Start With Your Audience

The head of digital marketing at Carson Group suggests advisors "meet clients where they are" – meaning on their preferred social media platforms. For advisors starting out on social media, master one platform and then move onto the others, Samantha Allen says. And it's worth thinking of social media as a pyramid; postings on financial planning represent the bottom and consist of the foundational work advisors can do most frequently, while postings on their personal life and hobbies (at the top) should be made less often.