Financial advisor marketing strategy: How to use Canva to promote your practice on social media

As a financial advisor, one way you can connect to current and potential clients is through social media.

Social media can be a great tool for financial advisors because you can reach a large number of current and potential clients at a relatively low cost. You can engage, provide information, generate leads, improve your search engine optimization, and make connections.

In the work that I do with financial advisors, I have put together some great social media marketing information that can be used to get started or to improve what you are already doing. Through business coaching you can take your social media marketing to the next level.  If you are a leader at your organization, leadership coaching can help you to use social media effectively. Contact me to find out more.

As you engage on social media, one great tool to consider using is Canva.

What is Canva?

Take a look at my Facebook and Twitter pages (follow and like while you’re there!). Many of the images you see with my posts were made using Canva.  Also, the image with this blog post was made using Canva.

Canva is a digital service that allows you to create stunning images and graphical designs. You can create a number of things such as letterheads, invitation cards, brochures, email headers, and more. One great thing you can do with Canva is make images for social media posts.

Canva has different pricing levels starting with a free plan. They also have paid plans that offer additional features for more users.

Benefits to financial advisors for having images in social media posts

Including images in your social media posts can have a number of benefits for financial advisors.

First, you can engage with clients visually in a way that surpasses text only. Visitors to your social media sites are more likely to see your posts if there is something visual there besides text. They are also more likely to connect with the message if there is something visual.

Second, posts become more memorable if you have an image with them. Clients can associate the image with the post and remember what you were telling them.

Third, images make sharing your posts easier. Clients and potential clients can include the images you create when they share your posts and this can help drive people to your website or bio site.

Fourth, images, especially through the use of infographics, provide another opportunity to convey information. You can tell clients and potential clients something in addition to your text or you can reinforce the information your text conveys.

Why should financial advisors use Canva for social media posts?

Using Canva has a number of benefits for financial advisors when creating images for social media.

First, as mentioned, they have a free option. You can try out the service and see what you think before paying any money. After that, if you decide to upgrade, the current prices they have are reasonable.

Second, Canva is easy to use. They provide templates and images you can use to create images. You can easily add elements to an image and you can adjust fonts, colors, and more. With a few clicks you can make something with a professional appearance.

Third, Canva makes it easy to have one image that you can modify to use in a number of posts. It is easy to copy images and they are easy to update. This is a good feature for when you have a monthly theme of social media posts.

Fourth, you can use the Canva images across platforms. Once you create an image, you can use it how you like across different platforms.

How financial advisors can use Canva to promote their practice on social media

Infographics for financial advisors

 
Infographics are images that convey information. This information could be something simple, like information about an event, or it could be something like a graph or a flow chart that explains a concept.

Infographics are easy to make with Canva and there are number of ways a financial advisor can use them to promote their practice.

For example, you could use infographics to inform clients and potential clients about events you are having. These could be things like client appreciation events or seminars.

You can also use infographics to describe services you provide. For example, you could use an infographic to talk about different retirement planning services.

Infographics are also great for conveying information. For example, you might use infographics to teach about financial terms. This can be a good thing to do, because by educating clients and potential clients, you can better serve them.

You could also use infographics to talk about milestones or big occurrences at your firm. This can be a good way to let clients know about big positive things that have happened.

Financial advisor social media monthly campaigns with themes

 
One great thing about Canva that I mentioned above is the idea that you can create a standard image and update it for different posts. This can be a great feature because it can help you create monthly campaigns with themes.

When you post on social media, posts can be more effective if they are cohesive. If you inform clients about the same things in the same ways, they are more likely to understand and retain the information. A monthly theme with a standard set of images can be a great way to accomplish this.

With Canva, you can create a standard image with a background, visual elements, colors, and fonts you like, and you can update the text of this image for each of the posts for a theme.

When you develop monthly campaigns you can go with a number of ideas.

Create monthly themes

 
Here’s a sample social media topic calendar:

January        Social Security – Optimizing Benefits

February     Maximizing Income Resources

March           Protecting Loved Ones – Life Insurance – Income Protection

April              Financial Literacy Month

May               Retirement Planning

June               Long Term Care

July                Protecting Your Business

August          Back To School: Education Planning

September   Minimizing Health Risks

October         When Illness Strikes

November    Tax Planning

December    RMDs

You can of course choose other topics, and as you develop your themes you can think about what designs work well for them. With Canva, you can find templates that can fit what you want to convey with your theme.

Across social media platforms you use as a financial advisor

 
One way to utilize the benefits of Canva is to use it across platforms. Let’s say you have a Facebook page, a Twitter page, and an Instagram account. By using your Canva images across platforms you can develop a cohesive message. This can make it easier to create posts and you can reach different audiences with the same message.

Use Canva to publish about holidays

 
Because Canva has built in templates, it can be a great resource to use when you want to celebrate holidays. They have templates for big holidays like Thanksgiving, Christmas, and New Year’s, as well as templates for lesser known holidays.

When you celebrate holidays on your social media posts it can remind clients that you are more than just a financial advisor. It can show a more personal side, without being too personal.

Generating financial advisor social media post ideas

 
Sometimes it can hard to come up with social media posts. With all the platforms and the regularity of posting, sometimes thinking of something new isn’t easy. Canva can help with this.

Because you can start with a template, Canva can help you create a base for your idea. It can make it easier to come up with something when the design is taken care of. Also, the templates and images can help you to generate ideas, for example to promote an event or celebrate a milestone.

How financial advisors can improve their use of Canva for social media

Design principles for financial advisors

 
When you start using Canva its important to keep in mind some design principles for images. These can help your images to be more effective in communicating with current and potential clients.

First, it’s important that the colors you use go together. Canva has a color wheel that you can use to find colors that create different effects together.

Second, designs shouldn’t be too busy. Too many elements can overwhelm the viewer and they may not get the message you are trying to convey.

Third, limit how much text you use. The images should focus on the image with the text as a highlight. You can put more text into the text of the post and you can link to more information.

Fourth, in relation to text, the font, font size, and font color should be easy to read with the rest of the image.

Fifth, check how the images look on different devices. See how they look on a desktop, laptop, tablet, and phone. Some images might not look good on all devices and by checking you can find this out before you post.

Scheduling services financial advisors can use

 
If you use a monthly theme, a scheduling service can be a great tool. A scheduling service such as Later or Buffer lets you schedule social media posts for different platforms in one place. You can create the posts there, and they will automatically post to your accounts. With a monthly theme, and using standard images with Canva that you modify, you can quickly post a month’s worth of posts on different platforms with these services.

Create a financial advisor social media marketing plan

 
When posting to social media, a marketing plan can be a great asset. It can help you to develop a cohesive message, convey the information you want to convey, convey that information at the right time, and take advantage of things that happen.

I’ve put together some information that you can use to start to create your social media marketing plan. Here’s a post that can help you get the most out of your social media.

If you want help creating your plan, look into business coaching. A coach can help you to develop a plan, stick to it, and work it in to your overall business goals.

Hire a marketing assistant

 
Once you get started with using Canva you might decide to hire a marketing assistant to help you with the process. You can develop the overall ideas, and maybe the standard image to use for a monthly theme, and your marketing assistant can go through the tasks of creating and scheduling the posts. This can free you up to do other important work.

Conclusion

Canva can be a great tool for financial advisors to use to promote their practices with social media. With Canva you can create professional images that can get your clients’ attention and convey the information you want to convey. With Canva you can easily develop cohesive images to use for different themes and across platforms. It’s a great tool for financial advisors to consider.

Benefits for financial advisors from developing social intelligence

Being able to effectively interact with people is important to many aspects of a financial advisor’s profession and business. Everything from interacting with staff, clients, and potential clients is impacted. These interactions are where social intelligence comes in.

Social intelligence is the ability to effectively interact with others. It is the knowledge and skills to understand someone, know what they are talking about, and to say the right things. Simply put, it’s people skills.

There are many benefits for financial advisors from developing social intelligence. Through business coaching you can learn about the benefits and how you can develop your social intelligence. Below are ten benefits to get you started.

Ten benefits for financial advisors from developing social intelligence

Social Intelligence benefit 1: Be a more effective financial advisor leader

If you are in a leadership role, social intelligence can help you to be more effective. You can understand better what your staff is thinking and feeling, you can better communicate, you can hire more effectively, and you can better deal with situations that arise.

If you aren’t in a leadership role, developing social intelligence can be an important step in getting to one. With social intelligence you can better perform when opportunities arise, for example, when you are assigned to lead a project or a team. By doing well in these situations, you can demonstrate your ability to lead and show you are ready for the next opportunity.

Social Intelligence benefit 2: Better interactions for financial advisors with coworkers

As a financial advisor, you interact with all types of coworkers. There may be people in different departments, such as those in marketing or the legal department. There may be people with different backgrounds. There will also be different personalities among the people you work with.

By developing social intelligence, you can improve your interactions with those you work with. You can understand better who you are and who they are. You can see how your personality and background as a financial advisor might be different from a coworker’s and you can understand how to work with this difference to have positive interactions.

Social Intelligence benefit 3: A better ability for financial advisors to understand clients and their needs

As a financial advisor, you are dealing with a variety of clients with a variety of challenges and goals.

Do you have an ability to understand a couple who has just retired? What about a single parent trying to save for their young child’s college education? What about a business owner wanting to develop a retirement plan for their employees?

In each of these situations, and in others, social intelligence can help you understand your client and their goals. You can better put yourself in their shoes, understand the situations they are in, and be better able to communicate with them.

Learning these skills can make a difference and can help you to meet your clients’ expectations of you.

Social Intelligence benefit 4: A better ability for financial advisors to talk to potential clients

Being able to introduce yourself, what you do, and ask for business from potential clients is something that takes skill and social intelligence. By developing this skillset you can better understand when to approach a potential client, what to say, how to ask for their business, and how to get them to the next step of talking with you further.

Social Intelligence benefit 5: Come across as more personable

Although being a financial advisor is about knowledge and experience regarding investments and financial products, it is also about people. You can have all the knowledge in the world, but if potential clients or coworkers don’t find you approachable, you won’t have the charm and personality to win them over.

By developing these skills, you can come across as more personable. You can better position yourself to be a person people like, regard well, and feel comfortable with. This can help you with your current clients, potential clients, and coworkers. It can also help you to get more referrals.

Social Intelligence benefit 6: Inspire confidence

It’s not enough to know how to do something; people need to believe you can do it. Whether that something is leading a team, doing well in a new position, planning a client’s retirement, or managing the retirement plan for a business, if people don’t have confidence that you can do what they need, they won’t select you to do it.

With these skills, you can inspire confidence. You can learn to let people know about your skills and experience without coming across as bragging. You can learn to demonstrate your abilities at the right times and in the right situations.

Social Intelligence benefit 7: Improved networking

Whether your goal is to move up at your company, get a position at a new company, or to get new clients, networking is essential. By interacting with others and building connections you can get the opportunities you need to meet your goals.

As a financial advisor, a lot of what you do in business depends on connections. You need to know people and you need to be able to have effective business relationships with them. By improving this skill you can learn to network better. You can understand the intricacies and norms of networking and what it takes to network more effectively.

Social Intelligence benefit 8: Increased empathy

Whether you are interacting with a client who needs help with their finances because their spouse recently passed away or you are interacting with a staff member who is nervous about their new role in the company, being able to understand how people feel is vitally important.

Much of what you do as a financial advisor will be helping clients through transitions or helping clients with future goals. Being socially intelligent can help you to do this effectively. When you can put yourself in another person’s shoes, and feel what they are feeling, you can understand them and give them what assistance they need.

Social Intelligence benefit 9: More people want to work with you as their financial advisor

Whether there are new clients wanting your assistance, coworkers wanting to join your department, or a business looking for someone to work on a project with, using this skill can mean more people want to work with you.

Developing this skill helps you come across well. You seem nice and people like to engage with you. You are easy to talk with and easy to do business with. All of these things can mean more people want to work with you.

Social Intelligence benefit 10: A better ability to deal with and avoid bad situations

As a financial advisor, you’ll inevitably have to deal with some bad situations. Maybe a client is unhappy with how things are going or an employee is upset about something that happened in the office. These things are just part of the business of being a financial advisor.

That being said, by developing this skill you can better deal with these situations. You can learn to deescalate someone who is upset and you can learn what to say in situations that might be uncomfortable. You can develop the skills need to make things better.

Additionally, once you develop this skill, you can learn to avoid bad situations. For example, you might learn to update clients more frequently so they experience less surprises. Or, you might learn how different personalities at work interact and arrange teams so people who can get along work together.

Ten ways financial advisors can develop social intelligence

Now that you know the benefits of developing this skillset, you’ll want to learn how you can develop it. Below are ten ways you can develop social intelligence.

1. Coaching for financial advisors

A great way to develop your social intelligence is through coaching. A coach can help you to better understand yourself, your personality, your strengths, and your weaknesses. A coach can help you to develop a plan for developing this skill and can guide you along the way.

2. Reading about social intelligence

There are a number of books about social intelligence. They can give you the information, insights, and ideas you need to take further steps in the development of your social intelligence. Some books you might consider are:

21 Days of Effective Communication: Everyday Habits and Exercises to Improve Your Communication Skills and Social Intelligence by Ian Tuhovsky

Effective communication skills: A simple guide to developing training in the art of persuasion, social intelligence, verbal dexterity, relationship communication, and eloquence by Dale King

Captivate: The Science of Succeeding with People by Vanessa Van Edwards

3. Gaining social knowledge for interactions

It’s not enough to know how to talk to clients and coworkers, you have to know what they are talking about.

If you have clients that have hobbies such as golf or fishing, do you know about them? If you have colleagues that talk about sports, do you know what they are talking about? If you have clients that are concerned with the latest economic news, are you up to date?

There are variety of things you can learn about that can help you in social situations. By having the right information, you can engage in conversations and understand the people you are speaking with.

4. Role playing for financial advisors

Some encounters are predictable, in the sense that you know they will happen. A good example might be initial client meetings. Do you know what to say when you first meet with a new client at your office? Do you have an idea of how the conversation will go? Do you know what to do if things start not to go well?

Since meeting with a client for the first time, as well as other situations, are things that you can expect and prepare for, you should take the time to prepare for them.

In sports, you practice before you play. Business should be the same way.

One way you can practice is through role playing. You and a colleague can go through practice business scenarios and learn what you would say and how to improve.

For example, one of you might role play as a client coming to the office for the first time. How do you greet them? How do you start your presentation? By role playing, you can go through these things and refine what you do based on feedback.

5. Scripting for financial advisors

In conjunction with role playing, scripting can be an effective way to develop your social intelligence. Since certain situations for a financial advisor are predictable to a degree, you can script what you should say and practice it for maximum effectiveness.

For example, let’s say you are meeting with a business owner for the first time about managing their employee retirement accounts. Since a portion of this encounter is predictable – for instance the part where you make your presentation – you should know exactly what you are going to say. You can practice it and refine it for the best results.

You can also script other situations. A good example is your elevator speech. If you only have a minute to talk to someone about yourself, it can help if you are prepared with exactly with what you want to say.

6. Joining networking organizations

A good way to develop your social intelligence is to join a networking organization. By regularly interacting with others in a networking environment, you can build your social intelligence skills while also getting referrals.

7. Engaging with others

One way to develop your social intelligence is simply to engage with others. If you are at a financial advisor conference, for example, you can talk to people. You can go up to people, introduce yourself, and engage.

You can also engage in smaller ways. You might talk to a new coworker while you get coffee in the morning. You might talk to another professional you know about what you do as a financial advisor. You can look for all sorts of small situations in which you can engage and interact.

8. Observing as a financial advisor

Sometimes when you don’t know what to do, it can be helpful to see how someone else does it. If you’ve never bowled, for example, one of the first things you might do is watch how others do it. By observing, you can learn. The same thing can apply to developing social intelligence.

A good time to observe might be at a client appreciation event. Although you shouldn’t be too obvious, you can watch how those you see as having good social intelligence interact with others. How do they shake hands? How do they introduce themselves? How do they start conversations? By watching how others act in these situations, you can learn how you can act.

9. Communication trial and error

It’s often been said, that the best way to learn something, is to do it. This can be the case with social intelligence.

Developing this skillset is like developing any other skill. It takes practice. A good tip would be to look for low consequence situations and see how you do in them.

A good example of a low consequence situation might be talking with fellow financial advisors before and after a continuing education class. At something like this, you can meet many new people, but the interactions can be brief. You might not see these people again and if the situations don’t go exactly how you’d like, it wouldn’t in a sense be that bad. For continuing education, please consider joining the Financial Planning Association.

In these types of situations you can try things. For example, before one class, you can just do things as you’d normally would. Before another class, you can trying smiling and saying hello, to let’s say five people. You can see how effective this is. Do the people interact? Do you meet more people just by smiling and saying hello? Do the interactions lead to something like a networking opportunity? You can see how this action, as well as others, work and you can learn the best approaches to take.

10. Feedback

Sometimes it’s hard to know how you’re doing at something and to be objective about it. For example, is your new client presentation good? This can be hard to know.

First, let’s say you took a video of yourself and watched it later. It can be hard to evaluate your own performance. It can be easy to say, “I think I did all right.”

Second, it can be hard to know how you would do in a real situation, like when you are really presenting to a client. You might not be able to video these encounters, and even if you could, it would still be hard to understand your performance and the reactions of your clients.

Because of this, feedback can be a good way to develop social intelligence. You can have a colleague watch how you do something, like a new client presentation, before you do it. They can give you an objective assessment of how you do. They can point out places where you might not be clear, where you talk too fast, and other things.

Similarly, a colleague can sometimes sit in when you are having some type of encounter. Again, a new client presentation is a good example.

They can be in the room, watch what you do in a real situation and see how the clients respond. They can then give you feedback on how you did. This feedback can help you to improve and get better results

Conclusion

As a financial advisor, how you interact with others is important to your business and career. It can affect everything from how you get new clients to how you advance at your organization.

By improving your social intelligence through the methods above, you can gain a number of benefits that will help you in all aspects of your business. Social intelligence can make a vast difference in how you interact with others and how those interactions go.

Contact me and we can go over how you can improve your social intelligence.

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