Handwringing, frustrated sighs, pacing… they can all be perfectly reasonable reactions to a blank white screen as you try to think up yet more ideas for social media posts each week.

It’s not easy to maintain a social media strategy for your planning firm, and one of the top challenges I hear from clients and prospects is knowing what to post about. Luckily, my team and I are here to help!

Every week, we support our clients by creating new social media posts that position them as experts and grow their networks by appealing to their ideal clients or professional connections.

In our experience, three posts a week is the minimum you want to be creating if you’re to see a return on your efforts. Remember that this should be done alongside daily commenting on other people’s posts and sending out connection requests to grow your network.

To help make content production a little easier, here are 12 questions I frequently use to create scroll-stopping content for our clients. If you can make a post from each one, that’s a whole month’s worth of content sorted for you!

So, without further ado, let’s get into it.

1. What do you want your clients to know about a recent news story? What are people panicking about unnecessarily?

Headlines are notorious for stirring up troublesome emotions like fear, panic, and FOMO. If there’s been something in the news recently that’s had your clients spooked, write a post that provides helpful context. This positions you as an authority and makes readers more likely to reach out for help when they need it, because they can see that you know what’s really on their mind.

2. What’s the top benefit of working with you? Bonus points if you can feature a recent Google or VouchedFor review to back this up.

This one can feel a bit uncomfortable – after all, us Brits aren’t great at blowing our own trumpet. But that’s where testimonials come in very handy.

Include a recent Google or VouchedFor review in the post to help potential clients understand what existing clients value most about your service.

3. What’s your answer to the most frequently asked question you receive in initial client meetings?

“When will I have enough to retire?” is a classic example – so, writing a post about how “enough” means something different to everyone can be a helpful explainer for those asking that very question.

4. What’s a common reason people choose not to work with a financial planner? Is this a myth you can bust in your post?

This one is about handling objections from afar. There are bound to be people who have followed you because they think they might want help, but there’s something standing in their way. Maybe it’s cost, or the fear that planning isn’t for “people like them”. Bust those myths and help followers decide if now is the right time to reach out.

5. How could someone improve their financial wellbeing this weekend?

As a team, we’ve noticed that posts sharing practical tips that followers can use straight away are immensely popular on social media. So, share a quick tip that could help someone today – whether that’s how to check your State Pension forecast or how to create a monthly budget.

6. Why did you decide to become a financial planner? Share your story and your favourite part of the job.

This one’s personal, so how much you share is up to you. But the old adage still rings true: people buy from people. That means putting a face to a name and showing your human side.

Maybe you experienced the benefits of planning first-hand and decided to retrain, or maybe you’ve enjoyed a long career in financial services since you left school. Your story is a powerful part of connecting with your ideal clients, so make sure you include it in your social media strategy!

7. What do you know now about personal finance that you wish you’d known at the start of your career?

Fairly self-explanatory, but this one comes under the same banner as question five – quick, practical tips that can help someone straight away. These types of posts have two benefits: they’re educational, positioning you as an authority, and they help your followers get to know you and your values, building trust and rapport.

8. What does a typical day look like for you or for a member of your team?

By involving your wider team in your social media strategy, you help followers get to know the whole business. It also helps demystify the planning process by giving followers a sneak peek into the daily goings-on at your firm.

9. What’s a common misconception about financial planning or personal finance?

Help your followers understand the benefits of planning by dispelling myths. You might explain how planning is collaborative rather than prescriptive, or discuss the ongoing advice process (after all, a financial plan isn’t just a tick-box exercise!).

10. What’s your proudest moment over the past year, for you personally or for the firm as a whole?

This is another personal one, and it can help your followers get to know you better in a professional capacity while also subtly demonstrating your expertise and authority. It might be a qualification, promotion, award, or simply the feeling you get when you’ve truly helped a client through a tough time.

11. What do you wish more people knew about personal finance or planning?

There are so many wonderful benefits of financial planning that many people only discover when they’ve gone through the process. Shout it from the rooftops and help others to see why planning could change their lives.

12. What’s a fun fact about yourself that your followers wouldn’t find on your profile?

To finish, here’s another fairly self-explanatory one that helps followers get to know you as a person. This has the added benefit of attracting ideal clients who share your interests.

As you’ll know, trust is a crucial part of creating excellent client outcomes, and by finding common interests, you can ensure a good foundation from the start of a relationship. Sharing your interests outside of work on social media can help attract those right-fit clients.

Get in touch

So, there you have it – 12 questions to help you create a month’s worth of impactful social media posts for your personal profile. Which was your favourite?

If you’re still struggling to find the time or inspiration for content creation, our social media department is here to help. We’ll create a social media strategy that grows your network and makes sure all the right people know your firm’s name.

Get in touch with us at social@theyardstickagency.co.uk to find out more.