Get more from LinkedIn

Of course, before you sign up, be sure to check with your compliance department to find out your firm’s social media policy.

If you have the green light from compliance, here are some tips to help you make the most of LinkedIn as part of your marketing strategy:

> Ask if it’s the right fit
Before you do anything, make sure LinkedIn is right for your business’s marketing strategy.

“Advisors should think about the objectives they have for their practice,” says Bekhor, “who they know today and where those people are.”

Depending on the demographic you are looking for, Facebook or Twitter might make better prospecting tools, she says. Or you might find it best to exclude social media from your marketing campaign altogether.

> Complete your profile
Once you’ve signed up, set up your LinkedIn profile.

Fill in as much of the profile as possible, says Bekhor. It is possible to publish an incomplete profile if you choose to leave out some information — but a complete profile is best, Bekhor says.

Make sure you use a professional photo on your profile, says Rosemary Smyth, business coach and owner of Rosemary Smyth and Associates, which specializes in coaching financial advisors.

As well, use the summary section of the profile to tell your story and message, says Smyth. Avoid listing products you sell.

> Ask for an introduction
Make connections to start meeting prospects on LinkedIn.

Start with your own network, or people you already know, to connect with on LinkedIn, says Bekhor. Use your network to find people who fit your target market or who you know you’ve been meaning to meet.

For example, if you notice one of your connections on LinkedIn is also connected to a potential prospect, ask that connection for an introduction, she says.

LinkedIn offers a process through which connections can introduce you to other people, says Bekhor. Asking your connections provides a “warm introduction” instead of a “cold call” message to a stranger. As well, because LinkedIn uses a formal process, people expect to receive those introductory messages.

> Join groups
You can also meet prospects by joining groups on LinkedIn.

The site consists of groups of members with common interests, most of them related to employment and business issues. Join established groups that you are interested in and to which you can contribute, says Smyth. You can also join groups that match your ideal client base.

Interact with those groups by posting comments and putting forward possible discussion topics, she says. Be careful not to make a sales pitch.

Or, if you don’t see a group that interests you, create one yourself, says Bekhor. You can start a group based on any topic you want, whether it’s related to financial services, a hobby or a profession that targets your ideal client.

To create a group, simply go to the “Groups” heading at the top of the page when signed into your profile, and select “Create Group.”

> Visit frequently
To get the most from LinkedIn for your marketing campaign, use it often.

Sometimes advisors set up several profiles on different media sites and then forget about them, says Bekhor.

Try to visit the site at least once a day or, at the very least, once a week.

“There is no value in having a presence on LinkedIn,” Bekhor says, “if you’re not going to engage with it.”

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