by Advisor I/O
LinkedIn – the 800-pound gorilla in the professional social media world. No other platform comes close. 530 million members worldwide, 260 million are active regularly – it can be an incredible platform for network building and business, especially for financial advisors. In fact, there are over 40 million users fitting into the mass affluent category on the platform, and it’s the number two digital channel for investors when searching for information about financial advisors, second only to Google.
We connect with advisors on LinkedIn every day, and every day we see advisors work to build their network, drive engagement, and build their brand. While some advisors do it well, others are clearly struggling – boring content, profiles that aren’t optimized, selling too hard.
If you boil down LinkedIn to three things –it’s a network builder, lead researcher, and soft-sell tool. So when it comes to being successful on the platform you need to forget everything you know and ensure taking the proper steps, which we cover below.
The first step is getting your personal profile built out to help you attract and engage your network. There are a few key areas that you need to focus on.
LinkedIn is not about hard selling, it never should be, ever. This is where LinkedIn’s value is:
LinkedIn loves consistency. The algorithm rewards dependable users so it’s important to make your engagement strategy as much a part of your routine as any other critical part of your business. The entire goal of LinkedIn is to bring your target audience into your network so they can start to learn from you, and you can learn from them. Ultimately, the key is to become familiar and known, so it’s easier when you go to make an ask over time.
Connect with 10-50 people a week in your target market – doctors, lawyers, dentists, business owners, etc.
Share 1-5 pieces of content a week on LinkedIn. As you expand your network with those in your target audience, it helps keep you top of mind.
Get involved in conversations surrounding a specific topic. Hashtags and groups can be incredibly useful in this context.
Finally, one of the best tools out there to connect with people is Sales Navigator. If you don’t have it, look into it – you can get very specific on searches, save leads to lists, set alerts for connections you want to track, etc. Especially if you’re trying to market strategically vs. going with the shotgun approach.
Looking for more? Here’s another good read on Leveraging LinkedIn.
Any questions on LinkedIn, feel free to email the team at info@advisorio.co.