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Attract Ideal Clients with Authenticity

All financial advisors want to know how to connect with their ideal clients online. There are countless strategies and technologies to help them with their marketing, some useful, and some not so much. But there is one technique that has always worked: authentic marketing. Be genuine with your ideal prospects, and they will soon be your ideal clients.

Financial advisors can authentically market themselves by:

  1. Defining brand benefits and values.
  2. Demonstrating expertise.
  3. Authentically engaging their audience.

Define Your Brand Benefits, Express Your Values

As an investigator begins to look around for a financial solution, they will try to find an advisor that provides the services they need. They also want to find someone who aligns with their deeper values. As people scroll through articles, posts, and tweets, they continuously compare the values presented against their own. When the benefits you offer match a prospect’s needs and your values mirror theirs, the chance of engagement is very high.

Allow people to get to know you and your company, the REAL you and your company. One way to establish your values is to identify experiences where you felt your company succeeded; what were the values that made that success possible? Identifying these values can take time and is an ever-evolving process. It is, however, the first and most crucial step in achieving authenticity.

Virgin CEO Richard Branson said,

“Too many companies want their brands to reflect the idealized, perfected image of themselves. As a consequence, their brands acquire no texture, no character.”

It is essential to make sure that the language you use to express your value attracts the ideal searcher. Think about what a potential client would type into a search engine. What words would they use? What topic would be most important to them? Or even better, imagine what they would ask a digital assistant like Siri or Alexa. How would they phrase their questions and concerns?

Demonstrate Your Expertise

One of the main benefits of authentic marketing is how it helps financial advisors establish relationships of trust. When you use your online engagement to demonstrate your knowledge and expertise, your audience will come to see you as a thought leader in your field, and you will become an influencer to those most interested in what you have to offer.

Research company, Edelman, reported,

“53 percent of respondents say ‘whether you trust the company that owns the brand or brand that makes the product’ is the second most crucial factor when purchasing a new brand. Trust is second only to price (64 percent)

The secret to becoming an authentic thought leader in your marketing is consistently delivering valuable insights. Giving away useful advice can sometimes be a challenging exercise for an advisor whose primary product is advice. It feels a little bit like giving away the milk for free.

In deciding what level of insight to use in your marketing, it can be tempting to hold back the good stuff. This is generally a mistake. There will always be proprietary information you only share with clients, but try and provide as much as possible.

On top of the reputation-enhancing benefits of such content, valuable insights delivered through your marketing material can also have an incredible effect on your search engine optimization or SEO. Over the last decade, Google has worked hard to hone its algorithms to reward copy that provides a rich user experience.

Authentically Engage Your Audience

Possibly the best thing about authentic marketing is it makes your job more meaningful. By capturing why you do what you do and sharing that with your audience, you reconnect with your own reasons for becoming a financial advisor in the process.

As you interact with your audience and develop deeper connections, the lines between your job and life might start to blur.

Marketing guru, Gary Vaynerchuck, said of authentic marketing,

“True success lies in telling your story. In authenticity, hustle, and patience. In caring fiercely. In valuing legacy over currency. There no longer has to be a difference between who you are and what you do.”

Your authentic marketing must extend across all aspects of your ideal prospect and client interactions. Once you have established yourself as an expert who shares significant value with your audience, it is essential that you then live up to those standards. If your advisory behavior is not consistent with your marketing, you will soon feel a backlash.

Authenticity is not a static concept. By focusing on your brand value and demonstrating your expertise, you can continue to attract your ideal clients through authentic marketing.

4 Strategies for Marketing During COVID

The recent COVID-19 pandemic has forced everyone to re-evaluate how they do business, and financial advisors should take the time to consider how to attract new clients moving forward.

Referrals and brand recognition are more important than ever, and they provide the opportunity to bring in new clients despite the changing economic landscape.

Here are 4 strategies financial advisors can use for marketing during COVID-19:

 

  1. Continue regular communication with clients
  2. Create an email newsletter
  3. Don’t stop your marketing
  4. Bring in an expert

These strategies will help you to continue to grow your AUM during “the new normal.”

1. Continue Regular Communications with Clients

While face-to-face meetings may be impossible, it’s essential to keep up the face time with your current clients. Offer Zoom calls with clients who you used to meet in the office, even if it’s just to ask how they’re holding up and assuage their anxieties.

To make the best impression, find either a solid background or a bookshelf to use as a backdrop for Zoom meetings, and minimize the noise in your house, however possible.

2. Create an Email Newsletter

In addition to meeting with your clients remotely, an email newsletter is another great way to stay top-of-mind. Write a few sections of financial tips and market news with links to your website, and perhaps add in a “just for fun” section recommending new recipes or quarantine activities. Of course, remember to keep compliance in mind and always get approval before you send anything out.

Thank your clients for their loyalty at the end of the email and mention that you appreciate referrals. For best results, include a link to your calendar so clients can easily set up appointments for their friends and family to video chat with you for the first time.

3. Don’t Stop Your Marketing

It can be tempting to put your marketing on hold in the current climate, but the advisors I coach are experiencing tremendous success by keeping their campaigns running. One has taken on 56 new ideal clients! She attributes her success to staying in contact, sending thank you cards, and her quarterly email newsletters.

As your clients are stuck at home, they have more time to read your marketing materials and think about their friends’ and family’s needs, so this is the perfect time to ramp up your marketing campaigns.

4. Bring in an Expert

Given the changing climate, you may want to evaluate the competition and what you can do to succeed. To support financial advisors in this changing market, I’ve created a new Financial Advisor Success Quiz, which asks you questions and gauges where you are in your branding and marketing development.

You can answer a few questions about your business and see exactly where you need to focus your efforts!

To take the quiz, visit www.financialadvisorsuccessquiz.com and then reach out to me if you have any questions about the results!

While it is a stressful time in the business world, financial advisors are in a unique position to market through their current clients.

Taking the time to send out emailed newsletters, start a referral campaign, and build out your marketing plan can help ensure your success over the coming year!

Creating the Perfect Marketing Plan for 2022

As your year winds down, it’s essential to look back on your marketing success over the past year, as well as to consider what can be refined for further growth. Especially with the changing nature of the business world due to COVID-19, you will want to evaluate each aspect of your strategic marketing plan and decide where to focus your efforts starting in January 2021!

Calculate Your ROI

Take a look back at your marketing channels over the past year, how much you have spent within each channel, and how many new clients you’ve obtained. If you aren’t already keeping a running spreadsheet of your expenditures and the results for each campaign, make that your first task as you start planning for 2021.

If there are any channels that have not returned the ROI you expected, take some time to consider why this might be the case. Before writing the channel off completely, ask yourself whether you fully explored all options for being effective within that channel. If you feel there’s more you can do to improve your results, attempt another campaign following marketing best practices. Perhaps experiment with a different audience in your social media campaigns? Did you properly test to ensure tracking was successful? If you treat clients to lunch or rounds of golf, are you getting enough referrals to justify those expenses? Evaluate the strengths and weaknesses of your campaigns before writing off a channel completely, but don’t be afraid to completely toss a channel aside if it’s not working. For example, if you have run three different LinkedIn campaigns without receiving a single lead, spend time exploring other advertisements on that platform. If your ads look similar to what is being shared by other financial advisors, you are following best practices and still not getting results, it may be best to focus your efforts elsewhere.

Reevaluate Your Ideal Client

Every year take the time to reevaluate your ideal client and ensure you want to continue catering to the same demographic. Ask yourself this question: “How would I describe my ideal clients?” Are they CEOs within companies of 100-500 employees? Engineers? Doctors? A broader group like “business professionals” or “small business owners?” Depending on your location, you can even narrow it down further to a specific industry, age group, or life stage. Are they Google employees between the ages of 25-40 who like to golf on the weekends? Are they doctors nearing retirement?

Though you have likely defined your ideal client, make it a yearly practice to ensure you should use the same mold. The best place to start is to comb through the newest clients in your book of business. Are there any major changes in who you served this year? Did you connect with them through a similar marketing channel? Is there a similar level of affluence, geographic profile, or primary concern between them? Look at what has worked for your business this past year in order to revise your marketing plan going forward. 

Consider Your Strengths

Given the various avenues available for marketing, it’s best to take the time to consider your strengths. If you are more of an in-person networker, avenues like trade shows and industry associations may be more your speed. Given the COVID-19 situation, however, you may want to explore video chat options so your personality can shine in initial meetings. If you are analytical and like to test different theories, pay-per-click advertising may be your wheelhouse. If you are persistent and willing to put in ongoing work or delegate to a social media specialist, social media may be the right answer. Ultimately, the most successful avenues tend to be what you enjoy, as you’re unlikely to continue exerting the effort if you hate every moment. 

Ensure Your Branding Is Consistent

One of the benefits of an ongoing marketing strategy is that it does not need to provide immediate leads to be successful. While a prospect might not need your services immediately, they’ll be more likely to contact you in the future if they’ve seen your ad before. Building this brand recognition is only possible when you create consistent branding across all of your marketing channels. By using the same logo, color scheme, fonts, and marketing messages, you ensure that prospects will recognize your ad when they see it again. And when they are ready, they will reach out to your business.

An easy way to understand brand awareness is to compare it to a baseball game. Though we all love a home run, it’s much more likely that your marketing will work in smaller base hits. Each communication you have with a prospect leads them closer to home base, so it’s well worth the time to make these smaller sprints. 

Try Something New

As you continue to test your marketing, challenge yourself to try something new this year. You may be surprised at what ends up working, especially if you can carve out a channel that is ignored by others in your industry. Above all, try to imagine where your ideal client spends their time, so you can place yourself in front of them.

The budget for experimentation does not have to be high, so place $1,000 towards a channel you have never tried before. If you get a few leads, some interesting engagement, or an increase in traffic to your website, you will know it’s worth trying this avenue again. If not, chalk it up to a learning experience and pat yourself on the back for trying something outside the box!

Be Cognizant of the Current Situation

Let’s face it…2020 has been unusual. It might be difficult to create a valid marketing strategy based on the data you received this year, so keep an open mind as you look at marketing channels for the future. Given the COVID-19 outbreak and subsequent concerns, consumers behaved differently than normal and responded to different messaging. While you should not write off all the data you captured in 2020, it’s best to place your results within this larger context.

Conclusion

As a marketer, the best way to improve is to measure the results you have gathered and make informed decisions on your next steps. As you look back at your marketing success this past year, use this actionable data to provide an outline for 2021.

How Financial Advisors Should Maintain Their Business During COVID-19

This is an unprecedented time, and financial advisors are under unique stress trying to maintain their business during the quarantine. Though some aspects of your day-to-day business will change, you still have opportunities to delight your existing clients and attract new ones. Ultimately, if you proceed strategically, you can place your business in a better position than it was even before the crisis.

Maintain Client Relationships

Though you are likely working remotely, you should still stay in contact with your entire book of business. Talk with every one of your clients and offer them guidance through this changing financial market, as well as asking after their family’s health and wellness. This is where you can have the biggest impact by sharing your perspective on the unfolding situation.  These actions ultimately encourage client loyalty and future referrals.

Given the unpredictability of the market, any clients who were thinking about changing advisors are more likely to do so now. The bottom line is:  if you can’t be present for your clients during a challenging time, then you need to reevaluate your service model.

It’s also worth noting that younger investors haven’t seen this volatility before.  This is an opportunity to establish yourself as a trusted partner in these matters and to deepen your relationships with your younger clients, which will reinforce the added value you bring to the table.

Don’t Disregard Opportunities for Growth

Though it may not seem like it, this is perfect timing to be focused on growing your business.  When you are doing a great job of servicing your clients, you will naturally have the opportunity to grow your business with money in motion from your existing clients, as well as referrals.  Given that everyone is experiencing the volatility of the market, many are looking for financial perspective during this unprecedented time. When clients feel taken care of, they will frequently express gratitude for your time and reassurance.  This is the perfect timing to let them know that you are available to speak with their friends and family members who might have questions or concerns about their financial situation.

How to Conduct Referrals While Maintaining Social Distancing

Though social distancing has changed the way you conduct referrals, you can use technology to make a seamless introduction. Invite both parties (your existing client and their referral) to a zoom conference, and then your existing client can step off the call when appropriate. Alternatively, you can use conference calling, but don’t discount the personal touch of a video call.

After the referral signs up for your services, take the time to write a personal thank you card to your existing client. To encourage future referrals, I recommend including a gift card for Postmates or a similar food delivery service. This will encourage future referrals!

Conclusion

Though this is an unexpected situation, it provides the opportunity to truly enhance relationships with your clients. By adjusting your business model, you can continue to deepen your client relationships and establish yourself as a trusted resource in this challenging time.

 

Perfecting Your Client Attraction Message

Have you ever had a moment when you were asked what you do for a living, and you stumble over your answer or aren’t sure how to respond? It’s extremely common for people in self-driven industries to struggle to answer these questions, and it makes it all the more important to create an “elevator pitch” about your business. As you seek out new clients, it’s essential to perfect your client attraction message and be able to quickly identify who you help and what your skillset is.

What Is a Client Attraction Message?

A client attraction message is a short pitch about what your business delivers. Ideally, it is a super short phrase, less than seven words, that you can consistently deliver when asked about your job. Essentially, it’s your slogan, directly answering the questions: what do you do, and for whom?

Examples of Effective Client Attraction Messages

Here are a few simple examples to get you started, along with some notes about why they’re effective:

  • Wealth Management for Executives in Transition
    • Wealth management is an extremely general term, but it is an extremely attractive client attraction message. Tapering it down by focusing on a specific industry or ideal client helps specify your work and make it sound less generic.
  • Investment Management for Lottery Winners
    • If you have a specific niche, it’s even more important to spread the word about your work far and wide. Though this is an extremely precise target market, it fills a direct need of potential clients.
  • Retirement Planning for Google Employees
    • If you aren’t sure about how to focus your messaging, focusing on a specific field or industry can help make it clear who you’re targeting.

Rehearse Your Delivery

While you can use this message in your marketing, it is even more important to have it prepared for networking and day-to-day conversations. Practice your delivery of this slogan so you can sound polished and confident as you meet potential clients or acquaintances. It can also help to have a quick story showcasing one of your best wins so you can make it clear what skills you bring to the table.

If you’ve ever been in a situation where you couldn’t clearly communicate your role, you need a rehearsed client attraction message. This will help you network and get your name out there while being quick and polished. Once you’ve mastered your client attraction message, you’ll be able to casually mention your line of work without taking too much time or stumbling over your words.

How to Create an Impactful Slogan

As your prospects browse through your industry to find the best fit, they’ll want a quick summary of exactly what to expect from your business. An impactful slogan is an easy way to convey your services, set expectations, and make a great first impression. Here are some tips to creating an impactful slogan:

Speak to Your Target Market

The first thing you should keep in mind is who you are looking to attract, as this will help you tailor your slogan from the start. Are you working with specific industries or life stages? What is the average age of your clients? For older clients, you should aim to sound established and trustworthy to build up that initial relationship, whereas the younger generations may respond to a more catchy and fun slogan. Regardless of which direction you go, sit down with your team and some trusted clients to get their input at the start of your process.

Focus on Solutions

It’s important to remember that both the problem and solution should be at the heart of your messaging. In order for clients to quickly understand what you bring to the table, you need to communicate the problems you solve right from the get-go.

Focus on Your Uniqueness

Especially in big cities or competitive industries, you’ll be competing against other firms for prospects’ attention. How can you communicate your uniqueness so prospects will remember you as they continue their search?  A common mistake of financial service professionals is not having a memorable and concise marketing message. Having a slogan that is personalized for your business’s services—while still unique and memorable—is a critical piece to your overall branded system.

Make it Quick

In order to quickly communicate with prospects, a slogan should be no more than seven words. As you create your initial draft, see if you can cut down on the fluff to get to the heart of your message. Avoid filler words and ensure each verb is direct and powerful. Words like “helping” and “building” are a great start, but they’re overused and watered down. Is there a more impactful way to get across your core messaging?

Create Multiple Drafts

Given that this is such a huge part of your marketing, don’t expect to complete the task in a day. Sit with your different ideas and play with them to find a slogan you love. You may find it helpful to create a word document with about 20 different ideas, then trim it down to your favorites. Combine, refine, and rewrite over the span of a week until you find something compelling and special!

When creating an impactful slogan, it is essential to clearly communicate your specialty and unique offerings to your ideal prospects. Having a clear slogan allows you to quickly convey your services and expertise so prospects know from the get-go whether you’re an ideal fit.  Creating a quick and catchy slogan will help you optimize marketing collateral, social media communications, and your website design to be consistent and memorable.

How to Optimize Your Marketing Strategy to Support Your Business Transition

As you expand your book of business, it can be easy to lose track of the best marketing plan to both entice new clients and retain your original base. By taking the time to restructure your marketing, evaluate your mission statement, and even change your branding, you can optimize your marketing to appeal to both existing clients and new prospects.

Consider Your Best Fit
In an ideal world, you will take a step back and think about your ideal client before your transition event. Has anything changed about who you want to attract? Take a look at any clients you’re acquiring, the age and specializations of your team, and your future goals to evaluate whether you should change your marketing strategy to attract a different type of client. This is a great opportunity to create your marketing focus for the future of your company. Who are the ideal clients that you want to attract and how many? While it can be tempting to shift focus entirely, think of this process as a time to narrow your focus. You still want to cater to your top clients and ensure they feel supported and valued, but you may want to reframe your branding to a more focused group.

Craft a Comprehensive Message
At the very start of your succession planning experience, sit down with your entire team to craft a unified message that speaks to your current goals and values. Look at your newly defined ideal client, existing client base, and total expertise to come up with consistent branding for your website, email campaigns, social media posts, and any printed or direct mail media. The essential thing to consider when creating this messaging is why you are the best fit for your clients’ needs. What unique experiences do you bring to the table that helps to set you apart from the rest? Why are you passionate about your business? In which situations are you most effective at helping clients meet their needs? What is your goal for your clients? What is your favorite example of a way you’ve gone above and beyond for a client? Use these questions to guide you towards a personalized tagline, then use it to create consistency across all your marketing. By unifying the message in your marketing materials, you make it easy to build brand awareness and attract your ideal clients.

Be Consistent with Your Value Proposition
As you move forward with your transition, it is essential to keep all team members on the same page in how they present your value proposition. Go over brand standards for email, social media posts (including employee’s personal LinkedIn activity), and client conversations so everyone presents the same value proposition across all mediums. Use the same language and phrases consistently so each individual appears as part of a larger team at all times, making it clear that you’re united in the service of your clients.

Reach Out to Clients
Once you have completed these steps and created a clear marketing strategy, you’re ready to reach out to your existing clients. Be sure that the first message you send out includes your new tagline and a link to your mission statement, along with what clients can expect in the first few months of your business transition. Schedule one-on-one meetings to share your new brand message, your commitment to take great care of your clients by providing ongoing support and clearly demonstrate your devotion to existing clients even if your business model or brand is changing slightly. Above all, highlight the exciting new services, features, and benefits of your new business model.

Though it can be challenging to align your marketing during a business transition, it is essential to have a clear plan as you onboard new clients and potentially new employees while setting expectations for existing clients. By sitting down as a team, crafting a new mission statement, and considering your ideal client, you can ensure that new clients feel supported even as you transition your business.

Crafting an Impactful Mission Statement

As your company sets out to create a comprehensive marketing strategy, it’s essential to consider how prospects will view your operation from the get-go. The first impression that they get from your website and social media will color your interactions moving forward, so take the time to tailor a coherent message to weave throughout your site. One of the key focus points of this process is to create an impactful mission statement that summarizes the goals, aspirations, and viewpoints of your business. Here are some key tips to help you get started!

Define Your “Why”

Before you start writing your mission statement, take the time to consider the ultimate goals of your business. The concepts of “making money” and “delivering excellent customer service” are great starting points, but a well-crafted mission statement should go even deeper than these. Ultimately, the mission statement must come from your personal experience, but here are some questions to ask yourself as you brainstorm. Have you always wanted to get into this line of business? Is there a childhood experience or a life event that inspired you? How are you making the world a better place? Weaving these motivations throughout your narrative will help prospects understand your personality, your brand, your commitment to them and what specifically drives you to serve your clients.

Stay Humble (and Human!)

One of the most challenging lines to walk in the business world is the thin one between touting your achievements and bragging. While it’s generally a great idea to highlight your results, it can easily come across with the wrong tone. An easy way to avoid this is to thank the people who made it possible—your employees, dedicated clients and your family. Another way to soften the tone of your piece is to integrate parts of your personality into the writing. If you have a great sense of humor, include tasteful jokes so you come off as approachable. Conveying the right tone can be challenging, but it’s an effective “evergreen” piece of marketing when you get it right, so it’s worth the effort!

Be Specific and Succinct

If you look at the mission statements of other companies, you may notice that they include a lot of industry jargon and buzzwords that take up a lot of space without really saying anything. To stand apart from the crowd, cut the fluff and drill right to the heart of your mission.

Ask for A Second Opinion

As with any piece of marketing, ask for a second opinion from your coworkers, strategic partners and friends. Too often, we get caught up in our own emotions surrounding our creative work, and it’s easy to lose sight of what strangers will think. Getting outside opinions will ensure you’re hitting the right notes, and that everything comes across as genuine and welcoming.

An impactful mission statement is hard to write, but the payoff is one of the greatest in your marketing plan. Take the time to craft a short yet meaningful statement, and you can use it throughout your marketing pieces for years to come. As always, reach out to me if you’d like assistance developing your brand!

How to Attract Millennial Clients

As Millennials begin to establish careers and take over the consumer market, businesses have been struggling to adapt to their preferences and needs. Words like
“lazy,” “entitled,” and “sensitive” dominate the headlines and create a bias against this generation that can dissuade businesses from focusing on the next generation of clients. However, as Baby Boomers begin to retire and make up less of the consumer market, businesses need to adapt and redesign their marketing strategy. Here are some tips to help make Millennials feel supported and included in your business plan.

Be Direct

Perhaps more than any previous generation, Millennials want to get straight to the point. When designing your website and marketing materials, use direct language about what your company offers and the values you embody. Headlines and bullet points are particularly effective for this demographic, especially when citing hard numbers and statistics. While marketing to previous generations relied mostly on emotional appeals, Millennials are more likely to immediately search for the facts about what you deliver, so be sure you’re being direct and straightforward with your marketing message.

Monitor Third Party Reviews

Constant access to the internet allows the younger generations to be more thorough in their research, whether they’re buying a single product or signing up for a service. Ensure your company stands out by monitoring third party reviews and opinions about your business and addressing any complaints that arise immediately. Asking loyal clients to leave reviews on Google Places for Business, Yelp, or the BBB can help kickstart your online reputation and appeal to those who do their research!

Get Involved in Your Community

If you’ve been watching marketing trends over the past year, you’ve likely seen a trend of “woke” marketing designed to appeal to Millennials. Corporations now take political stances to drum up an audience and create buzz surrounding the causes they support. While your business might not want to take this to the extreme, you can still mention charities you support and what values matter most to you in the about page on your website. Posting photos from charity events and fundraisers that you attend is another way to emphasize the good you’re doing in the world, which is essential to catching the eye of Millennial activists.

Try Organic Marketing Channels

The biggest difference between Millennials and the previous generations are how they respond to marketing in general. Growing up in an environment inundated with ads has made them more critical—and even cynical—about the blatant consumerism that surrounds them. That’s why companies targeting Millennials have turned towards more organic means, using word of mouth and influencers to expose people to their brand. Though you may not have the funds to pay $250,000 for an Instagram post by Kylie Jenner, you can still integrate this strategy into your marketing. Encourage your current clients to spread the word by sharing your posts or talking about your brand on social media, and perhaps enter them into a raffle for their influence. An positive review from a passionate client is worth its weight in gold when working with a media-savvy audience like Millennials.

While some businesses still resist marketing to Millennials, it’s essential to integrate them into your marketing as demographics shift. They are poised to dominate the consumer market in the next few years and learning how to appeal to their open and direct approach to life will help your brand succeed in the changing market.

How to Maximize the Success of Your LinkedIn Content

Once you have your LinkedIn Business Profile up and running, you have the ability to connect with thousands of professionals within your target market. However, to catch their attention, you’ll need to create compelling and timely content and share it with the world. Here are some tips to make the most of your LinkedIn presence!

Use Hashtags

Like Twitter or Instagram, LinkedIn uses hashtags to deliver content to the right people. Users can opt to follow tags that speak to their passions, and it’s an easy way to speak to your ideal client. Consider what professional or personal hashtags would be relevant to your target market and include them at the end of your description to maximize the reach of each post. As always, location-based hashtags are a must, as it will draw in prospects who can schedule an appointment with you in person.

Encourage Sharing

If you follow a number of people from a single company on LinkedIn, you may notice that numerous employees will share the same company content. This allows each person’s connections to view the post in their own feed, trying to expand the audience of the post as much as possible. When you post something on your LinkedIn Business Page, encourage all your employees to share it on their personal pages as well.

Repost Evergreen Content

Like most social media sites, LinkedIn prefers to show its users newer posts and content. As a result, you should repost your best content repeatedly to get the best results. If you have seasonal content (like tax season or holiday-based articles) be sure to post these again every year to maximize their utility. After all, you spent a lot of time creating each piece, so you want to make the most of it!

Share Articles That Speak to Your Target Market

In addition to your own content, you should consistently share news articles and personal interest stories that would speak to your target market. This allows you to keep your page active even when you’re not creating new content yourself. Adding a personal story or weighing in on the content can provide particular emphasis on why the article caught your attention, and it’s a great way to add a human element to your business.

Include Images

Take a moment to scroll through your personal LinkedIn feed, and you may notice that you’re more likely to stop and look at an article when an image is attached. Humans are largely visual creatures, so including a compelling photo can be the difference between being liked or being ignored.

As you start marketing on LinkedIn, these tips can help you maximize the influence of your page. Overall, posting consistent and quality content will start boosting the number of your followers and expand the reach of your business.

FAST Track Your Business

Discover the 7 steps to attract your ideal clients and grow your book of business.