Social media isn’t going anywhere anytime soon. So, now is the time to start looking at which social networking platforms best fit your business.
“If you feel as an advisor that social media is something that you’re going to have to pay attention to,” says Jay Palter, principal with Palter Social Media Strategies in Edmonton, “then LinkedIn is a great way to start.”
Creating a profile on LinkedIn is only the first step. In order for social media to work for you, you will have to become an active user. Follow these tips to make LinkedIn part of your business-development strategy:
> Start with the basics
Before you can build a social-media presence, the rest of your marketing strategy must be in place.
Many advisors see tools such as LinkedIn and Twitter and think they have to use them right away, says Bob Simpson, president of Synchronicity Performance Consultants in Mississauga, Ont. Before you start connecting or tweeting, however, you should have a proper vision for your business and a client-relationship management system in place.
> Craft an online strategy
Before you start your LinkedIn account, you should have a website and a blog, says Simpson.
Your LinkedIn account should reflect the message you present on your website to clients and prospects. A blog adds value and shows clients and prospects how you can help them with their financial needs.
“The website is the face of your business,” Simpson says. “And your blog is the voice of your business.”
A LinkedIn account can direct clients and prospects through links to your website and your blog.
> Make the right connections
Think carefully about whom you want to connect with when setting up a LinkedIn account.
There are two ways to approach connections on LinkedIn. Palter recommends connecting with clients in order to stay top of mind with them and increase the chances of receiving a referral.
Simpson, on the other hand, cautions against connecting with clients. Doing so, he says, could reveal your clientele to other advisors. Instead, Simpson recommends connecting with old acquaintances.
“Maybe somebody you went to high school with is an accountant now,” Simpson says. “You can re-connect with that person.”
The approach you choose will depend on the business environment in which you work and your overall marketing strategy.
> Make an impression
Pay close attention to your LinkedIn profile.
Your profile should make you stand out, Simpson says. Make sure you include items such as awards you have won or any other unique points about your business.
As well, include a professional photo on your LinkedIn profile. Make sure it’s a friendly and inviting image that would make a prospect want to connect with you, Palter says. Photos in which you are not smiling or look stiff might turn people away.
> Be generous
Share fresh content on LinkedIn to keep your connections interested.
Make it a daily habit to update your LinkedIn account, Palter says, with an article or a video from the media that you feel would interest your connections.
“It becomes a small act of value and giving in that relationship,” Palter says. “And over time, those small acts add up to increasing your value as an advisor in the eyes of your clients.”