The following is a guest blog post from Write on Red, LLC. Write on Red, LLC provides creative content and marketing solutions to enable small businesses, corporate and nonprofit organizations to more effectively tell your story, elevate your brand and compel your audience.
Most of us know that LinkedIn is a great resource for professionals. It allows us to keep track of our professional connections, search for jobs and reach out to experts in practically any industry.
Businesses should be taking advantage of LinkedIn’s broad network, too. According to HubSpot’s 2013 State of Inbound Marketing – Annual Report, 43% of marketers have generated at least one customer exclusively from LinkedIn. Statistics show that this social site full (and by full, we mean 200 million members full) of savvy career folks is also a cost-effective tool to market your business. So with new leads and a platform to market your business, LinkedIn seems like a no-brainer. But where do you start?
How to Leverage LinkedIn
Here are seven ways to put LinkedIn to work for your financial advising business.
1. Use Your Company Page To Tell Your Brand Story — Keep in mind that LinkedIn is professional, not boring. While it might not have the quick wit of Twitter or the personal qualities of Facebook, your story still needs to be told in a compelling, relevant way. Engage with your followers using status updates and content sharing. It’s important to remember that you may need to post links to other social media sites or your blog if a certain chapter of your story is better told through a different venue.
2. Boost Search Engine Optimization — LinkedIn already has a ton of authority on Google and other search engines. If you’re on LinkedIn, chances are that your page will pop up near the top of search results. To further leverage your web presence, make sure your profile includes your most popular keyword phrases. If your website includes these same keywords (it should), your profile will boost your SEO while presenting a consistent tone to customers.
3. Be An Information Hub — We all know that content is king in the world of marketing today. Be diligent about creating and sharing original content that demonstrates your expertise in the field. The beauty of sharing on LinkedIn (versus other sites) is that you can easily build credibility with not only potential customers, but also with other key partners and media contacts. If you post on a regular basis—three times a week is a good benchmark—LinkedIn can expand your reach beyond your website and social sites. But before you post, ask yourself the following questions: 1. Would I take the time to read this?; and 2. Would I be compelled to share this with my followers? Let quality drive your content strategy and watch your network do some of the “work” for you.
4. Be A Thought Leader — LinkedIn groups give you another great opportunity to share insights, engage with potential customers online and stake out your competition. Here are a few noteworthy groups for financial advisors on LinkedIn:
- Financial Advisor Network (FAN)
- FP&A – Financial Planning & Analysis
- Finance Club
- Certified Financial Planner (CFP)
- Independent Financial Advisors
Find the group discussions where your audience is active and join the conversation. You can also use the “Search Tab” and look for posts by topic that might be most relevant to you and your business. If the situation presents itself, include links to your company page, website or other resources.
Is there something that you’d like to talk about but you haven’t found the right conversation? Start a group or discussion of your own, or ask a question using LinkedIn Polls. All of these tactics attract attention to your expertise and simultaneously grow your network.
5. Strut Your Stuff — Take advantage of the various tabs within the company page that are available to showcase your business. Change up your cover images to reflect a range of products, campaigns and company values. Never leave the products and services portion blank, regardless of the industry. According to a study by Slideshare, 87% of LinkedIn users believe it’s a trustworthy source of information affecting decision making. That said, there’s no need to be shy about asking for recommendations on your products.
6. Advertize Smart — LinkedIn’s precision ad targeting ensures that your campaigns reach the right audience. If you’ve been looking to reach owners of start-up companies, now you can and with more confidence than ever. LinkedIn allows you to target by job title and function, industry and company size, and seniority level. With an audience of professionals who are more receptive to business messages, you can increase the quality of your leads. Did we mention you can write, target and start your ad in minutes?
7. Be A Creation Of Your Employee Base (just like in real life) — When it comes down to it, employees form the business. Encourage your employees to join LinkedIn and link to each other and the company. This quickly extends your network, increasing visibility. You’ll gain even more ground if their profiles showcase projects they’ve completed on the job and contributions they’ve made. The more your employees engage on LinkedIn by sharing updates and being active in groups and discussions, the more followers you’ll enjoy.
With LinkedIn at your fingertips, now is the time to let the social platform work for you. Don’t have time? That’s where organizations like Write on Red come into play, handling the content and making LinkedIn work for you without you doing a thing.