Ask yourself these five questions!

    Stronger Customer Relationships on Instagram

    Financial Services companies should be marketing and advertising on Instagram. We break down why, and help you create a strategy to reach new customers- while continuing to build trust in your brand.

    How 6 Financial Marketers Are Creating Value in Social Media

    Ever wonder what everyone else is doing in social media? We talked to six leading financial marketers about how they’re succeeding today and planning for the next big thing.

    Get their insights on strengthening your social strategies, unlocking the power of employee networks and creating next-level content that drives engagement.

    Download this guidebook to learn how 3 mortgage lenders are using social media to:

    • Position themselves in a place the community is already looking ... their social media
    • Empower loan officers to engage in local conversations
    • Turn their institution's loan officers into the voice of their brand
    • Build trust within the community

    Which roles do you fill when building your bank's marketing dream team? This guide will show you the following:

    • Who does what
    • The right structure to execute strategy
    • How compliance software can help

    Enjoy!

    ABA Study: The Current State of Social Media

    See what nearly 430 bank marketers had to say when asked questions such as:

  • Is it important to equip your sales personnel with social media accounts?
  • Does your bank measure the impact of your social media use?
  • COVID-19 & Bank Social Media

    Times are different and how you connect with customers and potential customers has changed drastically. In a socially distant world, learn to still build lasting relationships.

    Download and learn the guiding principles for using social media to serve both your customers and communities in the midst of a pandemic.

    RESOURCES

    NEWS
    February 21, 2023

    Why Every Financial Advisor Should Be A Social Media Influencer

    By
    Denim Social

    Whether it’s the latest crypto fad or advice for buying gold, social media is filled with *unique* financial advice. And in times of market uncertainty, bad advice will surely continue to proliferate online. While this may feel discouraging to financial marketers and financial advisors alike, at Denim Social, we see it as a massive opportunity. 

    Social media trends show that financial advice shows no signs of slowing online. In fact, Generation Z are almost five times more likely to get financial advice from social media platforms than people aged 41 or over. Sadly, many unqualified influencers are racking up millions of views and followers sharing bad personal finance advice. 

    As new financial advice influencers gain traction online, it’s essential that financial institutions bring their experts into the conversation. Trusted professionals, like financial advisors, have an opportunity to educate and be a voice of reason in a volatile market. 

    Whether you’re a wirehouse or an RIA, social media matters to your bottom line. Almost 50% of investors say social media impacts whom they hire as a financial professional.

    We get it, navigating social media changes and a volatile market is no easy feat. Whether you’re looking to (finally) adopt social media for your practice or level-up your institution’s stale social media strategy, asking yourself these questions can help transform your advisors into impactful social media influencers. 

    Are advisors at the center of your social media strategy? 

    Relationships are the bedrock of the industry. When a client is handing over the keys to the kingdom, it’s to a person, not to a logo on the door. People buy from people after all. That’s why it’s essential that the financial advisor be at the center of a social strategy, not just the brand. 

    Brand social media is a great launching pad, but today, every financial advisor needs to be individually active on social media. A social selling program can transform financial advisors into micro influencers within their local communities. Social selling leverages networks to build personal relationships, showcase thought leadership, engage with prospects, interact with existing customers, and ultimately build trust and rapport that will lead to sales.

    Is your social media content educating followers? 

    Social media shouldn’t be a billboard for your firm or practice. You’ll provide much more value if you use content to educate clients and prospects alike. In a sea of bad social media advice, the right educational content can help financial advisors demonstrate expertise. 

    If the idea of creating financial education content for social media seems overwhelming, take a step back and remember the conversations that are already happening with clients every day. Financial advisors are skilled at explaining complex concepts in simple ways. Most are likely already reassuring clients in market volatility. A good social media strategy will translate these conversations into content that educates. 

    Are you being authentic on social media? 

    Social media should be an extension of a financial advisor’s real life relationships and personality. If you wouldn’t have a solely promotional conversation with a person face-to-face, you shouldn’t do it online either. 

    Social selling works because it’s personal. This means financial advisors should be creating their own content, in addition to personalizing firm-provided or third-party content. If content looks the same from one advisor to another, that’s a clue that your team needs to rethink their strategy. 

    Especially when the markets get rocky, financial advisors should be showing up as real people in social media to explain and empathize with followers. Not all content needs to be market related either. Financial advisors should absolutely share ways they’re involved in their communities, their interests and their colleagues. When people buy from people, be personal. 

    If you’re part of a large institution and get the compliance sweats thinking about dozens, hundreds or even thousands of financial advisors posting to social media, know that Denim Social has tools to keep your brand protected and compliant. Similarly, if you’re an independent, Denim Social’s content curation and scheduling tools can make social selling manageable for a busy independent advisor. 

    Social media influencer may not have been part of the job description when many signed on to the career, but a pointed strategy can help professionals differentiate themselves and succeed in even the toughest market. 

    Subscribe to our newsletter and get the latest sent to your inbox.
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    OTHER NEWS:

    Instagram stands out as the shining star of social media platforms. While Facebook still reigns supreme and TikTok grows, Instagram is quickly catching up fast with more than 2 billion users worldwide.

    With users under age 34 making up nearly 60 percent of this user population, financial services marketers looking to reach younger generations should take note. And with an estimated sum of $68 trillion in wealth expected to transfer from Baby Boomers to Millennials in the next couple of decades, Millennials are a worthwhile target.

    Studies predict that, after inheriting wealth, 80% or more young heirs will seek out a new financial advisor. Considering that 9 in 10 accounts follow at least one business on Instagram and 8 in 10 users find new products and services in the app, it’s a safe bet that Instagram will be a place to influence many Millennials. Wise financial services marketers will meet them where they are with strong Instagram marketing strategies, and the following tips can help:

    1. Focus on paid ads

    Instagram is a visual platform for sharing photos and videos, so it’s important for brand pages to populate their profiles with organic posts. While this presence is important, organic content isn’t what will move the needle on business goals. Financial services aren’t exactly visually interesting, and organic posts tend to have low reach as they only show up in the feeds of a brand’s current followers. Without the ability to include hyperlinks in captions, they also won’t drive any traffic back to your site. If you want to build the type of following needed to generate new business, including paid advertising in your Instagram marketing strategy is your ticket.

    With Instagram advertising, institutions and advisors can target ads to land with exactly the right audience — even outside their follower base — and include links in posts to drive more traffic to the brand. With a specific call to action that directs consumers to learn more about a topic, Instagram ads offer a straight-line path to giving customers the valuable information they desire — in their own time and at their own place. What’s more, Instagram advertising is seamlessly integrated directly into Instagram feeds and stories, creating a smoother user experience all around.

    2. Connect with consumers on a local level

    Instagram marketing on the corporate brand level is a great starting point, but advertising on behalf of your individual advisors can take your strategy to the next level. Think of it this way: If a consumer sees a well-known brand on social media, they might recognize the name, but they won’t feel an intrinsic connection beyond initial familiarity. In contrast, they’ll feel familiarity and an immediate connection when they see a post from an advisor in their own community. Consumers want to build relationships with brands, and a shared community is a great starting point.

    Of course, most advisors and other financial services employees are not experts on how to market the business on Instagram. And marketers know they must keep all social media marketing for their financial institutions compliant to avoid heavy regulatory reprimands. To keep posts compliant, save employees time, and help them build relationships with consumers in their physical communities, financial services marketers can set up and run ads on their behalf.


    3. Micro-target content to your audience

    As big-name brands like Amazon continue to elevate the digital customer experience with seamless customer service, purchasing, and delivery, customer expectations are higher than ever before. When customers evaluate a financial institution, they compare it not only to other organizations in the industry, but also to tech giants in any industry that give them exactly what they need when they need it.

    They expect a high level of personalization and convenience, and Instagram marketing with paid advertising can help you give it to them. Match basic behavioral and geographic data to potential customers on Instagram to target ads, and then track clicks, engagements, and post-click actions. These data points don’t indicate much on their own, but together they offer a rich story about what consumers want. Continually refine your strategy with these data points in mind to deliver the kind of highly personalized experiences your audiences want on Instagram.

    With a large Millennial user base that engages actively with brands online and the ability to target highly personalized ads to exactly the right audiences, Instagram is a must-have in any financial services marketing strategy. To learn more about how Instagram marketing can work to drive your business forward, download our guide to building stronger customer relationships on Instagram for free today.

    “If you build it, they will come.” 

    While this advice may work in fictional baseball movies, it’s a bad strategy for building your Facebook business page following. 

    Successfully growing your page likes and follows requires ongoing attention, but it pays off. 

    More followers indicates greater popularity and trust in your brand and also means more eyeballs on your content.

    Follow these tips to start growing your following today. 

    1. Share meaningful content. Before posting anything on your page, make sure it provides value to your audience. When you do this consistently, your existing followers will share it with their friends, attracting more followers. As you plan your content strategy, think about the topics you can speak to with authority. Then look for gaps in the content already being shared with your audience. Where these two intersect is a great place to focus your thought leadership efforts. 

    2. Be consistent. It goes without saying that consistency in voice, tone and style should be inherent in any marketing message. As you work to grow your Facebook page following, it’s also important to aim for consistency in when and how often you post content. When your content quality, quantity or schedule isn’t consistent, it can confuse your audience. Staying on a schedule will improve the experience you deliver and build your business’s credibility and reputation. Use a tool like Denim Social’s Analytics to test and monitor when engagement is at its highest, and design your content schedule accordingly.

    3. Invite friends. One of the quickest, most efficient ways to start driving awareness and growing your audience is to invite your friends to follow your page. Remember, your friends have friends, and they might be interested in following your business and your new page.

    4. Run ads. A surefire way to grow your following is to run Facebook ads. Ads are an effective tool for promoting your page, boosting your posts, getting more leads, increasing conversions and performing a number of other actions. Keep in mind, however, that it may not always be in your best interest to grow your following just for the sake of a bigger number. You want to attract people who are interested in your products and services (and, in turn, more likely to engage with your content). Using audience targeting strategies will help you reach the right consumer with the right message.

    A Facebook business page is an easy and effective way to grow your brand awareness and credibility. Although it’s not as simple as set-it-and-forget-it, if you follow the tips outlined above, you will be well on your way to growing your Facebook fan base. ‍If you need help engaging your audience on social media, get in touch with us today.

    Known as the professional social networking platform, LinkedIn is a powerful tool for social selling, allowing your team to foster strategic customer relationships and build credibility. An important part of your online brand, your LinkedIn profile is a key source of information for people looking to learn more about you.

    A strong LinkedIn profile creates opportunities for meaningful connections and interactions with other professionals. But how do you make LinkedIn a successful part of your marketing strategy? Well, for starters, you need to build trust. Use the following best practices to do just that.

    1.) Add professional profile and cover photos. According to LinkedIn, a professional headshot makes your profile 21x more likely to be viewed, and profiles with photos get a 40% better message response rate. For best results, upload JPEG or PNG images sized as follows:

    • Profile photo: 400x400 pixels
    • Cover photo: 1584x396 pixels

    Pro Tip: Bookmark our Up-to-Date Social Media Sizing & Resource Guide to optimize your images on every social media platform.

    2. Write a compelling headline and summary. Your headline and summary should clearly and succinctly state who you are and why someone should connect with you.

    • Headline: More than simply your job title, your headline should answer these two questions: 
    • Who do you help?
    • How do you help?
    • Summary: Use the following framework to write a compelling professional summary:
    • Paragraph 1: In three sentences or less, what is your value prop to your prospective customers? Reiterate your purpose from your headline.
    • Paragraph 2: In three sentences or less, how do you help customers achieve results?
    • Paragraph 3: In three sentences or less, what is your call-to-action for the prospective customer?

    Pro Tip: In your headline and summary, be sure to include keywords prospective customers might search for.

    3. Engage frequently and consistently. Every week, apply consistent effort to LinkedIn to build credibility and keep content relevant and valuable for customers. Below is checklist of activities we recommend performing on a weekly basis:

    • Post relevant content: Check your content library or search for trending topics in the LinkedIn search bar. You can find some great recent inspiration from others in your field.
    • Post/schedule content at the right time: Generally, the best time to post on LinkedIn is Tuesday through Thursday between 10 and 11 a.m. Content posted in the evenings and on weekends tends to get less engagement. Check out this guide in our Help Center for more information on when to post on various social media channels.
    • Seek recommendations from customers and share success stories: What’s better than telling your networks how great you are? Someone else saying it for you! Positive testimonials, endorsements and reviews go a long way in building your credibility.
    • Check likes, follows, shares, hashtags and comments. Be sure to engage and respond as appropriate. Set weekly or monthly goals for growth and track progress.
    • Grow your network: Join relevant groups in your industry to gain customer insights about needs and interests, follow influencers and connect with others.

    Pro tip: Add a 30-minute weekly recurring event on your calendar to go through the above checklist.

    LinkedIn should be an essential part of your team’s social selling strategy. Stay visible and build trust with consistency and an optimized profile. 
    Looking for a quick reference for all of this information? Check out this infographic.


    A consistent and full social media calendar is essential for the success of your strategy, but feeling stumped about what to post in 2024? From news articles to gifs, your social posts need to resonate with your audience. But you don’t have to go it alone… Denim Social can help your team with content ideas. 

    An easy way to create engaging content?  Post around Holidays! And as we know, there is a day for everything. From "National Clean Off Your Desk Day" to "National Trivia Day," these days are ways you can create authentic content and have fun with your followers.

    ‍We've compiled a list of 2024 Holidays you can celebrate with your audience all year round. Download our PDF calendar to be ready with content all year that is sure to create engagement.

    Make the most of your social media pages and posts by optimizing your images and including essential information about your business on each platform. By giving customers an optimal digital experience, you can broaden reach and provide better customer service through your digital platforms.

    Facebook

    IMAGE SIZING:

    Profile picture: 176 x 176px (desktop), 196x 196px (smartphones)

    Cover photo: 820 x 312px (desktop), 640 x 360px (smartphones)

    Keep the main content of your image centered. On a desktop the photo will display as 840x312px, but on mobile will size down to 640x360px.

    Facebook post image: 1200 x 630px

    The ideal width for a Facebook post image is 1200px, but height can vary based on what type of device the image display is optimized for. We recommend keeping it at the recommended size to keep consistency on all devices.

    When creating a Facebook Ad graphic, any text should not take up more than 20% of the photo. You can find a cheat sheet here: https://www.facebook.com/ads/tools/text_overlay.

    Facebook Video: 1280 x 720px

    The optimal length for a short-form video on Facebook is 15 seconds to 1 minute; for a long-form video, it is 3 minutes. The maximum file size is 10GB. 

    Facebook Link Image: 1200 x 630px

    Make sure to claim ownership of your links for the ability to change the link preview photo. You can find more info on that here: https://www.facebook.com/business/help/528858287471922?id=708699556338610.

    Carousel Post: 1080 x 1080px

    Carousel posts are a great way to display multiple services or features that you offer to your customers. When placing a Facebook ad you can link each carousel photo to a different link, making it easy for people to navigate to your specific products.

    Facebook Story: 1080 x 1920px

    Make the most of your stories by using all of your space and creating a fullscreen experience.

    IMPORTANT PAGE INFORMATION:

    Page name:

    This is where you can name your Facebook Page, but be sure to keep it shorter than 75 characters.

    Page username:

    Customize your page URL by adding a username, making it easier for people to locate and navigate people from other digital platforms. Your Facebook URL can include up to 50 characters.

    Page call to action:

    Facebook gives you a variety of choices on calls to action. For example, if you’d like customers to contact you by email, you can set up a “Send Email” button with your email address connected and ready to go.

    LinkedIn

    IMAGE SIZING:

    Profile picture: 400 x 400px

    Upload your business logo here to personalize your profile. If this page is for an individual, this is where you will upload their headshot.

    Cover Photo: 1584 x 396px

    Having a personalized business cover photo will make your profile look more professional and give you the opportunity to provide page visitors with more of the look and feel of your business. This can include an image related to your business or a graphic with information on services you provide or your business slogan.

    LinkedIn post photo: 1200 x 628px (mobile), 1200 x 1200px (desktop)

    When targeting an audience on both desktop and mobile, make sure that you optimize for mobile to give people the best experience.

    LinkedIn Link Photo: 1200 x 628px (mobile), 1200 x 1200px (desktop)

    Providing an image with your link preview can help give viewers a better idea of article content and improve your click thru rates. 

    LinkedIn Link Video: 4096 x 2304px maximum, 256 x 144 pixels minimum

    The optimal video length for LinkedIn is 30-90 seconds and the maximum file size is 5GB.

    IMPORTANT PAGE INFORMATION

    Page name:

    This is where your business name is located, as well as your company industry, location, and number of followers.

    Page description:

    Add your business slogan, mission, or a short description that tells people what your company, products, and services can do for them.

    X (Formerly Known as Twitter)

    IMAGE SIZING

    Profile picture: 400 x 400px

    Upload your business logo or headshot to personalize your profile.

    Cover photo: 1500 x 500px

    Be sure to center your content to give your followers an optimized experience on mobile.

    Twitter post photo: 1600 x 900px

    Allow your followers to see the entirety of the photo in their feed by adhering to this sizing guideline. The maximum file size is 5MB.

    X video: 1280 x 720px (desktop, recommended), 720 x 720px (mobile)

    The optimal video length for Twitter is 20-45 seconds and the maximum file size is 512MB.

    IMPORTANT PAGE INFORMATION

    Underneath your profile photo, your company name and username will be displayed.

    Write a short bio to tell people more about your business.

    Instagram

    IMAGE SIZING

    Profile photo: 110 x 110px

    Your profile picture will be small, so be sure your image is sized correctly and centered. This is a great place for your company logo.

    Profile thumbnail: Displays as 161 x 161px

    This is a preview of your large image post, but looks best when the photo posted is square.

    Highlight Cover: 1080 x 1920px

    Your cover photos should have centered images to give your highlight reel a balanced look. You can also name your highlights, but be concise as they can only be 15 characters long.

    Instagram Feed Photo: 1080 x 1080px (square), 1080 x 1350 (portrait), 1080 x 566 (landscape)

    The recommended width for all Instagram feed photos is 1080px, but the height can vary. To optimize for your feed display within your profile, we recommend using the sizing listed above to keep your image square.

    Instagram Feed Video:  1080 x 1080px (square), 1080 x 1350 (portrait), 1080 x 566 (landscape)

    The optimal length for an Instagram video is 30-60 seconds and the max file size is 650MB.

    Instagram Feed Ad Photo: 1080 x 1080px

    Your ad photo will display the same as a normal feed photo, but with a link attached. When creating an ad in Ads Manager, you’ll be able to upload a separate photo for Instagram to keep your photos optimized for the user experience.

    Instagram Story: 1080 x 1920px (portrait), 1080 x 601 (landscape)

    Make the most of your stories by using all of your space and creating a fullscreen experience. The maximum length of the story is 60 seconds.

    Instagram Reels & Live: 1080 x 1920px

    Reels can be used to offer tutorials, demos, or service features. These will be saved under your profile page for viewers to go back and watch at their leisure. The maximum length for Reels is 90 seconds. For Live, this can be used for announcements, events, or other Q&A sessions. These can also be saved for later viewing, and can last up to 4 hours.

    As the end of the year looms, budget is on every leader’s and marketer’s mind. Now is the time for financial institutions to step back and assess performance and determine how to spend wisely next year. In the face of climbing interest rates, uncertain economic conditions and hesitant customers, financial marketers will need to be effective and efficient in 2024. 

    Luckily, there’s a way loan officers, insurance agents, and financial advisors can cost-effectively build new (and strengthen existing) relationships: social media. A strong social media strategy helps intermediaries meet customers where they are in a personalized way. This is important, as 72% of consumers rate personalization as highly important in finance.

    In today’s digital world, being on social media is a non-negotiable for financial professionals looking to stay top of mind with customers. Consider this: employees have 10x the amount of reach as brand pages alone, and social media users that regularly share content are 57% likely to generate leads. For institutions on a budget , social media makes the most of resources and lays the foundation for long-term success. 

    Sound familiar? Many financial marketers deal with reduced budgets and fewer resources. The good news is that social media can be one of the best (and most cost-effective ways) to get the most out of overall marketing and generate real business ROI. No matter how large or small a budget, with the right approach, marketers and financial professionals can use social media to make new connections and drive results. 

    The question is, how exactly do you get buy-in from leadership to start personalizing and investing more money for social media marketing? The following strategies can help you get started:

    1. Target your audience: Identify the advocates for your mission and the people who you need to get buy-in from. Social media marketing is about identifying target audiences and catering strategies accordingly. The same applies when securing your social media marketing budget. When looking for buy-in, target those on the leadership team who are likely to understand what excellence in personalization looks like. Great personalization is omnichannel; it engages consumers on the channels of their choice and it’s deeply human. To humanize marketing beyond the brand level, financial institutions need to reach out to leaders who will be open to highly personalized tactics such as social selling, which puts employees and producers on the frontlines to build relationships for the brand.
    2. Craft the right message: Messaging is critical in marketing — and that goes double for selling the idea of a more personalized social strategy. Your message needs to resonate with your audience, even if your audience is one decision-maker. Link everything back to ROI by explaining that customers weigh reputation and online presence when choosing financial institutions. Be prepared to explain how you’ll track and increase customer conversion metrics through your campaigns. When arguing for more money toward paid social media advertising, for example, you’ll want to explain how it can boost conversion rates, meaning more customers (and revenue) coming in from your ads. Framing your message in business terms will help you advocate for funds to support personalization at scale.
    3. Present the right data: Use compelling data to bring your message home. With 75% of B2B buyers using social media to make buying decisions, social selling is a powerful way to attract new customers. In addition to all the facts and figures about why brand is important, you should also be ready to support the idea that people buy from people. At the end of the day, it’s about relationships. That’s why so many financial institutions find it valuable to launch social selling programs that position agents, advisors and loan officers to build customer relationships. 54% of prospects today use social networks to conduct product research. Your team can capture prospects where they are with the right strategies, processes and technology.
    4. Decide the right timing: The time to start advocating for personalization is now. Approach leadership about earmarking money for personalization in the budget for social media marketing. Remember that most financial institutions establish their fiscal budgets for the year and often don’t revisit those budgets for another year. 41% of marketing budgets are based on the previous year, with only 10% revisited quarterly— so plan ahead for social initiatives that might take more money down the line. You likely won’t get another chance to advocate for that money once the budget is set.

    No matter the size or scope of a bank, insurance agency, mortgage lender, or financial firm marketing budget, the end of the year is the best time to assess what’s going well and what needs to change in the coming year. There’s no doubt that social media has a place in every marketer’s budget, and knowing where and how to spend can support business goals and keep financial brands relevant and accessible. 

    Social media supercharges marketing budgets to reach more customers and prospects.. Marketers that build a smart strategy through personalized social selling will be well positioned to get the most out of any budget. See how Denim Social can help you do more with less by scheduling a demo here

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    February 21, 2023

    Why Every Financial Advisor Should Be A Social Media Influencer

    By
    Denim Social

    Whether it’s the latest crypto fad or advice for buying gold, social media is filled with *unique* financial advice. And in times of market uncertainty, bad advice will surely continue to proliferate online. While this may feel discouraging to financial marketers and financial advisors alike, at Denim Social, we see it as a massive opportunity. 

    Social media trends show that financial advice shows no signs of slowing online. In fact, Generation Z are almost five times more likely to get financial advice from social media platforms than people aged 41 or over. Sadly, many unqualified influencers are racking up millions of views and followers sharing bad personal finance advice. 

    As new financial advice influencers gain traction online, it’s essential that financial institutions bring their experts into the conversation. Trusted professionals, like financial advisors, have an opportunity to educate and be a voice of reason in a volatile market. 

    Whether you’re a wirehouse or an RIA, social media matters to your bottom line. Almost 50% of investors say social media impacts whom they hire as a financial professional.

    We get it, navigating social media changes and a volatile market is no easy feat. Whether you’re looking to (finally) adopt social media for your practice or level-up your institution’s stale social media strategy, asking yourself these questions can help transform your advisors into impactful social media influencers. 

    Are advisors at the center of your social media strategy? 

    Relationships are the bedrock of the industry. When a client is handing over the keys to the kingdom, it’s to a person, not to a logo on the door. People buy from people after all. That’s why it’s essential that the financial advisor be at the center of a social strategy, not just the brand. 

    Brand social media is a great launching pad, but today, every financial advisor needs to be individually active on social media. A social selling program can transform financial advisors into micro influencers within their local communities. Social selling leverages networks to build personal relationships, showcase thought leadership, engage with prospects, interact with existing customers, and ultimately build trust and rapport that will lead to sales.

    Is your social media content educating followers? 

    Social media shouldn’t be a billboard for your firm or practice. You’ll provide much more value if you use content to educate clients and prospects alike. In a sea of bad social media advice, the right educational content can help financial advisors demonstrate expertise. 

    If the idea of creating financial education content for social media seems overwhelming, take a step back and remember the conversations that are already happening with clients every day. Financial advisors are skilled at explaining complex concepts in simple ways. Most are likely already reassuring clients in market volatility. A good social media strategy will translate these conversations into content that educates. 

    Are you being authentic on social media? 

    Social media should be an extension of a financial advisor’s real life relationships and personality. If you wouldn’t have a solely promotional conversation with a person face-to-face, you shouldn’t do it online either. 

    Social selling works because it’s personal. This means financial advisors should be creating their own content, in addition to personalizing firm-provided or third-party content. If content looks the same from one advisor to another, that’s a clue that your team needs to rethink their strategy. 

    Especially when the markets get rocky, financial advisors should be showing up as real people in social media to explain and empathize with followers. Not all content needs to be market related either. Financial advisors should absolutely share ways they’re involved in their communities, their interests and their colleagues. When people buy from people, be personal. 

    If you’re part of a large institution and get the compliance sweats thinking about dozens, hundreds or even thousands of financial advisors posting to social media, know that Denim Social has tools to keep your brand protected and compliant. Similarly, if you’re an independent, Denim Social’s content curation and scheduling tools can make social selling manageable for a busy independent advisor. 

    Social media influencer may not have been part of the job description when many signed on to the career, but a pointed strategy can help professionals differentiate themselves and succeed in even the toughest market. 

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    The effects of economic disruption and uncertainty have many families facing tough financial questions they are not sure how to answer. 

    Unfortunately, financial literacy rates remain startlingly low. A recent study showed three quarters of Americans say they do not feel confident about their personal finances. When a  another survey asked over 1,000 American adults who they turn to for trusted financial advice, almost 25 percent said they had no one to turn to. Providing financial education has always been a core purpose of banks, but the financial turmoil of recent years has made financial literacy even more important.

    Financial professionals have an obligation to educate their customers, and today, social media is one of the most effective ways to do so. Luckily, social media-driven education already aligns with consumer preferences:  Pew Research Center reports  that more than half of U.S. adults get their news from social media, and 79% Millennials or Gen Zers have gotten financial advice from social media.

    Many financial institutions are already capitalizing on this by using social media to connect with their customers and communities, but there’s still ample opportunity to provide financial education to current and prospective customers. Here are three tips:

    1. CURATE RELEVANT AND TRUSTWORTHY NEWS

    Social media is flooded with misinformation and misleading data, and your audience members know this. To become a trusted source, be highly selective in choosing accurate, useful and relevant news to post on your branded social media pages. You can take several steps to ensure that the information you share comes from trusted sources before distributing it to your followers.

    Established news organizations, such as CNBC and ABC News, seem easy enough to identify, but be wary of illegitimate sites trying to mimic them. The source’s domain and URL will help you identify whether the reference is credible. For instance, sites with URLs that end in “.com.co” might be cause for concern. If you’re still unsure, investigate the site further for more information. The “About” page should provide plenty of verifiable information about the organization’s staff and leadership team. If you’re still unsure, choose another source.

    It’s also important to be aware of news bias and how it impacts your ability to build a healthy news diet that protects your brand reputation. Seek out resources (like this one) that help visualize where certain media outlets fall on the political spectrum. Armed with this information, you can help your institution’s brand avoid bias. You can also be sure you’re not resharing information that’s deceiving, one-sided, or untrustworthy.

    2. EMPHASIZE YOUR TEAM’S THOUGHT LEADERSHIP

    Credible news updates draw in social media users searching for financial news, but rather than simply sharing links, weave in original insights to make the information more digestible and jargon-free. Remember: Your employees are financial experts, so empower them to share their knowledge through a strong social selling strategy.

    In doing so, you’ll not only educate your followers, but also humanize your brand and build trust with your audience. After all, people trust people more than brands, and research bears this out:  Nearly three-fourths  of social media users say they are more heavily persuaded by posts shared from employees rather than brand pages. Engage team members to share their knowledge in original content like blog posts, social media posts and short videos.

    3. BE ENGAGED

    Social media is a two-way communication channel. A survey by The Manifest revealed that  74 percent of consumers follow brands  on social media, and of that group, 96 percent said they directly interact with those brands. To make the most of your social media presence, your team needs to be engaged and respond to questions, comments and concerns in a timely manner. Stay connected with your followers and you’ll build stronger, more meaningful relationships within your community in the long term.

    Financial literacy is an acute need. By using social media to educate current and prospective customers, banks can improve financial literacy, be a good steward for their customers and serve as a trusted source of information.

    Connecting with customers and prospects on social media is a natural extension of the financial services industry becoming more digital. Consumers expect the businesses they patronize to be on the same social platforms they use — and they expect those brands to be ready to interact with them. Case in point: A survey of over 500 social media users found that nearly three-quarters follow organizations on social platforms, and the vast majority of them interact with those brands on social.

    Social media is the perfect tool for financial institutions to build brand awareness, meet the demand for greater digital engagement, recruit prospective customers, and drive referrals.

    While social media is a great way to connect with customers and prospects, it’s not without its risk. It’s essential to use social media tools that will keep your team in compliance. 

    1. START WITH A SOCIAL SELLING STRATEGY.

    There are few limits to how you can connect with customers and prospects on social media, but it needs to be about more than posts from a brand page. Direct messaging is always an option for private communication, but to reach more people at scale, social sellers (i.e., agents, loan officers, financial advisors, intermediaries, etc.) should also be posting original content, resharing educational articles, responding to comments and questions, and liking others’ posts. With so many options, it’s important for marketers to craft a social selling strategy that guides social sellers in their social interactions on behalf of the institution.

    A well-thought-out strategy can ensure effective social selling. For instance, rather than posting on channels at random and hoping for the best, social sellers can determine which social media platforms suit them best based on audience engagement and follower counts; then they can focus their efforts there. Consider also equipping intermediaries with a library of branded content they can mix in with their personal posts. This strategy will inform your all-important social media policy moving forward.

    2. TURN YOUR STRATEGY INTO A DETAILED POLICY.

    In a heavily regulated industry, it’s essential for firms to have a comprehensive social media policy. This is a package of brand messaging in a detailed policy to help ensure consistency when social sellers post on your behalf.

    Take the plan you mapped out in your strategy and turn it into a documented policy that intermediaries can access easily. Social media and the way people use it continues to evolve, which is why your social media policy should always be a work in progress. Make updates periodically to account for shifts in your approval workflow, changes in messaging, and general social media best practices. As social sellers become savvier, your policy will grow more detailed.

    3. MAKE TRAINING AN ONGOING EFFORT.

    Intermediaries who are new to social media will require initial training — but it shouldn’t be a one-and-done initiative. Hold regular social selling workshops to keep all social sellers up to date on your social media policy and messaging.

    You can also use workshop time to walk your team through any tools you invest in to fuel social media efforts. Denim Social, for example, offers live product demos you can share to show them how to use the technology and get the most benefit. 

    Demonstrate how the software streamlines the approval process for posts and automatically archives them for future reference. The more they know, the more comfortable they’ll be using such tools to facilitate social selling efforts. The great news is, our customer success team is here to help get your team trained and ready.

    Social media opens up a world of opportunity for financial institutions to reach and engage customers and prospects, but that doesn’t mean you should set your team free to do as they please. The right strategy and social media management software can make it a lot easier to avoid mistakes and create a successful social selling strategy. Want to see how Denim Social can help your team up their social media game? Schedule a demo today!

    If you didn’t want to believe it before, digital banking is here to stay. While most were on the path toward digital, COVID vastly accelerated digital adoption. That behavior is unlikely to change:  84 percent of banking customers polled said they plan to maintain the same level of digital banking services post-pandemic. This is both a challenge and an opportunity for traditional banks.

    The good news is that the key differentiating factor for traditional banks remains the same: human relationships with customers.

    The challenge is that maintaining strong relationships in a digital environment can be difficult for traditional banks. And without strong anchoring relationships, banks miss out on valuable cross-selling opportunities and lose customers to competitors that offer better digital services. Customer defection can be costly, as it’s five to 25 times more expensive to acquire than retain customers—but increasing customer retention rates by a mere 5 percent can boost profits by 25 to 95 percent.

    Banks that turn their focus toward strengthening digital customer experience can solidify relationships for the long term, secure more business with new and existing customers, and thrive well into the future.

    HOW TO CREATE AN EXCEPTIONAL DIGITAL CUSTOMER EXPERIENCE

    Delivering high-quality digital experiences is two-fold challenge for banks. First, traditional banks tend to struggle to design meaningful and emotional experiences in digital ways. Second, they struggle to deliver those experiences impactfully due to internal and external digital transformation hurdles.

    With these two challenges in mind, bank marketers can lead their organizations to success by first focusing on their teams’ willingness to evolve and openness to the larger concepts of digital transformation. Without widespread buy-in, even a million of the fanciest bells and whistles on the market won’t help a bank evolve to meet and exceed consumers’ digital expectations.

    Marketers must ensure an overall understanding of these four digital transformation initiatives and how they can help improve digital customer experiences and strengthen human relationships:

    1. Continual tool improvement and refinement. Most financial institutions likely accelerated the pace of their digital transformations in recent years and they need to keep up the momentum. In fact, the primary goal behind digital transformation for 79 percent of respondents in one survey was to improve customer experience. You can’t improve experiences without continuous transformation efforts.

    Gather data to show how customers are using your digital tools and continually evaluate how to improve your tools to create better and better experiences. Seeking strong and strategic partnerships with fintech vendors is an excellent way to stay on top of the latest innovations in technology and continue providing the best digital services.

    2. Optimal onboarding. Your team and fintech partners might put a lot of time, money, and effort into building new and impressive digital widgets—but if your customers don’t know how to use them, they won’t bring any value. That’s why part of any bank’s digital transformation strategy should involve onboarding customers to ensure the adoption and use of new digital services.If new account openers don’t engage within the first month of opening an account, they likely never will. Encourage frequent and continued engagement by clearly demonstrating the value customers can find in your digital services and tools. Provide convenient and accessible customer support to keep the value stream flowing without interruption.

    3. Transferring relationships to digital. Preserving human connections in the virtual world can be a challenge for banks accustomed to old ways, but with the right approach, digitization can actually help banks build and maintain stronger relationships. That’s why 72 percent of business leaders who responded to Harvard Business Review Analytics Services researchers said they expected the digital shift to create closer relationships with customers.

    Take social media as one example. With an active social media strategy, loan officers can keep up with past customers and even get new prospects’ attention. And with the right social media management tools, marketers can help loan officers pull off social selling campaigns at scale. Ensure that customers also have a direct line to access employees who can facilitate customer service so that they always have a resource to answer questions and guide them along the digital journey without a hitch.

    4. Constant value with content and data. The more value a financial institution can offer, the less likely customer defection will be. Provide useful information to customers through frequent social media content, blog posts, landing pages and more. Use targeting strategies such as paid social media advertising and create personalized content based on data. The more relevant the information is to your customers’ specific needs, the more valuable it will be. Personalize landing pages and gate information behind contact submission forms. When visitors exchange their contact information for the content they need, you can reach out directly to primed leads to continue the conversation with human-to-human touchpoints.

    No matter the state of digital transformation, strong customer sentiment around digital banking is unlikely to wane. In fact, consumers are likely to expect better and better digital experiences from financial institutions as technology becomes an even bigger part of everyday life. Traditional banks that focus on creating exceptional digital customer experience based on human connection will thrive.

    This article was originally published on ABA Bank Marketing.

    Instagram stands out as the shining star of social media platforms. While Facebook still reigns supreme and TikTok grows, Instagram is quickly catching up fast with more than 2 billion users worldwide.

    With users under age 34 making up nearly 60 percent of this user population, financial services marketers looking to reach younger generations should take note. And with an estimated sum of $68 trillion in wealth expected to transfer from Baby Boomers to Millennials in the next couple of decades, Millennials are a worthwhile target.

    Studies predict that, after inheriting wealth, 80% or more young heirs will seek out a new financial advisor. Considering that 9 in 10 accounts follow at least one business on Instagram and 8 in 10 users find new products and services in the app, it’s a safe bet that Instagram will be a place to influence many Millennials. Wise financial services marketers will meet them where they are with strong Instagram marketing strategies, and the following tips can help:

    1. Focus on paid ads

    Instagram is a visual platform for sharing photos and videos, so it’s important for brand pages to populate their profiles with organic posts. While this presence is important, organic content isn’t what will move the needle on business goals. Financial services aren’t exactly visually interesting, and organic posts tend to have low reach as they only show up in the feeds of a brand’s current followers. Without the ability to include hyperlinks in captions, they also won’t drive any traffic back to your site. If you want to build the type of following needed to generate new business, including paid advertising in your Instagram marketing strategy is your ticket.

    With Instagram advertising, institutions and advisors can target ads to land with exactly the right audience — even outside their follower base — and include links in posts to drive more traffic to the brand. With a specific call to action that directs consumers to learn more about a topic, Instagram ads offer a straight-line path to giving customers the valuable information they desire — in their own time and at their own place. What’s more, Instagram advertising is seamlessly integrated directly into Instagram feeds and stories, creating a smoother user experience all around.

    2. Connect with consumers on a local level

    Instagram marketing on the corporate brand level is a great starting point, but advertising on behalf of your individual advisors can take your strategy to the next level. Think of it this way: If a consumer sees a well-known brand on social media, they might recognize the name, but they won’t feel an intrinsic connection beyond initial familiarity. In contrast, they’ll feel familiarity and an immediate connection when they see a post from an advisor in their own community. Consumers want to build relationships with brands, and a shared community is a great starting point.

    Of course, most advisors and other financial services employees are not experts on how to market the business on Instagram. And marketers know they must keep all social media marketing for their financial institutions compliant to avoid heavy regulatory reprimands. To keep posts compliant, save employees time, and help them build relationships with consumers in their physical communities, financial services marketers can set up and run ads on their behalf.


    3. Micro-target content to your audience

    As big-name brands like Amazon continue to elevate the digital customer experience with seamless customer service, purchasing, and delivery, customer expectations are higher than ever before. When customers evaluate a financial institution, they compare it not only to other organizations in the industry, but also to tech giants in any industry that give them exactly what they need when they need it.

    They expect a high level of personalization and convenience, and Instagram marketing with paid advertising can help you give it to them. Match basic behavioral and geographic data to potential customers on Instagram to target ads, and then track clicks, engagements, and post-click actions. These data points don’t indicate much on their own, but together they offer a rich story about what consumers want. Continually refine your strategy with these data points in mind to deliver the kind of highly personalized experiences your audiences want on Instagram.

    With a large Millennial user base that engages actively with brands online and the ability to target highly personalized ads to exactly the right audiences, Instagram is a must-have in any financial services marketing strategy. To learn more about how Instagram marketing can work to drive your business forward, download our guide to building stronger customer relationships on Instagram for free today.

    “If you build it, they will come.” 

    While this advice may work in fictional baseball movies, it’s a bad strategy for building your Facebook business page following. 

    Successfully growing your page likes and follows requires ongoing attention, but it pays off. 

    More followers indicates greater popularity and trust in your brand and also means more eyeballs on your content.

    Follow these tips to start growing your following today. 

    1. Share meaningful content. Before posting anything on your page, make sure it provides value to your audience. When you do this consistently, your existing followers will share it with their friends, attracting more followers. As you plan your content strategy, think about the topics you can speak to with authority. Then look for gaps in the content already being shared with your audience. Where these two intersect is a great place to focus your thought leadership efforts. 

    2. Be consistent. It goes without saying that consistency in voice, tone and style should be inherent in any marketing message. As you work to grow your Facebook page following, it’s also important to aim for consistency in when and how often you post content. When your content quality, quantity or schedule isn’t consistent, it can confuse your audience. Staying on a schedule will improve the experience you deliver and build your business’s credibility and reputation. Use a tool like Denim Social’s Analytics to test and monitor when engagement is at its highest, and design your content schedule accordingly.

    3. Invite friends. One of the quickest, most efficient ways to start driving awareness and growing your audience is to invite your friends to follow your page. Remember, your friends have friends, and they might be interested in following your business and your new page.

    4. Run ads. A surefire way to grow your following is to run Facebook ads. Ads are an effective tool for promoting your page, boosting your posts, getting more leads, increasing conversions and performing a number of other actions. Keep in mind, however, that it may not always be in your best interest to grow your following just for the sake of a bigger number. You want to attract people who are interested in your products and services (and, in turn, more likely to engage with your content). Using audience targeting strategies will help you reach the right consumer with the right message.

    A Facebook business page is an easy and effective way to grow your brand awareness and credibility. Although it’s not as simple as set-it-and-forget-it, if you follow the tips outlined above, you will be well on your way to growing your Facebook fan base. ‍If you need help engaging your audience on social media, get in touch with us today.

    Known as the professional social networking platform, LinkedIn is a powerful tool for social selling, allowing your team to foster strategic customer relationships and build credibility. An important part of your online brand, your LinkedIn profile is a key source of information for people looking to learn more about you.

    A strong LinkedIn profile creates opportunities for meaningful connections and interactions with other professionals. But how do you make LinkedIn a successful part of your marketing strategy? Well, for starters, you need to build trust. Use the following best practices to do just that.

    1.) Add professional profile and cover photos. According to LinkedIn, a professional headshot makes your profile 21x more likely to be viewed, and profiles with photos get a 40% better message response rate. For best results, upload JPEG or PNG images sized as follows:

    • Profile photo: 400x400 pixels
    • Cover photo: 1584x396 pixels

    Pro Tip: Bookmark our Up-to-Date Social Media Sizing & Resource Guide to optimize your images on every social media platform.

    2. Write a compelling headline and summary. Your headline and summary should clearly and succinctly state who you are and why someone should connect with you.

    • Headline: More than simply your job title, your headline should answer these two questions: 
    • Who do you help?
    • How do you help?
    • Summary: Use the following framework to write a compelling professional summary:
    • Paragraph 1: In three sentences or less, what is your value prop to your prospective customers? Reiterate your purpose from your headline.
    • Paragraph 2: In three sentences or less, how do you help customers achieve results?
    • Paragraph 3: In three sentences or less, what is your call-to-action for the prospective customer?

    Pro Tip: In your headline and summary, be sure to include keywords prospective customers might search for.

    3. Engage frequently and consistently. Every week, apply consistent effort to LinkedIn to build credibility and keep content relevant and valuable for customers. Below is checklist of activities we recommend performing on a weekly basis:

    • Post relevant content: Check your content library or search for trending topics in the LinkedIn search bar. You can find some great recent inspiration from others in your field.
    • Post/schedule content at the right time: Generally, the best time to post on LinkedIn is Tuesday through Thursday between 10 and 11 a.m. Content posted in the evenings and on weekends tends to get less engagement. Check out this guide in our Help Center for more information on when to post on various social media channels.
    • Seek recommendations from customers and share success stories: What’s better than telling your networks how great you are? Someone else saying it for you! Positive testimonials, endorsements and reviews go a long way in building your credibility.
    • Check likes, follows, shares, hashtags and comments. Be sure to engage and respond as appropriate. Set weekly or monthly goals for growth and track progress.
    • Grow your network: Join relevant groups in your industry to gain customer insights about needs and interests, follow influencers and connect with others.

    Pro tip: Add a 30-minute weekly recurring event on your calendar to go through the above checklist.

    LinkedIn should be an essential part of your team’s social selling strategy. Stay visible and build trust with consistency and an optimized profile. 
    Looking for a quick reference for all of this information? Check out this infographic.


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