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How to use LinkedIn – for Financial Advisors – Part 3

More Creator Mode features for Financial Advisors

Did you know that approximately 20% of people looking for help with investing say that LinkedIn is the best platform to use when they want to learn new information? In fact, more than half of the users found on LinkedIn are decision makers who take advantage of the platform to determine what companies to work with.

It is safe to say that if you do not have a presence on LinkedIn as a Financial Advisor, you are seriously missing out on an excellent opportunity to promote your services, establish yourself as a thought leader, and build real and meaningful connections.

If you haven’t already checked out part 1 and part 2 of this LinkedIn for Financial Advisors series, I suggest that you do before reading any further here. I think you will gain more value by having some context before we ease our way into today’s LinkedIn tips for Financial Advisors.

Tracking your LinkedIn stats as a Financial Advisor

In part 2 of this series, I spoke about how switching to Creator Mode on LinkedIn can provide you with a suite of analytics that can truly make a difference when it comes to determining how well the content that you are publishing is performing.

Not all Financial Advisors will have access to Creator Mode analytics yet

It is important to note that not all LinkedIn users who activate Creator Mode will have access to a full suite of analytics just yet. At the time of writing, the platform is gradually rolling out analytics to its members. Do not panic if you don’t yet have access to analytics on your profile, you will soon. In the meantime, let’s unpack how having access to analytics on LinkedIn can be helpful to Financial Advisors looking to market themselves on the platform.

The analytics that matter

So, what does having access to analytics mean? For Financial Advisors, it means being able to see exactly who is seeing your content, in other words, who you are reaching. It also lets you know how many people are engaging with your content and how they are engaging.

The first metric you will see in your Creator Mode analytics is impressions. This refers to the number of times your LinkedIn post has been seen. Remember, one user can see your post several times in their newsfeed – each of these views is counted as an impression. Therefore, the number of impressions you receive is not the number of individual users you have reached.

The second metric you will have access to is engagements. Engagements are made up of the ways in which people interact with the posts you publish. If a user reacts to a post – giving it a like or celebrating the post – this is counted as one engagement. Other engagements include shares, saves, and comments.

Perhaps the most powerful metric you have access to in Creator Mode as a Financial Advisor is top engagement demographics. This section allows you to explore the distinct features of those who have engaged with your post. This feature allows you to view the following demographical information about the users who engaged with your posts:

  • Job titles
  • Locations
  • Industries
  • Seniority
  • Company size
  • Companies

This gives you invaluable insight into who you are reaching with your content and equips you with knowledge that you can use to better craft your next post.

Another Creator Mode feature for financial professionals: Newsletters

The benefits of activating Creator Mode on LinkedIn do not end at analytics. A further valuable tool is the ability to publish newsletters and grow your subscribers.

What is a LinkedIn newsletter?

Although you must meet certain criteria to be able to use this feature, LinkedIn newsletters allow you to publish articles on the platform, usually about a specific topic. As a Financial Advisor, you can leverage newsletters to speak about topics that relate to the work that you do and the expert knowledge you have.

The newsletter feature is extra special for any advisor dealing with a compliance situation that is not allowing them to blog.  Where blogs will typically be on a website and knowing most compliance departments still are not allowing advisors to blog, or at least maximize the potential of a blog, the LinkedIn newsletter is your next best option.

Think of your LinkedIn newsletter as your blog, and for all intents & purposes it is.  You get to write long form content, include pictures and links, and get to send it out to all your contacts on LinkedIn all while your compliance software is monitoring and archiving it.  Can we say Awesome?!

Newsletters do not always have to be specific to the financial field. Take my recent post about the freedom that working from home provides. While not directly related to being a Financial Advisor, I have shared something that my audience would be interested in and – without promoting my business – I’ve added value AND actually got Sir Richard Branson to engage, can we say WICKED AWESOME?!

The criteria for having access to LinkedIn’s newsletter feature

In order to gain access to LinkedIn’s newsletter feature, you must have at least 150 followers or connections. LinkedIn will also look at whether you create original content on the platform by publishing your own posts and sharing others.

Lastly, the platform will check that you have a history of abiding by their Professional Community Policies. If you have ever broken LinkedIn’s rules, you probably won’t be given the chance to access its newsletters feature.

Again, don’t panic if you have activated Creator Mode and you do not have access to newsletters yet. This does not mean you haven’t met the criteria. The platform is taking a gradual and considered approach to rolling out the feature to ensure it benefits the professional community.

The benefits of publishing newsletters on LinkedIn for financial pros

Much like sending out actual email newsletters to a database of subscribers, publishing newsletters on LinkedIn as a Financial Advisor is a great way to boost brand awareness, engage your audience and – ultimately – generate new business leads.

You should start seeing engagement from the minute you publish your first newsletter. This is because the platform has made it possible for you to invite all your connections and followers to subscribe to the newsletter. And push, in-app, and email notifications will be sent to all your subscribers when you publish.

Again, Creator Mode gives you fantastic insight into how your newsletters perform with detailed analytics. This will help you generate ideas and topics for future newsletters.

As I have mentioned before, if you aren’t using LinkedIn as a Financial Advisor, you are truly missing out. The opportunities that the platform provides are endless when it comes to increasing your brand reach and attracting new interest.

I regularly share advice and guides on the various strategies that Financial Advisors can use to grow their firms and thrive in the digital age – visit my blog to find more content like this. If you are interested in furthering your knowledge and taking your practice into the 21st century, visit my website to learn more about Conneqtor or download my free eBook.

That’s it for my series on How to use LinkedIn for Financial Advisors. I would love to hear in the comments below if you have found these blog posts useful and if there is anything else you would like to know about this specific social network.

Sending positive vibes your way and don’t forget to get out there and start Creating!

Cheers,

Derek

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