How to stand out on LinkedIn


Over 635 million people are on LinkedIn and that number continues to rise.

Being active on LinkedIn can help financial advisers establish authority, credibility and expertise. Rebecca Cofrancesco from Marketing Goodness shares her tips on how you can stand out on LinkedIn.

You got the memo, right? LinkedIn is the place to be right now.

Over 635 million people are on LinkedIn and that number continues to rise.

It’s the one social platform where people are in work mode. The audience is open to connecting, and they use the news feed to stay in touch with what’s happening.

There are more people consuming content than creating {hello Lurkers}. This means there’s a real window of opportunity for people who are brave enough to share.

So why LinkedIn for Financial Advisers?

LinkedIn is the place where financial advisers can establish authority, credibility, and expertise. Which leads to trust. And when you’re trusted, people think of you.

But how exactly do you get “seen” in a sea of 635 000 million users?

It starts with you (the first step in my YIKES framework).

You need to be clear on why you’re there, what you want to be thought of and who you’re talking to.

1. Have a great profile

Make a good impression with a well written, thought out profile that showcases who you are and how you help.

Many people make the mistake of treating their profile like a resume and making it all about them. But LinkedIn isn’t a resume. It’s a sales page where you get to talk about how you solve your ideal customer’s pain points and motivations.

You need to simplify things and talk like your ideal customers do. Bye-bye jargon. Use the words and phrases they would use to talk about the type of services or products you offer.

2. Use keywords to get found

LinkedIn works a lot like Google too.

Use words your target audience would use when looking for help. Pepper them through your profile.

Start by thinking about how your target audience would search for you. What are they looking for exactly?

Use those keywords in your profile in the places the LinkedIn search bots look.

  • Headline
  • Summary
  • Experience and Skills

3. Nail your headline

The most viewed descriptor on your LinkedIn profile is your headline so it’s important to get it right. It’s not your job title. It should be What you do and how you help.

For example,
Financial Adviser I Helping you live the life you want now and in retirement.

4. Use a professional, friendly-looking headshot

First impressions count. No blurry selfies, cropped photos or artistic headshots. And it needs to be current.

If I meet you in real-life I want to recognise you from your photo.

Make sure your profile is visible. Change your privacy to public.

5. Be Social 

It’s no surprise. To be good on social media you need to be social. That means you need to step out from behind the scroll and start talking with people in your network.

Be more of a giver than a taker by commenting on your connection’s posts and send a private message. When you’re ready to share your knowledge and expertise start to create your own content.

6. Start connecting

It makes sense to approach connecting with a strategic lens. Start with people you know, people you’ve met in real life, your customers and suppliers.

Your network will fill with quality connections of people in your target audience.

7. Get active

Being active doesn’t have to be posting every day. It’s about being visible.

It’s your job to start or add to the conversations online, with the ultimate goal to meet in real life.

Active can mean:

  • creating content
  • commenting
  • liking
  • sharing
  • conversing in groups
  • messaging

And don’t be afraid to show your human side. LinkedIn is a professional networking site. But it doesn’t mean you should leave your personality by the door.

Are you active on LinkedIn yet?

Think of LinkedIn as the long-game, where consistent, active management will pay off.

It’s your chance to change the narrative and showcase the great work you do. It’s an opportunity to show the benefits of financial advice for the people you serve.

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