As a financial advisor, it’s important to understand the difference between paid and organic traffic when it comes to advertising. Paid traffic involves paying an ad platform such as Facebook or radio to get your message in front of users, while organic traffic involves posting on social media platforms like Facebook or LinkedIn and hoping people see it.

The confusion between the two can lead to wasted time, money, and energy. For example, some advisors may pay an agency to create content and post it on their behalf, hoping to get leads, but that’s an organic strategy that takes time to yield results.

In the short term, financial advisors should focus on paid advertising, such as running Facebook ads, rather than just posting on Facebook. Paid advertising allows you to control how many people see your message and the offer they receive, generating faster results.

It’s important to know the difference between the two strategies and not expect short-term results from organic traffic. Understanding the distinction will help advisors discern between paid and organic advertising and make informed decisions on where to allocate their resources. By doing so, they can avoid wasting time and money on the wrong strategy and ultimately see better results in the long term.