Building a Social Media Strategy for Financial Services

Posted by Emily Lange Rodecker on December 12, 2016


The new year is always a chance to wipe your slate clean and start fresh. Championing new ideas that will take you a bit out of your comfort zone seems much easier at the beginning of the year, when you are at your most optimistic and energized for what’s to come.

Perhaps your team has decided that 2017 is the year to take your social media marketing efforts to the next level – whether that means you’re just getting started, or you’re ready to bump up your interaction and offerings with your audience.

To help you get started, we’re sharing an organized approach to building your financial services firm’s social media strategy – which we’ll be following up with an in-depth webinar in early January (sign up here!) with our friends at the American Bankers Association. 

Set Your Goals

Take the time to meet with your team and decide how you’re going to define success throughout the year. Then, work out the processes you’ll be taking to accomplish those goals – making sure to schedule regular check points throughout the year to check in on your progress.

Social Media Best Practices

Compelling content, authentic conversations with your audience members, and a well-organized content calendar are all stellar ways to knock your foray into social media out of the park. Take time to really plan your content throughout the year, and consider how you want to engage with your audience.  The more you can plan ahead, the less likely you are to feel the stress that can sometimes be associated with social media’s fast-paced nature.

Marketing Strategies

Explore the benefits of social media advertising to further your campaigns and efforts to expand your audience or market your company’s offerings. Depending on the network, you can determine your own budget – from as low as $5-10 to start – and test some different audience markets to see which perform best.

Response Guidelines

When you are engaging with your audience, it can be extremely beneficial to have a plan ahead of time for how you want to respond to various comments – whether they’re questions, compliments, or critiques. Determine how you’ll best be able to manage these conversations – which can come at any time of day or night – in a quick, personal manner.

Content Creation & Marketing Strategy

To make sure your content gets the attention it deserves, you’ll want to spend some time identifying your audience on social media. Are you looking to reach your current customers, or new ones? Do you want to serve the baby-boomer generation, or millennials? Perhaps a combination of both, but on which networks? Answering these questions will help you determine the voice and language you’ll use throughout your content creation process. You’ll also want to consider the best method for packaging it – do videos, blog posts, or images resonate with your audience most? Dedicate a good amount of time to testing and researching what works best, and you’ll be on your way to creating content that resonates with your target market.

Train Your Team

It’s extremely important to spend the time discussing best practices and guidelines with your social media team (whether that’s one person, or a company-wide effort) Inclusivity is important, as it can help foster a positive, team-centered environment. However, without proper rules and guidelines in place, you can increase your risk of non-compliant behavior on behalf of your staff. The pre-planning efforts you do in determining a chain of command and team organization will help your staff feel supported and excited about their participation with promoting your company via social media.

For a more in-depth discussion on these tips (and many more!) be sure to sign up for our webinar, co-hosted by the fine folks at American Bankers Association. As a special bonus for joining us for the webinar, you’ll get a free download of our Financial Services Strategy for Social Media E-book – chock full of information to help you build your company’s social media strategy.


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Topics: social media strategy, financial services, social media, Social Media, Social Media Education, Social Media for Banking

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