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Harnessing The Power Of LinkedIn For Financial Advisors


According to a recent Putnam Investments survey, around 80 percent of advisors are finding new clients from using social media sites, and on average, those new client pickups have added nearly $4.9 million in assets. Social media continues to grow as one of the most valuable lead generation platforms for financial advisors.

If you don’t see numbers from social media like the ones reported in the survey, it may not have to do with what you’re posting, but what you’re doing beyond posting. While content posts are the foundation of your social media marketing, they are only part of an overall strategy. Once you have your content in place, you need to start implementing a few more advanced strategies.

Given that it is the one social media site geared toward the business sector, LinkedIn is arguably the top performing platform for financial advisors, and there are plenty of strategic ways to use it. Let’s look at a few strategies you can start using on LinkedIn right away.

Powerful Tools For Winning With LinkedIn Marketing For Financial Advisors

Financial advisor prospecting with LinkedIn is easy when you know how to use the full range of tools available. From creating and sharing content that establishes your authority to building strong relationships with your targeted audience, LinkedIn provides the perfect platform for broadening your online presence and reach.

Ideally, you’re regularly connecting with people on LinkedIn, from new acquaintances to past clients and colleagues. The more people you connect with, the better chance you have of connecting with a prospect or getting more referrals. LinkedIn has a great advanced search function to help you target specific companies, industries, location, schools, groups, job titles, and more.

This type of segmenting is particularly helpful if you serve a niche audience. For example, if you primarily serve doctors, you can search for graduates of popular medical schools or employees of local hospitals. Or, if you cater to Millennials, you may search for people who have five or fewer years of work experience.


LinkedIn Sales Navigator

LinkedIn Sales Navigator leverages the network already on LinkedIn to your advantage by suggesting leads that fit specific criteria, including industry, seniority, location, among others. Through using keywords, you can connect with the decision-makers and influencers of your industry.

The tool is a comprehensive networking approach to prospecting for new leads and converting more prospects. With features like advanced lead and company search, lead and account recommendations, and even job changes and company news alerts, Sales Navigator makes it easy to target your efforts and tap into a tremendous pool of connection opportunities.

Publishing Platform

LinkedIn’s publishing platform is an ideal space for financial advisors to engage prospects and clients, create meaningful conversation, build strong relationships, and establish themselves as a thought leader. We’ve seen countless financial advisors experience success through sharing their guidance and expertise on the platform.

If you already blog, you can get more exposure for your content using the publishing feature. While you should keep your post on your website’s blog, post an excerpt on LinkedIn’s publishing platform and then direct readers to your website to read the rest of the post. You’ll drive more website traffic from your LinkedIn profile and remind your audience that you are actively educating people on the industry.

Watch this marketing tip video to learn more about publishing your content and the power of LinkedIn for financial advisors.


LinkedIn Groups

One of the most productive tools available with LinkedIn marketing for financial advisors is Groups. Advisors should join a few of the many groups featuring financial professionals and participate in a meaningful way while making new contacts, getting ideas for new content, and generating new business. LinkedIn groups can be a great lead-generation tool because it’s easy to find groups that are discussing financial matters.


For example, just searching on LinkedIn Groups under the word “retired” yields over 800 groups, and narrowing it down to “open” groups yields over 200 groups that share some  interest in retirement issues. Advisors choose groups that have particular interest for them, such as retired veterans, teachers, young professionals, and other niches, and engage in the conversation stream. As questions are raised, these advisors join the conversation with insightful answers to showcase their expertise and grow their reputation as a thought leader. It is a great way to build some new relationships and further build your brand.


LinkedIn Slideshare

Presentations are an essential tool for educating your clients on financial strategies, investment concepts, and other topics. If you create presentations for client events or other purposes, upload them onto Slideshare, the presentation platform within LinkedIn. With more than 60 million unique visitors per month, this platform offers advisors an excellent opportunity to connect with your target audience and establish your expertise.

The great thing about Slideshare is that it’s highly SEO-friendly, and Slideshares rank well in Google searches. So, if you repurpose your blog or presentation as a Slideshare, you have a greater chance of more people finding your content. A user-friendly platform, you don’t need to be a design expert to build a professional-looking Slideshare presentation that gets results.


LinkedIn Marketing For Financial Advisors: Building Your Profile


They say first impressions are everything, which is why creating a quality LinkedIn profile should be one of your top priorities. Whether you are using LinkedIn to connect with other service professionals, scout out talent for your office, or promote your specialties to your connections, a professional Linkedin profile can do wonders.


LinkedIn is the largest network of professionals online, and if you’re not a part of it, you’re missing a crucial marketing opportunity. LinkedIn reaches more than 300 million users worldwide, and 40% of its users check LinkedIn daily. We want to share some of our favorite tips on how to push your profile to the next level.


First and foremost, LinkedIn is a social networking site. To get the most out of LinkedIn, try to incorporate it into your content marketing strategy. We consider LinkedIn one of the “big three” that every service professional should be on, which is why we suggest posting useful, relevant content consistently. The more involved you are in the site, the more you’ll get out of it.


Once you complete your profile, you should take advantage of LinkedIn Mail, a direct correspondence between users. Their website describes it as a means “to reach anyone on LinkedIn, no introduction or contact info required. It’s professional, credible outreach — with your LinkedIn profile attached.” Focus on reaching out to specific people, do your research on who you are contacting, and reach out at appropriate times.


Pro Tip: Changing passwords on a social media account, security changes with platforms like Facebook and Twitter, and other activity can cause your LinkedIn account to disconnect from other social media accounts. Check out this video to learn how to reconnect your profile:

Treat your presence on LinkedIn like you treat your office space. Make it clean, professional, and a place in which you are proud to host your clients. Once your profile is complete, it’s time to get to work. Just as you do with your physical office space, invite clients to join you on LinkedIn, get creative, and use the tools available to be successful while you are there. We have a chapter dedicated to LinkedIn in our book, The Art of Inbound Marketing, if you are interested in learning more about this beneficial social network.

If you’re a financial planner on LinkedIn and want to learn more ways to tap into this lead-generating machine or you want to get your LinkedIn presence up and running, FMG Suite is here to help. Get a demo and find the tools and solutions you need to grow your business.