Social Media

8 Tips to Help Financial Advisors Generate Leads Using LinkedIn

When you think about social media platforms, usually ones like Facebook or Twitter, but today, LinkedIn has over 575,000,000 registered members! And HubSpot even reports that LinkedIn is 277% more effective at generating leads than Facebook and Twitter!


With those statistics, you would be missing a huge opportunity if your advisory firm weren’t using LinkedIn! If you aren’t currently on LinkedIn, then there is no better time than now to create your LinkedIn company page! If your firm already is using LinkedIn or maybe just getting started and looking to leverage the platform even further then check out our tips below to generate more leads using this powerful social media platform.

8 Ways to Generate More Leads Using LinkedIn as a Financial Advisor

1. Include Links to your Blog, Website and Other Channels

If you are looking to generate more traffic and increase your SEO rankings, then you should consider adding links to your blog posts, whitepapers, social networks, and other online platforms. The more outlets that you use to get the word out, then the more traffic you will generate.

What’s even better is that you can add up to three websites on your introduction card on your LinkedIn profile, so take advantage of that space by adding links to your websites you want your clients to see. It’s very simple, so if you want to add a website to your profile, then follow the below steps!

  1. Once logged in, click the “Me” icon at the top of your LinkedIn homepage
  2. Click “View profile”
  3. Click “See contact info” in your introduction card
  4. In the “Contact info” pop-up window click the pencil/edit icon
  5. In the “Edit contact info” pop-up window, click “Add website”
  6. Copy and paste your website address into the “Website URL” field
  7. Choose the type of website from the dropdown list
  8. Click save

2. Join LinkedIn Groups and Engage with Them

Joining groups on LinkedIn is a great way to interact with others! As we mentioned at the start of this blog, there are SO many people on LinkedIn, so it’s easy to get lost, but if you join groups then you can connect people to their interests, industry, or area of focus. What’s more is that you can share content, find answers, post and view potential jobs, create business contacts, and establish yourself as an industry expert!

LinkedIn Groups

You can very easily discover groups on LinkedIn by searching for them and finding like-minded groups and financial advisors in your niche where you can discuss content, find answers and establish yourself as an expert in the industry!

Engage with Them

Don’t forget though, just because you joined a group, doesn’t mean that your account can just remain stagnant. Be sure that you are engaging with others. How do you do this? Well, it’s as simple as posting content in the group and engaging with other peoples’ posts with a comment or a “like.” Seems easy enough, right?

3. Post Articles Through LinkedIn Pulse

Instead of simply linking to your blog posts, you can actually publish them as an article on LinkedIn! Start by finding what works for you! Syndicate content from your blog to LinkedIn Pulse and using it to promote subscription to your full blog. This tool is available to all LinkedIn users and it’s free!  Since the articles live directly on your profile, clients have an additional way to reach your content and your financial services company, not to mention all of the SEO benefits.

LinkedIn Pulse

If you use LinkedIn Pulse, then people will be able to follow and share what you publish right through the app. You should include some of your own content, such as a blog post you wrote about a trending topic in the industry or maybe you wanted to discuss updates on a new service or project your company is working on. Regardless of what you choose to put out there, it is a great way to quickly and easily update your followers about your firm. Be sure that you are providing value for others and not just using it as a promotion for yourself or your firm!

4. Build a Lead List

It doesn’t take more than 5-10 minutes each day, but it makes a big difference! Check out your leads and see who you don’t know, but are interested in meeting. Begin with “Recommendations,” as those are probably the ones where you will have the most luck initially and should have the strongest relationship with already.

5. Make Sure you are Posting Updates

Just like the lead list, if you spend just a few minutes a day on this part of LinkedIn, then it will make a big difference when it comes to driving leads! Simply share a link to an article or a video that is relevant to your prospects and customers. It’s so important to do this regularly, because each time you share, your content will be refreshed, so it will show up in the feeds of your connections. If you don’t share content, then this is a huge missed opportunity to:

  • Show up in the feeds of others
  • Share strong content, either third-party sources of your own content
  • Show that you are an industry leader


In the above image, Twenty Over Ten posts one of their Lead Pilot blogs to post tips on email marketing for financial advisors. Additionally, third-party sources are shared 2-3 times a week in order to build connections and become established in the industry.

6. Follow Current Clients and Prospects

This is simple but necessary! Your clients want to feel important and they want to be able to interact with you. Go through your current clients and leads, and see if they have a LinkedIn business page. If they do, then be sure to follow them! Once you have started to follow them, then you can begin to engage with their page either by commenting or linking. It’s so easy and it really “humanizes” your firm and shows them that your business is a brand that can be trusted and it relatable.

7. Celebrate and Congratulate the Accomplishments of Others

This is just another form of engagement, but it’s a great way to show clients that their good work or deeds do not go unnoticed. It’s a good idea to read up on the industry news every morning so that you can be “in the know,” especially since you want to be seen as a thought leader in the financial industry. Additionally, be doing this, you may come across a post that showcases a good announcement about a client. You can share this as an update on your profile and better yet, if you mention the client, they will be directly notified! This is a great way to start building a strong relationship or continue one that has already started.

8. Write Recommendations

Many times, the people that are on LinkedIn are incredibly busy, so they don’t often take the time to write recommendations for others. It takes some time to log-in and write one, so they are difficult to obtain.

What you can do it to go ahead and write recommendations for your customers and strong contacts. This will show up on the LinkedIn account once the client approves it. Why would you take the time to do this unprompted? Well, it will align you with your contact and also serve as a promotional piece for you and your business. It shows that you can work well together, and it also makes it much more likely that the client will want to do the same for you in the future!

Wrapping It Up:

As you can see, LinkedIn is no longer just about connecting and then forgetting about it. It’s becoming a much more interactive platform, and it’s such a good way to leverage your contacts and turn them into valuable leads and eventually clients!

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About the author

Blair Kelly

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.