Your first exposure to potential clients is now going to be online.
So ensuring your digital presence is strongly presented and communicates your value is crucial – our research shows almost half of all clients pass on an advisor based on what they find about them online.
One essential element to a strong digital presence is your LinkedIn profile. Unlike other social media sites, LinkedIn has become the networking platform of choice for professionals. It’s also where a potential client considering you will likely go to find out more about you.
If you are not utilizing LinkedIn, now is the time to get started. While simply having a LinkedIn profile is a good start, having one that stands out will set you apart from the competition.
A LinkedIn headline is a 220-character description that appears right under your name on your LinkedIn profile. Think of it as a newspaper headline announcing you and your business.
This headline section is the most overlooked part of many LinkedIn profiles. Because LinkedIn automatically populates your headline with your current job title and current employer, many people don't realize it's customizable. Don't miss this opportunity to promote yourself and your specialty. A unique headline can make you stand out from the rest.
What can you say about yourself that is catchy enough to draw in people? What can you say that will make people want to click to read your entire profile to learn more?
For advisors, an effective LinkedIn headline answers three key questions:
Does your current headline answer all these questions? Does it tell your potential clients what's in it for them? If not, it's time for an update.
Here are a few headline ideas to help get you started:
The more active you are on LinkedIn, the more reach your headline will have. Your headline always appears right underneath your name and photo – including when you like, share, post, or comment on the social platform. Creating a descriptive LinkedIn headline is crucial.
Use keywords and terms likely to appear in search results when people are looking for someone like you. LinkedIn and search engines like Google, Yahoo, LinkedIn use your headline to determine if your profile should show up in search results.
When someone enters a phrase into the search box, search engines pull the most relevant and useful websites to populate the search engine results page. These results are based on keywords – search engines rely on them. Their algorithms target specific words to determine if your profile fits the criteria for the results page. Use as many keywords as possible. For financial advisors, keywords like “financial advisor” and your city are popular.
A compelling LinkedIn headline utilizing keywords will increase the odds that search engines will bring your LinkedIn profile to the attention of potential clients who are searching for a financial advisor like you.
There are other aspects, beyond the headline, that your LinkedIn profile should include. Take this opportunity to let your personality, professionalism, and specialty shine – giving potential clients the chance to get to know you.
LinkedIn automatically generates a generic web address (URL) when you first create a profile. This auto-generated address contains your name, dashes, and a series of extra letters and numbers. Customizing this URL makes you more likely to appear in search results.
A good URL may contain just your name, your name + your title, or your name + your certification. Let's pretend that I'm a financial advisor. Here are examples of some customized URLs I might use:
To easily update your web address, simply click here for LinkedIn's step-by-step guide.
Your summary should be written in the first person. A best practice is to continue using this first-person voice throughout your whole profile.
With a 2,000-character limit, the summary section is an excellent opportunity to provide a more in-depth description of who you are and what you do. Include the skills, accomplishments, and specialties that make you unique. Write about your broad career experience, independent from your current employer or company.
Create a summary that clients want to see by telling the story of your professional journey. Once you've intrigued someone enough to view your profile, this is your opportunity to make a winning first impression. It could be the difference-maker as to whether or not potential clients proceed to connect and further engage. Here are some tips for creating an excellent summary:
Ensure your summary field is visible to everyone, not just those with whom you are connected. Think of your LinkedIn summary as an open letter to potential clients. Tailoring it to your client's needs will spark interest.
Your professional image says a lot about you. Be friendly, be inviting -- but most importantly, be professional. While a picture of you with your baby is cute, it belongs on Facebook, not LinkedIn. Save your wedding pictures for Instagram.
First impressions matter, so make sure that your LinkedIn profile photo is a good one. Someone will likely see your image before reading your profile, so make sure it falls within the guidelines of professional, not personal. Here are some for taking a great LinkedIn photo:
When you upload your photo, make sure it is of high enough resolution to fill the space allotted by LinkedIn.
Let LinkedIn act as your digital resume, an extension of your professional brand. It's highly searchable and a great addition to your digital marketing strategy. LinkedIn offers financial advisors additional value – especially when it is maximized to its potential. Sometimes, LinkedIn can be more effective than a website, and is definitely more affordable!
These days financial advisors have a broad range of digital technology options. I would love to introduce you to our AdvisorEngine® products. Our unified digital platform provides the tools you need to manage your business, white-labeled to serve as another extension of your professional brand.