By now, you've surely been told your business needs to have a social media presence. But how often do you pause to consider what the point of your posts are?
It can be tempting to set your goals as simply having a full social calendar, but your social media marketing strategy should help prospective clients better understand your business before contacting you.
That might mean slowing down and ensuring that every post serves a specific purpose. This can take time, but the effort is important to ensure your posts reach the right people and give them a reason to choose your business.
Here is a practical way to evaluate social's role in your marketing.
Why Social Media Matters for Your Firm
Social media gives prospects another place to evaluate your expertise and understand your approach. For example, a financial services firm might explain investment concepts within its compliance framework, while an agricultural business can share seasonal guidance or operational information that helps producers make informed decisions.
Useful content can support brand awareness, familiarity, and trust over time. Those outcomes may matter even when a reader does not immediately click through or request a meeting.
Social deserves investment when your audience uses it and your firm has something relevant to contribute, and it should complement your website, email, and sales conversations.
Choosing Social Channels That Fit Your Audience
Choose social channels by audience fit before deciding how much content to produce. For example:
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LinkedIn may suit more traditional financial firms, such as asset managers, brokers, and investment banks, looking to share expertise and connect with professional decision-makers
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Reddit and Discord offer forum-style spaces for community discussions. We’ve found Reddit useful for ETF conversations and investor questions.
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Instagram may suit businesses that share expertise visually through short videos that put a face to the brand, explain concepts, or demonstrate processes. Test formats to see what resonates with your audience.
Validate those choices through customer conversations and your own channel results. Consider who engages, what questions they ask, and whether those interactions relate to your services.
Start with one primary channel and add another only when you have a clear reason. Your platform selection should account for production capacity and the time required to respond, not just the ability to schedule posts.
Related: Which Social Platform Should You Invest in Right Now? [Infographic]
What Should Your Business Say on Social Media?
Your social messaging should address a specific reader need and give each post one clear purpose. A useful mix includes education, industry interpretation, company information, and invitations to take a next step.
- Education: Explain a relevant concept or answer a recurring question. An agricultural advisor could explain what information to gather before a grain marketing discussion.
- Industry perspectives: Explain what a development could mean for your audience, with sources and appropriate qualifications.
- Company updates: Share service changes, team expertise, or event participation, explaining why they matter to customers.
- Calls to action: Offer a relevant guide, webinar, or consultation when it naturally follows from the subject.
Use a clear opening, one supporting explanation, and an appropriate next step. Keep your brand voice consistent, while adapting format and detail to the platform.
Building Engagement into Your Social Media Routine
Reserve time for conversation as well as publishing. Assign responsibility for checking comments and messages each business day, with a clear route for service questions, complaints, and sensitive information.
A short daily check is a manageable starting routine. Respond through approved channels and avoid asking customers to share private financial or account details publicly.
You can also collect recurring questions for your content planning. Those questions can help your next posts address actual audience needs.
Social Media Review and Compliance for Financial Firms
Financial firms should establish social media controls that reflect their regulatory obligations and internal policies. For FINRA member firms, business-related communications are subject to supervision and recordkeeping requirements, including retention of applicable communications for at least three years.
FINRA's social media guidance distinguishes static content from interactive communications. Most static content requires approval before use; interactive communications require appropriate supervision. Scheduling alone does not determine classification. Ask your compliance team to define the process for your content and channels.
Other financial firms and commodity businesses may operate under different requirements. Confirm applicable rules rather than assuming FINRA applies to every organization.
Plan review time, approved channels, disclosures, and escalation responsibilities before publishing. Include privacy safeguards, especially when personalizing financial marketing.
Building a Sustainable Social Media Approach
A sustainable social approach gives each channel a defined audience, purpose, and owner. Begin with a small content mix, a realistic posting schedule, and a review process that fits your business.
Use the first few months to learn which questions and formats earn useful responses. Expand when the evidence and your team's capacity support it.
Gate 39 provides financial marketing strategy and campaign execution. If your social activity needs a clearer connection to your wider marketing plan, reach out to us to start a conversation about your audience, objectives, and current process.
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