Here is something mind-blowing, LinkedIn is 277% more effective at lead generation than Facebook and Twitter. This is from a study from HubSpot last year of over 5,000 businesses. And it makes sense why so many financial advisors in particular are really excited about using LinkedIn for lead generation. Right? We know that 49% of LinkedIn users make 75,000 dollars or more annually. That’s much higher than the typical user on other social media platforms.
Also, people who are going to live LinkedIn because it’s a professional network are planning to see more professional content, which includes things like financial content. So today, what I want to talk with you about is five ways that you can really optimize your own LinkedIn profile to start generating more business. I’m Samantha Russell, the chief evangelist at 20 over 10 and FMG suite.
1. Setup BOTH Personal AND Business Pages
And so Let’s jump right in with the first tip. The first thing that I’m always asked about is should I be using a personal or business page on LinkedIn? And so the first thing I want to make sure that you’re doing is using both. So you absolutely want to have a LinkedIn page for your business, but know that the most engagement and where you’re going to see the biggest bang for your buck is going to come from your own personal page. So if you run a business and you get to make this decision, I would have every advisor and even support staff on your team set up their own LinkedIn pages and get them to start sharing content from the business page as well. You can also tag your business page and your posts when you share content that goes back to your website or your blog. Things like that.
2. Upload an A+ Headshot & Banner Image
The second thing you do once you’ve both set up and claimed both your business and personal pages, if you want to really pay attention to on your personal page, the type of headshot that you use and then the banner image behind it. So for your headshot, a couple tips. Number one, Make sure you smile. So much research has been done that shows that head shots where someone is smiling and a kind of smile that shows teeth. Actually, people respond more positively to those headshots and write them more favorably. So a headshot where you’re smiling. Also, if you can have at least 60% of the picture be filled up with your face, that’s a better ratio than stepping back farther and having it be a lot of your torso. You want it to be like 60% of the Photo to be your face, especially because those images can be really small on mobile devices. The other thing you want to make sure you do is wear clothing in the picture that you would actually wear for work. So if, when you meet clients or prospects, you’re typically going to wear just a Polo shirt, don’t wear a free pet suit in your photo. Right? You want to wear the type of clothing that is representative of who you are as a person. Okay, Let’s move on to the banner image behind it. So this is what I’m talking about when I say banner image, a lot of people still don’t even realize that they have the option to customize these banner images or they don’t know how. So a really easy thing you can do is use the specific templates that Canva has set up, which are free to use. If you don’t have a Canva account, you can create one. It’s a free tool, and we’ll link below to the exact URL you should go to to find these. But they have so many hundreds of different links in templates that you can use for your banner image that can make it really professional. And so whether you want to include logos of publications you’ve been featured in, or maybe awards you’ve won, or just a really interesting quick take about who you are and who you serve and why you’re passionate about it, those are all great options for your banner image.
3. Write a Great Headline
Okay. Once you’ve created your banner image, you want to have a fantastic headline. So the headline is the 120 characters that LinkedIn gives you to say who you are and what you do. Now. You don’t want to be gimmicky, but you don’t just want to say financial advisor. Right? You want to use those 120 characters as best you can. So what I suggest you do is really articulate the unique value that you provide. And the formula to get you thinking about this is I help people blank. And my approach is different because blank. So you fill in those two blanks, and that gives you your unique value that you can add. You don’t want to be gimmicky. I want to stay away from sounding like a salesperson or being too gimmicky. But Here’s a great example here from Jenna. So she kind of has it just broken into little statements, right? So we can see it says career strategist to women making 100,000 or more. So she’s very particular about who she is working with. She mentions faith and work to big priorities for her personal branding speaker. She’s got the little emoji there to go with Speaker and then your career story. So that’s a great example. Here’s another example from Justin Welsh. And he says, I coach small businesses, SAS founders, particularly to accelerate reoccurring revenue to toward 50,000,000. So again, Super Super specific on who he works with and what he’s helping them to accomplish. That’s what your great headlines should be written to do.
4. Personalize Your URL
All right, tip number four, you want to personalize your URL when you first sign up for LinkedIn, you may not realize this, but they’re going to give you a bunch of Alpha numeric letters and numbers that don’t really mean anything. You want your URL to just be your name or your name and something about who you are and what you do. So Here’s some different examples you can use, right. If your name is Alan Johnson, you can just have it be LinkedIn Alan Johnson. Or you can personalize it to say Alan Johnson financial Advisor, or maybe even Alan Johnson CFP. So you want to personalize that URL for SEO search engine optimization purposes, and we will again put the link below on how exactly you can update this URL.
5. Turn Your Summary Into Your Story
All right. Fifth and last tip to getting your LinkedIn profile in a great place is to turn your summary into a story. So we don’t want to just come to LinkedIn and read about somebody’s certifications or where they’ve worked. We want to hear about them so much, especially in financial services. We are choosing to work with someone because of a relationship. So when we’re vetting a couple people we’ve been referred to, we want to hear the story behind one of those people and why we might really resonate with working with them. So I suggest number one, writing your summary in first person. Don’t say Samantha Russell is a digital marketing expert and make it sound like someone else is talking about you. Use it as an opportunity to talk to the people you’re trying to connect with. Don’t just list your jobs and skills. Make a case for why you’re passionate about what it is that you do and what benefits people have from working with you. And don’t forget right below the summary section, there’s a featured section. Don’t leave this link either. You can link to other LinkedIn post you’ve had that have been really, really great and gotten viral. You can link to a blog page. You can link to your home page on your website. You can link to an award you’ve won. You can link to anything, and this feature section will be really prominently displayed. So anyone checking out your profile, we’ll see it there. So that’s it. Those are the five tips to really optimize your LinkedIn profile today in 2,021 specifically for financial advisors.
If you got this video was helpful, please give us a thumbs up or leave a comment below of what tip you thought was most helpful. And of course, if you have any questions, let us know, and we will see you back next week for another marketing tip.
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