Brand Marketing for Financial Advisors | LPL Blog

Last Edited by: Sarah LeBlanc, Assistant Vice President, Marketing, LPL Financial

Last Updated: March 06, 2019

Social media marketing financial advisor

A successful financial advisor’s business is built on relationships, and relationships are built on trust. Clients who trust you are more likely to stick with you and refer their friends, and prospects are more likely to convert to new business.

In the digital age, social media marketing provides a powerful opportunity to build trust with a large audience on a public platform. And the reputation you create over time is your personal brand. Just like brand marketing your company name, building your own brand requires thought and consistency.

Here are 3 ways to use social media to build trust and define your personal brand.

1.     Define your area of expertise by narrowing your content topics.

What do you want to be known for? Are you the estate planning expert? Or perhaps you have a unique understanding of the financial challenges of small business owners, or enjoy teaching young people about investing.

Create and select content relating to your chosen topics and post on them consistently. Over time, your network will begin to associate you with these areas of expertise, and you’ll have an archive of information that clearly displays your specialized knowledge.

2.     Write consistently in your own voice.

We each have our own style of speaking, tone of voice, and certain words and phrases we like to use. Let it shine through in your writing and video content with consistency.

When sharing content from other sources, add a personal introduction to incorporate your unique voice and perspective. Eventually, your voice will become recognizable and synonymous with your personal brand.

3.     Engage with others.

How you show up to the conversation is just as important as what you talk about when it comes to building your personal brand on social media. Here are a few simple actions you can take to boost engagement:

  • Comment on other people’s articles
  • Respond to their comments on your posts
  • Tag a contact in your post if the topic relates back to a recent conversation between the two of you

These actions make you a part of the community, and create a natural transition between talking to your prospects and conversing with them.

These three tactics, used consistently over time, will help you build online relationships, establish trust, and brand build in a way that sets you apart from the competition.


Find out more about financial advisor marketing strategies from LPL marketing specialists.

If you're already an LPL Financial advisor, get exclusive marketing, branding, and social media marketing tools and trainings on the Resource Center.

You should consult your compliance department for information about the rules and use of social media.




Sarah provides custom marketing and social media consultations for LPL Finanical advisors and investment programs. In this role, she consults with and supports clients in effectively marketing their business in today's increasingly competitive environment. View full bio.