When creating a digital marketing strategy, compliance is often a complicated issue for financial advisors, usually turning out to be a bigger headache than it should.
I recently created a poll in a LinkedIn group, asking my peers what the biggest challenge preventing them from creating content on social media is, and 52% of them answered compliance.
Sure, digital marketing compliance for financial advisors is tricky, but you will never look back once you set up a proper process. After all, this is where most of your leads will come from, so you must come to terms with it.
Because social media posts are a form of advertising, your social accounts as a financial advisor are subject to specific regulations.
It all starts with understanding the law, on top of your company’s policies and procedures.
How you are registered as an advisor (RIA, IAR, Agent, RR, etc.) will partially determine what regulations you fall under but I believe it is safe to say that for an issue-free online presence, FINRA’s rules on communicating with the public as a financial advisor are crucial to follow. I think it equally important to abide by the requirements monitored by the Securities and Exchange Commission (SEC). These rules are in place to protect your audience from false, misleading claims, fabricated statements, and material breaches.
As a financial advisor myself, I live in one of the industry’s most conservative compliance environments, so if I can do it, any advisor should be able to.
Here are some guidelines to follow when it comes to Digital Marketing for Financial Advisors.
Set up Your Social Accounts and Website to Be Compliant from The Beginning
As long as you are aware and understand the basic rules and set up your profiles to be compliant from the very beginning, keeping up with approved content will become second nature for you.
Most often personal & business profiles are subject to adhere to compliance standards for financial advisors. This includes any social account or profiles directly connected to and managed by you or your business. This will likely include Facebook, Instagram, Twitter, and LinkedIn. Your broker-dealer or another registered principal is responsible for having policies in place to archive, review, and pre-approve (when necessary) any content published on these accounts.
Get Your Content Pre-Approved from Compliance
The content you’ll need to get approved for publishing is any long-form content, such as blogs, whitepapers, eBooks, or newsletters. Long-form content or static content is usually published on your website and then shared to your social accounts – it lives on your site for an extended period.
If you have a digital marketing strategy and plan, you will need to get this type of content pre-approved by a registered principal. Whether this is through a broker-dealer or an independent RIA, it is imperative to get your content pre-approved before posting to avoid breaking any compliance rules. Although a bit of a hassle this part is very important. Your compliance back-office if there to protect you too so it’s imperative you work with them instead of against them.
Additionally, you’ll also be doing some community management, and hopefully, be answering a lot of inquiries through direct messaging. Anything interactive, such as tweets, videos, or posts to your wall, will happen in real-time and obviously cannot always be pre-approved for compliance. Although they can’t be pre-approved, they should most certainly be monitored & archived by someone who fully understands the rules and regulations.
Your best bet is to have a policy in place and train anyone who will be posting content on your business’s behalf, such as an assistant or a social media manager.
A lot of firms use technology made available from outside vendors that allows all of your content to be archived and monitored in real time, much better to do this than try and do it manually.
Put A Policy in Place
By having a policy that aligns with FINRA’s rules and ensuring that your employees understand and know how to follow it, you will always be in the clear.
When engaging with clients, prospective clients, or anyone you interact with online, it’s essential to keep up to date with any changes to compliance so that your business can stay away from any issues.
Make sure you understand which posts should be pre-approved, which posts need to be reviewed, and ensure that your employees understand the importance of adhering to your policy. You can view all compliance rules here.
If you are affiliated with a B/D or RIA they have teams that do just this and then educate the field on how to best interact online. If you are independent this is on you and your firm to manage or find a firm to outsource it to.
Although being part of a B/D or RIA compliance environment can be frustrating it also is a major opportunity for you. If you do things correctly and are respectful of your compliance department you can stand a chance to influence their policies to better reflect the world we live in.
You Need to Archive Everything
Regarding digital marketing for financial advisors, it’s an absolute must to keep track of and archive any content you publish online. Regulations demand that you archive all of your content and activity for at least three years. Why? For your protection.
If anyone has an issue or dispute with something you have published or shared further down the line, you will be able to dig it up and prove your actions.
Keeping tabs on what you’ve posted requires proper archiving tools. Each type of contact or update needs to be archived, no matter what account you’re using. This includes sent and received messages, which should be reviewed and monitored as they occur. The monitoring of these messages guarantees compliance for financial advisors, so action can be taken if necessary.
For your website this also can be automated and made simple with strong workflows. I use Advisor Websites for my two sites and their dashboard is directly connected to my compliance back-office so they can review, archive, and approve all my website content.
Never Recommend A Particular Investment or Product
Again, this is for your own protection. By refraining from making any investment recommendations, you will not be held accountable for any of your audience’s choices. Your goal with social media, digital marketing, and your website should be to create an educational environment where people can come get to know you and learn about things in general terms.
You shouldn’t be recommend a product, investment, strategy, etc. since you have no idea who is seeing your message and what their situation is.
Instead you should be letting people get to know you, professionally and personally, sharing general principals and ideas, and so on. Your digital marketing efforts should lead people down a path to eventually them wanting to contact you. If done correctly people will know what you do and who you do it for. So build your tribe and let people contact you when they are ready.
Be Mindful of Third-Party Websites and Links
Using third-party sites to deepen your content has enormous benefits. The most significant benefit is through backlinks, which can improve your organic ranking on search engines and generate referral traffic.
Just take the same approach as with any of your other activities online, be wary of whether the content or website you are linking to is compliant with the rules and regulations set out by FINRA and SEC. This will be a tough one to manage but what you can do is make sure in your disclaimers that people understand you are not responsible for the information you linked to and are providing it as a value add since you believe it helps further your point and message.
In short, don’t link to any sites that may contain false or misleading information. As you begin to post compliant content, it will take no time at all for you to identify what kind of content is acceptable.
You do not want your firm to look as if it is endorsing any cunning content.
Lastly, my advice is to add a disclaimer on your social media profiles stating that none of the information you provide should be construed as investment advice – this will act as an additional barrier of security against any disputes. In fact, this is required by virtually all firms and is simply a best practice you should be using.
So, there you have it, digital marketing compliance for financial advisors in a nutshell. Yes, there is a lot to it, but it is clear you can be successful with your efforts if you stick to being honest, ethical, and following the letter of the law. Feel free to check out my advisor websites for Intrepid Wealth Partners and Tribe of Luxury for ideas and inspiration.
If you have any further questions in connection with digital marketing for financial advisors, please feel free to contact me – I am always happy to help!
I hope you find this article useful.