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Social Media is a Common and Important Marketing Tool

Firms say social media campaigns are one of the most crucial tools in their digital marketing toolbox.

Advisors rank social media near the top of their list of most important marketing methods. Among survey respondents, 43% have used or plan to use a social media campaign, second only to email campaigns (48%) and followed by in-house referral programs (38%). Fewer advisors used webinars, client appreciation events and websites featuring custom content or other prospecting tools.

When asked which marketing methods were most important for prospecting, referral programs developed personally by the advisor are ranked ahead of social media. While three in four advisors say social media is an important marketing tool for prospecting, 81% rank in-house referral programs as the number one method for uncovering prospective new clients.