Leveraging LinkedIn: Tips for Financial Advisors

Professional networking social media sites, like LinkedIn, are valuable tools for generating leads, strengthening existing client relationships and developing your brand as an advisor. If you haven’t already, it’s time to take your social media strategy seriously. These “dos and don’ts” will teach you how to better use LinkedIn to your advantage.

Do: Post to LinkedIn regularly.

Don’t: Post more than once a day. LinkedIn penalizes accounts that post multiple times a day and this may also alienate your followers.

Do: Understand your audience. Think about their age, profession, investing goals, and level of expertise.

Do: Share articles that are tailored to the needs of your audience. Make sure to tag related accounts, such as the publisher of the article, to generate more engagement.

Don’t: Share articles that have a paywall.

Do: Include your top takeaway in the post’s caption when sharing an article.

Do: Ensure your caption has a conversational tone. Your followers want to hear from a human, not a corporation.

Don’t: Use jargon that might be difficult to understand depending on your audience’s level of investing expertise.

Do: Experiment with different types of posts on LinkedIn to drive engagement.

• Use document posts to educate your audience. Simply upload a file (.pdf, .ppt, .doc) of a recent article you authored or slide deck you presented, add a captivating title and description, then share.
• Post a poll to engage with your audience and learn more about them. Ask your followers a question you think they’d be interested in, such as their opinion on market predictions or investment trends.
• Create a LinkedIn newsletter to regularly publish articles and share longer-form insights. Make sure to post to your network and encourage people to subscribe to your newsletter.
• Add a clickable link with a call to action to images when you post from your mobile device. This will generate more engagement than just sharing a link in the caption.

Do: Engage with other accounts by liking, commenting and sharing their posts.

Don’t: Shy away from posting content that doesn’t directly pertain to financial advising. LinkedIn users enjoy seeing photos from company events and conferences (remember to tag people!).