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An optimized LinkedIn profile is an essential part of any financial advisor’s marketing efforts. But putting together a great LinkedIn profile involves more than just copying and pasting information from your resume. To get the most out of this professional social networking site, here are six things you need in your LinkedIn profile:
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Your headshot. Every LinkedIn profile should have a professional photo, since people are more likely to connect with you if they can see who you really are. Also, people you meet at networking events may not recall your name, but they will probably remember your face.
Don’t choose just any picture. Make sure your profile photo is professional – a snapshot of you on vacation doesn’t convey seriousness. The image should also be current – your LinkedIn profile needs to represent who you are today, not who you were 10 years ago.
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Your contact information: Include information about how prospective clients, centers-of-influence and others can learn more about you and get in touch outside of LinkedIn. Include your email address and a link to your firm’s website, plus links to your blog, Twitter feed, Facebook business page or other social media accounts.
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A great headline: Your headline appears after your name in LinkedIn search results, so it needs to be both accurate and attention-grabbing. The default headline is your current job title and employer. But your headline will have more power if it promotes your specific expertise or your firm’s core marketing message. Rather than saying, “Financial Advisor at XYZ Firm,” emphasize what you do for your clients, e.g., “Financial advisor helping physicians achieve their retirement goals.”
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A well-written summary: Your summary is the first – and in some cases, only – thing prospects will read on your LinkedIn profile after your name and headline. Think of it as an ad for yourself, so keep it brief, informative and engaging. Write in the first person and use keywords. LinkedIn is a professional site, but it’s also a social one, so you want to sound like someone with whom people will want to connect. Bonus tip: Tailor your summary based on what you want to get out of LinkedIn. If you are connecting with current and prospective clients, focus on your skills and success as an advisor. If you’re trying to recruit new advisors to join your firm, create a message that makes working with your firm seem like a great opportunity.
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Information about jobs in other fields: It’s not unusual for financial advisors to be career changers, and many have extensive experience in areas outside of the financial industry. Don’t automatically leave that background off your LinkedIn profile, even if it doesn’t seem directly related to your current role. Former colleagues may turn into current clients or new referral sources, or a prospective client with a similar background may reach out because of your experience in a certain industry.
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Information about your volunteer activities: If you’re involved in community activities, mention that on your profile, since it gives prospective clients and professional colleagues a better sense of who you are and what you value. Focus on issues about which you are passionate and actively involved. Also, use caution before listing potentially “controversial” causes or organizations on your profile, such as political campaigns, if you think it would be more likely to alienate potential contacts than appeal to them.
Two things financial advisors should avoid including on their LinkedIn profiles: endorsements and recommendations. Including those could be seen as a testimonial, a possible compliance violation. Avoid headaches by turning off endorsements and not accepting recommendations.
These aren’t all the items you can – or should – include on your LinkedIn profile. But by completing these six items, you will have a well-optimized LinkedIn profile and be positioned to effectively marketing yourself and your firm.
Megan Elliott is the senior copy writer with Wealth Management Marketing, Inc., a firm specializing in outsourced marketing department services to Registered Investment Advisors and fee-only financial planning firms. For more information, visit www.wealthmanagementmarketing.net.
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