ADVISOR MARKETING

Susan Theder

The site is a great place to showcase your brand and authenticity .

INANCIAL ADVISORS ARE MORE CONNECTED DIGITALLY than ever before . And when it comes to prospecting and growing your business , social media is one of the best places to leverage your digital presence .

Not only can you share relevant content and show your industry expertise , but it ’ s a great place to showcase your brand and authenticity to connect with potential clients .

And while every social media platform has pros and cons , LinkedIn offers staggering advantages , as it is the best for prospecting new clients . In fact , according to HubSpot , LinkedIn is 277 % more effective at generating leads than Facebook and Twitter . But how can you use LinkedIn to help grow your business ? In this article I share some ways you can optimize LinkedIn to grow your business and address some of the most frequently asked questions I receive from advisors .

Question 1 : What are the best ways to post so that the LinkedIn algorithm will work in your favor ?

LinkedIn uses a series of calculations and rules to determine how to distribute and display content , often referred to as the LinkedIn algorithm .

Getting the algorithm to work in your favor is crucial because it can impact the overall performance of your post , and when it comes to “ hacking ” the algorithm , here are a few things that can help :

According to HubSpot , LinkedIn is 277 % more effective at generating leads than Facebook and Twitter .

• Engagement is critical . For every one thing you post , make sure you comment on at least five other users ’ posts .

• “ Comments are currency .” When posting , make one of your goals to get as many comments as quickly as possible . Faster comments equal a better chance the algorithm shows your posts to others .

• Tagging others in your posts or commenting on other users ’ posts is a great strategy to earn more visibility . Ask engaging questions to get them involved and make them want to respond .

• LinkedIn wants to keep people on their app rather than clicking away to another platform . The site will show more posts that are “ native ” or don ’ t link to anything . When you post , only link out sometimes , as LinkedIn rewards those who keep users on the platform .

Question 2 : What are some hashtag best practices ?

Hashtags are a great addition to your social media strategy and can impact the growth of your online visibility . When using hashtags , don ’ t use more than three . But to be the most effective , hashtag the terms that your audience will be looking for .

For example , rather than posting in # marketing , # socialmedia , etc ., you can post under # financialplanning , # wealthmanagement , # investmentmanagement , or something similar . This will help your content show up to your target audience .

JULY / AUGUST 2022 | FINANCIAL ADVISOR MAGAZINE | 23