For many different reasons, using social media is beneficial to financial advisors. The first is because when a new customer enters “Financial Advisor from (your area)” in Google, it can help the new customer find you. It also showcases your expertise, helps you cross-sell products, and when someone enters your name in a search engine and sees the results, it will leave you with a good first impression.
Enter your name in Google now. What do you see? A better question is, do you like what you see? Social media is the best way to control what and how people see online. Your social media networks appear before any other types of online activities (except photos) because search engines consider them to be the most active and up-to-date.
If you have social media channels you use on a daily basis, they should appear in your Google search results before your website. This is why it is so important to create an informative social media profile to showcase your expertise, connect you with your target audience, and share useful and relevant information-because this is the first thing people see when they find you online Things.
You may already be on LinkedIn-this is a great start-but are you using professional social networks to the best of your ability? Here are seven ways to enhance your LinkedIn profile. (For more information, see: Social media “taboos” for financial advisors.)
Make your photos and captions stand out
If you have a LinkedIn profile, please log in immediately and go to that profile, then click Edit Profile and click the blue button that says “View Profile As”. This will take you out of edit mode and show you how others view your profile. At first glance, is it obvious what you do and how you help your customers? If not, you need to make some edits.
If you return to the edit mode (personal profile, edit profile), you can hover your mouse over your name, position and location to enter what you want your customers to see. This should include a clear recent photo in which you are wearing business attire and not wearing sunglasses-keep holiday photos and clothing on Facebook. This profile picture should be consistent across all social media networks and your website, because it allows customers to recognize you immediately.
The summary is to LinkedIn what the “about page” is to your website. It should tell people who you are, what you do and how you can help them. It doesn’t need to be a life story about loving fishing and marrying a spouse for decades. It should include your years of experience, the areas you specialize in (topics and locations), and the work you do that differentiates you from the other 690 million people on LinkedIn.That’s it-three paragraphs will make customers want to continue scrolling through your profile to learn more about your experience and contact you for advice. (For related reading, please see: Why social media is a necessity for financial advisors.)
Use rich media to show off
A picture says a thousand words, and so does rich media. It’s good to talk about your experience in the abstract and write an attractive headline, but wouldn’t it be better to show your content to customers? You can add summaries and each work experience to rich media. Types of rich media include PDFs, photos, website links, videos, and presentations.
If you have marketing materials about unique products, winning photos, website links and media mentions or videos of business milestones, please share them with your network. This is a great way for people (potential customers) to learn more about your services and understand you.
Add work experience with description
This is a very important part of your LinkedIn profile and may be one of the least used parts. Each job description should have a title, date range, location, and description. The job title and location should be selected from the drop-down menu options provided by LinkedIn, as this will help link you to people searching for the job in the area. If your area does not show up, you need to choose the next best thing and explain “Working outside (specific city)” in the description.
For example, Poughkeepsie, New York is not listed as an option in the LinkedIn location, so the financial adviser needs to choose the next largest city, which may be Albany or New York City. The exact same behavior applies to your headline. Advisors may wish to use “owner and financial advisor” as their title, but this does not help find them in the search. Always start typing your job title and choose from the options offered by LinkedIn. You will notice that a “personal financial adviser” is a choice, but a “personal financial planner” is not-it is just a “financial planner”. (For related reading, please see: Google Essentials for financial advisors.)
Including education and certification
Customers always seem to ask financial advisers about their qualifications, so why not show off? Titles such as registered financial planners and life insurance licenses are not provided under “Education”; they are under “Certification”. The education section of LinkedIn profile applies to degrees obtained from recognized schools (such as colleges or universities). The license obtained from FINRA should be listed under “Certificates”.
Another reason it’s important to always choose from the options offered by LinkedIn is that it helps recommend you to users who have something in common. If I am a financial planner in New York or I went to Columbia University, if we have something in common, LinkedIn will recommend my profile to other users. It’s in the “People You May Know” and “Other People Seen” section of the right sidebar.
Use all relevant parts to structure your profile
Now that you have mastered the basics, it is time to further customize your profile. These can be publications, honors and awards, projects and courses. If you scroll to the top of your profile (just below your photo), you will see “Add a section to your profile.” Click here to add the new (currently unused) section to your LinkedIn profile.
Even if LinkedIn is a professional social network, you should still add some personal information, such as volunteer experience and interests; these increase your personal style and provide some relevant things for your clients, and may differentiate you from other consultants Open. When you have common interests, hobbies or careers, it will be easier to contact, because this topic can break the deadlock.
Add your contact information again
There are two places to add your contact information, it is best to use them at the same time. Under the number of connections at the top of your profile, you will see “Contact Information”. Fill in your address, phone number, email address, website and other social media networks in this section. It should match your business card and provide potential customers with an easy way to contact you.
You can also add the “Contact Suggestions” section to your profile-just like the other sections mentioned above. This will also add your contact information to the bottom of your profile.
Social media networks, especially LinkedIn, make it easier for clients to reach consultants. Of course, this is the key to success online and to attract a wider audience through digital marketing. (For related reading, please see: How consultants use social media.)