5 Advanced Ways Financial Advisors Can Use LinkedIn
According to a recent Putnam Investments survey, around 80% of advisers 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 client-garnering platforms for financial advisors.
If you haven’t yet gained new clients from social media, 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 don’t make up your entire strategy. Once you have your foundation in place, you need to step up your game and start implementing a few more advanced strategies.
LinkedIn is arguably the top platform for financial advisors, and there are plenty of strategic ways to use it. Let’s look at a few simple strategies you can start using on LinkedIn right now.
Ideally, you’re regularly connecting with people in LinkedIn, from new acquaintances to past clients and colleagues. The more people you connect with, the better chance you have of connecting with a potential new client or receiving a referral. LinkedIn has a great advanced search function to help you target specific companies, industries, location, schools, groups, and interests.
This is particularly helpful if you serve a niche audience. For example, if you primarily serve doctors, you may 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 salespeople’s advantages by suggesting leads that fit certain standards, such as industry, seniority, location, and many more. Through these keywords, you can connect with the decision-makers and influencers of your industry.
We wrote all about LinkedIn Sales Navigator for advisors, if you want to learn more about this tool.
LinkedIn’s publishing platform is an ideal space for financial advisors to connect with prospects and clients, create meaningful conversation, encourage interaction, and establish themselves as a thought leader. We’ve seen countless financial advisors experience success through this tactic.
If you already blog, you definitely want to take advantage of this platform. 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.
LinkedIn Groups make it easy for you to find like-minded professionals and join discussions on business topics. There are more than two million groups on LinkedIn and you can join up to 50 and own up to 30 groups. Use these groups as opportunities to network with prospects in your target market in a non-sales pitch manner.
For example, let’s say you work with affluent professionals, some of whom collect classic cars. You may join a few classic car groups and share a post on how to tie your car collection into your financial plan. You can also join groups specifically for financial advisors to bounce ideas off one another.
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, which is a platform within LinkedIn. With more than 60 million unique visitors per month, this platform offers advisors a great opportunity to connect with a wider audience.
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 nice looking Slideshare presentation.
Implementing a few of these strategies can help you build your LinkedIn profile, connect with more prospects and clients, build strategic partnerships, and enhance your marketing. Happy networking!