Want to stop wasting time posting low-returning content on LinkedIn?
Tired of feeling like all of your posts are invisible, while other advisors on your feed are racking up likes, comments, and shares?
Well…if you’re ready to finally reap the rewards of LinkedIn as both a networking and lead generation platform, you’re in the right place.
By the end of this article, you’ll have some actionable techniques – based on real world tactics leading advisors are using TODAY – that you can put into practice.
We’re about to SUPERCHARGE your LinkedIn engagement….
….Let’s get to it!
LinkedIn: Hotter Than Ever – ESPECIALLY for Financial Advisors
As scary and detrimental as COVID-19 has been, those of us in the financial services industry are extremely fortunate to be in one of the few industries that’s still stable and thriving.
Just check this out:
These are traffic growth and decline numbers for websites across more than a dozen of the country’s top industries.
As you’ll notice, “finance” is one of just four categories with significant growth.
So now is the time to add value and serve people who are scared, confused, and in need of guidance.
LinkedIn engagement is peaking RIGHT NOW – and so in this article we’re going to focus on how you can effectively leverage this social networking platform to reach the right people with the right message.
Here are some techniques and methods that are working:
- Talk About These 2 Topics
As recent data from Search Engine Journal (SEJ) shows, companies have adapted their LinkedIn content strategies to focus on two major topics: COVID-19 and working from home.
Why are so many companies focusing their LinkedIn engagement strategies on these two topics?
Well, probably because the data supports it!
As of last tally, COVID-19 related posts are getting 30% more engagement than the average post.
According to SEJ, posts about companies stepping up their relief efforts get the most engagement. This is the content people want!
Work from home content is performing even better, getting 76% engagement in April.
Some of the more successful posts discuss how companies are making it possible for employees and team members to work remotely. (There’s also a lot of demand for “behind the scenes” looks at improvised home offices.)
- Use the Right Posting Style
I know a lot of advisors who post content on a daily basis and NEVER get any traction.
In 90% of cases, it takes me approximately three seconds to identify why:
They don’t know how to write for LinkedIn.
They treat it like a long-form blog — not the short-form social engagement platform that it is.
Believe it or not, there is a right way to post on LinkedIn.
Here’s an example of what it looks like in action:
Conversational posts like this are killing it right now!
You’ve seen them all over your feed, right?
Well, if you see successful advisors using a similar strategy over and over again, it’s a pretty safe bet that the technique is effective.
When posting, follow Sid Misra’s formula and use lots of:
- One-liners and spacing
- Specific data
- Bullet points
Also, if you’re connected with him, you’ll notice that this is what the post actually looks like when it shows up in someone’s LinkedIn feed:
This structure is intentional.
LinkedIn only previews the first few lines of a post.
Use this to your advantage and ask a question or create some sort of suspense to make people click that “…see more” link.
- BE INTERESTING – Try Selfie-Style Videos
Written content is great, but people are much more likely to engage with visual content.
One strategy that’s really hot right now is the “selfie-style” video.
You know, ones like this:
You’re in the PEOPLE business.
People are investing in YOU! Show them your face and engage with them.
A simple two-minute video of you talking to the camera has the potential to get more engagement than even the most well-crafted written copy.
The key is to make your videos personal. Notice how Brett Henderson has his son in the video. People loved it!
Find ways to meet people where they are.
You don’t have to deliver some groundbreaking announcement or amazing monologue.
Just be honest.
It sounds cliche, but be yourself! (The most successful advisors I know are unashamedly authentic on LinkedIn and other social platforms.)
- Be UPLIFTING
If you were to scroll through a social media platform like Facebook or Twitter right now, I can almost guarantee NEGATIVITY would be the order of the day.
But guess what works on LinkedIn?
Uplifting content is all the rage right now.
As you can see in the following posts, you’ll get much better traction if you pursue this path.
It’s Time to Rethink Your LinkedIn Strategy
Don’t let LinkedIn be just another marketing and prospecting tool you use.
Make it a platform for high-level engagement.
In today’s world of social distancing and virtual lead generation – it’s the only way to win!