Digital connectivity, multiple social media platforms, and the fear of missing out (FOMO) have transformed personal branding in many ways. Numerous social media platforms, each catering to different demographics and target audiences and experimenting across formats, have changed the fundamentals of establishing trust and credibility. This is true for financial advisors as well.

Pooja Mihir Babaria, an MDRT member from Mumbai, India for a year, says financial advisors must look at building and cultivating their brands for consistent success and growth.

Babaria says, "Personal branding is complex and helps set individuals apart for their professional expertise and show how they can add value."

She argues that personal branding is essential for financial advisors because it showcases one's expertise, reliability, and approachability, major skills in an industry that runs on trust. "A strong personal brand sets an excellent financial advisor apart, helps them attract a steady stream of clients, and fosters long-term relationships."

Establishing and building trust

Trust is the cornerstone of a successful financial advisory relationship. Clients must be confident their advisor has their best interests at stake. Social media offers a platform for advisors to demonstrate transparency and authenticity by sharing valuable insights, actual client experiences, and educational content on financial planning.

"Advisors can share valuable insights, tips, and market updates and showcase their knowledge and expertise. They should leverage different online platforms and consistently post content that educates and informs the users. It can help position the advisor as a thought leader in the industry. Moreover, sharing personal stories and experiences brings in a human touch and makes the advisor relatable and trustworthy," says Babaria. She says, "Many clients reached out to me after reading articles and posts on legacy and retirement planning through insurance. They appreciated the transparency and expertise, which led to a fruitful client-advisor relationship."

While social media platforms can be used to build a brand, one size does not fit all. For example, Twitter is useful for sharing quick insights, market updates, and engaging with industry leaders. Instagram and Facebook, while more informal, can be used to share behind-the-scenes looks at an advisor's life, client testimonials, and company culture, adding a personal touch to the brand.

Babaria points out, "The content should be relatable and professional. I share personal anecdotes related to financial challenges I've faced, accompanied by lessons learned and practical advice. It creates a human angle and demonstrates expertise and professionalism. I ensure content is thoroughly researched, fact-checked, and aligns with my values."

According to Babaria, webinars and WhatsApp stories are good resources for advertising offerings and showcasing innovative product features, claim settlement experiences, and client testimonials.

Rishav Garg, an MDRT member from Moradabad, India, for two years, agrees. He points out, "I think consistency in content is most important to burnish reputation. This can be via educational posts, tips, success stories, and industry trends. By consistently offering value, the audience will trust and rely on the content."

He believes sharing personal experiences makes one more relatable and humanizes the brand. People like authenticity, especially when they see a genuine interest in helping others outside self-promotion. For instance, while working on a complex financial model for a client, Garg discussed the way forward and was able to share his solution, and managed to earn the client’s trust.

“The transparency helped me gain the client’s trust and demonstrated my expertise. It also showed the client of my commitment to their success.

Getting engagement right

Engagement is a crucial aspect of building a personal brand. Financial advisors should interact actively, responding to comments, answering questions, and participating in discussions. This shows they are approachable and willing to help and it also helps build a loyal community around their brand. Babaria uses tools to track key metrics such as engagement rates, follower growth, and content reach. "For instance, I pay attention to likes, shares, and comments on my posts to gauge audience engagement and interest. Tracking conversion rates leads to actual client wins.” She says, “I had noticed a prospect engaging frequently with my content; liking posts often, offering commentary on industry insights, and sharing major professional updates. I connected with the prospect directly, sending a personalized message thanking them for engagement and offering tailored insights.”

This led to a one-on-one consultation, where sharper financial guidance based on pointed queries were offered.

In essence, we were able to win the mandate with a conversational and informative approach, that addressed client concerns, and demonstrating my expertise."

Garg says constant engagement helps. "Responding to social media posts builds a relationship with the audience. It creates a sense of community and shows that the advisor cares about their thoughts, questions, and concerns. I maintain a consistent tone and style in my posts to craft a recognizable voice.

A solid personal brand enhances the advisor's reputation, attracts new clients, and builds loyalty. Over time, it can help increase referrals and provide the opportunity to command higher fees, as clients are willing to pay a premium for trusted and credible advice.

Babaria says, "One should prioritize authenticity, consistency, and engagement. Be genuine in interactions, maintain a consistent brand voice and visual identity across platforms, and actively engage with the audience." She also reminds the need to be visible on social media for repeat business and referrals.

Garg enumerates multiple points that help align the personal brand with what the audience is looking for. This includes using storytelling as a major device to reflect shared values, highlighting shared values in the brand story and a focus on user generated content and testimonials.

By building meaningful connections and providing valuable content online, advisors can establish trust and credibility.

Contact: MDRTeditorial@teamlewis.com

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The power of personal branding: Building trust and credibility in the age of social media