Trending
Written by: Micah Shilanski, CFP®
Getting a hundred likes on your latest LinkedIn post feels fantastic. It’s like a little digital pat on the back, confirming that people are noticing you, even if it’s just for a fleeting moment. But here’s the cold, hard truth: those likes aren’t paying your bills, and they sure aren’t bringing in new clients.
In the world of financial advising, it’s easy to fall into the trap of gaining social media popularity with actual success. But while you’re busy counting hearts and thumbs-up emojis, your bank account is sitting there, unimpressed. The reality is likes don’t equal leads, and followers don’t automatically turn into paying clients. So, why are so many advisors obsessing over social media vanity metrics while their bottom lines remain stagnant?
Today, we’re going to take a no-nonsense look at why chasing likes is a losing game and what you should be focusing on instead. Spoiler alert: it’s about time you started measuring success in terms that actually matter—like the number of new clients you’re bringing in. Because at the end of the day, flashy graphics and viral posts won’t keep the lights on, but a solid marketing strategy will.
The Social Media Illusion
The False Sense of Success
Picture this: you’ve just spent the last two hours crafting the perfect LinkedIn post. It’s got just the right mix of industry insights and personal flair, plus a snazzy graphic to boot. You hit “post,” and within minutes, the likes start rolling in. First, a few, then a dozen, then a couple dozen more. You sit back, sip your coffee, and bask in the digital applause. You must be doing something right, right?
Wrong.
Here’s the thing—those likes, shares, and comments might feel like validation, but they’re really just a distraction. They give you a fleeting sense of accomplishment without actually moving the needle on your business. It’s playing office: you’re busy, but not productive. You’re spending your time creating content that gets engagement, but at the end of the day, your calendar isn’t any fuller, and your client list isn’t any longer.
The Reality Check
The truth is, social media engagement is a vanity metric. It looks great on paper (or screen), but when you dig deeper, it rarely translates into tangible business results. Sure, it’s nice to have a large following or a post that goes viral, but how many of those likes are actually from your target market? And more importantly, how many of those people are converting into paying clients?
The advisors who are truly killing it aren’t the ones with the most followers—they’re the ones who are turning their online presence into offline appointments.
So, why are so many advisors stuck in the social media illusion? Because it’s easy. It’s easy to get caught up in the dopamine hit of immediate feedback and the allure of instant gratification. But in the world of financial advising, “easy” doesn’t pay the bills. What does? A focused, strategic approach to marketing that goes beyond the surface-level appeal of likes and looks at the metrics that matter: new leads, booked meetings, and closed deals.
It’s time to snap out of the social media daze and start playing a smarter game. Instead of chasing the superficial success of likes, shift your focus to what really counts—building relationships, delivering value, and, ultimately, growing your client base. Because at the end of the day, a hundred likes on a post won’t keep your practice afloat, but a handful of loyal clients certainly will.
Turning Likes into Leads
The million-dollar question is: how do you bridge that gap between digital applause and actual business? Here’s how you turn those likes into leads that matter.
Focus on the Right Metrics
First things first—ditch the vanity metrics. Stop obsessing over how many people double-tapped your post, and start paying attention to the numbers that matter. Metrics like website traffic, lead generation, conversion rates, and, most importantly, how many of those interactions are turning into booked meetings or inquiries. These are the figures that should be guiding your social media strategy, not how many followers you have.
Create Content That Drives Action
To turn passive engagement into active interest, your content needs a clear, compelling call to action. Every post, video, or blog should have a purpose beyond just getting noticed—it should guide your audience toward taking the next step, whether that’s signing up for a newsletter, downloading a valuable resource, or scheduling a consultation.
This is where a well-crafted lead magnet can make all the difference. Give your audience something so valuable they’d be crazy not to trade their email address for it. This could be anything from a free guide to a video series or a helpful checklist. The key is to provide real value that speaks directly to their needs and pain points.
Nurture Your Leads Effectively
Once you’ve got their attention, don’t drop the ball. This is where many advisors miss out—by failing to follow up effectively. Implement a lead nurturing strategy that keeps your prospects engaged and moving closer to becoming clients. This could be through a series of automated emails, personalized outreach, or targeted content that addresses their specific concerns. Remember, the goal is to build a relationship, not just make a quick sale.
Integrate Social Media with Your Overall Marketing Strategy
Finally, understand that social media should be just one part of your broader marketing strategy, not the entire game plan. It’s a tool to drive traffic to your website, where you can capture leads and start the real conversion process. Make sure your social media efforts are aligned with your other marketing activities—whether that’s through in-person events, webinars, podcasts, or good old-fashioned email marketing. The more cohesive your strategy, the more likely you are to see real results.
Turning likes into leads isn’t about chasing trends or mimicking what everyone else is doing. It’s about being intentional with your efforts, measuring what matters, and staying committed to a strategy that actually works. Because, at the end of the day, a solid marketing approach will always outperform a viral post.
Beyond the Likes—Building a Business That Thrives
The allure of social media is strong, with its instant feedback and the temptation to equate popularity with success. But as we’ve explored, likes won’t pay your bills, and social media popularity doesn’t necessarily translate into business growth. The real measure of your success lies in the relationships you build, the value you deliver, and how effectively you turn online interactions into real-world results.
So, if you’re ready to move beyond the vanity metrics and focus on what really matters, it’s time to take action. Remember, it’s not about how many people are engaging with your content; it’s about how many of those engagements are turning into leads and, ultimately, loyal clients. A strategic, thoughtful approach to social media can be a powerful tool in your marketing arsenal—but only if you use it wisely.
Action Items
- Audit Your Current Social Media Strategy: Take a hard look at your social media metrics. Identify which platforms and types of content are driving meaningful engagement and which are just vanity metrics.
- Define Your Goals: Clearly outline what you want to achieve with your social media efforts. Is it brand awareness, lead generation, or client conversion? Tailor your strategy to meet these goals.
- Shift Focus to Quality Over Quantity: Prioritize creating content that resonates with your target audience and encourages them to take action. Use strong calls to action and lead magnets to capture leads.
- Track the Right Metrics: Monitor metrics that matter—like website traffic, conversion rates, and lead generation—rather than just likes and shares.
Related: Why Advisors Lose Clients