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Social Media for St. James’s Place Advisers


by Rachel Southcott, Marketing & Lead Gen Consultant

by Rachel Southcott, Marketing & Lead Gen Consultant

Whether you’re fresh out of the St. James’s Place Academy or you’ve been a Financial Adviser for years, chances are you’re looking for ways to generate leads.

Social media is often the first place advisers look to increase awareness and drum up new business.

Although, it can be difficult to know where to start with social media.

I’ve been working with St. James’s Place advisers for more than 5 years so I’ve got a solid understanding of what works, what doesn’t and, of course, compliance guidelines!

Before we delve into what works, let’s look at the obstacles to getting started with social media and what *not* to do…

Obstacles to getting started

Arguably the biggest challenge that St. James’s Place advisers face when it comes to social media is not compliance, but rather standing out.

With more 4,800 advisers under the St. James’s Place umbrella all vying for the attention of business owners and high earners, you may be tempted to give up before you even start.

The key to putting your head above the parapet is to avoid flooding your social media channels with content supplied by St. James’s Place.

  • It’s very corporate
  • It’s generic
  • It’s bland
  • It doesn’t generate engagement
  • Hundreds, if not thousands, of other advisers are posting the same content

While it’s easy and convenient to use SJP social media posts, they are not necessarily tailored to your ideal type of client, or the types of services you want to promote. Most importantly, they do not work! If you go onto LinkedIn and find an SJP adviser who shares these posts, you’ll see they get little to no engagement and may as well not post at all.

So what’s the alternative?

Well, there are other providers that offer a similar social media service to that of St. James’s Place, but the same issues arise:

  • The content isn’t unique to you
  • Hundreds of other advisers are sharing the same posts
  • It’s reasonably priced, but it’s poor quality

My advice is to steer clear of any service providers who churn out content and copy/paste for their entire client base.

Whilst social media has been around for YEARS, the likes of St. James’s Place and other firms in the wealth management industry are playing catch up. For a long time advisers were not allowed to post on social media due to compliance concerns. SJP is working to establish best practice and support advisers, but there is still a long way to go.

If you’re ready to take control of your social media strategy, here are some tips to help you get started…

Getting started with social media as a Financial Adviser

First things first, what are you going to talk about?

Content pillars

I recommend coming up with 3 to 4 content pillars. These are 3 or 4 key themes that are relevant to you and your target audience. By defining a select few topics you can remain consistent and build a personal brand around what you’re good at. If you talk about too many things in your posts it’ll be hard for your audience to pinpoint what you do and how you could potentially help them. Stay focused and you’ll build a reputation as the go-to person for XYZ.

Your content pillars should be a mix of both professional and personal topics. It’s no use sharing posts only about financial planning and nothing else. People want to engage with YOU, they want to learn about you as a person. For example, one of your content pillars could be golf, your dog, family life, travel, books, fitness etc.

People are more likely to engage with personal posts than professional posts that talk about your areas of expertise and the services you offer.

Professional photos

Whenever I begin working with a new client I always recommend they get a set of casual but professional photos taken. Photos are fundamental to your social media strategy. They will have a positive impact on the reach and engagement of your posts. They’ll also help you to build a personal brand and become more recognised within your online community.

Leverage St. James’s Place content

If you’ve read this article without skimming or skipping paragraphs you may be wondering why I have a section about leveraging SJP content.

Let me explain…

St. James’s Place has a comprehensive library of resources that you may as well use to your advantage. Whilst I don’t recommend using their ready-made social media posts, I do recommend using their content for inspiration.

If you’re struggling to come up with content ideas head to the SJP website or intranet and you’ll come up with multiple ideas in no time. Take their posts and put your own spin on them.

Be sure to create a brand that is distinct to that of St. James’s Place. Think about your style of imagery, graphics, font, brand colours etc.

These are just a few very basic pointers to help you get started.

How I can help you

I’ve worked with several SJP advisers over the last 5+ years from solo advisers who are launching their own Partner Practice through to some of the largest Practices within St. James’s Place.

I help them to develop a clear social media strategy that positions them as an expert, gets them in front of their ideal clients and encourages people to get in touch.

I offer a done for you service whereby I plan, write and publish the posts for you. If you’re interested to learn more, let’s have a chat!

Get results with social media

Book a 30-min call to get started →

Hi, I'm Rachel.

I’ve spent the last 10 years building a career in marketing and lead generation for financial and professional services. I’d love to chat with you to learn about your business, discover how I can elevate your marketing strategy and drive more leads.


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