Media placements are powerful credibility builders, but only if your audience sees them. And in today’s digital world, that means showing up where your prospects already are: on social media.
Media placements are powerful credibility builders, but only if your audience sees them. In a digital-first world, visibility means showing up where your prospects already spend their time: social media.
For financial advisory firms, social media presence is more than a public relations win. It’s proof of expertise that can be amplified across channels to fuel organic growth. Yet many firms make the mistake of posting coverage once on the corporate LinkedIn page and moving on. That approach leaves a valuable opportunity untapped.
Top-performing firms know better. According to our own 2024 survey, 45% of consumers choose an advisor based on digital marketing, not referrals. Meeting your prospects online with a thoughtful social media strategy is no longer optional.
It’s a MUST for growth.
Here are X social media marketing tips on how you can stretch one great mention into a multi-platform, high-impact campaign.
Leverage Both Brand and Personal Accounts
Your firm’s official social media accounts establish authority, but personal posts generate stronger engagement. That’s because people connect with people more than logos. As a leader, you can give your social media strategy a new lease of life by sharing it through your own lens.
Here’s what you can do:
- Reflect on what the coverage means for your firm’s vision.
- Highlight how the article connects to client concerns.
- Use the brand page to share a strategic takeaway in a professional, polished tone.
When both firm and personal accounts are activated, your social media presence expands beyond reach into resonance.
Vary Your Social Media Content Format
Dropping a link on one of your social media platforms is easy, but it doesn’t help you maximize engagement. However, a single piece of content, whether it’s a short video or a blog post, can fuel a diverse social media content strategy that feels dynamic and approachable.
Consider repurposing one social media content into:
- A quote card or carousel that pulls key insights.
- A short video reaction or clip, where a leader explains why the coverage matters.
- A behind-the-scenes photo showing the human side of the story.
- A “Did you catch this?” teaser paired with a poll or Q&A to spark interaction.
Each piece adds texture to your brand voice. This method of repurposing, sometimes called “content atomization,” helps you keep up with your social media content calendar without exhausting your creative pipeline. With a clear strategy and insight, every article or interview becomes a story engine, not just a one-time deliverable.
Tag Strategically
Social mentions are currency in the digital economy. When posting any social media content, always tag the journalist, publication, and relevant industry voices. Add hashtags that your target audience follows.
This approach offers a three-fold advantage:
- It boosts your visibility through expanded networks.
- It nurtures relationships with your media partners, who may re-share your content.
- It places your expertise alongside trusted outlets, reinforcing credibility.
Strategic tagging is a simple but overlooked element of using social media for showcasing your business. When done consistently and with purpose, it compounds your overall reach and strengthens your position as a thought leader.
Build a Campaign, Not a One-Off
One post is a blip, but a multi-platform content strategy is a drumbeat. Think in terms of sequencing, not standalones. This helps you stay in front of your target audience without overwhelming them.
Here’s an example of how to plan content around a single media placement:
- Week 1: Share the article link on the brand page with a big-picture takeaway.
- Week 2: Post a personal video from your CEO or lead advisor reflecting on the topic.
- Week 3: Publish a carousel of client-relevant insights pulled from the coverage.
- Week 4: Share a behind-the-scenes photo with a “Did you see this?” reminder.
This is just one example of how you can map this multi-pronged approach into your social media planning. It creates ongoing visibility and signals your prospects that you are consistently present, not sporadically reactive.
Align Content to Your Clients’ Preferences
Typically, people validate financial advisors through multiple touchpoints before reaching out. That means your media coverage should not exist in isolation; it should be integrated into a broader social media content strategy aligned with your ideal client profile.
So, even when repurposing social media content, ask yourself:
- Does this story answer a question my prospects are already asking?
- Can I reframe the coverage into language that matches their pain points?
- How do I tie this content back to my value proposition?
When content feels directly relevant, your would-be clients engage longer and move closer to conversion. This alignment is especially valuable for growth-minded financial advisory firms or consultants.
Experiment with Emerging Social Media Content Formats
LinkedIn is still the anchor for most financial advisors and firms, but testing other platforms expands your footprint. Even if your audience isn’t highly active on TikTok or Instagram Reels today, younger investors are building habits there.
For example, in the US alone, 76% of people aged 18-24 use Instagram, followed by 57% of 25-30 year-olds. Posting a 30-second “3 things I shared in the press” video on your Instagram profile introduces your brand to a future client base.
These short, snackable clips are ideal for advisors looking to extend reach without heavy production investment. When you include them in your content marketing strategy, they complement deeper formats like blogs or webinars by creating easy discovery points.
Measure and Refine
Too many firms treat social as an awareness channel without connecting it to outcomes. The key is disciplined measurement. If you want to strengthen your overall social media strategy, track which formats, voices, and platforms drive the most interaction and traffic back to your site.
Avoid last-touch attribution traps. A prospect who clicks your website today may have seen three LinkedIn posts, one quote card, and a media article last month. Measure this journey, not just the final click.
And the last word of advice is to create a social media content calendar and stick to it. This structured approach makes it easier to identify patterns, refine your campaigns, and double down on what works.
Media placements are valuable, but without the right social media strategy, they’re fleeting. With thoughtful repurposing, sequencing, and measurement, one media feature can become dozens of pieces of social media content that build authority, nurture trust, and drive growth.
If your firm wants to align coverage with a scalable social media content strategy, start by asking: Are we treating media as a one-off event, or as the foundation for a sustained campaign that amplifies our voice in the market? The answer could define your next stage of growth.
Of course, Ficomm Partners is here to help you. Work with us to refine your content marketing strategy on social media.