4 Holiday Content Tips For Financial Advisors’ Social Media
The holidays are quickly approaching. And you might think it’s a good time to pump the brakes on publishing content to your social media channels.
After all, your clients are too busy preparing for holiday celebrations and shopping for the perfect gift to care about what you have to say, right?
Well, maybe not. Social media has become a go-to research method for finding products and services during the holiday season.
That means your clients are more active on social media during the holiday season than during any other period of the year. And it’s the perfect time to ramp up your content and build a genuine connection with your clients.
In this guide, we’ll share four simple holiday content tips for financial advisors to make the most of the seasonal uptick in social media traffic.
Let’s dive in.
1. Make it Personal
The holidays tend to hold a special place in people’s hearts.
It’s a time of year when people gather with family and friends, sit back and read a book by the fire, and enjoy some time off from work. For your firm, it’s a great time to reinforce the personal connection with your clients.
For instance, on LinkedIn, you can publish an interview where a team member shares their favorite holiday tradition. Add a call to action to the end of the post, asking your followers to leave a comment about a new tradition they are hoping to start this year.
Or, if your clients are young business professionals, you can build a curated list of your firm’s favorite startup books and publish it as an Instagram carousel post to help inspire them leading into the New Year.
Social media is all about building trust with your followers. Avoid the generic messages this holiday season, and focus on sharing personalized content.
2. Use the Power of Video
One of the best ways to connect with your audience is through video.
People are more likely to watch a short clip than read through paragraphs of text, especially if you’re explaining complex concepts or demonstrating your expertise. Why? Because our brain can process visuals thousands of times faster than text.
Videos can also help you stand out from other financial advisory firms.
Most firms will create an end-of-the-year promotional video to show off their “year in review,” covering everything from market conditions, what they invested in, performance metrics, and tips to prepare for next year.
That’s excellent information, but it is often similar to the same style of content clients see throughout the year.
To differentiate your firm, you can make this a behind-the-scenes look by taking footage during the annual client holiday party and turning it into a festive video to thank them for the business.
Or remember that LinkedIn example we shared earlier about holiday traditions? Turn that into a video interview instead of a written one.
The opportunities are endless. Be bold and think outside the box. You might be surprised at what video content performs best.
3. Share Content on Relevant Holiday Topics
The key to holiday content is, of course, relevance.
Perform keyword research using SEO tools like Ahrefs or Semrush to understand better what your clients are actively searching for this holiday season.
Or you can’t go wrong with creating content around holiday budgeting.
Why? Because Christmas is associated with gift-giving. And a new PwC study shows that consumers plan to spend an average of $1,430 on holiday gifts in 2022.
On the other hand, if your clientele has issues with overspending during the holidays and increasing their overall credit card debt, you can share some tips on how to budget leading into this time of year.
The holidays are a time for family, friends, and celebration. But they can also be a time of financial stress for many people.
Help take some of this anxiety and stress off your client’s shoulders by sharing relevant content well before the holiday season. That way, they have enough time to read your advice, put it to use, and accomplish their financial goals.
4. Spread the Holiday Cheer
Lastly, remember to wish your clients a happy holiday. It sounds like a small gesture, but it goes a long way.
Here are some key winter holidays to keep on your radar:
- New Year’s
And when the time comes, don’t forget to spruce up the aesthetic of your content. Use online tools like photo editors, collage makers, and templates to give your social media post a festive touch.
The best part of all? You don’t need any graphic design experience.
A nice font in a blue or white color surrounded by snowflakes should do the trick for the winter holidays. And keep your caption short and sweet.
Wishing your clients a happy holiday with a festive post on social media shows them that you care about them.
It’s not enough to post the same boring content on your social media channels during the holiday season. It’s time to spruce it up.
Use personal messaging, try new video formats, and share content about relevant holiday topics to turn a lackluster content strategy into a festive social media campaign.
The holidays are right around the corner, and time is of the essence. Start planning out your content today, and you’ll be on your way to growing long-lasting client relationships.
Shane Barker is a digital marketing consultant specializing in influencer marketing, content marketing, and SEO. He is also the co-founder and CEO of Content Solutions, a digital marketing agency. He has consulted with Fortune 500 companies, influencers with digital products, and a number of A-List celebrities.