- Building an effective LinkedIn profile is as important as having a good website.
- Focus on those keywords most likely to be picked up by the major search engines when users look for people with your qualifications.
- Remember to keep your profile updated with information relevant to your target audience.
Like most advisors, you probably pour an enormous amount of energy into creating and maintaining a website that conveys your firm’s expertise, outlines your personalized approach to wealth management and describes what truly makes you and your firm unique. Many advisors correctly believe that the resources that go into perfecting the website will produce an attractive return on investment because an effective website is one of the primary ways that new prospects will learn about your firm.
When it comes to their personal LinkedIn profiles, however, many advisors treat this digital property as an afterthought. They make a cursory effort to fill out the requested fields, use fairly boilerplate information and fail to keep their profiles up to date.
If you take this approach, it may be hurting your prospecting efforts more than you realize. Increasingly, LinkedIn is becoming an important way for prospects and centers of influence to find you and to learn about your experience and credentials. In fact, your LinkedIn profile — not your company’s website — might be the first match to appear when someone enters your name into a search engine. According to LinkedIn, when someone searches for an individual’s name in Google, the person’s LinkedIn page shows up on the first page of search results 90% of the time.
Given the importance of LinkedIn, I highly recommend that you invest the time and energy necessary to ensure you have a high-quality profile that tells a compelling story about your expertise and your approach. Fortunately, creating and maintaining a robust LinkedIn profile is much easier and cheaper than building a website. But it is important to understand the elements of a LinkedIn profile and how they can be used to support your marketing and prospecting efforts.