If you’re like most financial advisors, you want to make the best impression possible on LinkedIn. And this may have you wondering: What should I do when I get a new LinkedIn connection? What protocol is there for following up and staying engaged?
Well, that’s exactly what we’ll talk about today.
As part of our Total Marketing Package, we help advisors grow their networks by making new connections on LinkedIn for them. Then we send those connections a follow-up message that thanks them for accepting and includes some helpful financial resources they may enjoy.
But beyond that, there’s a lot you can do to engage a new LinkedIn connection and start a conversation. Here are four of my favorite tips:
1. Learn About Your LinkedIn Connection’s Needs First
It’s tempting to send someone a bunch of information about you, your business, and how they can start working with you. But what you want to do first is engage with them about their content.
One easy way to do this is to look through their recent posts and like or comment on an article they talked about. You’ll learn something new about them, and it’ll give you something to reference in your follow-up message.
2. Thank Them for Connecting and Reiterate Who You Serve and How You Can Help
Next, you want to thank them for connecting and reiterate how you may be able to help them.
It could be something simple like: “Hey, John. Thanks for connecting. As you know, I help lawyers who run their own practice to set up a benefits package for their business. I have some free resources I’d love to share with you if you’re interested.”
This message shows them that you’re aware of their financial planning needs and have the tools and know-how to help people like them reach their goals.
3. Send Follow-Up Information
Now it’s time to send the free resources you mentioned in your previous message. Here’s the catch: these resources need to be targeted and applicable to that person’s situation. Don’t send them a guide on how to select benefits as a Wells Fargo employee if they have no ties to the company at all. Shared resources must be relevant and valuable to their unique needs and concerns.
4. Go Back to Your New Connections a Few Months Later and Reengage
Communication often goes cold after that initial interaction. You thank them for connecting, you send them some helpful resources, and then the two of you never really speak again. That’s why this final step is so important.
A few months after that initial interaction, you need to nurture the relationship by reaching back out. The good news is, LinkedIn actually has a feature where you can sort your connections by most recent. Then you can go back and reengage with those individuals using these two steps:
Step 1: Ask a provocative question that’s relative or important to them.
This could be something like: “As a business owner, have you ever thought about taking some chips off the table?”
Step 2: Send some follow-up information on how you can help them achieve that goal.
For example, you could follow up your provocative question by saying, “Helping business owners free up their financial resources is exactly what I do best. If you have questions about your specific situation, click here to schedule a phone call.”
The goal here is to establish a relationship on LinkedIn, circle back by reengaging, then take the conversation off of LinkedIn so you can close on it.
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