Your next growth channel might be a social feed

It’s no surprise that so-called digital natives look to the internet for answers. A recent Retirement Saving and Spending study by T. Rowe Price shows that over 40% of U.S. workers sought financial advice on platforms like Reddit, TikTok, YouTube, and Instagram. 

And although lower-income individuals seek information more often, those with incomes above $100,000 are more likely to use it for specific actions including investing in stocks and saving for retirement.¹

Would-be clients are waiting for you

To land the next generation of clients, advisors must cast their lines where their target audience spends its time. 

A thoughtful social media presence built around features valued by all advice seekers is crucial. Clear, concrete, and credible messaging can position you favorably—especially to the sizable cohort of digital advice seekers who have been poorly served by less knowledgeable or trustworthy online voices.

Three signs your social presence is working (even if growth feels slow)

You could spend your time dwelling on likes, reposts, comments, and other metrics social platforms have to offer, but progress online often shows up offline first. Some of those indicators include:

1. Prospects reference your posts in meetings.
2. Existing clients share your content.
3. You feel more confident articulating your value.

Ready to go social? Start here

Building a social media presence sounds like a daunting undertaking. But if you think about it as a post or two per week, it quickly becomes doable. Here are three tips to help get you started.

1. Embrace the scroll. Studies show that over 80% of Gen Z operate on two to three social media platforms.² Identifying the specific environments where your younger target clients (and would-be clients) spend their digital time and that shape their decisions is crucial to building your practice. 
2. Start small. A simple strategy can bring social media down to size. Start by focusing on a topic you know well, then commit to one post a week on a single platform. Still too daunting or time-consuming? Consider hiring an expert from outside your team. 
3. Make the message matter. For digital advice seekers, these key factors matter:
   -    Clear: Guidance that is straightforward, free of jargon or complexity.
   -    Concrete: Generalities fall flat; details inspire engagement and action.
   -    Credible: Credentials and qualifications equal credibility. Share yours.

Social media does not need to become another overwhelming demand on your time. With a focused topic, a manageable posting rhythm, and messaging that is clear, concrete, and credible, your online presence can help prospects understand who you serve, how you help, and why your guidance is worth trusting. 

To keep building your approach, explore the Related Resources below for practical tools and ideas to help turn digital visibility into stronger prospect and client relationships.