Twitter has become a popular way for financial advisors to find new clients and interact with peers in real time. With more than 320 million monthly active users, the social media network has tremendous reach around the world, making it a powerful marketing tool for those that know how to use it.
Many financial advisors have used the 140-character service to do just that—help drive business in an increasingly crowded market.
To find some inspiration from those who know what they're doing, let's take a look at the top financial advisors on Twitter and some of the techniques they use to grow their audience. (For more, see: How Advisors Can Best Use Twitter.)
Josh Brown (@ReformedBroker)
Joshua M. Brown is a New York City-based financial advisor and the CEO of Ritholtz Wealth Management. He has also written several books and appears regularly on CNBC’s Halftime Report. With more than 130,000 followers, Brown has become one of the most popular financial advisors on Twitter. His blog at www.thereformedbroker.com is one of the most widely-read websites on the financial web.
Cullen Roche (@cullenroche)
Cullen Roche is a financial advisor, monetary expert, author, and the founder of Orcam Financial Group and Pragmatic Capitalism. With over 25,000 followers, Roche covers a wide array of topics via Twitter. He also maintains an active blog at www.pragcap.com and has published a book covering things people need to know about money and finance.
Jeff Rose, CFP (@jjeffrose)
Jeff Rose is a certified financial planner and the CEO of Alliance Wealth Management. With over 23,000 followers, Rose has become a popular voice on the Twitter platform with a unique take on the markets. He oversees the popular blog www.goodfinancialcents.com, a podcast covering the same topics and is a regular contributor to Forbes and other financial publications. (For related reading, see: Social Media 'Don'ts' for Financial Advisors.)
Carl Richards (@behaviorgap)
Carl Richards is a CFP and the director of investor education for the BAM Alliance, a community of more than 130 independent wealth management firms. In addition, he’s the creator of the Sketch Guy column in the New York Times and is a columnist for Morningstar Advisor. Richards has also been featured in a number of financial publications, including Forbes, Marketplace Money, and other outlets like Oprah.com.
What They Have in Common
- Quality branding. These advisors have put a lot of time into designing an attractive Twitter profile page and a well-articulated bio that clearly tells visitors who they are; the branding also ties into their official websites and/or blogs.
- Useful information. These guys regularly post genuinely insightful and useful commentary on their blogs and Twitter accounts, covering everything from personal finance topics to the latest moves in the stock market.
- They engage. Many of these financial advisors post several times a day to Twitter while using hashtags, user mentions, and other techniques to make their presence more of a group experience rather than a one-way communication channel.
- They're multi-faceted. All have built up popular blogs that they keep regularly updated. When a new post is made, they then market the blog on Twitter to gain traction and drive people to their website.
- They've expanded beyond social. Many of these advisors have become public personalities across other channels by becoming contributors to financial publications, publishing books, or being interviewed on financial media stations.
The Bottom Line
Twitter is an important marketing platform for financial advisors. By looking at some of the top posters, advisors can glean key pointers to improve their own usage of the social network. These shared attributes include high-quality branding, useful content, engaging tweets, and a blog that they can tie in to convert Twitter followers into actionable leads to grow a business over the long-term. (For more, see: 5 Top CEOs on Twitter.)