In Our Industry, Start with Search
Here at Quantum, we often get asked how to “increase engagement” on social media. We’re here to tell you that it is possible, but it takes time, effort, and your personal involvement. Before tackling engagement, it’s important to start first with regular posting to help increase your firm’s visibility in search—both in Google search and on each individual social platform itself. In other words, increasing your digital footprint online is the first goal of social media.
Once you are posting regularly, your social platforms may start ranking right behind your website in branded search results. Taking up multiple positions on the first pages of search engines is an important milepost, because both prospective clients as well as current clients expect you to be there. (See the graphic below—Quantum’s local business page, LinkedIn page, Yelp page, Facebook page, and X page help us dominate our branded search results pages on Google.) After you are ranking well, you may be ready to try increasing your engagement!
Each of your social media platforms can potentially take up a position in a branded search result.
Why Social Engagement Matters
Social media engagement is more than just a marketing buzzword; it’s your brand’s connection with its audience in the form of likes, follows, comments, and shares. Defined as the interaction between customers and a business online, social engagement is a key indicator of how well your content resonates.
Consistent engagement humanizes your brand. Higher engagement can also increase visibility on platforms where algorithms prioritize active posts. This exposure often leads to more clicks and likes, and in some industries, more sales.
In the financial services industry, with heavy compliance requirements, that can be a bit more difficult. Nevertheless, online conversations are happening, and getting your audience to understand what you do can help. NOTE: We have had at least one advisor get an immediate new client via social media—the friend of an advisor’s current client who needed an advisor right away because of an inheritance, saw a social post that her friend had “liked” on her timeline and called.
Generating More Buzz
If you’ve been wondering why your social media page isn’t generating the buzz you were hoping for, the answer might be simpler than you think: you get out of social what you put in. It thrives on interaction, consistency, and real human connection. Here’s what that looks like in action:
Promote Your Business Page
Share your business page on your personal profile, add a section to your client newsletter, add links to your social media channels to your website and email signatures, and mention it in your next client meeting. A quick reminder or link can turn into a new follower.
Keep It Real
People connect with people. Posts that reveal real moments, show team members, or share personal stories often outperform promotional content.
- Share behind-the-scenes photos or videos.
- Post authentic testimonials or client cases if allowed by compliance. Or simply a photo and a post that says, “We loved having our long-time clients, Fred and Hazel, in the office today!”
- Show your team in action.
Encourage Interaction
Ask questions, create polls, or run quizzes. These encourage users to actively participate and give you feedback or ideas for future content. Remember, this doesn’t have to just be about financial matters! You can ask about people’s favorite morning beverage, or other questions that everyone can relate to.
- Ask simple, clear, and relevant questions.
- Use visuals or emojis to make it fun.
- Follow up by thanking participants and sharing results.
Respond to Comments and Messages
If someone takes the time to engage with your content, don’t leave them hanging. Social media is a conversation. Acknowledging your followers shows that you’re listening and that you care. Whether it’s a thank you, a clarification, or a response to negative feedback, being responsive can help strengthen your online community.
Stay Active and Plan Strategically
Create a yearly calendar of potential customized posts. For instance, include birthdays, holidays, client celebrations and educational events, and community events in your area that you participate in. Consider participating with local nonprofits to help them get publicity while aligning yourself with a good cause. Having a plan in place can spur even more ideas, and keep you on track with getting better engagement.
Here’s How Quantum Helps
At Quantum, we support your efforts by creating month-by-month social media content tailored for the financial space. From market trends and educational tips to news updates and industry insights, we help your business maintain a steady stream of professional, brand-building, authoritative content. These posts are designed to show that your company is active and informed.
But if you’re looking for more engaging content, your participation is key. Photos or short videos of things like team lunches, office birthdays, community events, or even a dog or baby visiting the office are often the best-performing posts. These little moments humanize your brand and give your audience a reason to connect. People want to see who’s behind the name.
So remember, if you’re looking to see more engagement, remember this: It starts with you. And we’re here to support the rest. If you’re interested in learning more, please give us a call today at 800.440.1088.
Sources
https://www.indeed.com/career-advice/career-development/social-engagement
https://www.linkedin.com/pulse/which-types-social-posts-garner-most-engagement-/
Breann Brennan is our social media manager and copywriter at Quantum, who crafts engaging content for our financial advisors and curates tailored monthly posts for social media accounts. With a bachelor’s degree in hospitality management and a minor in marketing from Utah Valley University, Breann brings a unique blend of creativity and strategic insight to her role.
