Focus on LinkedIn and Instagram. Mix four content types: education (40%), commentary on news (25%), behind-the-scenes / team (20%), and client outcomes aggregated and anonymous (15%). Post 3 to 5 times per week per platform.
Platform choice - **LinkedIn:** highest ROI for professionals, HNW and B2B referrals. - **Instagram:** second platform, good for protection, FTB and younger markets. - **TikTok:** emerging, under-35 market. - **Twitter/X:** mainly journalist engagement. - **Facebook:** mainly older-demographic communities.
Content mix (per week) - 2 educational posts (explainer, stat, myth-buster). - 1 news-commentary post. - 1 behind-the-scenes (team, office, event). - 1 anonymised client outcome or case study.
Growth tactics - Comment meaningfully on 5 target accounts/day. - Feature other advisers and tag them. - Turn every blog post into a 5-post carousel. - Live events (budget, FCA policy, tax changes) — go first.
Compliance Organic posts are financial promotions. Keep a compliance reviewer in the loop.