Question 5: What is the value of LinkedIn for small firms when the platform is crowded with individuals from major firms with more reach?
With all the larger businesses out there, it’s easy to feel lost in the mix. But if you have a smaller business, then LinkedIn can be an incredible way to grow it and connect with like-minded people.
LinkedIn offers an excellent opportunity to create content with a particular niche in mind or share content that answers your audience's pain points. And if you have a smaller firm, you can “cut through the noise” by sharing relevant blogs and articles and engaging with others.
Question 6: Do you have any advice for advisors to make sure they are adhering to compliance rules/requirements when commenting, posting, etc.?
With the updated SEC ad rule, advisors can now comment and interact with other people on LinkedIn, which can significantly broaden your reach.
However, like many things, compliance varies for each firm, so be sure to check before sharing and engaging.
Question 7: Do you have any suggestions for writing attention-grabbing content without crossing the compliance lines?
With the SEC ad rule update in 2021, advisors no longer have to jump through as many hoops, including gathering and sharing Google reviews. However, there is still red tape in the industry, and it can be difficult to share everything that you want.
One way to help is to establish a process in place. Depending on the size of your firm, it may only need to be approved by one person, or it may be multiple people, but determine your process to streamline reviews and share content quickly across social media.
Question 8: How often should we be posting?
LinkedIn recommends posting every business day on the platform. But I would recommend trying to post at least three times a week and no more than a couple of times a day, because your engagement will significantly drop after posting more than once a day.
Question 9: How do you get more likes and comments?
Post quality content that makes your audience want to engage, such as trending topics, pain points, and anything you think your audience will find helpful and engaging. Asking questions that require an answer is a great way to boost engagement, as this can get talking points going.
Another way to make your content stand out is to post with bullet points or emojis. Ensure you are engaging and writing thoughtful comments on other users’ posts. And follow the 80/20 rule—for every one post you make, comment on at least five others.
Question 10: What are some best practices for making connections and building your following?
Getting started on LinkedIn can be daunting, but it doesn’t have to be. Once you have reached out to your network that you already know, here are some other things I recommend trying.
1. Personalize connection requests.
2. Follow up on in-person networking opportunities.
3. Break growth goals down into achievable chunks.
4. Invite engagement by posting often.
5. Explore LinkedIn Groups.
6. Grab attention with visual content.
7. Engage with existing connections.
8. Promote your LinkedIn URL.
9. Leverage keywords in your profile.
10. Write and publish articles demonstrating expertise.
Searching groups and reaching out to a person with a meaningful message is much more effective than spamming. Engaging with meaningful comments or content is a great way to get people to notice you and your firm and want to connect with you.
Takeaways
While LinkedIn is still the most “professional” of all the platforms, it’s OK to have some fun with it. Get personal and let your audience see the real you. After all, one of the most important things you can do as a financial advisor is make your clients feel at ease, and showing them your authentic self is a great way to form relationships for years to come.
Susan Theder is the chief marketing and experience officer at FMG Suite.