LinkedIn is an incredibly useful tool when it comes to networking and improving your advisor businesses. In fact, LinkedIn now has over 500 million members! With those many people using the platform, you would be missing out on a HUGE opportunity to grow your business.
When it comes to financial firms, LinkedIn is definitely the best way to go versus using Facebook or Twitter, even though those are also great platforms, as it is the most used platform amongst Fortune 500 companies.
How to Best Manage Your LinkedIn Page
Now that you know just how important it is to have a strong LinkedIn page for your company, check out these 7 tips for how to best manage yours!
Begin by Starting with a “Process”
Every good system of management needs a process as you can’t just start without a plan. Once you start your LinkedIn profile you shouldn’t just start requesting to connect with anyone and everyone on the platform, but rather you need to ensure that your profile is ready to go and that you have a plan for what you actually want to accomplish while using LinkedIn.
1. Store everything in a commonplace
First things first, you need to store, track, and maintain all of your content in a place that is easy to find. Depending on what you need from your clients, you need to decide how detail or high-level you need this to be. If there is a lot of information, then you can use editorial calendars to help you out.
It’s smart to organize the calendar by month and include who owns each piece of the content, what type of campaign it was a part of, hyperlinks, and where to find a photo for each post. It may seem mundane and like a lot of extra work, but if questions arise, it’s good to be able to find this information quickly and easily. You don’t want to wonder who posted what, or where the old content is stored, but rather want to find everything simple to resolve whatever may have come up.
2. Who are the Administrators?
It is so much easier to manage your company page if you designate some administrators. Only certain types can add other admins, post updates and edit your company page. So, if certain team members are managing your social media for you and you have a specific marketing plan with LinkedIn, you can designate who will be posting what. What are the different types of page administrators?
There are 4 types of Company Page administrators:
- Designated Admin: Employees can make edits to your page, add other admins, and post company updates.
- Direct Sponsored Content Poster: Marketers can share content to the homepage feed of LinkedIn members.
- Lead Gen Forms Manager: This role allows assigned admins to download leads from Campaign Manager.
- Pipeline Builder Admin: You have the ability to create and edit Pipeline Builder landing pages that are associated with your page.
Whoever you feel will do the best in these positions is who you should choose to manage them, so it is totally up to you and your employees and what makes you feel the most comfortable.
As you can see, in the above image, if you can view it from the “Admin View” then you have the ability to post content, articles, make edits, view the dashboard and many other features that aren’t accessible for most people.
3. Schedule Regular Check-Ins
Whether it’s a weekly email or biweekly conference call, it’s good just to get with the team and see how your LinkedIn page is performing. As mentioned above with administrators, many times it is not just one person running the account, but rather the shared “admin” log-in, so be sure to connect with whoever will be running the social posts on the account for that week or month, or however your company chooses to split the time of managing your LinkedIn profile.
Establish Some Type of Order
As a page manager, you need to be sure that you are maintaining a professional look and professional to those around you that will be reading your information and content. A LinkedIn page that doesn’t appear professional and is lacking order can make a company seem disorganized, which can in turn not really reflect who you are and not really show off your correct brand or voice. In order to avoid that, check out the tips below!
4. Do your research
What has worked for you in the past or what is working on other platforms? Even though LinkedIn is the most “professional” of the big 3 (Facebook, Twitter and LinkedIn) you can still see what works on the other platforms as this can perhaps work for LinkedIn, as well. Be sure that you are also keeping up with “hot topics” and what is trending in the news at the moment. This is a great opportunity to see what other businesses are posting so that you can share third-party content. Not only will this help with you appearing to be relevant with timely information, but other companies can also see when you are sharing their content, so that is a great way to connect with them and “network” in a sense.
5. Be Consistent
Whoever is the company page manager, serves as the page’s editorial director, so there needs to be some sort of stability and direction to the page. If there is not, then people that follow you will probably start to notice a lack of routine, which might carry over into your business, so it’s best to always keep a professional feel to your page. You communicate your brand messaging and positioning partly through your LinkedIn presence, so you need to maintain this.
Also, keep the branding consistent of your LinkedIn profile, just as YellowWood Wealth Solutions, LLC does with their professional logo and cover photo in the image below.
Additionally, in terms of consistency, be sure that the employees at your company have their pages LinkedIn pages updated, as well. Go back into your team’s LinkedIn profiles and ask them to click into their experience sections of their LinkedIn Profile, list their current employment against the correct LinkedIn company page. Having all employees listed is where the company page becomes really strong because people can look at that company and see all of your team members, which will, in turn, strengthen the brand of your firm.
Who are Your Audience and Goals?
The client’s goals should always at the top of your mind. Ask yourself, “Is there any way to modify this process to reach the goal faster?” Here are 2 tips to help you with your goals.
6. What does your audience want? What are their goals?
Which followers are you the most interested in identifying and targeting? Once you figure that out, then you can begin to decipher what topics and content types the audience most often engages with.
See what types of businesses follow you, and then you can create blogs, videos, podcasts, whatever type of information you think will boost engagement with your follower’s interest.
7. Make use of analytics!
Analytics are so important to the success of your LinkedIn profile! There are so many great tools out there for measurement so you can see how your pages are performing. Figure out what the numbers mean and how they can help your firm grow.
Each organic post made on a company page comes with many different types of measurements, such as impressions, clicks, interactions, and engagement. It’s important that you understand what each means. “Clicks” sums up the number of clicks made on the content, company name, and the company logo within the post, rather than just the number of clicks on the link. So research how LinkedIn keeps its metrics so that you can best understand what everything means.
We hope that these 7 simple tips can help you to manage your LinkedIn profile and bring about new networking opportunities and insights. LinkedIn is such an awesome tool for advisors to use and when leveraged correctly, they can connect with even more prospective clients, which will, of course, increase your lead generation and eventually help you to bring more clients to your advisory firm.
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About the author
Blair is a digital marketing assistant at Twenty Over Ten and has a passion for uncovering what drives online traffic and the highest engagement. She follows more animals on Instagram than humans and her greatest achievement is her daughter, Grey.