What’s our first bit of advice when it comes to digital advertising?
Just do it.
It’s the only way to scale your reach and generate legitimate interest online.
Our second bit of advice is more nuanced: Make sure you select the right network based on your goals and target audience.
Google, Facebook, and LinkedIn each present their own advertising opportunities. Google is great for finding those in the market for an advisor, Facebook has the largest and most active user base, and LinkedIn is great for targeting specific professionals.
There’s a lot more to it than that, so here’s a more thorough rundown of the use-cases and advantages for each network:
1. Google Search Ads
When someone needs an advisor, it’s becoming more and more popular to run a quick google search. The listings at the top are generally Search Ads, and if you’re an advisor, we think it’s smart money to place yourself there.
Key Advantages:
- High Intent: When someone types “financial advisor near me” into Google, they are likely in the decision-making phase.
- Targeting Capabilities: Google allows for precise keyword targeting, meaning you can appear in search results like “financial planner charlotte” but skip phrases like “financial advisor careers” or “online financial planning.”
2. Facebook Ads
While users on Facebook (and Insta) may not be actively searching for financial advisors, the advertising capabilities of the platform help you create brand awareness and shape perceptions over time. The idea is not “lead gen” in an immediate sense; it’s raising awareness that you’re a knowledgeable, award-winning, and likable financial professional. Some of this perception-shaping can happen by sharing content organically, but advertising takes it to a totally different level.
Key Advantages:
- Advanced Targeting Options: Facebook allows you to target users based on detailed demographics, interests, and behaviors. For example, you could focus on those nearing retirement in key zipcodes who’ve shown interest in financial literacy.
- Relationship Building: There is an opportunity created by the sheer volume of time people spend on this network. One post/ad at a time, you’re forming a connection with individuals within your network, even if you’re not engaging regularly in real life.
3. LinkedIn Ads
LinkedIn is a strong advertising choice for those targeting business owners, executives, or specific companies. While it’s more expensive per result (click, lead form, etc.) than Facebook, there’s much more certainty in your audience. If you want to target director-level employees at a specific company, you can certainly do it.
Key Advantages:
- Advanced Job Targeting: LinkedIn allows you to target users based on their job title, industry, and company. A very targeted ad that goes towards a very targeted audience is a powerful combination.
- Message Ads: LinkedIn offers a wide variety of ad types including personalized messages. Instead of appearing in their feed, you can appear in their inbox.
In practice, a well-rounded digital strategy might involve a combination of these platforms, using Google Search Ads to capture immediate leads, Facebook Ads for brand awareness and retargeting, and LinkedIn Ads for reaching professional prospects. Each platform offers unique advantages, and leveraging them together can create an effective, comprehensive marketing strategy.
