9 Questions Every Financial Advisor Should Ask First
TL;DR
Social media won’t make or break your practice, but sloppy, inconsistent content can erode trust. If you’re going to show up online, do it with purpose. These 9 questions will help you decide if social media fits your business, and how to use it in a way that’s clear, compliant, and worth your clients’ time.
Why This Matters
In financial services, your posts aren’t just marketing. They’re a window into your judgment. Clients size you up before they ever call your office.
So the real question isn’t “Should I be on social media?”
It’s “If I am, does my content build or break trust?”
Here are 9 questions worth asking before you commit.
1. Who’s It For?
If your content is for “everyone,” it’s for no one.
You don’t need thousands of followers, you need the right people seeing the right message at the right time.
Be specific:
- Pre-retirees in your zip code?
- Small business owners planning succession?
Women navigating finances after divorce?
The sharper your audience, the sharper your content will land.
2. What’s the Goal?
Not every post needs to sell. But every post should do something.
Ask yourself:
- Am I building credibility?
- Staying top of mind with clients?
- Starting new conversations?
If your only goal is “to be active,” pause. In financial services, vague visibility can work against you.
3. Can I Keep It Consistent?
Quarterly posting? That’s invisibility.
Daily posting? That’s burnout.
One advisor we know posts a thoughtful Q&A video the first Tuesday of every month. That’s it—and it works because it’s consistent.
Pick a rhythm you can actually keep:
- Weekly post
- Bi-weekly article
Monthly behind-the-scenes story
4. Does It Reflect My Value?
You don’t need flashy graphics. But you do need clarity.
Ask: “If someone only saw this post, would they trust me with their money?”
If the answer is no, don’t post it.
5. Is It High Quality (Even If It’s Organic)?
Organic ≠ sloppy.
A blurry office selfie with no caption makes you look unreliable. Even unpaid posts should be:
- Well-lit
- Clearly written
In your authentic tone
Remember: someone will Google you before they ever call you. What they find should sound like you—at your best.
6. Do I Know What Not to Post?
Some traps to avoid:
- Oversharing personal life without context
- Generic quotes with no meaning
Posts with no caption
No caption = no clarity = no trust.
Before you hit “publish,” ask: Does this create clarity, or confusion?
7. Am I Clear on Compliance?
Social media moves fast. Compliance doesn’t forgive mistakes.
Know the rules:
- What counts as a testimonial
- When to include disclosures
What needs pre-approval
And make sure anyone helping you, agency, assistant, or intern, understands compliance too.
8. Does This Match How I Show Up in Real Life?
Overly formal? Overly casual? Buzzword-heavy? That’s a disconnect.
Your feed should feel like an extension of how you talk with clients: clear, steady, trustworthy.
Trust doesn’t start in your office. It starts the moment someone looks you up.
9. Do I Have the Right Support?
Content doesn’t create itself. And trying to do it all solo usually leads to silence—or stress.
Ask yourself:
- Who’s planning the calendar?
- Who’s editing captions or videos?
Do they understand compliance, your voice, and your audience?
Support isn’t a luxury. It’s what makes “consistent and credible” possible.
Final Thought
Social media isn’t mandatory. But sloppy posting can chip away at the trust you’ve worked years to build.
If you’re going to show up, show up with purpose:
Clear. Consistent. Credible.
FAQs
1. Do financial advisors really need social media to get clients?
No. You can build a thriving practice without it. But if your prospects are looking you up online, a neglected or messy presence can hurt credibility.
2. How often should I post?
There’s no magic number. The rule: pick a frequency you can sustain. For most advisors, once a week is both realistic and effective.
3. What type of content works best?
Educational posts, client FAQs, behind-the-scenes process insights, and timely market context tend to resonate. Skip the vague “inspiration” posts unless you tie them directly to your work.
4. What’s the biggest mistake advisors make on social?
Starting strong, then disappearing for months. Inconsistency is worse than posting less often but reliably.
5. Should I manage social media myself or hire help?
If you enjoy it and can stay consistent, do it yourself. If it stresses you or distracts from client work, outsource, just make sure your partner understands compliance and your voice.
Next Step:
Tired of guessing what to post, or posting nothing at all? Plum helps advisors create content that’s steady, compliant, and worth your clients’ time. If you want that off your plate, let’s talk.
