Top 5 Social Media Tips for an Estate Planning Company

In today’s digital age, social media has become an essential tool for businesses to connect with their target audience and enhance their brand awareness. For estate planning companies, using social media platforms effectively can help them reach a wider audience, establish thought leadership, and drive client engagement. We are going to share with you, what we think are the top five social media tips specifically tailored for companies in the estate planning industry, to maximise their online presence and achieve their marketing gaols. 

  1. Identify and Understand Your Target Audience:

Understand your target audience before you start writing content for social media. Define the demographics, interests, and pain points of your ideal customers. A fun way to do this is by creating a few personas of each of your different clients, this can really help you understand these key points. By gaining a clear understanding of your audience, you can tailor your social media content to meet their needs effectively. Conduct thorough research, analyse your competitors’ social media strategies, and utilise analytics and insights tools, provided by platforms, to gather valuable data about your audience. For example, what type of content do they engage with the most, is it images? Videos? Questions? – whatever it may be, use this as your starting point.  

  1. Choose the Right Social Media Platforms:

It is essential that you select the social media platforms that are best for your target audience. For estate planning companies, LinkedIn is particularly effective due to it’s professional nature. LinkedIn allows you to showcase your expertise, engage with industry professionals, and establish thought leadership through articles and posts. This doesn’t mean you should completely rule out other platforms, such as Instagram and TikTok, you just have to think about what content is suitable for each platform and plan your content accordingly. For example, TikTok may not bring you many sales, but it will likely be the platform where you receive the highest engagement levels. Use it for brand awareness and to give your company a personality. According to the Digital Marketing Institute, social media is going back to its routes and becoming more about brand awareness and less about lead generation. If you want ideas on what to post, you can view our TikTok here:  

Rawnet said “stop underestimating the power of TikTok”…so that’s what we did! 

Facebook is also an effective tool for estate planning companies as it is another way for them to connect with their target audience. By creating a business page, sharing informative content, and using targeted advertising, they can reach a large number of potential clients. Engaging with users through comments, direct messages, and joining groups or communities of like-minded businesses or clients, can all be techniques adopted to build credibility and generate leads. Facebook offers a powerful platform for estate planning companies to expand their reach and strengthen their brand. 

  1. Create Engaging and Educational Content:

In the estate planning industry, you must provide value to your audience through informative and educational content. Share industry news, insights, best practices, and thought-provoking articles to position your company as a trusted authority in the field. Include visual elements such as infographics, videos, and images to make your content more engaging and shareable. The Digital Marketing Institute recently found that videos are the most popular form of content, which is probably by TikTok is so prevalent! Additionally, consider leveraging user-generated content and case studies to highlight the credibility of your business. As a general rule of thumb, we try to adopt the following strategy when coming up with our social media content: 

25% – Industry insight – sharing content from reliable sources etc 

25% – Business news – updates from us e.g. new product offerings, system enhancements, blogs etc 

25% – Personal insight – (e.g. barken legal, team insights) – this helps give you a personality and makes you more approachable as a business 

25% – Sales based content – information on our products, links through to our website/book a demo and so on. 

  1. Engage and Interact with Your Audience:

Social media is not just a one-way communication channel; it’s an opportunity to engage and interact with your audience. Creating a community online with your followers is what they are craving. Respond promptly to comments and messages to show that you value your followers’ opinions and feedback. Actively participate in relevant industry discussions, join professional groups and communities, and contribute your expertise to establish a strong presence. Encourage conversations, ask questions, and run polls or surveys to generate meaningful interactions and gather valuable insights from your audience. Use the information you gather to create content that you can use to steer further conversations and content. For example, you could create an infographic with results from a poll.  

  1. Monitor, Measure, and Adapt:

Regularly monitor and analyse the performance of your social media efforts, this can be done internally in most platforms, but there are also a whole host of platforms out there that can give you this data. Keep track of key metrics like reach, engagement, click-through rates, and conversions to evaluate the effectiveness of your campaigns. Use these insights to refine your social media strategy, identify what works best for your audience, and make data-driven decisions. Experiment with different content formats, posting schedules, and promotional strategies to optimise your social media presence continuously. Analytics tools can show you what time of day your audience is most engaged, for example, which can really help you get the most out of your content. 

In the digital landscape, social media plays a vital role in helping estate planning companies expand their reach, engage with their target audience, and establish their brand identity. By implementing the top five social media tips discussed, you can begin to realise the power of social media and how it can drive success for your company. Stay consistent, remain adaptable, and never underestimate the potential of social media in growing your business.

This article was submitted to be published by as part of their advertising agreement with Today’s Wills and Probate. The views expressed in this article are those of the submitter and not those of Today’s Wills and Probate.

Read more stories

Join over 6,000 wills and probate practitioners – Check back daily for all the latest news, views, insights and best practice and sign up to our e-newsletter to receive our weekly round up every Friday morning. 

You’ll receive the latest updates, analysis, and best practice straight to your inbox.