Social Media in 2020: What Financial Advisors Need to Know to Boost Marketing and Sales

1 Asset-Map Holdings, Inc. © 2020 All Rights Reserved | asset-map.com
Social Media
in 2020
What Financial Advisors Need to
Know to Boost Marketing & Sales
&

Today’s Presenters
Johnny
Sandquist
Johnny is the founder and CEO
of Three Crowns Copywriting
& Marketing, a content
creation and consultancy ﬁrm
for advisors and ﬁntech.
TJ Hill
TJ is Asset-Map’s Director of
Marketing.
Visualize the Possibilities
&

Agenda
1. Why Social Media is Important for Advisors
2. How to Decide Where to Spend Your Time Online
3. What to Post to Your Channels (and When!)
4. Q&A
&

Part 1
Why Do Advisors Need Social Media?

4 Reasons Why Social Media is Important
Peer
Relationships
&

Peer Relationships
&

Client
Communication
&

Client Communication
“If I don’t share online, I can’t grow for my
employees, for my company and, most
importantly, for our clients.”
- Winnie Sun, Co-founder, Sun Group Wealth
Partners

A Majority of Clients Want...
1. More interaction on social with their
ﬁnancial representative
2. More useful content, in addition to more
frequent content
3. Almost 40% of clients follow their advisor,
and about 30% say they relate better to an
advisor with a social media presence.
&

Personal
Branding
&

Personal Branding
&

Personal Branding
“People follow people, not brands.”
- Dani Fava, Director of Product Strategy and
Development, TD Ameritrade

Marketing &
Sales
&

You Need to Be Easy to Find
Mobile searches for the term “ﬁnancial
advisor” went up 75% over a two-year period.

Google Search Trends
&

A Little Peer Pressure
Young & Old
Average advisor age has
gone up to 44 years old.
Faster
Growth
Advisors with AUM saw a gain
of $15 million YOY. Advisors
without gained $4 million.
Everyone’s
Doing It
98% of ﬁnancial advisors are on
social media
&

A Growing Opportunity
45% of the world’s population uses social
media.
That’s 3.2 billion people.

Part 2
How to Decide Where to Spend
Your Time Online

Deciding Where to Spend Your Time
&

Facebook
&

23 Asset-Map Holdings, Inc. © 2020 All Rights Reserved | asset-map.com &
Vs Facebook
Today

Facebook Demographics
● 51% of its user base logs in multiple times per day
● Used by 58% of 50-64 year olds in the U.S.
● Three-fourths of those who make over $75,000
annually are Facebook users
● 40% of all clicks that lead to websites originate from
Facebook
&

Twitter
&

Twitter Demographics
● 145 million monetizable active daily users in the
U.S.
● About 7% of its users are over 65 years old
● Tilts towards users in cities, versus rural or
suburban users
● Website referral trafﬁc from Twitter is up 6% YOY
&

Instagram
&

Instagram
&
Not Just for
Models

Instagram Demographics
● Most popular with younger demographics
● About 8% of its users are over 65 years old
● A little more than 40% of its users make more than
$75,000 per year
&

LinkedIn
&

LinkedIn Demographics
&
● 660 million registered professionals - the largest
resource for B2B marketers to tap into
● Compared to Facebook, it generates leads 277% more
effectively
● Most users tend to be mid-30s and up
● Around 41% of U.S. millionaires use LinkedIn
● LinkedIn is the top choice for professionally relevant
content, with 91% of executives choosing the platform.

YouTube
&

And Don’t Forget: YouTube
● The most used social app of all - YouTube has 2 billion
logged-in monthly users
● 73% of U.S. adults use YouTube (more than Facebook
and twice as much as Instagram)
● Second-largest search engine behind Google AND
second most-preferred platform for watching video on
TV screens
● The number of users who engage with content creators
increased 70% from 2017 to 2018
&

TikTok
&

TikTok
&
From CNBC article - TikTok is the new
place to learn about managing your money
Castro believes that TikTok is lowering the
barrier to financial education while allowing her
to explain financial education and provide
financial guidance in a way that is easy for
people to understand. “I just want to make
money fun for people,” she said.

TikTok Demographics
● The most downloaded app of 2020 (6th largest network)
● Close to 70% of its users are under 24 years old
● BUT 15% of its users are older than 35
● More than 14 million educational videos were shared in
China last year
● In the U.S., personal ﬁnance gurus are trending on the app
&

Part 3
What to Post on Social Media (and When!)

Video
● Social posts with video get 45% more
views than posts without
● Facebook gets 8 billion video views
every day
● Social video gets shared 1200% more
than text & images combined
● LinkedIn video campaigns get view
rates of 50% & up
&

Images
&
● Social posts with images produce 650%
higher engagement than text-only posts
● Tweets with photos receive an average 35%
boost in Retweets
● Facebook posts with photos receive an
average 37% increase in engagement

Growing Your Business - LinkedIn
&
Optimize Your Proﬁle Build Your Network Publish Content that Adds Value

LinkedIn: Other Features
&
LinkedIn Groups LinkedIn Slideshare
[Add deck to Slideshare]

When to Post on Social
&
Recommendations*
*Based on Asset-Map Hubspot Data
Facebook/LinkedIn:
● Advanced: 1x per day (11 a.m. - 2 p.m. ET)
● Beginners: 1x per week (11 a.m. - 2 p.m. ET)
Twitter
● Advanced: 3x per day (9 a.m. - 12 p.m.; 2 - 6 p.m. ET)
● Beginners: 1x per day (9 a.m. - 12 p.m.; 2 - 6 p.m. ET)

Scheduling Posts
Most Popular Options
● Hearsay
● Lead Pilot
● Hubspot
● Buffer
● ScheduleOnce
● Snappy Kraken
● Hootsuite
&

Take Action
Set and pursue a goal. You
are better able to grow
your reach when you know
what you want to achieve
and have a method to track
progress.
Post original and high-quality
content regularly. Sharing a
news article with no
commentary is adding noise,
not value.
Use Social Media to be social.
Start conversations, engage in
dialogue, and treat it like a
communication tool, not simply
a promotional tool.
&

Get in Touch with Three Crowns
&
johnny@threecrownsmarketing.com
threecrownsmarketing.com

AdviceTech.LIVE
&
HOLD YOUR CALENDAR FOR AUGUST 27TH!

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Social Media in 2020: What Financial Advisors Need to Know to Boost Marketing and Sales

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