Mastering Instagram for Financial Advisors
You're a business owner. You recently started an Instagram account and you think you know what you're doing up until you don't. This is a dilemma for so many solo entrepreneurs. You want to be visible, you want to show up, you want to show off your expertise, your credibility, and your authority in this niche that you have decided to work in. You don't actually know the perception that you're giving off, but by being present on social media.
In my latest podcast episode (#32) of “The Fairy BOSSmother Show”, I conducted a live brand analysis of a financial advisor who has very kindly permitted me to use his Instagram account to see what he's doing right and what he's doing wrong. Let me introduce you to Lamar Watson, who is a financial advisor at his firm called ‘Dream Financial Planning’.
Here are 5 key takeaways you can expect from the latest podcast:
1. Know Your Audience
First off, let's give a round of applause to Lamar for his impressive media features. His bio mentions he's been seen in SCN, WSJ, CNN, CNBC, and Fox Business. That's phenomenal! However, there's room for improvement.
Lamar states he helps people in their thirties and forties with their finances. But who exactly are these people? Are they parents, single professionals, or business owners? Narrowing down this target audience will make you appear more focused and knowledgeable.
2. Optimize Your Highlights
Lamar’s highlight stories are currently categorized into buckets like "Investing," "Cash," "Website," and "Debt Reduction." This is a good start. However, one observation: the highlights feature loads of high-profile publications but lack clickable links. This could be streamlined into one "Publications" bucket, where users can easily find all featured articles.
Consider adding new buckets focused on your services: "Planning Proactively," "Investing Intelligently," and "Minimizing Taxes." These will align perfectly with your stated expertise and provide ample opportunity to showcase your knowledge.
3. Post Regularly - Consistency is Key
I noticed Lamar hadn’t posted since December 13, 2023. As of April 2024, that's four months of missed opportunities! Consistency is crucial. Whether you post daily or weekly, sticking to a schedule will help maintain your presence and authority in your niche. Draft a content calendar and consider pre-scheduling your posts to stay on track.
4. Speak Authentically and Drop the Corporate "We"
One of Lamar's posts stated, "We have different programs designed to meet you wherever you are on your financial journey." Lamar, you're representing yourself as a solopreneur. Hence, it’s more impactful to use "I." Say, "I have different programs designed to meet you wherever you are on your financial journey." This personal touch will help build a close connection with your audience.
5. Provide Clear Next Steps
Lamar’s posts lack specific calls to action like, "Visit the link in our bio for more information," but what information should they expect? Are they booking a consultation, or downloading a free e-book? Tell them exactly what to do: "Download my free guide on how to start investing today!" This gives your audience a clear and immediate action, increasing engagement.
To sum it all up, Lamar, your expertise is undoubtedly impressive, but your Instagram game needs a bit of a makeover. By getting specific with your audience, organizing your highlight stories, staying consistent with your posts, speaking authentically, providing clear CTAs, and establishing a strong visual brand identity, you'll be well on your way to Instagram success.
Solopreneurs, want your own brand analyzed? Feel free to get some 'Talyn Time' in. Book a free mini-brand session on bossdiplomat.com. Follow me on Instagram @bossdiplomat and subscribe to my YouTube channel, Boss Diplomat. Can't wait to see you shine!
There you have it! Let's turn your Instagram into a powerful tool that highlights your expertise and brings in your ideal clients. Happy posting!
Listen to the full episode now and start your journey towards building a premium brand: https://podcasters.spotify.com/pod/show/bossdiplomat/episodes/Mastering-Instagram-for-Financial-Advisors-Ep--32-e2kcres
