What’s Actually Working for Financial Advisors on LinkedIn Right Now

I am so excited about this. I absolutely love LinkedIn. It is one of the platforms I think really moves the needle for financial advisers more than any other. And that has never been more true because of updates to AI search and what is getting sourced. So we are gonna do a very live hands on style workshop going through what’s actually working for financial advisers right now on LinkedIn.

If you are not familiar with FMG, FMG is an all in one marketing platform where it’s a piece of technology. You can log in, and through it, you can manage your website, your social media, your emails, your events, as well as if you want to really outsource a lot of the heavy lifting, we have a do it for me program where we have a team of marketing concierge that will actually run your marketing for you. So just a little bit about us. We’re excited for you all to be here. I would love to know in the chat what is maybe the number one thing that you’d most like to get out of today’s session. So here’s just an overview of what we’re gonna be talking about.

So many of you submitted really, really good questions ahead of time. We’re gonna get to as many of them as we can.

Aubrey, who’s on my team on the back end, has asked if you have a question, if you wouldn’t mind putting it in the chat because sometimes when it’s in the questions box, it’s harder for us to follow-up if afterwards we miss your question. So if you have a question, if you put it in the chat, we can all see it. We can all learn from each other, and then we’ll be sure to follow-up with you if we missed it live. Oh, wow.

Look at you all. You have great questions already. Emma’s asking about adviser pages versus company pages. Rosie’s asking if hashtags hashtags, excuse me, still work.

Joel is asking how often, what’s the best cadence for content. So we are gonna get into a lot of this.

And this is being recorded as well. You will get the slide deck. And then we also have a LinkedIn guide for advisors we’re gonna be sending out to everyone as well. So all of that coming your way, and let’s go ahead and dive in.

Okay. So one of the things that I think is really interesting in marketing that I why I love this profession is that it’s always, always changing. And I think the pace of change right now feels more intense than ever before. I think many of you feel that as well.

And the thing is, I still hear this a lot. Right? No one comments or likes my LinkedIn post. So is it even working?

Should I still be doing it? And my answer a year ago was yes. You should. There’s a lot of lurkers out there.

So there’s a ton of people that go to platforms. They read things, but they never comment. They never engage.

But now this is even more important. Even if no one ever likes or comments on your post, AI is reading it and using it to decide which people to show prospects when they are searching for the best financial adviser in Minneapolis or the best adviser in Philadelphia that works with physicians.

So we have a lot of data, but look at this right here. LinkedIn is actually the second most cited domain across all AI platforms, and we’re gonna dive into that a little bit more. But what’s crazy about it is a prospect can go to Claude, ChatGPT, whatever tool it is, and say, find me a CFP in Austin who works with physicians. Right?

Then Claude is actually going to look at the headlines of LinkedIn as one of the sources. So, yes, it’s looking at websites. Yes. It’s looking at the Investopedia top one hundred list.

It’s looking at all these different places. But LinkedIn is the second most common source that it’s citing from. And this is a you know, it depends on the query, obviously, but it’s become more important than ever before to really optimize your profile as well as pay attention to what it is that you’re posting.

So let’s dive right in, and I love keep all the questions coming.

And we are gonna start by talking more about optimizing for both prospects and the AI tools, and then we’re gonna actually go into LinkedIn. And I’m gonna show you in real time how you can make some different edits and changes. So if any of you want to be a guinea pig and have me look at your profile, that you can put in the questions panel. And drop your URL in for your LinkedIn page, and we’ll do we’ll pull some up live and go through them. But let’s talk first about how this all comes together. Right?

So the number one thing is your headline. So a lot of you just have financial adviser adviser at Russell Wealth or investment manager or owner of, you know, whatever. It’s very generic. But the thing is generalists get lost in the shuffle.

And so the more specific you can be, the more conversions you will have. So the formula that I like to do, and you have two hundred and twenty characters to do this, is you want to say what your role is and then your niche or who you serve and then also your location. So it used to be people, you know, when we thought about Google search, anyone anywhere could serve anyone anywhere, which is true. But AI tends to really look for advisers that are in the area of the searcher.

So if you have multiple locations, you know, there’s a different thought process behind maybe which one you choose, but adding a location is a good way to get found by even more people. So you can see here on the left, what you don’t wanna do. Right? Financial adviser at Russell Wealth versus retirement planning for federal employees in Greater Washington DC.

So let’s look at some exactly what to write. So again, you want if you have a credential, like, we know a lot of people are looking specifically for CFPs or CPAs, you can put that in there.

The more specific that you can be again about who you serve right in your headline, the better chance you have of being one of the sources that comes up when AI is looking for who to serve up to people. And try your hardest to not omit your location or just put California. Right? You want to get more specific.

Yes. You can say serving clients nationwide with it. So you might say located in Washington DC, serving clients nationwide. So you don’t omit for a human that you can work with them, but you also are helping the AI tool to find you. So let’s look at a couple examples here and I have linked all of these.

So this is Joe Marshall with Coastal Capital Advisors. He really focused on optimizing his LinkedIn in the last year, and he it worked so well that he basically had to stop posting and turn it off for a little while because he had such a great funnel going. So he has I exist so tech professionals don’t have to stress about money. I plan for them. Founder at Coastal Capital Advisors.

Then we have Thomas Kopelman. He has financial planner helping thirty to fifty year old business owners and those with equity comp build wealth, cofounder at AllStreetWealth, held head of community at wealth dot com.

You may have awards you’ve won, things like that. That I would put in the banner in the background, which we’re gonna get to in a minute. I would not put it in your actual headline here. So in my own headline, I used to have investment news thirty under forty under forty, know, luminary award winner.

Now that’s up in the banner and I use these words here in the actual title for the keywords I want to get found for. Because the the banner is more for humans who are gonna come and actually interact with your profile. The headline here is for, yes, humans, but also for AI. That’s what they’re going to scrape and source.

Okay. So hopefully, that helped with the headline. Why don’t we before we do this, actually, let’s go back.

I’ll stop sharing for you this one, and let’s pull up a couple of your pages.

Okay.

Can everyone somebody tell me in the chat. Can you see here J sit or Jaren, sorry, page? Let’s make sure everyone can see him as I pull up some okay. I got a thumbs up.

Thank you. So, Jaren, what does everybody think? Do we how can we improve, Jaren? Jaren, you just have vice president wealth adviser.

We need to give more context to who specifically you’re serving.

And you’ve got where you’re located, New York City metro area, so that’s good. But who are you helping? And, you know, how are you helping them? So you saw the difference in some of those previous examples that we gave you.

If I go down here to your about section, you have some information that you’re serving wealthy individuals. So maybe you could say families that have a certain amount of assets right here in your subject line. Right? You can get a lot more specific in that way.

Thank you for being a guinea pig for us. Alright. Let me click on another one here. Tanya.

Tanya’s got business sale adviser guiding owners and COIs through one million to ten million exits with clarity, preparation, and competence. Founder, INIX Consulting and Brokerage. What do we all think about that? I think that’s a lot more specific.

Right? I think that you you know, when you have with clarity preparation and confidence, that’s almost like too many descriptive words. If I’m really being nitpicky, you could, again, focus more on what is the problem that these folks have than your solution. I think when I’m in reading these headlines, I think I wanna be really focused on why does somebody work with people just like me or how are they a good fit.

But overall, if you didn’t change anything, you are light years ahead of everyone else. So well done that.

Actually, now I’m looking at your about section. She has selling a business is one of the most complex and emotionally charged financial events an owner will ever go through. Maybe lean a little bit more of of that into this. Maybe, you know, guiding owners through complex whatever it is.

That could really work potentially in that headline as well. Okay. You guys are awesome. Look at all these great examples that you’re putting in here.

Let me click on another one. Who do we got here? Doug Greenberg, founder.

After thirty two years and hundreds of exits, I help owners get the ending right. I like that. I think that’s a great tagline, but I do think you might be leaving out keywords that someone searching would look for. So if somebody’s going to AI and asking for help with something and they’re your they’re your ideal client, what would they ask?

Would they ask for someone to help with succession planning or business exit strategies? And I put those keywords in the headline here, if that makes Does that make sense to everyone? Thumbs up. If you you wanna think about what keywords are people searching for and then put them in your your headline here.

Okay. Getting lots of thumbs up. Awesome.

Great question from Erin. She’s asking or he I think it’s a she. Is this advice specifically for solo adviser firms? No.

This is for your individual profile pages. So a business page is something different, and we’ll talk about that in a second. Right now, we’re talking about each one of you has your own LinkedIn page with your picture on it. This is specific to that.

Okay? So we’re not talking about business LinkedIn pages right now. We’re talking about personal pages.

And someone is asking about the location underneath in the headline. Is that okay? Yes. So you can see here, once you’ve added your location specifically in LinkedIn and your contact info, you don’t need to add it into the headline again. You can just keep it here under the contact info page. However, if you have multiple locations, you could put in this part serving clients nationwide. Great questions.

Philip asked, should the descriptions try to use SEO keywords or do the LLMs contextualize more so we can be a little more descriptive than explicit? They definitely focus more on user intent than just pure SEO from Google did, but you still wanna think about what would somebody search for. So if they’re going to Claude or they’re going to ChatGPT or even Google’s, you know, Gemini, and they’re typing in, you know, I own a business. I’m currently looking for someone to help me with boom, boom, boom.

What are they gonna ask for and how can you pepper that into your headline? Okay. You look are all awesome. Let’s keep going. We will do more profiles in the next section as well. So now we’re gonna talk quickly about banners.

Everybody see this okay? Sometimes when I go back and forth between screens, I hope that you could all still see my screen. So this is all about your banner. We just looked at some pages. You’ll notice that some of them had their banner optimized and others did not.

But it is really one of the most ignored pieces of real estate on LinkedIn, yet the one when somebody comes to your page, it’s really the first thing their eye catches because it’s visual. So I put some, you know, little tips in here of what you might wanna do.

You don’t wanna go crazy and have it be so cluttered. Right? So this has a lot of information in it yet. I think it’s still okay because it has financial advice for tech employees, strategic planning, intelligent investing, accelerate your dreams.

Honestly, you could probably take out the accelerate your dreams part, but that’s just me being, again, nitpicky. But then the as seen in, that really lends credibility. We really want to really just hone in on what do you do? Have you been featured anywhere?

Have you won any awards?

Have you been in business for fifty years? Anything like that. Also, including your logo in your banner image is a good idea. So some of you submitted your pages for your headlines.

Why don’t we look at a couple of your banners? And I’m just gonna show you here. This is Emily Rasm from Archer Investment Management. She has help tech leaders prepare for complex liquidity events, IPO ready, tax smart, heart centered, and then she’s got our clients work at companies like with some of those logos.

So this tells you a lot in a very, you know, small little window of a visual cue.

You can see she’s got Forbes top women adviser, Investopedia top one hundred adviser, all of those down here. Again, I, if I were her, would add some of the keywords from the banner into the headline, but I really like her banner here. So that’s why I’ve included it as an example. So let’s look at some of your banners. Does anybody have a banner image that they’re incredibly proud of that they wanna show off? Let’s see.

We’ll open up another one.

Okay. So you don’t really have anything in your banner here, sir, that says anything about who you help or what you do. But you have a banner and you have a photo, so that’s right. Kudos to you.

But I think you have a lot of room for improvement. Right? So you have empowering generational wealth, financial strategies for business owners and families. I love all of that.

You could put more of that in your firm logo, maybe how long you’ve been in business, other key points. Because down here, you have I help high net worth individuals, families, and business owners. You could definitely put a lot more of that up here in this banner. So room for improvement, but well done on the about section and the headline.

Okay. Let’s look at another one.

I get it to open. There we go.

John Webster. So John has his logo in the background.

John, we I think the the good news is you have a lot of room to grow. So we can update your headline here to include a lot more about who you help, and specifically what types of services you provide, and then also reflect that in the banner itself. I wanna go back to this one, Doug’s. Doug actually has a banner that has a slider on it.

A lot of people don’t use this. So, Doug, kudos to you for having one that does slide. I would just say if you use this, a lot of people don’t wait for it to slide through. So they might be reading your page and then notice it slides through, but they don’t always click either.

So I would make sure whatever is on that first banner is the most important information, and then the subsequent slides are sort of just extra that add to it. But the main slide that you have at the top, the main banner is the most important one.

Okay. Keep all the questions and pages coming. Alan said my firm limits my banner to a boring one. Oh, well.

So sorry about that. Michael’s asking if FMG helps with this. So we don’t create your banners for you, but we do offer guidance just like this. And in our LinkedIn guide, we’d walk through step by step on how to make them.

Really, all you’re gonna do is go into Canva, which we have the instructions for, and you’re going to use that to upload your logo. There’s so many different templates in Canva, and it’s free.

And you’ll just follow the instructions as we’ve laid out, and then you’ll get your banner. And we’ve got all the info in there too about exactly the work, like, specifications. But, basically, you go into Canva and choose a template.

Okay. Let’s talk about the about section. So you can see there’s a lot of text in this about section here on the right, but there’s a very Joe did such a good job with his that I wanna use it as example. I’m gonna pull up his page again. But the number one tip for your about section is write it in first person. This is a story for you to tell, not your resume. So I see a lot of, just disclosure information.

I see people who leave it blank, which is, you know, horrible because, again, this is prime real estate for both a prospect checking you out as well as AI to pull information from here and source you. So there’s really three parts I like to think of.

Who do you help in the problem you solve? How your approach is different? And then the number one thing people forget to do is have a call to action. What do you want people to do?

So here in Joe’s, he’s like, here’s exactly how I can help you. And he’s got three things, free resources, which are daily posts, a free newsletter, and a free guide, or you can work one on one with me. And here’s how you can schedule a call. Right?

So really, really, you know, straightforward on what you can do. So let’s actually pull show pull Joe’s up here so you can see it.

So right? UEC, he’s got his page here. He’s got this about section, which tells a little bit of a story, and then here’s how I can help you. And then when you come down to his featured section, you can see you can book that discovery call right from this page.

You may also have the option he has get more out of your money. You can have this little section here say whatever you want. So you could have it say book a call with me, schedule a free consultation, get your free money guide, whatever it is that you wanna see, put there. But this is that call to action that you wanna make sure that you’re optimizing.

Does everybody know how to edit that, or would you like me to show you where to actually make those edits? Because I can take a minute and do that if you’re not familiar yet. Okay. Got one vote for please show us.

While we’re doing that, let me just pull up another person’s page here. We got Brent.

He has pre exit strategist helping business owners reduce or defer capital gains.

Twenty five years serving affluent families. That’s this pre exit strategy is helping business owners reduce capital gains. That’s wonderful. Solution focused, exactly what you do.

You have affluent families. I love all of that. Your banner has some room for improvement, but you’ve got your your name on there, which is great. And I like that the about section is story driven, so really great job.

Well done on there. You are missing that call to action up here, though. Right? If somebody comes to your page, what step do you want them to do next?

You want them to book a call? Do you want them to sign up for your newsletter, your guide? You can put that in there. Alright.

So I think we have enough votes for me to show you how to make those edits. So let me just go to my page.

Alright. So when you go in your page and you’re logged in, you can see down here all these different sections. So if I click this little edit tool right here, I can do a lot of different things that I want to change.

But right here where it says premium custom button, this is what you want to click edit to decide what you want to put there. So right now, if you click on that, it takes you to a a page where it has information about having me come and speak, things like that. But look up here. We can change it to be visit my website, view my blog, book an appointment, view my newsletter.

You can also put in a scheduling link or use an additional link. And the nice thing is if you once you toggle this on right here, it will display on everything. So let me show you what I mean by that. You see how when I’m in my feed here under Lisa, it says visit my website.

That call to action is right there in the feed, and I can click on it without even going to Lisa’s profile, and it’s gonna take me to that information, to her her website. So that is why that call to action is so important. It follows you around LinkedIn no matter what.

A lot of questions asking about premium. You know what, everyone? I should know the answer to that. I don’t think you need premium to have the call to action link, but maybe someone who doesn’t have it in real time could go look and tell us if you do or not. I thought when they initially rolled it out, at least, it was available to everyone. So hopefully, it still is. And you guys if someone would check and then let us know.

Brent is saying you do need premium.

Okay. So I guess that’s one of the great reasons to have premium.

I’m gonna show you another reason to have premium. Thank you, Brent, for doing that. I’m gonna show you another reason that I love premium here in just a second. If you’re trying to source more leads from LinkedIn and not just for, like, those spammy DMs, like, hey. Do you want a free financial overview? But let me we’ll get back to that in just a minute. Alright.

So the last thing in this section that I wanna talk about with your profile optimization is the featured section. How many of you have a featured section turned on where you’ve highlighted certain things about your work or a podcast you’ve been in or media?

A lot I’ve noticed that a lot of people don’t actually even have their featured section turned on, which I will show you that in just a second. But your featured section really and this is something I’m even working on from my own profile is the best conversions happen when you only have three things in your featured section. And really, the first one is some sort of media mention or something that builds authority. You know, you were featured in Forbes or you won an award.

The second thing is a direct either a link to book with you or some sort of lead magnet where you’re gonna capture their email address. And then the third thing is some either an event that you’re hosting that you wanna drive sign ups for, maybe a podcast you wanna direct them to, like a secondary piece of content. So let’s look at some examples. If we go back to Joe Marshall, who’s been killing it on LinkedIn, he’s got these three.

So you can sign up to be on his newsletter. So you’re you’re reading a bunch of his content on LinkedIn and you think this is great. I wanna get it right in my inbox. He has this free guide that you can download or you can book a discovery call.

So those are his three.

Here’s another example from my friend Isaac with Cordon Wealth. So he doesn’t have a call to action to book a call, but he’s got some awards and recognition.

He has this employee benefits planning page that talks a little bit more about how he works with different tech company employees. And then he has a downloadable to capture email addresses. So those are the three that, again, really work well. And I’m gonna put up sorry.

They went by too fast. Okay. I was just gonna say, I’m gonna go back to Joe’s and just show you in real time what that looks like. So on your feet on your profile page, remember, we got the banner.

We got the headline.

We got the about page. And below the about page is those three featured sections. Does everybody know where to find that in their own pages? Again, you’re gonna go to that little edit tool. I’ll just show you quickly again on mine.

So I already have mine added here. If you don’t, you’re gonna click add a section and then you’re gonna click add featured. Once you have it, you can come in here and you can edit it. So you can reorder by toggling up and down.

You can come in and add. So if I wanted to add maybe a send people to my website where I have a free downloadable, I’m just gonna put that URL right in here. Maybe I wanna send them to a YouTube video or a podcast that I did. So you can see the different types of featured section that you can do.

Okay. So we spent a good amount of time all about profile optimization because it is so important. This is just an audit that you can all leave here and do. So go through it.

Check it off. You’re all again gonna get our full comprehensive LinkedIn guide that’s going to walk you through this in even more detail. But at a high level, this is what you want to be doing. Was this helpful for everybody to go through that step by step?

Do you feel like you can go back and make some changes to your actual pages using the keywords that clients are gonna be asking AI to search for, making sure that you are strategic in what you put in each section and thinking about conversion. We really I mean, the whole point of all of this marketing is to get clients to contact us. So making sure that we’re doing we’re telling them what the next step they should take is. Okay.

We’re getting lots of absolutelies and yeses. Awesome.

So next up, let’s move on to the next section, which is what you actually need to be doing. Once you’ve got that set, the good news is might be a little bit of time, but once you’ve done it, you’ve done it. Then you can move on to what steps you actually need to take daily, weekly, monthly to make the most of LinkedIn and make it work for you.

So if there’s really only two things that you do on LinkedIn day in, day out, weekly, whatever you wanna say it, it’s these two things. The number one is to follow what we call the eighty twenty rule. So for every one thing you post, you need to be engaging with at least five other accounts. And there’s a genuine way that you should be doing this. It takes about ten to fifteen minutes.

Oh, I have fifteen to twenty minutes, I guess, as a starter. The the more you do it, the faster it gets. But what I mean by this, I’m gonna go through and show you. So for a lot of you, you might be working with FMG for instance and having us help put out the content on LinkedIn.

And that’s fantastic, and we’re doing it to follow all the best practices. You could edit the content in our app, which I’m gonna show you different things you can do. But what we can’t do for you is actually go in and engage with other people. And social media, the first word social, you need to be social.

It actually what we call primes the algorithm to show your post to other people. So let me show you how I would actually do this.

If I’m in LinkedIn and I come to my feed, let’s say that I want to make sure that a prospect that I really wanna work with is gonna see my post that I have going out later today or this week. I’m gonna pick on my friend, Alan Smith here. He’s an adviser in London. I can come to Alan’s page and look at what are some of the things he recently posted and then go leave a comment.

Now when my post goes up, the algorithm knows that I just recently interacted with Alan, and it’ll be much more likely to show Alan my post. You can do this with people you already know, but you can also do it with second and third degree connections. So if Alan is a great prospect of mine, odds are he’s connected to other people in the same industry that are also a good prospect. So I could click on his own connections, and I could start going through and saying, oh, David’s a CEO of this company.

You know what? Maybe he would be a good prospect for me. So I can click on David’s profile, and I can see what he’s posted and go leave a comment. David hasn’t posted in three months.

So odds are if I leave a comment on that post, he is going to notice it and go, who is Samantha Russell, and why is she leaving a comment on my post that I posted three months ago? And if I don’t make it sales y, I don’t make it spammy, then he will be a lot more likely to go click to my profile and say, oh, she helps people just like me with marketing and start reading what I’ve done. So this is such a key way to what we call prime the algorithm and get your content in front of the right people.

By the way, if any of you need to split out somewhat time soon, I post tips like these all of the time on my own LinkedIn. I see some of you requesting me as we’re doing this, but you can go to Samantha C Russell is my profile page and connect with me if we’re not already connected, and you will see a lot of these great tips right there in your feed as well. So that’s the first thing you wanna absolutely make sure you’re doing is thinking about who do you want your content to get in front of and actually going and interacting interacting with them. Right? Why you engage before you post, it’s really priming the algorithm, and it really helps the LinkedIn algorithm create a thread between the types of people you want to engage with.

So now here’s the part where we at FMG get involved and really, really help you. There are three types of posts that you want to make sure that are in your mix every week. So every morning, you’re gonna wake up while you’re drinking your coffee. You’re gonna choose a few people to engage with.

I know that that might be okay fifteen, twenty minutes, but think of how many amazing contacts that you could end up making because of that coffee and LinkedIn habit you get into. Joe Marshall, who I showed you before, again, he filled his entire pipeline organically just through using LinkedIn. So these are the three types of posts that you’re you’re gonna wanna do, and we at FMG help you with all of them. So we know that the algorithm likes different posts for different reasons.

So, of course, we wanna have an what we call an expertise post. When people go to your profile and they’re reading through it and they’re looking at what you post about, you want them to see you talk about financial planning topics or taxes or state planning, get into the nitty gritty of these things. Right?

That table stakes. Most people are doing that. But doing it in a way that gets people to engage is the tricky part and that’s where we commit. The second thing though is you wanna have what we call a conversation starter.

So you wanna be asking questions in your post or sharing something that most people might not have thought of or talking about something timely. Right? So at FMG, for instance, when the whole Iran war started, we, within, I think, like, twenty hours, had something ready to go that, you know, our clients could use and post to get, you know, a, to keep people informed, but b, because it is a conversation starter. It’s what people are already talking about.

And then the third one is personal posts. If you’re a part of our do it for me program, you know that your concierge that you’re paired with is constantly asking you, you know, do you have a personal photo we could use for this? So what I mean by that is let’s say the post is about college planning. Rather than just using a stock image, we would say, do you have a picture of you and your kids or you and your grandkids or something like that that we can use in the post itself?

Because we know when we use a personal photo or a personal angle, we’re going to get so much more engagement on that post. So this is the three post mix that we have to have in order for the content to be successful. So again, we wanna start by optimizing the profile, then we wanna start engaging, and we wanna make sure that we have this mix. And I’m gonna show you some examples of all of those.

But, Aubrey, in the interest of time, because we always lose people around this mark, why don’t we put up a poll?

And if you’re just, like, drinking from a fire hose and you’d like to work with FMG to learn more about how we can help you with your marketing, with crafting content to put on LinkedIn, making sure that you’re growing organically, being found by AI, then just hit yes, please, and we will contact you whether you stay to the end or not.

You can just answer that poll. Okay. So we talked about the daily, weekly, monthly with engaging and then also with the types of posts. One other thing I just wanted to show you before we go into those examples is this. How many of you actually go back and look at who did you email, who did you meet with, and not just maybe the prospect themselves, but their family members or their admin, you know, the person helping with their calendar and connect with them on LinkedIn.

This is such a missed opportunity, and I have advisers all the time ask me, how do I grow? How do I get more connections, more followers? This is it. This is the secret sauce. If you do this every week, and this is something you can outsource, right, to an admin, a VA, You just go through your calendar in your emails, and every single person you emailed or met with, send them a connection request. And it makes a massive, massive difference in, you know, how many people are you’re now connected to, which also changes how many people are commenting, liking, and your visibility.

Okay.

So hopefully, all of those are helpful tips. Let’s go more into back into the actual LinkedIn. I’m getting a lot of questions from people asking about the slide deck. And if they can have it, yes, absolutely. We will be sending that to all of you as well.

Okay.

So I mentioned this at the very beginning, but LinkedIn is the second most cited domain from AI right now beating out even YouTube or Wikipedia. So optimizing your profile and then making sure your content is structured in a way that it can will get found is critically, critically important. And the percentage of these citations is only going up, and it’s not just in any one it’s not just ChatGPT. It’s across all of these platforms. So in your content, here’s an example of an FMG post that we did about social security.

You wanna be answering in your content questions that people are going to AI tools or search tools to ask. So I’m gonna show you what you should do and what you shouldn’t do, and then we’ll go back to that example. So that was a post again that we at FMG through our do it for me program put together. But if you, know, have a post and it’s thinking about retirement timing or when you should start taking Social Security, I talk with a lot of clients about it.

Everyone’s situation is different. That is never gonna get sourced by AI. AI likes very concrete answers. And so something like when should you take social security is not concrete, but you can make it concrete by writing it this way.

Here are three things that determine the answer. Your breakeven age, your spouse’s benefit, whether you’re still working. Right? So the point is you don’t wanna just constantly say it depends or you can you’re basically still saying it depends, but you’re saying it in a way that AI would source.

Does that make sense to everyone? So that is the way to structure the content in a way that AI will actually source it. And that’s the way that we are writing these posts for LinkedIn, for social media, for blog posts through the FMG library. I’m gonna skip past that and go to this because I know a lot of you are asking me about prospecting.

So with LinkedIn, one of the things that so many people are not doing, but this could be the number one thing to grow your firm in twenty twenty six and beyond, is combining webinars with using LinkedIn to prospect for those webinars. So here’s what I mean by that. Here’s an example of a LinkedIn page we put together for today’s event.

You can see that the link to, you know, go sign up actually is taking you to a landing page that takes you to sign up via Zoom. So on your through FMG, you can create event pages, and we will even give you slide decks. We’ll give you everything you need to run the event. You create the event in Zoom.

You put the link in, and then you can use LinkedIn to prospect for that event. So I’m gonna show you what I mean by that. Let’s say I wanted to host a webinar for physicians talking all about paying down their medical debt, medical school debt, while also growing their practice and insurance and all these kinds of things. And I wanna specifically I’ve I’ve got a good track record working with physicians at the Mayo Clinic.

I can come in here, type in physician Mayo Clinic, and start looking at who comes up in my feed, both people as well as posts from people that work at these places. So again, we know one of the top ways to get someone’s attention on LinkedIn is to leave a comment on one of their posts. A lot of you are asking me about DMing people. And you can all say in the chat how annoying it is.

I’m sure all of you get a million DMs a day as financial advisors from business coaches and marketers saying they can help you.

All of these professions get the same thing. So my strategy is always rather than sending a DM as a sales pitch to leave a comment first. Because if I comment on your post and I just say, this was so informative or here’s my experience, I will get your attention and you will not be annoyed. Nathan just said they’re so annoyed. And a lot of you feel that way. And I know some people have had luck by sending a hundred DMs a day.

But I think by being way more strategic, you can get in front of the right people a lot faster. So the strategy instead is you type in, you know, who you’re looking for.

You start looking at posts of these folks, and you can leave comments on them. You can also come up here though, and you can filter by all different types of things. So if I wanna just look at people, I can see all of these people that are listed as some sort of physician there. Then I can go back to my event. Remember, we can create an event page on LinkedIn, and there is a way let me just forward here.

On LinkedIn, on your event page, you have these tools under share. So you can copy a link or send an invitation directly. So if you don’t yet have the emails of these physicians at the Mayo Clinic, you can copy the link to your event page and send it to them in a message. So first you engage with them, you leave some comments on their posts.

Then if they, you know, either say something back or you wait a couple days, then you send them the link to the event. Hey. You know, I saw your physician at the Mayo Clinic. I’m actually running a workshop all about helping physicians pay off medical debt while doing this or whatever the topic is.

Here’s a link if you are interested in attending. It doesn’t cost them anything. You’re not asking for a one on one meeting. This strategy works so well to get new blood in your lead list without having the emails themselves.

Now to do that advanced search, you do need the LinkedIn premium feature. So remember I said earlier, there’s lots of reasons to try to get it. The good thing is you can pay month to month. So if you wanna try it out for a month or two and then turn it off, you can.

But we have seen clients have amazing success by using the assets we have in FMG’s library. So we have an entire event toolkit. Once you get them to come, you can then use FMG’s drip marketing to follow-up with timely content related to them specifically. Right?

So if your whole webinar is about social security, we have all these drip emails about social security. If you wanna talk about estate estate planning or taxes, whatever it is. So this strategy works so well when you’re trying you don’t have any new emails of new leads and you want to generate new business organically. This is my top go to strategy that I suggest.

Anyone have any questions or has anyone used LinkedIn for events before or to have you used FMG’s event toolkits? Whether it’s the slide decks we have or and we have a whole another webinar that I’ve done all about FMG’s events toolkit. So if you’re not using it, but you have FMG or you’re interested, certainly reach out. Joel just said comments on LinkedIn got me a meeting with Ray.

And I’m gonna butcher the last name, Dalio for lunch next month. I feel like I should know who that is. I’m so, so embarrassed, Joel. I don’t know who that is, but it sounds like someone I should know.

But well done either way to you. Okay.

This is just the tips about creating your LinkedIn event. You want to make sure that you create the event in Zoom and through your FMG website first, and then you’ll create the event on LinkedIn and link from one to the other. Again, if you want the webinar replay that walks you through exactly how to do this where we went into it in-depth, just let us know and we can send it to you. Oh, he’s the largest hedge fund manager.

Well, well done. I hope the meeting is a smashing success. Okay. So we are at the forty five minute mark.

So I’m gonna go through and answer as many of your questions as I can. And while I’m doing that, I just want to I’ll put up this QR code right here.

And if you hover over that, you can also schedule a time to meet with our team and we can go over what you’re currently doing in your marketing, how we can help you improve, all that good stuff. So thank you, Aubrey. Aubrey just put the link to that webinar, the previous webinar all about events in there. So you can go ahead and click on that and watch it. Okay.

Let’s see what some of these questions are. Is LinkedIn useful for featuring in person events? Yes. A hundred percent. I would just I think if you’re inviting complete strangers, it’s gonna be a lot harder to get them to attend.

Webinars that are informational, like someone just did one the other day about new AI scams that are targeting seniors, and it was very scary. I wanted my parents to go to it. Those are, you know, they’re low cost. Well, they don’t cost the person anything but their time. They don’t have to attend. If they’re freaked out going to a situation they don’t know anyone, it’s very, like, you know, low effort for someone that does not know you at all.

Okay. Someone asked about getting posts through LinkedIn compliance.

If you’re using FMG, every single thing that we put out automatically will get routed through your compliance. So it’s very easy. You don’t have to deal with it, and some of them are already preapproved. That actually leads me to this.

If you’re not aware of our do it for me program that I mentioned earlier. So this is what it looks like at the beginning of the month the previous month. So you would have gotten April’s calendar in March. You get a calendar like this and you can see here where it says social media, all of these posts.

So how much will health care cost you in retirement? Caring for aging parents, managing the stress, making the right call. When should you take social security? So it’s preloaded for you and then your concierge will work with you to decide which post to use.

They’re formatted in a way that we know AI likes, but then you can also make any edits and personalize any of them based on your audience as well as just your voice, all of that. So if you’re really looking for a turnkey marketing program where someone’s not someone’s gonna implement it for you and you get all the content, you know everything is focused on the new world of AI, definitely check out our do it for me program.

Okay.

Let’s see what other questions we have.

Five we have an event page for our quarterly webinars, says Kelly, but it usually draws RSVPs from COIs. Finding cold prospects is hard because we serve high net worth, ultra high net worth. I mean, I think having the event page on your website is great, but if you put it on LinkedIn and then you also think I’ll let me just show you an example. So for today’s webinar, I wanted to post about it, and I wanted that post to be something that would get attention.

So rather than just saying, hey, financial advisers, I’m posting or I’m gonna host a webinar on LinkedIn. This is what I did. If you feel like no one likes your comments on my LinkedIn posts, I have bad news. You might be right, but the AI tool your next prospect is about to ask for an adviser.

It’s reading every word. And then I went through I gave tips of what we’re gonna talk about today.

And then I said, comment LinkedIn, and I’ll send you the workshop link. And I used a slide from today’s session. So if you’re gonna promote an event on LinkedIn, this is the way to do it. Don’t just say, hey. We’re gonna host an event on when’s the best time to take social security.

Instead, you wanna give away something you’re gonna share in the session that’s so valuable that people would say, oh, wow. I didn’t know that, and I need to know more, and then they wanna sign up. And the reason I didn’t just put the link here is I wanna get as many comments as possible so that the algorithm shows it to even more people. And you can see it worked. There was a hundred and sixty four comments on that post. So, obviously, we’re not gonna do that for every post. But when we have an event to promote, this is a really great way to do it.

Rosie asked, are hashtags still a good idea? You can certainly still use hashtags and they’re searchable.

But because all of these tools now are using AI and intent to find what they’re looking for, right, if I come up here and I search for something, the hashtags are not as important as they used to be by a long shot. So you’ll see I don’t use them in my posts. If you really like them or you some people like to go back and look at all their posts tagged with one hashtag, you could keep doing it. But for search visibility, it’s not as important.

Okay. Let me see what other questions I missed.

Okay.

Can FMG help me to get people in seminars using social media such as Facebook and other media? Yes. So, again and was it going into the event side of it today? But through FMG, we have an entire event toolkit that creates the event.

You get a landing page, and then there’s an automation that will send people the registration link. Once they sign up, it sends them more information. If they don’t click it to sign up, it sends them a reminder email. So it’s like a drip series of sequences.

And, again, you can pair it with this LinkedIn strategy for a really, really, really good outcome. Joe said events sound powerful but kind of scary. Well, Joe, I got a tip for you. If you’re scared because you don’t wanna get in front of everybody and talk like I am right now, a really great thing that you can do is to find somebody who does love to talk, a tax planner, you know, somebody else on your team and bring them on.

It could we had somebody bring on an FBI agent to talk about scams, identity theft, Have them talk a little bit and then talk about how you help in, you know, parallel. So let them kinda do the heavy lifting. We also have a ton of slide decks in the FMG asset library that will do all the hard work for you of creating the visuals so that you can just show up and talk.

So many people are asking for the recording of the webinar. Yes. You’re all gonna get it, and I’m so glad that you all want it. That must mean that there was some good value in it.

Hopefully, this was really helpful to you. We tried to pack a lot into a small period of time. If you thought it was good, we love to hear your feedback. So telling us, yes, this was helpful or more like this, please you know, we love all the feedback.

If we didn’t get to your question, we will email you if, you know, if there’s an outstanding question. But thank you all, and thank you all for offering to be guinea pigs.

I am trying to build with AI a LinkedIn assessment tool where you can just plug in your tool, and it’ll give you Samantha’s assessment of what you should change. So stay tuned. Hopefully, that will come soon. And we do have a new AI newsletter that just launched.

Aubrey, I don’t know if you can find the link to it, but if you would like to get on that, every month, we send out what’s new in the world of AI marketing and how you might wanna think about changing some of your strategies, what we’re doing at FMG, what news you should pay attention to, and what you can ignore. We just launched it last month, and I already had five hundred people sign up. And I love writing it. So if you’re interested in that, let us know, and we can get you on the list for that AI newsletter as well.

But thank you all for your time, and I hope we can oh, she just put it in there. So awesome.

The LinkedIn guide, Scott, is gonna be sent to you with the webinar replay and the slide deck. So you will get all those assets very shortly from my team. Again, thank you all for being guinea pigs and sending in your profiles. And I’m so glad this was helpful to so many of you, and I hope you all have a great rest of the week. Thanks, Thanks, everybody.