LinkedIn for Financial Advisors: A Primer

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Linkedin Investor Usage

Source: Cogent Research


Linkedin is the most prominent social media network that investors use to research financial decisions.

With the large and every increasing number of affluent investors using LinkedIn, their expectations are that you have more than a presence. In order to provide value and differentiate from competitors, independent financial advisors need to actively engage.  Very simply, an active and robust presence on LinkedIn will enable you to better retain and attract new clients. 

  1. Increase your visibility, starting with a robust, search optimized profile
  2. Reconnect with clients and colleagues
  3. Get recommended
  4. Enhance reputation/build influence
  5. Prospect for new clients
  6. Share and join events/groups
  7. Conduct targeted advertising
  8. Set up a Company Page

This is the first of a two-part primer.

Linkedin Home Page

Source: Linkedin
(click to enlarge)

First let’s review the Linkedin Home Page.  It has gone through several enhancements in the last two years.  It lists all the activities in your network including: status updates, news, and recommendations, which you can filter, customize as you wish. It has also been greatly enhanced on mobile devices including smartphones, iPads and Tablets.

1. Step One is Complete Profile

Your LinkedIn Profile should be 100% complete and optimized with key words.  Write it in the 1st person as it will come across as being much more personable! linkedin profileFill out your contact information, work history, photo.  Link your website, blog, video and list any awards/professional recognition.

Your LinkedIn profile is a dynamic and evolving digital asset. You will want to be updating and upgrading it regularly.

Of equal importance is your professional profile headline. LinkedIn gives you 160 characters to showcase what you do and whom you serve in your business. Be clear with your headline and stay away from industry jargon or fancy terminology.

2. Reconnect With Clients And Colleagues

First and foremost, invite clients and colleagues to your LinkedIn page.  From the dashboard, you can view a small list of people – “People You May Know”  – that are connected to some of your contacts.  Hit “See More” to see additional people you may know.

3. Get Recommended

Then make some new connections via existing connections.  Browse your 1st Degree connections list to see their contacts and selectively request to be introducedLinkedin Connections to potential leads, prospects or business partners.

When you decide to invite someone to connect with you, send a personalized invitation that gives a reason for why you want to connect.  When you make a new connection, you can also gather valuable insights about that person and find creative ways to go deeper with the relationship.

4. Build Influence

An influential networker is a smart networker

If you truly want to build influence on LinkedIn, you will need to become a smarter-networker. Here are some smart LinkedIn networking activities that will position you as an influencer:

  • Post updates to your activity feed
  • Promote updates from your connections by sharing with your network
  • Introduce and connect others within your network
  • Leave thoughtful comments on what your connections share
  • Be personable in all of your messages on LinkedIn
  • Thank someone for sharing your updates
  • Congratulate someone on a recent success
  • “Mention” one of your connections in one of your updates
  • Publish and Comment in LinkedIn groups

Further, convert online activity into offline returns by using LinkedIn to support your outside marketing efforts.  This is an important factor in generating a return on your social media investment.

If you would like to learn more about Linkedin marketing or an overall impactful digital marketing strategy, contact us to begin the conversation.

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