Private Client Services Marketing Director, Capital Group
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.
Things to Keep in Mind Before Creating Your LinkedIn Profile
Before you set out to create or update your LinkedIn profile, there are two important considerations to make.
Get compliance approval: It is important to work with your internal compliance officer and/or your broker-dealer’s compliance department when it comes to using social media. Most firms have issued policies, based on FINRA and SEC guidance, about what advisors are allowed to put on their profiles. These policies also govern how advisors are allowed to engage with clients and prospects on LinkedIn. If you have questions about whether your proposed text for your profile conforms with these guidelines, send compliance a draft to review before you post it.
Focus on keywords: Search engine optimization (SEO) matters for your LinkedIn profile, just as it does for your website. You want your profile to appear when people in your target audience are searching for a financial advisor — whether within LinkedIn or via a search engine, such as Google. Think about the keywords and phrases your prospects may use when searching for you and your firm, and incorporate those into the headline, summary and work experience sections.
Best Practices for Completing Your Profile
Your profile page comprises multiple sections, and LinkedIn gives you a significant degree of flexibility in choosing which sections you can include. Listed below are several of the most important sections, along with tips for how you can maximize the value of this content:
Don’t Set It and Forget It
Creating a high-quality LinkedIn profile is not a one-time event. You should check your profile quarterly to make sure all of the information is up to date, particularly any stats about your firm. If you begin working with any new niches or offering new services, make sure your profile reflects this new positioning. Also, if you have any compliance-approved white papers, articles, videos or other content on your profile, update those periodically, so that your profile looks current.
Your LinkedIn profile is one of your most valuable digital properties. By investing a relatively small amount of time and energy into it, you can create a robust profile that makes it easier for prospects to find you and that tells a compelling story about your expertise and qualifications.
About the Author
Kirk Kazanjian is head of marketing for Capital Group’s high net worth division. He has more than two decades of industry experience and is the author of more than 20 books on marketing and investment management.
Investments are not FDIC-insured, nor are they deposits of or guaranteed by a bank or any other entity, so they may lose value.
Investors should carefully consider investment objectives, risks, charges and expenses. This and other important information is contained in the fund prospectuses and summary prospectuses, which can be obtained from a financial professional and should be read carefully before investing.
Content contained herein is not intended to serve as impartial investment or fiduciary advice. The content has been developed by Capital Group, which receives fees for managing, distributing and/or servicing its investments.
Statements attributed to an individual represent the opinions of that individual as of the date published and do not necessarily reflect the opinions of Capital Group or its affiliates. This information is intended to highlight issues and should not be considered advice, an endorsement or a recommendation.