Top Tips for Venturing Into Social Media

If you’ve been hovering on the edge of posting, fretting over what to say (or how you’ll be perceived), you’re definitely not alone. In fact, during our recent chat with Ian Dempsey—IFA, financial coach and “the Money Man” on social media—so much reassurance and actionable advice was shared that I couldn’t resist putting together this little guide. Whether you’re ready for LinkedIn, intrigued by TikTok, or feeling pressure from others in the profession, there’s a way through.

1. Get Crystal Clear on Your Audience

One of Ian’s first tips was deceptively simple: decide who you want to speak to. Who is your ideal client? Get specific. Not everyone will be your client and that’s not just okay—it’s a strength. For Ian, it was business owners and company directors: people who value advice, understand the process, and are happy to pay for it.

Practical tip: Do a quick mind map of your past clients—who did you enjoy working with? Why? List out their common traits and let that shape your early posts.

2. Curate Your Network Ruthlessly

“Curate your feed,” said Ian. In other words: clear out your connections list. What’s the use in posting for hundreds of other advisers if you’re really looking to reach clients? Plus, as was pointed out, the “old boys’ club” in financial services can be quick to criticise. Don’t be afraid to block or disconnect from those who bring you down or just aren’t part of your audience.

Practical tip: Dedicate half an hour to review your LinkedIn connections. Unfollow those who aren’t your target (or worse, those likely to nitpick). You don’t owe anyone your feed.

3. Start Small, Start Messy—But Start

Imposter syndrome and perfectionism? We’ve all got it. The secret is to get the content out there anyway. Ian openly admits his early content was “terrible,” but done is always better than perfect. If you stumble, just delete the post—very few people are paying as much attention as you worry they are.

Practical tip: Pick just one platform to focus on at first (ideally where your audience is most active). Commit to three posts a week, even if it’s just simple advice or a thought you had in a client meeting.

4. Be Yourself—Really

Your clients, especially new prospects, want to know you, not a perfectly polished facsimile. That “authentically me” content is what breaks the ice, builds credibility, and allows people to feel like they know you even before the first call. The aim isn’t to be a newsreader; it’s to be relatable and real.

Practical tip: If video terrifies you, try Ian’s three-step test: Watch your video with no sound (does your body language work?), then listen without watching (do you sound natural?), then revisit after 24 hours for tweaks. But don’t get paralysed by the edit!

5. Repurpose—and Recycle—Your Content

You don’t have to create something new every day. Reuse written posts as videos, turn videos into carousels, and repeat your best advice every few months. Your knowledge is valuable; your followers won’t mind seeing it more than once (in fact, most probably missed it the first time!).

Practical tip: Keep a running note or spreadsheet of your best-performing posts. Refer back every few months and rewrite, update, or record them in a new format.

6. Look Beyond LinkedIn

One of the biggest surprises Ian shared? His TikTok and Instagram audiences skewed older—often 45 plus, and sometimes with high net-worth and complex needs. Social media isn’t just for twenty-somethings. Your future clients are scrolling right now.

Practical tip: Check each platform’s analytics after a few weeks of posting—you’ll be amazed who’s actually engaging.

7. Don’t Let Nay-Sayers Stop You

Negative comments—often from other planners—are more about them than you. Use your block button freely and remember why you’re posting: helping people make better decisions, building trust, and growing your practice.

Practical tip: Have a supportive WhatsApp or peer group for the moments doubt creeps in. Don’t go this road entirely solo.

8. Focus on Value, Not Just Leads

It’s tempting to use social media as a pure lead machine, but the real power lies in giving value without immediate expectation. Ian started by just putting helpful, educational content out there and watched leads follow later.

Practical tip: Every week, jot down three common questions or misconceptions you hear from clients. Turn these into short, clear posts—start there.

To sum up: Pick your audience, tidy your connections, get content out (imperfectly!), be human, recycle your wisdom, and don’t let critics get under your skin. The world is crying out for financial guidance—let’s be brave and wise enough to provide it, one post at a time.