Hot Button LinkedIn Topics for Financial Advisors - PART 2

What about Privacy Settings? Should I make my connections private?
In my opinion, no. It’s taking the “social” out of social media. After all, if you’re using LinkedIn to find clients and prospects and networking with other professionals and investors online, it’s a bit of a double-standard to not reciprocate networking potential from your own network.  The concern I often hear is that competitors will see what clients and prospects you’re connected to. While that may be true, an investor likely wouldn’t leave you if contacted by a competitor via LinkedIn. The service you’re providing them off-line should ideally make them loyal to you. Remember, they’re seeing your competitors elsewhere already – TV commercials, print ads in publications, and social media.  Instead of making your connections private, I suggest that you invite all of your clients and prospects to connect with you on LinkedIn. You’ll reap the added benefits of being able to see who your clients are connected to (potential referrals!!) and also nurture them by sharing relevant content with them on an ongoing basis. It also gives your clients an easy way to introduce you to people they know may be looking for a financial advisor.  You wouldn’t say no to that, would you?

Someone “viewed my profile.” Should I contact them?
Some say creepy, I say a little – but useful.  You can see who viewed your profile if you visit the “Who’s viewed your profle” area under “Profile.” And depending on your settings, you’ll also see an email digest of some of the people who’ve looked at you (note: if you have a Premium account, you’ll see more names and profile information).

My colleagues in the SEI Advisor Network sales teams recently re-affirmed the benefit of this feature for me. They often check this area to see if advisors like you are viewing their profile. If it’s advisors, then they know that they’re sharing the right content and have the correct keywords in their profiles.
So profile views are an informal way to see if you’re attracting the right prospects. But does that mean you should reach out to these contacts? I suggest that you reach out, if you have a reason. If it’s a connection who you know, it’s a great excuse to send a note to find out why they were viewing your profile; maybe they were looking for your contact information or wanted to re-affirm that you provide a particular service.  If you don’t yet know the contact, but have a mutual connection, you can reference the connection and ask how you can be of service. For example, if the person is a business owner and you just happen to have a case study on helping small business owners, send it along.

Is LinkedIn just for B2B companies?
Absolutely not. I’d recommend that every financial advisor at a minimum have a LinkedIn individual profile and also consider creating a company page for their firm.  Remember – if your business is built on referrals, prospects will Google you. LinkedIn is one of the first results in search engines so claiming that online real estate is crucial.  However, your activity on LinkedIn should come down to your audience. Select the social media (and other channels) where your clients are. If they are retirees, you might not place as much emphasis on sharing content via LinkedIn, but can still maintain a presence.  After all, there are 107 million users on LinkedIn in the US alone, and 40% of those users check LinkedIn daily (Source: Expanded Ramblings). How many people are visiting your website daily?

Signing Off
Remember – there’s no right or wrong when it comes to LinkedIn and these are my judgement calls based on my experience in helping advisors.

This is the 2nd installment of a 2-part article. Click here to read the first installment
Amy Sitnick is the social media contributor for Practically Speaking and also serves as a senior marketing manager for the SEI Advisor Network.

comments powered by Disqus