I recently heard from an RIA in Chicago who’s been rocking it on social.
They’ve spent more than four years posting consistent, valuable, stand-out content for their firm. I know from my conversations with the CEO that their digital efforts have driven significant business impact over the years. Even so, they have questions. Marketing is an ongoing evolution – a living conversation with your ideal clients – so the opportunity to level-up is omnipresent (and part of what I love in my work).
Their question is about posting ‘personal’ content on their firm’s LinkedIn page.
The Creative Director wrote into Dear Ficomm asking, “We are always told to do ‘human content.’ But how do you have personal/authentic content on a company page rather than a personal page? For example, personal in-the-moment photos don't really fit with our branding, but I understand the need to be human. So what kind of content should you post to your company page?”
This is a beautiful question. And you are in control of how you answer it for your firm.
In the above episode of Dear Ficomm, I help Anna think through personal content for social media that’s strategic alignment with the RIA’s brand tone and ideal client.
Watch the video above to start thinking about this content opportunity in a new way, hear our specific feedback and recommendations for Anna’s team, and learn key best practices to get you started.
Next: What’s your team thinking through? This column is a free resource, and we love to offer it to the industry. Send me any marketing question and I’ll create a short video like this to help you with strategic next steps.
Follow along with Ficomm on LinkedIn
Carolyn Dalle-Molle, an accomplished growth marketer, boasts a proven track record with a realistic, iterative approach to marketing. As VP of Consulting and Innovation at Ficomm Partners, she shares her wealth of marketing expertise with purpose-driven financial advisors. Dalle-Molle began her career at a top SEO firm in Boston, where she witnessed the transformative impact of a brand’s digital presence. Beyond search, she has excelled in diverse marketing roles, notably increasing a fintech company's lead list from 5,000 to an impressive 30,000 in just two years with no budget. Later, hired by two MIT co-founders, Dalle-Molle skillfully led a small team to achieve an 8x increase in sales in under one year. Most recently, as the in-house marketing consultant at XY Planning Network, she played a pivotal role in supporting the growth of over 1,600 advisor members. Dalle-Molle is a mother of two, antique homeowner, garden hobbyist, and lover of design.
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