Most advisors have heard that they need to be on social media, they need be up on current social trends to attract younger clientele, they need to adopt the “new” style of social marketing, and so on. This is nothing new. And while it is true that social media is finally catching fire in the advisor industry, to be effective, you have to do more than simply create a Linkedin profile and forget it.
Many advisors have already embraced Linkedin as an extension of their marketing efforts. In fact, 91% of advisors who are using social media have a Linkedin account. Linkedin can be a powerful marketing and referral generation tool if you know how to use it right. To really make Linkedin work for you and your firm, here are some features you should be using:
Your profile. More than likely, you already have a profile on Linkedin. Are you keeping it up to date? Nowadays, investors aren’t just looking at your website, they want a well-rounded view of you and your business. In many cases, your Linkedin profile serves as a substitute or addition to your business card, so be sure that your profile is complete and that you come across as approachable.
Company Page. A company page on Linkedin is another step forward in increasing your firm’s online visibility by allowing you to provide a summary overview of your company, products, and services. You can also list your specialties and post relevant updates such as news or links to your website blog posts. People who “follow” your company page will receive all of your company page updates in their newsfeed. Encourage people to follow your company page by adding a Linkedin icon to your website. Just sign into Linkedin and go here to choose an icon.
Linkedin Groups. Join groups related to your professional interests, for example groups related to investing or RIAs provide a forum for connecting with others in your industry and staying on top of industry “buzz.” It’s also a way to gain exposure and to connect with people you would not have the opportunity to meet in person. Tip: If you’re unsure of which groups to join, pay attention to the groups where your connections are members.
Tags and Notes. Tags and notes are great for keeping your connections organized and helping you to follow up in a meaningful way down the road. Once you add a new connection on Linkedin, go to Contact Information on their profile page. You can edit the tags to better identify and filter your connections. Below that is Notes. Here you can write a quick reminder about how you met, or an interesting topic to follow up on later. Any note or tag you create for a connection is only visible to you.
Export Your Contacts. No matter what kind of CRM system you are currently using, you can keep your contact list fresh by periodically exporting your Linkedin connections’ information to a CSV. Under Contacts, click Connections then scroll to the bottom of the page. Toward the bottom you will see an option to Export Connections. As long as your connections are keeping their Linkedin profiles up to date, you should have their latest contact information.
Linkedin is a great social media tool for advisors because you don’t have to invest a lot of time to be effective. Spending a little bit of time each week updating your profile, contacts, and using the other features listed above can go a long way in helping you get the most out of your Linkedin efforts.