How Can Asset & Portfolio Managers Implement a LinkedIn Strategy - a Step by Step Guide

1. HOW CAN PORTFOLIO
MANAGERS IMPLEMENT A
LINKEDIN STRATEGY
A Step-by-Step Guide
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After the US, the UK is the 2nd largest asset management centre in the
world & it continues to outperform expectations. Trends suggest that
most portfolio & asset managers from the UK promise small & deliver
big:
The JP Morgan Investment Outlook of 2022, showed a prevalence of
negative sentiments among Asset Managers about UK equity
throughout 2021. Even then, the market gave positive returns that seem
more promising than other markets.
WHY NOW?
In March 2020, the UK witnessed a withdrawal of 3.4 billion GBP in retail
funds. Thereafter, the assets under management (AUM) of UK
Investment Managers grew by 11% even after the Pandemic* This year,
the Financial Times estimates that 7.1 billion GBP of retail funds were
withdrawn from the UK in March 2022 i.e. more than twice the
withdrawals in 2020.
Eventually, these funds will be re-invested & provide a huge market for
asset & portfolio Managers. The investor sentiment towards UK
markets is turning positive.
HOW CAN ASSET &
PORTFOLIO MANAGERS
IMPLEMENT A
LINKEDIN STRATEGY
A Step-by-Step Guide

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WHY LINKEDIN?
80% of LinkedIn users drive business decisions & LinkedIn remains the
most popular social media among Fortune 500 companies. These users
have a huge overlap of individual & institutional investors. It is also the
foremost channel for distributing B2B content for nearly 94% of
marketers & it generates no less than 50% of the website traffic that
comes from social media.
While browsers & devices roll out restrictions on 3rd party cookies,
Linkedin can deliver your profile, content & conversations to your ideal
prospect audience.
LINKEDIN STRATEGY: A STEP BY STEP GUIDE
1. Create Searchable & Visible Pages:
1. Open your LinkedIn Homepage on the Browser.
2. Click on the “Me Icon” on the top right & select the “View Profile”
link. This will open your profile page. Click on the Pencil Icon of
each section, input details according to the prompts & click Save.
3. Review online profiles of your peers & competitors to
understand their LinkedIn Presence. Draft your profile, use free
keyword generators to find the popular keywords for your
domain & compile a collection of images, videos & other rich
media for your LinkedIn Pages. Rename these rich media files
with the appropriate keywords for your role eg.
financialadvisor.jpeg
Your LinkedIn Presence must include search engine optimised &
impressive LinkedIn pages i.e. Individual public profiles, Company
Pages & affiliate pages (eg. showcase pages, product pages and service
pages)
Source: 2021 Investment Association Annual Survey of the UK

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4. Upload a professional profile photo, edit its visibility toggle &
click save. Then upload your Banner Image with some useful
information, news bite or image that makes your page visitor
curious about your profile.
5. Add Creator Mode and add #hashtags associate with the
conet you will be creating and putting out eg. #financialadvice
#investing #sustainableinvesting #markets
6. Write a powerful headline
for your profile & use the
audio link in the mobile
app to upload the correct
pronunciation of your
name with some relevant
information or instruction
for the audience.
You can also include a Call-
to-Action (CTA) in your top
section. This CTA may
request users to provide
some information, check
out your Features section,
join a group or contact you
directly.

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7. Use the Add Profile section to update each part of the profile.
It’s more convenient than scrolling down to each section. Make
sure that you create a personal Services Page. This helps
improve your searchability & visibility among other LinkedIn
users.
8. Over time, you can populate your featured section with Posts &
Articles & scroll down to use the “Take a Skill Quiz” button & earn
Skill Badges.
9. Once you have optimised the individual profile, click on the
“Edit Public Profile & URL” button at the top right. Then review the
public profile page, scroll down to the edit section & rename your
URL in the “Edit your Custom URL” section. It is prudent to include
your role / industry in your new name so that you are found first
in searches.
Bonus tip: You can use this New URL as a hyperlink in
your signature or LinkedIn Button.
After your profile is ready, you need to focus on your Company Page. If
your Company Page already exists, you may tap on its “More” icon & put
in a request for Admin Access. Otherwise, you can click on the Work
Icon at the top right, scroll down & use the “+Create a Company Page”
button. Again, follow the prompts to fill up every field of every
subsection i.e. Header, About, Community etc. Share this page with
your colleagues or employees. You may even assign an employee with
the Content Admin status to update the pages.
Like the optimising process for your profile, follow the same practices
of shortlisting keywords, renaming rich media files & editing the page
URL. Keep your key portfolios handy for the creation of affiliate
Showcase Pages.

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You may now chime in with protestation, “...but LinkedIn doesn’t allow us
to target by gender!” No, it doesn’t.
Yes, if you know how to navigate the platform professionally you can
target by gender regardless and is a practice we carry out frequently
for our financial services clients who wish to target by gender. The
following shows an example search of male investors in EMEA region.
2. Targeting
In a recent survey, 68% of male investors showed a preference for
online portfolios and EToro, a DIY trading platform, reported a 366 per
cent rise in the number of new women investors since the beginning of
the year, compared with a 248 per cent increase for men.
It is safe to say that investors are turning to online sources for
information & a solid memorable and, moreover, consistent LinkedIn
presence will help you not only create the best impression of being a
step ahead of your competitors but allow to you actually initiate
conversation with potentially interested parties.

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3. Harness Analytics & New Features
Review the analytics of your LinkedIn
Pages to identify the keywords &
content that attracts the right
audience.
The analytics page informs you of
search appearances, page viewers &
followers, top job titles of those who
searched for you, post impressions &
keywords that worked.
Additionally, try to use as many
features of LinkedIn as possible,
especially LinkedIn Groups & new
features.
The LinkedIn algorithm favours
profiles that try to engage other users
through organic (not paid) content,
group content & special tools like
Events, Polls & Live streaming.
Across all of your Linkedin Pages, you
can use buttons & links to add rich
media to the uploads.
Your Profile can become an audience
funnel for your Company page & vice
versa.
Over time, if you manage to gain a
following of 100 networkers in a
specific category, you can utilise the
Target Audience tool to distribute
your Company Content to that
audience.

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4. Implement a Networking Strategy
Import contacts from your registered e-mail ID, Outlook & other devices
/ apps. Click on the “Me Icon”, choose the Settings & Privacy Tab & go to
the Syncing Options on your left index. Scroll down & click on Sync
Contacts. Then follow prompts to import contacts from each source. In
the same way, you can also Sync your Calendar to stay updated with
the latest contacts & appointments.
Now that your pages are optimised & your contacts imported, use
suggestions from the “My Network” page to connect with other LinkedIn
members. You can also connect to people who are visible on your
Home Page or use the Search tab filters to discover your target
audience by Location, Company, Group, Event, School, Service or
Degree of Connection to"op find commonality.
To improve the acceptance rate of your connection request,
To improve the acceptance rate of your connection request,
always add a personalised note to your connection request. Use
always add a personalised note to your connection request. Use
words such as "open to" and "would you be against"? to maximise
words such as "open to" and "would you be against"? to maximise
acceptance rates
acceptance rates
hereafter, keep a regular (rather than spamming) communication
hereafter, keep a regular (rather than spamming) communication
strategy in place to send them to the appropriate LinkedIn and
strategy in place to send them to the appropriate LinkedIn and
other pages.
other pages.
You can also formulate & implement an employee advocacy program
for your employees and referral network with peers & trusted clients. A
group effort can improve the span & scale of your 1st, 2nd & 3rd-degree
connections instantly. Some of your employees & clients may also
emerge as brand ambassadors for your services. This word of mouth is
critical for discreet investors who do not interact on public pages.
Although you may be faced with cultural opposition and budgetary
restraint, you canasset your firm to use LinkedIn more effectively as
part of your marketing strategy through a one off LinkedIn coaching
session or engaging senior leaders in a LinkedIn business development
program.

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5. Upload Quality Content
Investors need timely insights, market information & policy updates at
their fingertips. They also appreciate portfolio managers who respond
promptly, especially in comments & messages. When you upload high-
quality content regularly, potential investors become comfortable in
sharing some of their queries & requirements with you.
In the case of existing clients, LinkedIn
can also double up as a 2nd tier
resource for managing customer
relations, in addition to your actual CRM.
It can improve retention, double lead
generation & also lower the customer
acquisition costs.
Your content works best if it is posted
with a specific content calendar in mind.
Every post & article must act as a funnel
for some other post or article & highlight
your client’s focus & expertise. Make a
list of the content that you wish to share
with the target audience & select the
best page for the content. Then check
the content analytics to identify the
content that works best on your
Individual pages & Company Pages.
KNOW LIKE TRUST
6. Engage for Digital Trust, Brand Building & Relationships
Quality content is only as good as the engagement it generates.
Eventually, engagement leads to referrals & leads. If any discrepancy
arises between your Profile, Company Page & content, your digital trust
gets lowered. If your spontaneous comments on a post do not reflect
your experience or expertise, your brand value may plummet.

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60% of LinkedIn users depend on it for industry insights.
The digital trustworthiness of your profile & brand improves when you
provide useful conversations in the LinkedIn comments & messages.
Your professionalism is also reflected in the prudent use of links,
backlinks & buttons in your communications. Every link is a CTA &
multiple CTAs give the reader multiple choices.
By keeping the right balance between content & CTA choices, you can
guide the audience to the information that they seek. Eventually, all this
engagement will doubtless lead to conversations i.e. an opportunity to
build a professional relationship with your client.
View LinkedIn as a business directory for direct access to
senior personnel, investors, start-up enthusiasts, venture
capitalists, family offices, asset owners & managers & subject
matter experts.
Once you see significant growth in your audience & leads, use tools like
Grammarly, and Canva to improve the readability, attractiveness &
ease of consumption of your content. You also have the option to
integrate LinkedIn with Twitter & use content scheduling tools to post
information when it attracts the highest engagement:
A key to building visibility and brand awareness is regularly producing
strategic, consistent, and insightful content. Businesses may be
implementing this with their overall content strategy but do they have a
long-range plan – or do they push out random articles to satisfy a
monthly checklist?
Creating a calendar for several months out will help you and your firm
focus on what’s important for clients.

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7. Know the Key People to Follow
The LinkedIn analytics built into your company page provides
reporting on which visitors are engaging with you the most and what
they’re viewing when they visit.
You can see which type of posts create the most engagement, whether
due to a topic theme, an infographic, or a link to an article or video.
With that understanding, you can zero in on the types of posts that
spur engagement. Then write more and dig deeper into those topics
that resonate.
Examples of excellent LinkedIn profiles for portfolio managers to follow:
www.linkedin.com/in/pbouvier/

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https://www.linkedin.com/in/bencasselman/
https://www.linkedin.com/in/karenwebsterboston/

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https://www.linkedin.com/in/jameseagle/

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A complete social marketing strategy is
crucial to optimising all the digital tools
at your disposal and maximising your
return on investment.
Melanie Goodman is Founder of
Trevisan, a firm that helps financial
services professionals companies grow
their pipeline. Click HERE to schedule a
complimentary consultation.
CONCLUSION
When used strategically, LinkedIn can help you (and your team) build
relationships, strengthen your personal brand and credibility and
ultimately attract prospective clients.
A LinkedIn strategy is crucial to optimising the digital tools at your
disposal and maximising your ROI both financially and in terms of time
input.
LinkedIn is none the less just one piece of the jigsaw.
The other pieces include an aesthetically pleasing website to which you
can send LinkedIn connections and page visitors and include content
there that will entice repeat visits. Think open ended updates not
closed lists of services.
Offers to download white papers and reports, register for webinars, or
sign up for podcasts enable you to capture their email addresses so
you can cultivate them through your pipeline.
At this point implementing an outsourced marketing program for either
your individual managers / partners or the firm as a whole will help you
target prospects in a lawyer focused way and tailor your content to
their painpoints and interests.
SUMMARY

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You want your business to have a successful online
presence but don’t have the time or skills?
Contact us to discuss how to fully exploit your
digital potential with our LinkedIn marketing and
management options.
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