Did you know that 9 out of 10 prospects who are referred to you from an existing client will search for you on Google? What’s more, Google search results are as likely to return your LinkedIn profile as your website!
Is your LinkedIn profile as great as your website? This exclusive webinar will show you how to supercharge your profile including:
- How to reach 100% All-Star profile status
- How to get a LinkedIn Custom URL
- Uploading videos and multimedia content to your profile
- Adjusting your privacy settings
- How to stand out on LinkedIn
Register for this exclusive 30 minute webinar to supercharge your profile today!
Meet Your Webinar Host
Claire Akin, MBA
Claire Akin runs Indigo Marketing Agency a full-service marketing firm serving top independent financial advisors.
She works closely with several of Barron’s Top 100 Financial Advisors to grow their AUM using digital marketing.
Read Transcript Below
Hi and thanks for joining me to supercharge your LinkedIn profile. I’m Claire Akin with Indigo Marketing Agency and today I’m going to teach you everything you need to know to make your profile stand out from the crowd and to make it the best that it can be.
But first I want to tell you about the LinkedIn Course for Financial Advisors. So today you’re going to take the exclusive webinar on how to supercharge your profile, but I want you to know that there’s more resources where that came from. The LinkedIn Course for Financial Advisors is an exclusive online self-study course that teaches you everything top advisors know about using LinkedIn to generate new business. So most financial advisors know that LinkedIn is a powerful place to find and qualify prospects, but most of you don’t understand exactly what to do to qualify and start the conversation with prospects that you actually want to do business with.
So I’ve taken everything that I know, everything in the LinkedIn book for financial advisors and my experience working with hundreds of top independent advisors to create an online self-study course that teaches you what you need to know to optimize your profile, grow your network, search for qualified prospects, engage prospects, and start setting appointments. And there’s a special bonus on how to use LinkedIn ads to promote your firm. So the course features dozens of real life examples from top independent advisors and tons of supporting resources. So checklists, examples, worksheets, everything you know to get started. So it’s designed to be completed in one hour per day or less. And it will change the way you grow your business forever. So I’m going to offer a special discount on the course. It’s normally 248 but there’ll be a special coupon at the end of this webinar. So stay tuned.
I’m Claire Akin. Just to give you a little bit about my background, I run Indigo Marketing Agency. I actually used to be a financial advisor. I worked with my dad who’s been an advisor for 37 years with LPL Financial. And I kind of grew up in the business and I understand, some of the tactics that worked from a marketing standpoint in the past just don’t work anymore because of the way that internet and technology have kind of changed the way that we do business. We really need to adapt our marketing.
And so that can be very frustrating for advisors who used to be successful with their marketing in the past, but now times have changed and it’s time for them to update and grow. And so it’s my goal to help advisors like you to take advantage of new technologies and new marketing strategies so that they can continue to reach the people that they can help the most. And so I know the work that you do is really important and that you really help your clients. So I want to help you reach as many qualified potential clients as possible. So let’s get started.
Today we’re going to talk about supercharging your LinkedIn profile. So the goals of supercharging your profile are because LinkedIn gives preferential treatment to complete profiles. So we want to sure that you fill out all the sections of your profile and make it really robust because that way you’ll come up higher in search results and it will suggest you to the people that you may know so that they’ll connect with you. So complete profiles come up higher in search results. It keeps people on your profile longer because there’s more to do, there’s more sections to browse, there’s more content. And so it gets people to get to know you better and then they can learn more about you. And we can invite them to take the next step with you of how they would learn more about working with you.
And so we want you to become a profile All-Star. So on LinkedIn there’s this little profile strength icon when you go into edit your profile and it’ll show you if you’re a beginner, a novice, an advancer, an All-Stars. So we want to get you to the All-Star level. It’s not too difficult to do. There’s just some steps you need to take to make sure that you’re an All-Star. So it’s easy to reach 70 but it’s a lot harder to get to 100%, and so there’s some tricks that I’m going to walk you through today on how to get to the 100% mark.
The only way to achieve a perfect score is to fill out all of the sections. And so we’ll definitely want to do that. And then, obviously having a higher score means that LinkedIn will put your profile out there a little bit more and list you higher in the search results, which is what we want. And we just want you to look like you have a completely professional, robust profile that’s complete. And so it’s something that you have to do once and then it lasts for the rest of your career. So it’s worth investing some time on the upfront to do it. So I’m going to go through this section pretty quickly because I want you to spend the bulk of your time actually doing the work on your own profile. It’s a little bit tedious, but once you get it done, you’ll never have to do it again.
So the first thing we want to do is fill out every section. So these are all of the sections that count towards the All-Star status. So we’ll go through each one and there’s a downloadable checklist with the course resources for this section. So you can go through and mark off all of these sections as you add information to them. We’ll just want to make sure you fill out all of them and then your profile will be complete.
So let’s talk about the first section, the experience section. And so this is you only actually have to list one position as your experience section to fill that out because, of course, some people only have one job throughout their whole career. And so if you have worked at your position for say 20 years like this advisor has, you may only want to list one position on your experience section. But if you have other relevant positions, say you started at Dean Whittier in 1980, you may want to add that or if you used to work at a bank or a larger Merrill Lynch or something like that, you may want to add those sections to your experience section just because it gives you a little bit more credibility. We want to tell this story of your career in this section. So the positions are linked on LinkedIn by date. And so your most recent position will come up first and then it’ll tell the story of your career in chronological order. So just go ahead and list all of the positions that you’ve had, that you’re comfortable listing.
And so you’ll enter the company name and you’ll link to the company page. So if it’s a larger company that has a LinkedIn company page, which is most all publicly traded companies and all large companies will have a LinkedIn company page. And when you connect with it, as you’re listing your experience, that will make their logo show up next to your title and the dates that you worked at the company. And so that’s a nice touch. So always try to enter the company name and link to the company page if you can. Enter your job title and the dates. And then, if you held a bunch of different job titles at the company, just enter your most recent one and the dates that you worked there.
And then, you want to enter your achievements, not just your duties. That’s kind of best practice for writing a resume or writing about your job experience is to describe the things that you accomplished, not just the duties that you held. So if you served a hundred clients and helped them plan for retirement, you want to put that instead of worked as financial analyst or something more boring. So concrete achievements are always important to add. Ideally, you want to list three to five bullet points per position, but for your most recent position, the current position at your firm now, you really want to list a lot more information. And so this is a great example of explaining what they do, how they help, the questions that you can help your clients and prospects answer and then giving some more information on how they can get in touch with you.
So this on the left is a perfect example of a current experience section. And then for all of your past jobs you can just put three to five bullet points of what you did when you were there. And then this is the place that I want you to add your disclosures. If your broker dealer doesn’t require them in your summary section, we want to put them here. And the reason is that your summary section is limited by 2000 characters. So we don’t want to use up some of those characters with your disclosures. We want to just move them into your experience section where you have a lot more space. So here at the bottom you can see on the left the disclosures that are required.
So the next section to fill out is your education section. And this is really easy. It just will take you a couple of minutes. Search for the college or the educational institution and link to that company page. And so you can see the College for Financial Planning and University of Wisconsin on the left there. And so you just want to link to those pages so their logo will show up and then put your degree and the dates that you went there. You can put the different fields of study and you can even put your high school. And so it’s best practice to at least add your college degree and your graduate degree if you have one.
If you have a college degree, you don’t need to list your high school education. But if you still work in the same location as where you went to high school, I would go ahead and list it. If you grew up in San Diego and you went to high school here and you still do business here, people are interested in which high school you went to. And so why not list it? If you didn’t go to college, go ahead and list your high school education and any other designations that you have. And so that’s a great way to kind of fill out your education. If maybe you’re not exactly excited about not having a college degree, you can put your CFP or your other designations here.
And then the next step is to add your courses. So you can actually add the individual courses that you took in college and specific continuing education courses. So this is a great way to fill out your experience and your credentials. So this is actually from my profile. I went to the Rady School of Management at UCSD. Normally I wouldn’t list too many of these courses except that I took Modern Portfolio Theory from Dr. Harry Markowitz who obviously won the Nobel Prize for Modern Portfolio Theory. So I like to list that on my profile and I have a couple of pictures with Harry Markowitz that I’m very proud of.
And so, if there’s any courses that you really loved or that you were really interested in, go ahead and list them here. It just gives people an idea of what you studied during your education. And then I went to undergraduate at UC Davis and I loved all of my tax incentive classes, were always really interested or interesting to me. And so I listed that as one of the fields of study that I was particularly passionate about at UC Davis. And so go ahead and list the different courses you took and once in awhile it brings up a conversation.
Then the next section that’s really important for advisors is your certification section. And so there’s research that shows that prospects really do care about certifications of financial advisors. Unfortunately, there’s so much alphabet soup that goes on in our industry that the average consumer doesn’t understand the difference between a CFP, an AIF, a CFA, a CRPS. All of these different designations are confusing to them. So they do want to see that you have some letters behind your name, but they don’t necessarily distinguish between which certification you have. And so I would definitely add your certifications here. If you don’t already add them behind your name on your profile, I would add at least one. It gets a little redundant when you add MBA, CFP, AIF. Pick the one that you’re most proud of and use that behind your name. And then list the rest of the certifications here. And so you can link to the American College of Financial Services or wherever you got your specific certification and that will show up their logo. And then you can put in the dates and the specific certification that you achieved.
And then organizations is the next section. And so this is not volunteer organizations, this is business organizations, things like the Rotary Club, Toastmaster’s, Community civic organizations. Skip the volunteer info here because we’re going to put your volunteer and fill in the volunteering section. So a lot of questions that I get about organizations is what about religion and politics? What if you’re really active in a political organization or what if you spend a lot of time at your church, will that turn off people? And I really recommend as long as you’re comfortable listing religious and political organizations, because if you think about most of your clients and prospects that you meet through those endeavors are going to be really excited that you’re involved. And it typically tends not to turn off people.
If you’re not comfortable and you know that some of your clients are really politically different than other groups of your clients and you want to stay out of it, of course, stay out of it. But if you’re comfortable, I have a lot of advisors who get a lot of new business because they embrace faith-based financial planning or they really embrace their involvement in their church or their involvement in a political organization. So I say go for it if it’s an aspect of your personality that you spend a lot of time on and you’re proud of and that you want to share with people.
So the next section is the volunteer section. And so everything, every organization that you volunteer with, you’re going to want to list here. Don’t worry if you’re not active, you can add dates. And so, if you’ve volunteered a few years ago, but you’ve gotten so busy that you’re not currently volunteering, still list it in this section because it’s just a great addition on your profile. And so you can put in basically your role as a volunteer, the organization, and the years or the dates that you volunteered and then the cause. So this advisor works with children and so you can also put in a little bit of information about the specific organization. So he teaches youth archery for children and it’s free for the children. And so that’s kind of a cool thing to put on your profile and people can get to know you and your interests a little better that way.
And then at the end of the volunteer section, you can also add in the causes that you’re interested in. I’m really into animal rescue. I’ve rescued a couple of horses and many, many dogs. And so I’m interested in animal welfare and usually animal people kind of stick together. So I put that on my profile. But if there’s anything that you’re passionate about, add it to the causes that you care about. And it’s just another nice way for people to connect with you.
Of course, you want to add your languages. This may seem like a no-brainer and a lot of people I see leave this blank because we figure everybody speaks English, but you want to actually add English because people can search for a financial advisor and you have to put in a language that they speak. And so if you don’t add any languages it can hurt your search results. So definitely put it in any languages that you speak. Don’t skip this section. Make sure to fill it out. If you only speak English, go ahead and put it here.
Publications, so what this means is any publications that you’ve actually published. So books, research reports, things like that, you’re going to want to list here. So this is from my profile, the LinkedIn Guide for Financial Advisors, which is available on Amazon and I have the publication date there and then some information about the publication. So a lot of advisors I know have written or coauthored books on financial planning or retirement planning. Here, in the publication section is where you want to put those, especially if you’ve done any research or published any reports. You’ll just want to add as many as you can here.
And then last but not least, we want to add your interests and your personal info. And so here you can see this person’s interested in investing, cycling, skiing, scuba diving, and these are all links so people can click on those and see other people who are interested in the same thing. And during their search they can actually search for a financial advisor who’s interested in cycling. And so it’s great to list as many interests as you have because they can help people during the search and it just gives a little color to your profile. Also, you can add your personal details if you’re comfortable. I recommend just adding your birthday and your marital status if you’re comfortable. It’s not necessary, but a lot of people kind of like to learn more about you there.
And then this section is kind of interesting, so you may not know that there is a section about people you follow. And so these are influencers on LinkedIn who have a certain amount of people reading their content and following them. These are the people that I follow. So Richard Branson, Tony Robbins, people like this where you can follow them and that way you’ll see their updates in your newsfeed. And more importantly, it shows up on your profile who you follow. So follow some key influencers from our industry. Maybe some financial planning people, investment people just because this section shows up on your profile and you want to have some of the people that you follow so that people can understand what you’re interested in and where you get your news. And so this is the following section. So to find people to follow, you can just search in the search bar. I recommend starting with maybe your favorite economist. And then from there it will suggest other people who are related to that person that you can follow.
And then the very last section that I want you to fill out is advice for contacting you. And this is actually in the interests and personal information section. And here’s a little trick. Even though your contact information is listed in the contact info section of your profile, this is a great way that’s listed farther down your profile for people to get in touch with you. So add a little blurb that says, “Tom only takes on new clients he believes he can help and enjoys meeting new people to understand their unique goals and challenges. To get a second opinion on your financial plan or to meet to discuss how XYZ Capital Management team may be able to help your family, call our office.” And see, you can put your email address, your website here, basically encouraging people that you’re taking on new clients and that they can get in touch with their questions.
So the next step, once you’ve filled out all the sections of your profile is to get a custom URL. So what this is, is instead of going to your profile at linkedin.com/123456 it’s your own customized link. And so it’ll be linkedin.com/claireakin. And so it’s free. It’s just another one of those polishes on your profile that make people understand that you’re a LinkedIn pro. And so you can see mine is linkedin.com/claireakin and I’ll show you how to get your custom URL here.
So first go to your profile and next to view profile right underneath, there’s a little gear button next to your current URL. So just click on that gear button and it will take you to the next section, which is underneath where you can edit your public profile URL. And so it says, “Enhance your personal brand by creating a custom URL for your LinkedIn public profile.” So you click the little pencil icon that’s right next to your URL and then you can put in your name or your firm’s name. If you have a very common name, it may already be taken, so you may need to be creative, but try your name or your firm’s name or John Smith CFP and claim your custom URL. And then that’s where your profile will currently reside. So you can share that link and it’s easier to share a link with your name in it than a link that has a bunch of letters and numbers. So, that’s kind of the goal there.
So next I want you to add multimedia content to your summary. And so this is so cool. It just came out a couple of years ago, but it’s such a nice way to make your summary more interesting. And so you can add videos, slideshows, documents, your websites, brochures, white papers, infographics. You can add all of this right to your summary so people can read your 2000 character summary and then watch a video or download your white paper or look at a report. And so everything that you have compliance approved on your website that’s an asset, I want you to add to your summary here. And it’s just important to keep in mind this doesn’t count against the character count of your summary. So of course, you have to stay within 2000 characters.
But then on top of that, you can add all of this information so someone can read your story and then watch a video about you. So it’s a great way to make your summary much more interesting. And so the way to do that is, when you go to edit your profile, there’s a little button on your summary that looks like a plus sign and you can enter your video, upload your file presentation, anything like that. Just make sure it’s compliance approved.
And then the last step here is just to reorder your profile. So a lot of people don’t know, but your profile is basically set up to default. Have your summary first and things like your education kind of lower at the bottom, but you can change the order of all of the sections within your profile. Since, what I really care about when people come to my profile is I want them to read my book, I put my publication as the very top thing. And so if you’ve written a book, you may want to do that as well. So this blue button right next to add a publication, the up and down arrow, that’s how you reorder all of the individual sections of your profile. So for an average advisor, I would recommend having your summary, then your education, then your certifications, then your experience and then your volunteer, et cetera. But if there’s any of these sections that you’re really proud of, your volunteering or you’re really proud of your certifications, you can move those up to the top of your profile.
And then finally, the most important thing is to adjust your privacy settings. And so this is LinkedIn. It is not the Witness Protection Program. So many advisors try to keep their profiles hidden. That’s not what you want to do. This is public advertisement to let everybody out there in the professional world understand who you are, who you serve, and how you can help. So go ahead and make your public profile visible to everybody and make all of the sections visible to everybody. And so with the exception of recommendations and endorsements, don’t make those public. We’ll talk about that more in the compliance section, but make your public profile visible to everybody. And then click save on your privacy settings.
And then be sure to update your profile regularly. So anytime you get a new logo, a new photo, a new job, you publish a new book or publication, you earn a certification, you get a promotion or a new set of credentials, make sure you update your profile because you want to keep it as fresh, up-to-date and current as possible.
Now as promised, I want to give you a special discount code for the LinkedIn Course for Financial Advisors. So today you learned a lot about supercharging your LinkedIn profile, but that’s only the tip of the iceberg. The LinkedIn Course for Financial Advisors teaches you everything you need to know to actually use LinkedIn to get new clients and to be a little bit more aggressive in your prospecting tactics on LinkedIn and even using LinkedIn ads to fill your sales funnel every single month so that you have new leads and new clients coming in each month as a result of your efforts. So the course is normally $248, but today only you’ll get 20% off for lifetime access at $198 using the code Indigo. And so you can click on the link below and check out LinkedIn Course for Financial Advisors, enroll today. Let’s talk about what the course covers.
So first of all, we start with what is LinkedIn and why you need it. So we start with the very basic for advisors who may not have ever used LinkedIn before and are completely unfamiliar with what LinkedIn is and why they even need it. And along with the online self-study course videos, there’s also tons of downloadable resources, PDFs, worksheets, checklists so that you can follow along and make all the necessary changes to your profile and follow along with the steps so that you can actually successfully prospect on LinkedIn.
After that, we’ll talk about getting familiar with LinkedIn and so we’ll go through all of the most important parts of your dashboard, LinkedIn groups, LinkedIn messages, how you can use the search features. And so that’s really helpful if you’re not really familiar with LinkedIn to get you up to speed.
Then we’ll talk about how to get started on your LinkedIn profile. So how to write a great headline with examples from top advisors, how to write a compelling LinkedIn summary and we’ll actually give you summary text templates that you can download and edit to write your own LinkedIn summary.
Then we’ll talk about how to get a great headshot and background image and I actually give away free bonus background images so that you don’t have to create your own.
And then we’re going to talk about compliance. Of course, compliance is really important and I want to make sure that you have everything that you need for compliance to make sure that your profile and the practices that you’re using on LinkedIn are compliant.
Then we’ll talk about connecting with your network. So I’ll give you step-by-step instructions for how to double your network, how to upload your contacts and your email addresses from your CRM system or any other email system that you have so that you connect with everybody that you know on LinkedIn. This is important because that way people will see your updates on LinkedIn, and more importantly you can see who they know on LinkedIn and who you may want to be introduced to.
Then we’ll get into really where the rubber meets the road. So prospecting on LinkedIn, how top advisors actually use LinkedIn to identify who they want to meet and start a conversation. So we’ll talk about following up with new connection requests and we’ll give you some sample messages for how to reach out to new connections, people that you don’t already know but that you would like to know. We’ll talk about reaching out to referral partners. So making sure that every real estate agent, CPA, estate planning attorney in your location knows exactly who you are and how you help your clients so that when they meet somebody who needs your help, it’s a no-brainer and you’re top of mind for them to refer you business. And then we’ll offer a worksheet for identifying your ideal prospects. And that’s really important if you haven’t completed the process before to make sure that you know exactly who you’re trying to target.
And then we’ll talk about creating your own specific LinkedIn marketing campaign. So in this section I’ll show you examples of how advisors create a LinkedIn marketing campaign, use content as bait, share it with qualified prospects, start the conversation and actually set appointments using LinkedIn. So this is a really powerful section. And we’ll give you a bonus resource to create your own LinkedIn ad, so you can actually use LinkedIn to target people who work for a specific employer or people in a certain profession in your area to make sure that they’re aware of you and to add them to your LinkedIn marketing funnel.
And so, like I said, it’s normally $248, today only, you’ll save 20%. So you can get started now with the code Indigo. And let’s talk about some frequently asked questions in case you have questions. So the course is designed to be completed in five days at one hour per day. Or if you only want to study for 30 minutes a day, it’ll take you 10 days to complete. Either way, at the end of one or two weeks, you’ll know everything that you need to know to get new clients on LinkedIn and it really will change your business forever. You’ll have access to the course for your lifetime. So you don’t have to worry about losing access to the course. You’ll have unlimited access across any and all devices you own. You can download and print any of the course resources at any time.
If you’re not happy for whatever reason, you can refund the course within 30 days with no questions asked. And what if you’re not tech savvy? So a lot of the advisors that I meet aren’t really tech savvy, but the course is designed for the most technology-challenged financial advisor. That’s where we start at the beginning, at the very basics. So even if you don’t have a LinkedIn profile and you’re not sure how to use LinkedIn, we’ll teach you everything you know to get started. And of course we’ll cover everything important about compliance. Compliance is really important, so we want to make sure that your profile and your practices are up to date.
So enroll today, go to indigomarketingagency.com, use code Indigo to get started now on the LinkedIn Course for Financial Advisors. Thanks so much for watching and have a great rest of your day.