The world of financial advising is changing. Today, there are more ways to reach clients than ever before. Gone are the days where a man in a suit with an impressive office on Wall Street would be enough to get clients through the door. Nowadays, it’s all about marketing and networking online. And if you’re not already using LinkedIn as part of your strategy for business growth, then you should start now!
This blog post will explore some reasons why financial advisors should use LinkedIn to market their businesses as well as provide tips on how they can leverage this social media platform effectively.
Know Who You’re Ideal Target Is
LinkedIn is a great tool to use in order to find and target potential clients. But in order to get the most out of the platform, you must know who your target Audience is.
The platform allows you to search for people based on role, title, company, keywords, interests in groups or topics… everything you need to find your ideal target Audience and tailor your messages accordingly.
The best thing about LinkedIn is that users have volunteered this information on themselves through their own profiles (unless they take steps to hide this). This means that all of your contact emails and marketing messages can be personalized based on who you are contacting – no more generic “Dear Prospective Client” nonsense!
Improve Market Positioning
Let’s face it, there’s a lot of other Financial Advisors out there. So how do you set yourself apart, stand above the crowd and create your own market positioning?
Well, LinkedIn is a great place to start. You can make your profile stand out from the rest by growing and engaging with connections as well as publishing articles on topics that are relevant for your ideal clients, such as insurance or retirement planning.
By regularly posting content, you’re positioning yourself as an expert, as someone who can be trusted and “knows what they’re talking about”.
You can also improve your market positing by having a powerful LinkedIn Profile that shows up in search results. When we’re talking with Advisors, we often ask them… “if someone Googled you, what kind of market positioning would show up?”
Most Advisors have little to no online presence or positioning in their market!
To build authority, you need to start developing your online presence and publishing content that is relevant for the people who are looking for it.
The best way to develop an authoritative voice on LinkedIn is by having a powerful profile with great connections and engaging in conversations on topics related to insurance or retirement planning. You can also grow your expertise by writing articles which will lead potential clients back to you as well!
There are a few different ways to do this.
The first is by sharing your thoughts, expertise and knowledge with the LinkedIn community through articles that you publish or group discussions which will then attract people who may be interested in what you have to say! You can also share links from other sites like blogs where you’ve written an article about insurance industry trends or retirement planning tips. The more authority-building content that’s out there, the higher up it ranks online for people looking for information in those areas of interest. This is why building great content provides such a powerful return when done right!
Besides just written content, video is also a great tool for Financial Advisors. Videos can help build that Know, Like and Trust with your Audience and are yet another way to build your Authority.
A lead is a person who has expressed interest and exchanged their contact information for some of value in return.
LinkedIn makes it easy to generate leads because of the platforms search features and the fact that many people already have their contact information as part of their Profile.
Now it’s a matter of connecting and starting conversations and seeing if they’re interested in your Lead Magnet (Guide, video, PDF, course, 5-day bootcamp, etc.).
Once you have your Messaging down that consistently generates leads, you can use software or Virtual Assistants to largely automate or outsource the process.
We typically generate 25 to 40 leads a month for our clients – all from direct messaging on LinkedIn. You add in content and engaging in conversations that way, and you can add another 10 to 15 leads or more.
Once you have the Lead, the next step is to book an appointment.
To do this, you can send a message with your Lead’s name to let them know that someone from the company has reached out and would like to set up a time for a conversation.
You should also have some information about what they will gain if they take the meeting or talk on the phone: “We want to discuss how we could help improve your Financial situation.” Or “I wanted to see whether our wealth management services are something you might be interested in?”
The goal is simply getting people who expressed interest onto a call so that you can start to build rapport.
With LinkedIn, you no longer have to spend hours at networking meetings, Chamber of Commerce luncheons, or cold calling.
You can systematically generate leads and move them to booked appointments.
Leads and booked appointments are great… but the ultimate goal is to generate new clients. When implemented correctly, many of your new clients can come from the leads you generate with LinkedIn.
To help close those new clients, you need to leverage your unique positioning and authority and explain how the potential client can benefit from working with you.
The more you can differentiate yourself from all the other Advisors, the easier it will be to close new clients.
LinkedIn is a proven long-term strategy that should not be done in one day or even one week. Yes, we can have the entire system built out and generating results in as little as 30 days (hence the name of our program, 30-Day Pipeline Program), but to get maximum results, it’s the consistency of using LinkedIn over time that really builds your Authority and presence.
If you’re not using LinkedIn to generate new clients (or if you’re trying but struggling to use the platform to successfully generate leads, book appointments, and close new clients), then reach out and let’s hop on a call. There’s a good chance that between our Done-With-You program or our Done-For-You Program, we can help you add six figures or more to your business over the next 12 months.