As a financial advisor trying to promote your business online, it is vital to focus on your differentiating factors. Before starting any new marketing effort (including social media), as Step 1, you should answer the following questions (don’t just brainstorm your answers, officially write them down and create a marketing “playbook” that you can go back to and reference in the future).

  1. What Is my unique value proposition?: How is my practice different than the other financial advisors in my area?
  2. What is my biggest strength?: Is it my services? My process? My approach?
  3. What do I do what I do? Do I want to educate others? Help people invest? Get out of debt? How can I communicate my “why” to prospective clients?
  4. What Types Of Clients Do I Serve Best? Do I have a niche? 

Your answers will serve as a guide when building your Facebook profile. If you start to wonder at some point – “should I post this?” – you can refer back to your answers to these questions to see if the content is in line with your goals. 

For instance, if you are a financial advisor seeking to attract new clients who are 5-10 years away from retirement, then your online marketing approach should be to produce content specifically geared toward this group. For instance, you might share Facebook posts with content on topics such as:

  • social security
  • taxes in retirement
  • rolling over vs. cashing out 401(k)s,
  • healthcare options in retirement
  • affording bucket-list travel adventures

The more enticing and interesting the content you share, the more clicks, “likes”, comments and shares you can potentially get.

Step 2: Creating the Page

You’ve just established your approach. The most important, and initial direction that will now guide you through the rest of your journey is complete. Next, you can create your Facebook page for your business.

1): Before creating a company Facebook page, you need to make sure that you already have a personal account. In the process of creating your Facebook business page, you will connect this page to your personal account. Your personal account becomes an admin to your business page, where you will have the ability to post through your company page, track success, etc.

2): On the homepage of your personal profile, direct your mouse to the top right and click on the arrow pointing down. Next, click on ‘Create Page’ – this will then direct you to creating a company page.

3): Now you are on the ‘Create a Page’ step. Click on the type of business you are promoting. Follow the remaining steps which include: choosing a category for the type of business (i.e. what industry is your business related to? In this case, consider: Finance)

4): Continue on filling out the next steps which include: ‘About’ (brief description of your practice, which should include a DIRECT link to your website page. The main purpose of social media is to link it back to your website which contains further content and information for clients to truly get to know your business. In return, these potential clients can arrange a meeting with you, the financial advisor), edit the remaining content of your Facebook page (adding a profile picture – this typically will be your logo for your practice. Also, add a cover photo that represents your firm in an accurate way).

When deciding on your pictures consider the following: how do you want to be portrayed at a first glance by potential clients?

Watch this video for instructions on creating a Facebook company page.

Step 3: Creating the Results

You’ve established your goals and you’ve set up your page. Now it’s time to implement your action. This is when you need to consider setting up a systematic social media plan, which includes the types of posts you want to post (from your own content), share (from other company’s pages), reply to (on other company’s pages), etc. To really keep up with your Facebook presence, schedule what you want to post in advance for an entire month. Take a look at a sample editorial calendar which includes the typical functions of an online marketing action:

This is extremely helpful for any type of business. By keeping track of your action, you can record and see what types of posts are working and what isn’t working. For Facebook posting, consider posting during the following times for optimal exposure: Weekdays between 11 a.m.–1:30 p.m., or 4 p.m. – 5:30 p.m.

Activity on your Facebook page would not be effective without recording your success. After a month of posting and sharing, it is important to analyze activity. By doing so, you can take appropriate action for your next posting schedule.

On your company page, the top tab, click on ‘Insights’ – this will direct you to the following page:

From here, you can analyze and view your ‘likes’ ‘engagement’ ‘posts’ and ‘reach’ all within a specific time frame. With graphs, you are able to see your peek points and plummets, and from there, take appropriate action for your next Facebook social media marketing plan. For instance, as a financial advisor, if you shared a third-party article related to college savings at 11 a.m. on a Monday but didn’t get high engagement, consider posting that same article at a different time and day. Social media is never exact, but it is always important to approach it in a trial and error manner. Work it out, and see what your users are engaged in and what they are ultimately interested in viewing.

With the right approach and appropriate plan of action, Facebook can help grow your financial services business. These steps exemplify a basic outline of the course that you, as a financial advisor, can take when developing your social media presence through Facebook.

This article first appeared on Twenty Over Ten.

Want to learn how to invest?

Get a free 10 week email series that will teach you how to start investing.

Delivered twice a week, straight to your inbox.