For many independent advisors, growth has traditionally relied on referrals. But today’s clients form opinions long before a meeting — often by what they see and feel online.
Your social presence should emphasize visibility, credibility and connection. The same principles that have always built relationships now unfold in a digital space.
When used intentionally, social media can extend relationships. It allows prospects to see how you think, what you value and how you help people like them.
Choose the right platform
You don’t need to be active everywhere. Focus where your audience already spends time and where engagement feels authentic. In general, LinkedIn works well for professional thought leadership and networking. Facebook and Instagram offer more personal storytelling and community connection. Choose the format that fits both your voice and your audience.
Social-media permissions vary by affiliation. Mariner advisors must use an approved channel for all business-related posts, while independent advisors may have broader flexibility based on their firm’s compliance policies.
Additionally, the U.S. Securities and Exchange Commission’s (SEC) Marketing Rule applies to communications by advisers that offer or promote advisory services, regardless of the medium. It’s important to understand your firm’s policies, supervision requirements, and recordkeeping obligations.¹ Remaining compliant generally means adhering to the SEC Marketing Rule, following your firm’s policies, and retaining copies of all business-related posts or interactions.
Show up with purpose
Clients and prospects don’t need more noise; they need reassurance.
People often remember how your perspective makes them feel—confident, calm, and understood. That emotional connection can encourage followers to engage and inquire.
Independent advisors who report the strongest engagement typically focus on a clearly defined audience rather than trying to reach everyone, as Michael Kitces notes.² Understanding who you want to reach helps you choose the right platforms, craft relevant content and strengthen connection over time.
Lead with education
Educational content generally outperforms promotional posts. A short explainer on Roth conversions, an infographic about market cycles or a video answering common financial questions can demonstrate expertise and build trust.
When people learn from you, they’re more likely to engage. In a crowded digital space, being a consistent resource matters more than being loud.
Create a sustainable rhythm
Consistency is more powerful than volume. Posting once a month won’t build momentum, but showing up predictably will. A simple schedule might include one insight, one story and one shared resource each week.
SmartAsset recommends developing a social-media calendar to plan posts, organize content types and maintain cadence throughout the year.³ A structured approach helps ensure your voice stays present even when your schedule is full.
Focus on meaningful metrics
Likes and comments are indicators, but not the goal. A better measure is how many introductions, warmer leads or conversations emerge from social media. Think of your social strategy as a reflection of your client experience—personal, consistent and grounded in value. When you focus on connection over conversion, your presence can support long-term growth.
Redefining the modern referral
Referrals still matter, but first impressions often begin online. Social media gives independent advisors a chance to demonstrate credibility, deepen connection and build trust long before the first conversation.
Sources:
¹ U.S. Securities and Exchange Commission, Investment Adviser Marketing Rule – Small Entity Compliance Guide, 2025. https://www.sec.gov/resources-small-businesses/small-business-compliance-guides/investment-adviser-marketing
² Michael Kitces, “Finding the Minimum Viable Audience for Social Media,” Kitces.com, 2023. https://www.kitces.com/blog/standing-out-social-media-marketing-targeted-minimal-viable-audience-financial-advisors/
³ SmartAsset, “How to Create a Social Media Calendar for Financial Advisors,” 2024. https://smartasset.com/advisor-resources/social-media-calendar-for-financial-advisors
The views and opinions expressed reflect Mariner’s perspectives and are provided for informational and educational purposes only. They do not constitute individualized advice, a recommendation, or a guarantee of future results. The information herein reflects general social media and marketing practices and may not be appropriate for all advisors.
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