{"id":4652,"date":"2020-06-02T18:14:39","date_gmt":"2020-06-02T18:14:39","guid":{"rendered":"https:\/\/emoneyadvisor.com\/?post_type=thought_leadership&p=4652"},"modified":"2021-07-30T22:02:23","modified_gmt":"2021-07-30T22:02:23","slug":"social-media-and-the-importance-of-generational-marketing-for-financial-advisors","status":"publish","type":"thought_leadership","link":"https:\/\/emoneyadvisor.com\/blog\/social-media-and-the-importance-of-generational-marketing-for-financial-advisors\/","title":{"rendered":"Social Media and the Importance of Generational Marketing for Financial Advisors"},"content":{"rendered":"

Does this scenario sound familiar? You\u2019ve worked hard on your latest marketing piece, ensuring that the content is helpful, actionable, and visually appealing. After fine-tuning it one last time, you release it into the world and wait. And wait some more. But the results you were expecting never materialize and the ROI on your time and resources takes a nosedive.<\/p>\n

This unfortunate result can happen in any channel you use to distribute your marketing<\/a>, but it\u2019s especially common on social media. More often than not, the culprit has nothing to do with your marketing content itself. It just wasn\u2019t right for the target audience.<\/p>\n

Every financial advisor knows that the typical 72-year-old retiree has vastly different financial planning goals from a 23-year-old who just graduated from college. Likewise, their social media platform usage is just as different, so advisors should consider these consumption preferences and nuances in their social media marketing.<\/p>\n

It\u2019s time to ditch the one-size-fits-all approach for a better understanding of where you\u2019ll find your audiences, how they use social media, and what they want to hear from you as a financial advisor.<\/p>\n

What\u2019s in a Number?<\/strong><\/h2>\n

If that number is someone\u2019s age, there\u2019s a lot of information behind it<\/a>. Your prospects\u2019 demographics affect how they find and consume your digital marketing content, as well as whether or not they\u2019ll trust the advice and guidance it offers.<\/p>\n

Generational marketing describes an approach used to target an audience that falls within a certain age range. While individual personality traits give every prospect their own set of nuances, the broad qualities shared by those from the same generation are hard to deny.<\/p>\n

How the Generations Stack Up on Social Media<\/strong><\/h2>\n

The following overview will give you a starting point for generational marketing with a few details on where you\u2019re likely to find target audiences, and what they want from your marketing, so you can improve your social media presence.<\/p>\n

Baby Boomers (Boomers)<\/strong><\/h4>\n