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How to Optimize Your LinkedIn
Presence to Generate New
Business
Thursday, July 22, 2021
2
Samantha Russell
Chief Evangelist
@SamanthaTwenty
/samanthacrussell
twentyoverten.com
What We’ll Discuss
Top characteristics to a
strong LinkedIn profile
How to develop a thoughtful
and engaging content strategy
1
2
How to attract followers
and drive engagement
3
3
Latest updates on the
LinkedIn algorithm
4
Over 60% of Investors believe that
most financial advisors make the
same promises, making it hard
to tell the difference between them
4
- 2018 BNY | Pershing Study
Let’s Start With a Story
How do clients find an advisor today?
1. First Post 2/18/19 - 3 views
2. 307 posts written in 2019
3. 300 → 1,958 followers
4. July 2019 - avg views 554
5. December - avg 2,226
6. Largest growth in Net New Assets in 10
years (13-16%)
7. 8 New Households added
5
Why LinkedIn?
6
2x The Buying Power
vs. Average Web User
7
Source:
https://www.pewresearch.org/internet/2018/03/01/social-media-use-2018-
appendix-a-detailed-table/
Pew Research Found:
49% of people who make $75,000+
annually or more are LinkedIn users
Just 26% of those who make between
$30,000 - $74,999 use LinkedIn.
8
● Most successful platform for
advisors (esp those focused on
business owners, entrepreneurs,
people in prime working years)
● People expect to hear from other
business owners and see content
on things like finance
Most Professional
Network
Converts Leads Best
9
Source:
https://blog.hubspot.com/blog/tabid/6307/bid/30030/linkedin-277-more-e
ffective-for-lead-generation-than-facebook-twitter-new-data.aspx
Hubspot study of over 5,000
businesses found:
LinkedIn is 277% More Effective for Lead
Generation Than Facebook & Twitter
Source: https://www.putnam.com/static/pdf/advisor/putnam-social-advisor-survey-6.pdf
Putnam Investments:
Social Advisor Survey
4⃣0⃣ - The median age of a new client
that a financial advisor gets from social
media is now 40 years old*
⏫
That’s up by 5 years from 2018- when
the median age was 35*
10
Source: https://www.putnam.com/static/pdf/advisor/putnam-social-advisor-survey-6.pdf
Putnam Investments:
Social Advisor Survey
4⃣.9⃣ Million
Average New AUM resulting from
Social Media Initiatives
11
Where to Start? 5 Steps to
Creating a Strong LinkedIn
Profile
12
1. Set Up Personal
AND Business Pages
Step 1: Claim your business name/profile
on BOTH regardless
Step 2: Establish a face for your brand
Step 3: Have employees/personal pages
share content that tags the business
page, or re-share content from business
page at least 1x per week
13
2. Upload an A+
Headshot & Banner
Image
1. Use a high-resolution image
2. Make sure photo LOOKS like you
3. SMILE (show your teeth)
4. Wear what’d you’d wear to work
5. Take the photo in natural light
6. Create a Custom Banner Image using
Canva (1128 (w) x 191 (h) pixels)
7. Choose a template here:
https://www.canva.com/linkedin-banners/templates/
14
3. Write a Great
Headline
1. Articulate your unique value.
Formula: “I help people
__________________ and my
approach is different because
__________________.”
2. Use the 120 Characters wisely!
3. Don’t be too gimmicky
15
4. Personalize your URL
1. Follow these instructions to
personalize
2. Best to edit for SEO purposes
3. A good URL may contain just your
name, your name plus your title, or
your name plus your certification.
16
Examples:
5. Turn Your Summary
Into Your Story
1. NEVER leave the summary section
blank!
2. Don’t just list jobs + skills. Tell your story
3. Bring to life why your skills matter – and
the difference they make to the people
you work with.
4. Write in 1st Person!
5. Don’t forget the “Featured” section -
highlight awards, your best content, etc
17
5 Steps To Creating a Strong
LinkedIn Profile:
18
1. Setup both Company AND Personal pages
2. SMILE (show teeth) in your photo
3. Write an informative Headline, but don’t be gimmicky
4. Personalize your URL
5. Optimize your summary and responsibilities, write in 1st Person
Source: https://blog.twentyoverten.com/6-things-the-highest-converting-advisor-websites-all-have-in-common/
Beyond the Profile:
Connect with Prospects
through a engaging
content strategy
19
What Should You Post?
1. Helpful, informative content
2. Blogs, videos, podcasts your team
creates
3. Articles from other major news
publications
4. Pieces other COIs have written
5. Graphics, quotes,
6. Polls
7. Upload PDF to create “Carousel”
8. Native content gets prioritized
20
Misconception -
Financial Services
Content is BORING 😴
and no one engages.
766 comments says
that is NOT true!
21
How to Write a Great
Post? 5 Social Media
Commandments
❌
✅
1. Don’t start posts with “I”, “My” or “We”
➡ instead, address the benefit to the reader.
2. Don’t use passive voice (ie “check out”,
“take a look” etc)
➡ instead of “Check out my latest blog on
market volatility”
22
❌
✅
3. Don’t be too Broad - Write for a specific audience.
➡ Instead, visualize who will read your posts.
4. NEVER share an article or link with absolutely no
context as to why you are sharing it.
➡ Instead:
- Give your opinion
- Share an interesting stat or fact from the piece
- Post a quote from the article
Remember: “What’s in it for me?” Mindset
23
5 Social Media
Commandments
5 Social Media Commandments
Follow the 80/20 Rule 👇👇
For every 1⃣ thing you post to your own feed
Comment on 5⃣ other people's posts
24
24
Finally, Understand
How the LinkedIn
Algorithm Works
25
LinkedIn Algorithm 2021
➡ Prioritizes showing you content from users whom you have engaged with in the past
and who post consistently
➡ Shows more content from users who get large amounts of engagement, even if you
don't tend to like or comment on their posts
➡ Favors lengthy comments > high volume of reactions
➡ Prefers native content (text posts, images with text, videos with text - anything that
does not LINK OUT - ie take you OFF LinkedIn).
➡ Doesn't automatically show video over other content types as it first did when video
was introduced
26
LinkedIn Algorithm 2021
27
How to use the algorithm to your advantage:
1⃣ Post at least 5x a week
2⃣ Follow the 80/20 rule. For very ONE of your posts, leave comments on at least FIVE
others' posts
3⃣ Get as MANY comments on your posts as QUICKLY as possible after posting.
4⃣ Use both personal AND business pages, but know personal will always perform better.
Tag your business page in your personal page posts and tag influencers from business
page
5⃣ Only share posts that link OUT every 3rd or 4th post. Otherwise, keep content native.
28
NATIVE
CONTENT -
Don’t link OUT
in every post -
algorithm likes
native content
29
Know the Best
Times to Post
● Wednesday between 8-10 a.m.
and 12 p.m.
● Thursday at 9 a.m. and 3 p.m.
● Friday at 9 a.m.
💡TIP: Experiment. Try posting the
same content from 4-6 months ago
again, but at a different time.
30
Use Hashtags &
Tag Others
31
Hashtags and tagging others with the @
symbol provide a big boost - more people
will see your post in the feed
● Hashtags (#) allow your post to be
found by anyone who clicks that
hashtag
● Tagging someone will often get them
to “like” or “comment” or even
“reshare” that post
● Don’t spam people by tagging them
over and over
Now What? A Glimpse at
How We Can Help
32
Overwhelmed? Need Help?
We Get it!
✔ Lead-generating websites
✔ Automated marketing + Lead Gen Tools
✔ 60+ BD integrations
✔ Customizable Blog & Video Content
✔ Branded Landing Pages for each individual
advisor
✔ Social Media Scheduling & Campaign Tools
33
Sample Lead Gen
Campaigns
✔ Are Annuities a Good Fit for your
Retirement Income Strategy?
✔ Equity vs. Salary Compensation: A
Complete Guide For Tech Employees
✔ Are You Making These Common Tax Errors?
✔ Everything to Know About Setting up a
401(k) for your employees
✔ How the Age at Which You Take Social
Security Will Affect Your Benefits
34
35
Execute on
Linkedin w/ Lead
Pilot
Engaging Content
Social Scheduling
Intel on Leads
Email Campaigns
36
Out with Boring
Advisor
Marketing
Customizable Content
Built-in SEO tools
Landing Pages
Copywriting, Logo
Design, we do it all!
Questions?
https://twentyoverten.com
marketing@twentyoverten.com

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How to Optimize Your LinkedIn Presence to Generate New Business

  • 1. How to Optimize Your LinkedIn Presence to Generate New Business Thursday, July 22, 2021
  • 3. What We’ll Discuss Top characteristics to a strong LinkedIn profile How to develop a thoughtful and engaging content strategy 1 2 How to attract followers and drive engagement 3 3 Latest updates on the LinkedIn algorithm 4
  • 4. Over 60% of Investors believe that most financial advisors make the same promises, making it hard to tell the difference between them 4 - 2018 BNY | Pershing Study
  • 5. Let’s Start With a Story How do clients find an advisor today? 1. First Post 2/18/19 - 3 views 2. 307 posts written in 2019 3. 300 → 1,958 followers 4. July 2019 - avg views 554 5. December - avg 2,226 6. Largest growth in Net New Assets in 10 years (13-16%) 7. 8 New Households added 5
  • 7. 2x The Buying Power vs. Average Web User 7 Source: https://www.pewresearch.org/internet/2018/03/01/social-media-use-2018- appendix-a-detailed-table/ Pew Research Found: 49% of people who make $75,000+ annually or more are LinkedIn users Just 26% of those who make between $30,000 - $74,999 use LinkedIn.
  • 8. 8 ● Most successful platform for advisors (esp those focused on business owners, entrepreneurs, people in prime working years) ● People expect to hear from other business owners and see content on things like finance Most Professional Network
  • 9. Converts Leads Best 9 Source: https://blog.hubspot.com/blog/tabid/6307/bid/30030/linkedin-277-more-e ffective-for-lead-generation-than-facebook-twitter-new-data.aspx Hubspot study of over 5,000 businesses found: LinkedIn is 277% More Effective for Lead Generation Than Facebook & Twitter
  • 10. Source: https://www.putnam.com/static/pdf/advisor/putnam-social-advisor-survey-6.pdf Putnam Investments: Social Advisor Survey 4⃣0⃣ - The median age of a new client that a financial advisor gets from social media is now 40 years old* ⏫ That’s up by 5 years from 2018- when the median age was 35* 10
  • 11. Source: https://www.putnam.com/static/pdf/advisor/putnam-social-advisor-survey-6.pdf Putnam Investments: Social Advisor Survey 4⃣.9⃣ Million Average New AUM resulting from Social Media Initiatives 11
  • 12. Where to Start? 5 Steps to Creating a Strong LinkedIn Profile 12
  • 13. 1. Set Up Personal AND Business Pages Step 1: Claim your business name/profile on BOTH regardless Step 2: Establish a face for your brand Step 3: Have employees/personal pages share content that tags the business page, or re-share content from business page at least 1x per week 13
  • 14. 2. Upload an A+ Headshot & Banner Image 1. Use a high-resolution image 2. Make sure photo LOOKS like you 3. SMILE (show your teeth) 4. Wear what’d you’d wear to work 5. Take the photo in natural light 6. Create a Custom Banner Image using Canva (1128 (w) x 191 (h) pixels) 7. Choose a template here: https://www.canva.com/linkedin-banners/templates/ 14
  • 15. 3. Write a Great Headline 1. Articulate your unique value. Formula: “I help people __________________ and my approach is different because __________________.” 2. Use the 120 Characters wisely! 3. Don’t be too gimmicky 15
  • 16. 4. Personalize your URL 1. Follow these instructions to personalize 2. Best to edit for SEO purposes 3. A good URL may contain just your name, your name plus your title, or your name plus your certification. 16 Examples:
  • 17. 5. Turn Your Summary Into Your Story 1. NEVER leave the summary section blank! 2. Don’t just list jobs + skills. Tell your story 3. Bring to life why your skills matter – and the difference they make to the people you work with. 4. Write in 1st Person! 5. Don’t forget the “Featured” section - highlight awards, your best content, etc 17
  • 18. 5 Steps To Creating a Strong LinkedIn Profile: 18 1. Setup both Company AND Personal pages 2. SMILE (show teeth) in your photo 3. Write an informative Headline, but don’t be gimmicky 4. Personalize your URL 5. Optimize your summary and responsibilities, write in 1st Person Source: https://blog.twentyoverten.com/6-things-the-highest-converting-advisor-websites-all-have-in-common/
  • 19. Beyond the Profile: Connect with Prospects through a engaging content strategy 19
  • 20. What Should You Post? 1. Helpful, informative content 2. Blogs, videos, podcasts your team creates 3. Articles from other major news publications 4. Pieces other COIs have written 5. Graphics, quotes, 6. Polls 7. Upload PDF to create “Carousel” 8. Native content gets prioritized 20
  • 21. Misconception - Financial Services Content is BORING 😴 and no one engages. 766 comments says that is NOT true! 21
  • 22. How to Write a Great Post? 5 Social Media Commandments ❌ ✅ 1. Don’t start posts with “I”, “My” or “We” ➡ instead, address the benefit to the reader. 2. Don’t use passive voice (ie “check out”, “take a look” etc) ➡ instead of “Check out my latest blog on market volatility” 22
  • 23. ❌ ✅ 3. Don’t be too Broad - Write for a specific audience. ➡ Instead, visualize who will read your posts. 4. NEVER share an article or link with absolutely no context as to why you are sharing it. ➡ Instead: - Give your opinion - Share an interesting stat or fact from the piece - Post a quote from the article Remember: “What’s in it for me?” Mindset 23 5 Social Media Commandments
  • 24. 5 Social Media Commandments Follow the 80/20 Rule 👇👇 For every 1⃣ thing you post to your own feed Comment on 5⃣ other people's posts 24 24
  • 25. Finally, Understand How the LinkedIn Algorithm Works 25
  • 26. LinkedIn Algorithm 2021 ➡ Prioritizes showing you content from users whom you have engaged with in the past and who post consistently ➡ Shows more content from users who get large amounts of engagement, even if you don't tend to like or comment on their posts ➡ Favors lengthy comments > high volume of reactions ➡ Prefers native content (text posts, images with text, videos with text - anything that does not LINK OUT - ie take you OFF LinkedIn). ➡ Doesn't automatically show video over other content types as it first did when video was introduced 26
  • 28. How to use the algorithm to your advantage: 1⃣ Post at least 5x a week 2⃣ Follow the 80/20 rule. For very ONE of your posts, leave comments on at least FIVE others' posts 3⃣ Get as MANY comments on your posts as QUICKLY as possible after posting. 4⃣ Use both personal AND business pages, but know personal will always perform better. Tag your business page in your personal page posts and tag influencers from business page 5⃣ Only share posts that link OUT every 3rd or 4th post. Otherwise, keep content native. 28
  • 29. NATIVE CONTENT - Don’t link OUT in every post - algorithm likes native content 29
  • 30. Know the Best Times to Post ● Wednesday between 8-10 a.m. and 12 p.m. ● Thursday at 9 a.m. and 3 p.m. ● Friday at 9 a.m. 💡TIP: Experiment. Try posting the same content from 4-6 months ago again, but at a different time. 30
  • 31. Use Hashtags & Tag Others 31 Hashtags and tagging others with the @ symbol provide a big boost - more people will see your post in the feed ● Hashtags (#) allow your post to be found by anyone who clicks that hashtag ● Tagging someone will often get them to “like” or “comment” or even “reshare” that post ● Don’t spam people by tagging them over and over
  • 32. Now What? A Glimpse at How We Can Help 32
  • 33. Overwhelmed? Need Help? We Get it! ✔ Lead-generating websites ✔ Automated marketing + Lead Gen Tools ✔ 60+ BD integrations ✔ Customizable Blog & Video Content ✔ Branded Landing Pages for each individual advisor ✔ Social Media Scheduling & Campaign Tools 33
  • 34. Sample Lead Gen Campaigns ✔ Are Annuities a Good Fit for your Retirement Income Strategy? ✔ Equity vs. Salary Compensation: A Complete Guide For Tech Employees ✔ Are You Making These Common Tax Errors? ✔ Everything to Know About Setting up a 401(k) for your employees ✔ How the Age at Which You Take Social Security Will Affect Your Benefits 34
  • 35. 35 Execute on Linkedin w/ Lead Pilot Engaging Content Social Scheduling Intel on Leads Email Campaigns
  • 36. 36 Out with Boring Advisor Marketing Customizable Content Built-in SEO tools Landing Pages Copywriting, Logo Design, we do it all!