3 simple strategies to improve your LinkedIn presence

About half of investors start their search for an advisor using an online search engine, and 96% turn to online sources—including social media¹—at some point in their research.

Your social media presence, particularly on LinkedIn, offers a connection point for an increasing number of investors. By building your personal brand, cultivating connections, and getting comfortable with social media compliance, you can make a good first impression and boost your chances of getting a first meeting. Here are a few tips to help you get started.

Build your personal brand

You don't have to be a beverage company or restaurant chain to be a brand. Everyone has a brand. A brand is simply what people think of when they hear your name. The dad at school drop-off? His brand is positivity. The barista at the local coffee shop, she tells it like it is. When you see them, that's what you expect.

For advisors, high-quality service means keeping a sharp eye on your clients' unique needs and long-term financial goals. But these things are only a fraction of why a client might invest in you. Who you are as a person also matters. So, who are you? What's the you-ness that clients respond to?

It starts with being yourself.

• What makes you different from other advisors?
• What are your interests?
• What gets you excited?
• What do you believe in or support?
• What do you like to share with clients?

Once you have a sense of your personality as an advisor, you can focus on your story. This story is the "why" behind your work as an advisor and should inform everything you do and say. 

To find your story, ask yourself:

• Why did you get into finance?
• Why did you become an advisor?
• What do you love about your work?
• What do you enjoy about working with clients?

Once you understand what excites you about being an advisor, you can weave it into your LinkedIn profile (and everywhere else you or your firm may appear online). 

To update your LinkedIn profile, start with:

• What does your "About" section say about you?
• Does your current background photo support your story?
• What work experience can highlight your story?
• What key words from your story can help you stand out to readers and search engines?

For example, an advisor who grew up in a family that struggled financially can use their "About" section to talk about the value of planning and their mission to help clients build generational wealth. Their history as a working student can inform blog posts about saving for education. And their belief in hard work may inspire them to share articles about entrepreneurship and to congratulate connections who post professional wins. With a brand story, you can more clearly and consistently show prospective clients what you care about and why they should work with you.

Cultivate connections

When two people become "friends" on LinkedIn, it's called a "connection." Your connections can see your updates on their home feed and can send you direct messages via LinkedIn. Some of your most important connections can be clients, prospects, and professionals who might someday refer their clients to you, so it's important to nurture your connections over time. Here are a few tips for connecting and staying engaged:

• Turn meetings into connections. Chance encounters can create lasting connections if you're intentional about them. Send people you meet a connection request on LinkedIn so they can view your profile and get your contact information. If you have a business card, include your LinkedIn profile URL with your other contact information.
• Search for people you know. LinkedIn's advanced search helps you find profiles of old friends, former colleagues, distant family, and many others you might already know. LinkedIn also allows you to sync your email contacts so that you can discover more people you know on LinkedIn.
• Add your profile address to your email signature and website. Make it as easy as possible for people to find your profile, learn about what you do, and connect.
• Follow influential voices. Anyone your clients might find interesting should be on your radar and followed. This is especially helpful if you have a well-defined client niche such as doctors or attorneys. Following the people your clients find influential can help you tap into their world and gain insight into content you can share that they'll find helpful or interesting. Financial news sites and industry influencers are also good places to look for shareable content.
• Join groups. LinkedIn offers a variety of groups for people with shared interests. There are groups for startup founders, telecom professionals, finance geeks, and more. Join a group and look for a chance to jump into the conversation.
• Create content. The more content you create, the more opportunities for people to find you. Post original articles, videos, infographics, white papers—anything clients might find valuable or helpful.
• Stay active. A healthy presence on LinkedIn means posting fresh content at least once a month and liking, commenting on, and sharing content weekly. Even a few minutes a day can make a difference. 

Get comfortable with compliance

Posting on social media requires a disciplined compliance process, but that doesn't mean you can't have fun. Firms that are ready to get active on social media might consider these compliance tips:

• Partner with your compliance officer. Get your compliance officer involved early. Talk over your LinkedIn plans, ask for their input, and be clear on what you can and can't say. By approaching compliance in a collaborative way, they'll better understand your perspective and help you shape content that is engaging and compliant.
• Socialize compliance guidelines. The more people who know the rules and understand what your firm can and cannot do on social media, the easier it will be for everyone at your firm to stay compliant.
• Get some ideas ready. Compliance officers need time to carefully review content before it goes live. Working ahead on your ideas and sharing content with generous review time can make it easier to collaborate while sticking to your social media strategy.

Be somebody on LinkedIn 

Maintaining an active, thoughtful presence on LinkedIn is essential in today's digital world. And it doesn't have to be difficult. Engaging on LinkedIn a few times each week can set the stage for authentic connections that grow into lasting relationships. The first step is to get out there and show what you have to offer.

What you can do next

• If you're a Schwab client, you get access to exclusive resources when you log in:
  • Keep up with the SEC Marketing Rule by reading a Compliance Review white paper.
  • Explore hands-on practice management resources to give your firm's growth strategy a boost.
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