Social Media Mistakes Financial Advisors Make (And How to Fix Them)

Social Media Mistakes Financial Advisors Make (And How to Fix Them)

Did you know that 73% of marketers think their social media marketing efforts have been either somewhat or very effective for their business?

Financial advisors know social media marketing is effective, so they post. 

So what’s the problem? 

Far too many see little to no results. You might be getting likes and comments, but the goal is to turn those interactions into new leads and clients.

If that’s not happening for you, you’re probably making one or more common social media mistakes—and they could be costing you real business. 

The good news? 

A few small changes can turn your social media into a client-generating machine. 

Real-Life Advisor Crushing it on Social Media

Before we dive into what NOT to do, let’s take a look at one Indigo client who’s doing all the RIGHT things.

Joe Dowdall isn’t just posting on social media—he’s using it as a tool to educate, engage, and convert prospects into clients. His recent LinkedIn video is a perfect example of how financial advisors can leverage social media to generate leads.

Instead of just talking about taxes in retirement, Joe presents a clear problem (overpaying taxes) and an actionable solution (his free video series on tax planning through retirement).

What makes his approach work?

A strong hook: He immediately addresses a common pain point: “Worried about taxes eroding your retirement savings?”Clear value: He outlines exactly what viewers will learn, making it easy for them to see the benefits.Compelling CTA: He offers two ways to engage: watching the video series or downloading the free e-guide.

By giving his audience a specific next step, Joe isn’t just driving engagement—he’s building a list of warm leads who are actively interested in tax planning. 

And he’s not doing it alone—Joe partners with Indigo Marketing Agency to create high-converting social media content that turns followers into clients.

If you’re posting but not seeing real results, you might be making one of the common social media mistakes we see all the time. Let’s break down what’s holding advisors back—and how to fix it.

Mistake #1: Posting Without a Clear Call to Action

Many financial advisors post valuable content but never guide their audience on what to do next. If you’re not telling prospects the next step, they won’t take it.

Every post should have a clear call to action (CTA) that moves potential clients closer to working with you. Instead of just providing information, tell them what to do next. That might mean encouraging them to book a discovery call, send a direct message, or download a free resource.

For example, instead of ending a post with “Tax planning is important for retirement,” you could say, “Want to make sure your tax strategy is optimized for retirement? Let’s chat—send me a message.” (And include a meeting link!) The difference is subtle, but the second approach gives people a clear next step.

Read more: Mastering the Call to Action: A Guide for Financial Advisors

Mistake #2: Engaging Only in the Comments (Not the DMs)

Likes and comments are a great start to interacting with your audience on social media, but if you’re not moving conversations to direct messages (DMs), you’re missing opportunities. A comment on your post signals interest, but most people won’t take action unless you take the lead.

Instead of just thanking someone for their comment, continue the conversation in a private message. If someone engages with your post about retirement planning, send a quick DM: “Thanks for engaging! What’s your biggest challenge when it comes to planning for retirement?” This opens the door for a real conversation that could lead to a new client.

LinkedIn voice messages can also be an effective way to personalize outreach. Many advisors see higher response rates when using voice messages instead of text because they feel more personal and less like a sales pitch.

Mistake #3: Talking Too Much About Yourself

Many financial advisors focus their content on their firm, their services, and their process. But the reality is, potential clients don’t care about that; they care about their own financial challenges.

A common mistake is posting something like, “We provide comprehensive financial planning for professionals and business owners.” That might be true, but it doesn’t speak to the client’s needs. A better approach would be: “Are you confident your retirement savings will last? Here’s how to stress-test your plan.”

Shifting your content to focus on the problems your audience faces—and how you solve them—makes your posts more engaging and effective. Use the word “you” more than “I” to make your content feel personal. And when possible, share real client success stories (anonymized, of course) to illustrate the impact of your advice.

Mistake #4: Posting Inconsistently (or Too Much at Once)

If you post once every few months, you’re practically invisible. If you post 10 times in one week and then disappear for a month, you lose trust. Inconsistent posting makes it harder to build brand recognition and stay top-of-mind.

The best strategy is to post consistently but not excessively. Aiming for two to three posts per week is a good balance. Using a content calendar can help you stay on track and ensure you never scramble for ideas.

Snag a FREE Marketing Calendar here!

Another way to stay consistent is by repurposing your best content. If you wrote a great LinkedIn post that got engagement, turn it into an email newsletter or a short video. That way, you maximize your reach without constantly creating new content from scratch.

Mistake #5: Ignoring LinkedIn Connection Requests & Messages

If you’re getting inbound connection requests on LinkedIn but not engaging with them, you’re missing opportunities. And if you do respond but only with a generic “Thanks for connecting!” message, you’re not making the most of those interactions.

Instead of a canned response, start a conversation. When someone connects with you, ask them what made them interested in your profile. If they’re engaging with your content, ask them about their biggest financial challenge. The goal is to turn passive connections into real conversations that lead to business.

Checking your LinkedIn inbox daily ensures you don’t let warm leads go cold. A simple follow-up message a few days after the initial connection can also help keep the conversation going.

Mistake #6: Posting Canned Content Instead of Being Authentic

Many financial advisors rely on generic, pre-written social media content or only share links to industry articles. While this might seem like a quick way to stay active on social media, it often feels robotic and forgettable.

Clients want to know who you are, what you believe, and why they should trust you. That means sharing personal insights, stories, and experiences. A simple “day in the life” post or a behind-the-scenes look at how you help clients can be far more engaging than another industry news update.

Videos and pictures also help make your content feel more personal. A short video explaining a common financial mistake or a picture from a recent client meeting (without revealing details) adds authenticity to your brand.

You may like this: Why Financial Advisors Should Embrace Video Content

Mistake #7: Not Being Social on Social Media

Social media isn’t just about posting—it’s about engaging. If you only focus on your own content and never interact with others, you’re missing a major opportunity to build relationships.

Commenting on clients’ and prospects’ posts shows you support them. Engaging in LinkedIn discussions positions you as a thought leader. Sharing and reacting to industry news keeps you visible in your network.

Even on days when you’re not posting, taking a few minutes to like, comment, and message people in your network helps keep your name in front of potential clients. The more you engage and the more you show up in feeds, the more opportunities you create to get clients!

How to Turn Social Media Into a Client-Generating Machine

Managing social media for financial advisors takes time and strategy. If you’re struggling with consistency, engagement, or content creation, outsourcing your social media management can help you stay on track without the hassle.

A strong social media strategy includes:

Posting consistently (2-3 times per week)Engaging with followers through comments and DMsSharing authentic, client-focused contentRunning LinkedIn messaging campaigns to connect with ideal prospects

Did you know that all of the above, and a lot more, is exactly what Indigo Marketing Agency does ONLY for financial advisors, to help them grow their businesses? 

Explore our all-inclusive Total Marketing Package options here.

Our tiered service offerings ensure you’ll find the perfect match for your marketing needs, whether you’re just starting to enhance your online presence or ready to implement advanced advertising strategies.

Find your perfect fit here!

Prefer a personalized, 1-on-1 chat about your growth marketing plan? We’re here for you! Book a free consultation call now. 

Schedule Your Free Marketing Strategy Call Today Let’s find out what’s working—and what’s not—when it comes to your marketing. Get Started Check Out Our Related Video Content How Advisors Can Use Video To Stand Out (Webinar)

Whether you’re a beginner or looking to improve your existing video marketing efforts, this webinar is designed to provide actionable insights and practical tips to make your videos a success. 

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Connecting with your clients is of the utmost importance. But it can be really challenging in today’s digital age with all the noise. How are you supposed to stand out from the crowd?

READ MORE FAQs Why isn’t my social media generating new clients?

If you’re getting likes and comments but not seeing new leads, you might be making key mistakes like not including clear calls to action, only engaging in comments (instead of DMs), or focusing too much on yourself rather than your audience’s needs. Social media should guide potential clients through a journey, not just provide information.

How often should financial advisors post on social media?

Consistency is key. Posting two to three times per week is ideal—it keeps you visible without overwhelming your audience. Avoid posting in bursts and then disappearing, as this can hurt credibility and engagement. A content calendar can help maintain a steady flow of posts.

What type of content works best for financial advisors?

Client-focused content performs best. Instead of talking about your firm and services, address common financial concerns your audience faces. Share insights, success stories, and actionable tips. Authentic content—such as personal stories, behind-the-scenes posts, and videos—also builds trust.

How can financial advisors use LinkedIn to attract clients?

LinkedIn is a powerful tool, but engagement is just as important as posting. Respond to comments, send DMs to engaged users, and personalize connection requests. Don’t just collect contacts—start meaningful conversations that can lead to new business.

How can I make my social media strategy more effective without spending hours on it?

A strong strategy includes a mix of consistent posting, engagement, and authentic content. Repurposing existing content, using scheduling tools, and outsourcing social media management can help save time while keeping your strategy effective. If you need expert help, outsourcing to a marketing agency that specializes in financial advisors can ensure you stay consistent and strategic without the hassle.

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