For financial advisors, Linkedin can be a powerful tool. In an earlier guest post, The Importance of LinkedIn for Financial Service Providers, it is stated that 70% of the buyers surveyed listed LinkedIn as the social media platform they are most likely to turn to when gathering information on service providers. Not only that, but LinkedIn is constantly adding new features that are attractive to both advisors and clients. There is no doubt that using LinkedIn in your financial services marketing is a good, and necessary, strategy.
Here are some tips for using LinkedIn to grow your financial services business.
It’s no secret that the key to social media is engagement. Using LinkedIn can enhance your current client relationships and also help cultivate prospects. To do this, you have to engage, participate and be active in the conversation- LinkedIn is no longer a passive digital resume. Here are a few ways to engage:
- Post content relevant to your current and potential clients
- Utilize InMail to introduce yourself to prospects
- Jump in on Group conversations
- Comment, like and share posts made by your Connections
- Congratulate. The “Congratulations” function is valuable because an advisor can reach out to someone who has been promoted or achieved a work anniversary and offer a compliment.
The Groups feature is one of the most robust features of the platform allowing you to not only connect with like-minded professionals, but also to connect with local organizations in your community.
There are more than two million Groups on the platform, with another 8,000 being added per week. Join groups where your potential clients will be. Try looking at the LinkedIn profiles of your top five clients, see what groups they are members of, and then join.
If you can’t find a Group that suits you, create one (or more!) of your own, just as we did here at Financial Social Media! Consider creating an internal Group for your advisory firm or a Group for your local community.
Example: One of FSM’s clients provides their products and services specifically to hospital and school workers. This particular client also happens to be located in Michigan. As you can see above, the advisor has joined and regularly engages with relevant LinkedIn groups (local networking groups and small business groups, alumni groups, local healthcare groups, etc). *Tip: Make sure you are only providing quality, timely content to these groups, otherwise you risk getting kicked out because no one likes spam!
Take Advantage of Advanced Search
LinkedIn’s search tools are constantly evolving, but they continue to be centered around keywords. Use the Advanced Search to look for people in a certain geographical location, employees of a certain company, people within a specific profession or even alumni that you attended college or high school with.
Test Out Targeted Ads
Just like with Facebook, the LinkedIn ad platform can offer you a highly targeted way to get in front of prospects. Precision targeting makes it easy. Consider all forms of ad formats; text, video, and text with images.
LinkedIn allows you to target by:
- Job title and function
- Industry and company size
- Geographical location
Example: Another FSM client chose to target employees of a certain company. Because it is possible to find this specific group of people on LinkedIn, a targeted ad campaign was created. As you can see, the advisor found success through this tactic.
Adjust Your Personal Settings
Since you will be using LinkedIn as a way to prospect, make sure your settings are set in a way that allows people to easily connect with you. You can find the Settings tab under your name, then scroll down and manage who can see your feed, your visibility, and your activity broadcasts.
Leverage LinkedIn Features
As mentioned earlier, LinkedIn is constantly rolling out features.
Here are a few of our favorites:
- LinkedIn Publisher
Publish your content directly onto your LinkedIn profile page and position yourself as an industry expert. Not only will it show up in your connections’ news feeds, but it will also notify them that you published an article.
- “Who Viewed Your Profile” Section
Find out what keywords people are using, find out where they are located and if they could be a good prospect. If so, send them an InMail.
- “How You’re Connected” Tool
This tool will allow you to strategically grow your connections by showing you how you’re connected. Take advantage of this information prior to reaching out to them.
- Showcase Pages
If you have multiple brand messages, you’ll love Showcase Pages. They will give you an opportunity to segment your content for the right audience.
- Company Page Analytics
Measure your efforts and figure out what works and what doesn’t. The Analytics page can also help you determine who your most active followers are, so you can target more people like them.