As I sat there at 3.55am last Sunday morning, waiting for the Australian Grand Prix to start and surrounded by my Formula 1 Lego, I realised how much building Lego and a social media strategy have in common.
Lego requires planning, structure, and a dash of creativity, just like forming a successful social media strategy.
So, let’s explore how you can apply the principles of Lego building and create a robust and engaging social media presence for your financial advice business.
The foundation – planning and strategy
Every Lego masterpiece will start with a solid base plate. Without that, it will fall apart (trust me, I’ve been there!). This is also the case with a well-defined social media strategy.
So, before you start posting, ask yourself:
What are my social media goals?
Think about what you’re trying to do with your social media. Do you want to generate more leads? Is it more brand awareness you’re looking for? Or are you trying to educate your clients and prospects?
Who is my target audience?
All financial planners will have an ideal audience they are trying to target. So, think about who yours are and that way, you can create content that speaks directly to them.
Which platforms are most relevant?
There are approximately 43,326 financial advisers listed on LinkedIn (and this number probably grows daily), so you need to ensure you’re on the right platform for finding prospects and clients.
- If your ideal target audience is 18 – 29, you need to be using TikTok and Instagram.
- If your ideal target audience is 30 – 49, you need to be using Facebook, Instagram and LinkedIn.
- If your ideal target audience is 50 and above, you need to be using Facebook and LinkedIn.
What kind of content do I want to create?
Understand the type of content you wish to create and determine your “content pillars” – the message and concepts you return to again and again. You could start by producing educational or personal posts, as these are excellent ways for clients and prospects to get to know you.
The bricks – content creation
Lego bricks vary in size and shape, but they all serve a specific purpose. The “bricks” in the context of social media are your content.
Variety is key
Mix up your content formats to keep your audience engaged. Use a combination of text, images and videos.
Quality over quantity
Focus on creating valuable, informative, and engaging content that resonates with your audience.
Consistency matters
Develop a content calendar and stick to it. You can change the content you want to post, but stick to posting on the days you know work for you. The Yardstick social media team would recommend you post at least three days a week, but you can apply what will work for your brand.
The instruction manual – your social platforms
Just like Lego comes with instruction manuals, each platform has its own unique characteristics and best practices.
If you’re using LinkedIn, it’s the best place for networking, industry insights, and thought leadership.
If you want to know how to get the best out of your LinkedIn profile, Abi, our Client Engagement Manager, has created a definitive guide to using LinkedIn effectively – I suggest you check it out.
X
Share concise updates (you only get 280 characters, so use them wisely!), engage in industry conversations (a lot of journalists hang out on X), and provide timely information.
This is where your visually appealing content will work best. Create some scroll-stopping images and informative reels for your audience to see. You can share great client testimonials and use the “stories” option to your advantage (this helps to get your posts seen by a wider audience).
Facebook offers a space to build community and connect more personally. For financial services, this could be sharing client testimonials, highlighting your community involvement, or providing educational content in a more digestible format.
The finishing touches – engagement and analysis
Once your Lego masterpiece is built, it’s time to admire it and make any necessary adjustments. In social media, this means engaging with your audience and analysing your results.
Engage with your audience
Don’t post and ghost.
Instead, take the time to respond to comments and messages. Comment on other users’ posts that interest you or are by your prospective clients – this shows your knowledge, and you never know, it might lead to a new connection.
Monitor and adjust your analytics
Track your key metrics, such as impressions, engagement and reach. This isn’t an admin task; don’t just do it once a month. Check in frequently to understand what posts are working and not working. This will help you with those content pillars you’ve created.
Building a successful social media presence for your financial planning business doesn’t have to be daunting. By applying the principles of Lego building – planning, structure, and creativity – you can create a masterpiece that engages your audience, builds trust and drives results.
So, grab those bricks, follow the instructions, and start building your social media masterpiece today!
Or, if you need some help from the experts, email hi@theyardstickagency.co.uk or call 0115 8965 300 to find out how our social media team can help you.
