Most social media advice assumes you can post whatever you like, whenever you like. In this profession you cannot.
Content may require review before use, records may need to be retained, and entire categories of statement are restricted.
That is not a reason to be absent. It is a reason to choose formats that survive the process.
Explanations of process and concepts generally move through review faster than commentary, predictions or anything touching specific products.
How a planning engagement works. What questions to ask any advisor. What documents matter when someone changes jobs. How to think about a decision, without recommending an answer.
Content that teaches a framework rather than an answer is both more useful and more workable.
If every post requires review, spontaneity is the enemy.
Write a month at a time, submit as a batch, and schedule what comes back. This is the only rhythm that survives contact with a compliance calendar.
UNCERTAIN: review and retention requirements vary by firm and registration. Confirm yours before establishing any process.
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General personal finance content competes with everyone and reaches nobody.
Content aimed at a specific group, such as employees of a particular industry navigating a particular decision, reaches exactly the people the practice wants.
Performance, predictions, product commentary, and anything that could read as a recommendation to an individual.
Also avoid anything that could be interpreted as a client statement about their experience, including in comments, unless your firm has a process for it.
UNCERTAIN: rules on testimonials and endorsements have changed in recent years and are detailed. Do not act on general guidance. Confirm with compliance.
The audience is adults with financial complexity, which is the LinkedIn population. It is also the platform most firms are best set up to supervise.
One platform, done consistently and within process, beats presence on four.
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When persuasion is constrained, clarity becomes the competitive advantage.
The advisor who explains something confusing in plain language demonstrates exactly the skill a prospective client is trying to evaluate.
Concept and process content, batched for review, aimed at one audience, on one platform, avoiding the restricted categories entirely.
Action Plan
- Confirm your firm's review and retention requirements before posting anything.
- Choose one defined audience.
- List ten planning decisions that audience faces.
- Draft a month of concept-based posts and submit as a batch.
- Schedule approved posts weekly.
- Establish a process for handling comments.
The Financial Planner BrandPack includes a year of content templates intended as starting drafts for your compliance process, not as ready-to-publish copy. Start free for 14 days, then $97 a month.
Want to see where your practice stands first? Take the free Marketing System Scorecard.
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