Advisors: Writing for the web creates 4 marketing benefits

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How can writing for the web enrich your Financial Advisory business? A Financial Advisor who publishes a newsletter gets
a call: “Your friend just sent me a link from your newsletter. My wife is planning to retire, and we want to make the best use of those assets, consistent with our family goals. Can we all get together?”

This story shows several marketing dynamics specific to the web: Easy broadened distribution that can create unexpected business leads; web analytics that enable the advisor to see which newsletter stories were clicked and any that were clicked multiple times; and an additional information source when preparing for meetings. Because newsletter links drove traffic to the advisor’s site, the prospect had easy access to further information that confirmed his positive impression and led to his call.

Writing for the web may require adaptation of traditional marketing channels like brochures, but the rewards are well worth your effort.  Here are the challenges and how to meet them successfully.

Special challenges of writing for the web

Challenge #1: Grab readers immediately

What drives readers most is timely information that’s communicated clearly in the title of your post. The advisor in the opening anecdote had written about a new regulation related to taxes. Quick publishing via the web speeded timely communication to clients.

Make your content easy to look at, with short paragraphs, headings and sub-heads that state your content clearly, and layout that makes information flow and location of specific topics easy to grasp.

Challenge #2: Use images

Research has shown that the web is essentially a visual medium. Images attract viewers more than plain text.

If, like me, you’re a “word person,” thinking visually can seem daunting. I always envied people who could draw clear diagrams of complex processes, while I required what seemed like too many words. The good news is that, as investment professionals, you’re familiar with potentially the most compelling pictures for your audience: data visualization in charts.

Effective charts use interpretive titles that state the main idea, or story, of each one clearly and are accurate and faithful to your data.

If you enjoy taking pictures, include your own, either to personalize your site (e.g. show the photos in your office) or to illustrate your content. Your own photos are much more effective than stock photos of, say, the generic “meeting.”

Another effective way to use images is to provide a visual metaphor for what you’re talking about.










I’m not a good photographer, but I love art history and enjoy using paintings and photographs in my posts, especially as metaphors. Painters suspended on Brooklyn Bridge cables in 1914 means “risk” to me.













Because finding inexpensive, easy-to-use image sources with a good selection is a perpetual quest of everyone writing for the web, social media experts frequently recommend their favorites. I’ve used and Trustworthy sources will explain copyright and other legal restrictions on images. Be sure to respect copyright. Providing attribution of images you use is a nice touch, whether or not it’s required. This post supplies details as a hyperlink (“Image Source”).

Challenge #3: Distinctive brand “voice”

Write conversationally, referring to your own interests—family, leisure activities—to the extent that you’re comfortable, using plain English to discuss financial concepts.

A sure way to make your voice distinctive is to follow up insights from your web analytics. Are you compiling bookmarks on a social media site? Include these ongoing updates in your newsletter. If newsletter analytics show an unexpected increase in the number of clicks on a bookmark or section of your newsletter, explore the subject in a blog post or future newsletter item, mentioning that this is your response to client feedback.

The opportunity to develop and distinguish your own voice is a good lead-in to the significant benefits of writing for the web, which are interrelated results of information accessibility and communication speed.

Four Benefits of Writing for the Web

Benefit #1: Enduring presence and broader potential audience

The opening anecdote shows that easy distribution of information on the web broadened the advisor’s potential prospects by building service awareness and providing easy access to further information that confirmed the prospect’s favorable impression and motivated his call.

Have you ever lost a potential sale because the prospect lost the information you sent? Marketing on the web means that your posts remain available through search and referred links to existing clients, targeted prospects, and browsers. Your goal is to drive traffic to your site. The more you post to the web using multiple channels like your newsletter, blog, or social media sites like Twitter, the more people will find you.

Benefit #2: Extended marketing scope through easy sharing of posts

We saw sharing from friend to friend. Another way of sharing content is through social bookmarking sites like, which I’ve used for years to compile annotated lists of content recommended to clients. Here’s an example:

Advisors: Writing for the web creates 4 marketing benefits


Although all you need to post on Delicious is the URL, stating what benefits in the content led you to share it, as is done in the example above, is a greater service. also enables you to sort content by topic using tags, which can be bundled into groups, for example “Retirement.” Clients and prospects given access to your public account (I have a private account for my use and a public account with a different user name) can find what they need easily and become aware of new issues related to them and additional services you offer.

Benefit #3: Enhanced lead capture through offers of free content

What’s best for you about writing for the web? You can “repurpose” your content, turning it into a free offer available to readers who provide contact information requested.

Are you thinking of posting content that focuses on various stages of investors’ life cycles and includes the questions they should ask at each stage? Post it as a series, making readers aware of the series and future installments on your site, newsletter, and blog. When the series is complete, collect the installments and make them available as a free offer to visitors to your site and readers of your newsletter and blog.

Include a Call to Action with each free offer: e.g., “Are you making a transition to a new phase of your financial life? Click here to get a free copy of ‘Be financially prepared for all stages of your life.’”

Benefit #4: Varied content that shows what working with you is like

Services, unlike products, are experiential. Although clients can look at investment performance, they can’t take you home for a free trial. How to deal with this? The best answer I’ve found is to use your writing to simulate the experience of working with you as an advisor. Establish your distinctive voice through conversational analyses of market or regulatory events, explaining in plain language who they matter to and why.

Bring the words of your investment philosophy and practice values to life with stories showing how you helped clients fulfill their goals while staying within their comfort zone for risk: Parents funding children’s education; adults with financial resources to start a business, buy a home, or fund dreams of travel during retirement.

As you develop your sites and newsletters or blogs, you’ll want to try new marketing strategies and forms of content. To help you move ahead, here’s an excellent glossary of social media terms, with clear definitions and just the right amount of irreverence.


Susan K BeckerSusan K. Becker, founder of Manhattan-based Becker Consulting Services, is a marketing communication consultant, writer/editor, and presentation coach for organizations in financial services, professional services, and health care. She’s passionate about making communication more effective by maximizing the interplay of text, images, and design. Follow her on Twitter.

Using a Content Pyramid to Engage Prospects and Clients Online


This post was authored by Marie Swift and originally appeared here on GuideVine.


Much has been said about the importance of creating a strong online presence if you are a financial advisor (or otherwise). It is now a cliché to even ask, “What’s the first thing people do before or after meeting you?” The answer, of course, is “Google you.” What that Googling individual finds, sees and senses about you and your firm is extremely important. Business can be won or lost depending on a financial advisor’s digital footprint.

We also know that “content is king” when it comes to ranking high on keyword searches. The search engine “spiders” crawl the Internet and catalog sites with keywords such as “financial planning” and “independent advisor.” When someone enters these keywords into their search engine such as Google or Bing, the service looks for sites that are deemed most relevant for that search. Even images and audio/visual files that are tagged with keywords – and are thus part of the search engine cataloging process – can play a part in being more discoverable online.

Of course keywords are just one aspect of coming up high in a search engine page ranking. The services also look at inbound/outbound links, number of pages (amount of keyword rich content) and longevity of the site. We also know that social media accounts are additive. LinkedIn, Google+, Facebook and Twitter accounts – if they are done right – will show up in a keyword search.

Once people find you, it is important that they see a well thought out digital presence. Study the Content Pyramid and you will see a good way to think about creating content for your blog and social media accounts.

Content Pyramid

1. Provide relevant content.

Your content creation and sharing strategy should be built on the foundation of providing relevant content. For example, if you want your firm to be known for serving dentists in their pre-retirement years (or teachers in mid-career, or small business owners in a particular city, or members of a particular church or faith-based community, etc.), make sure you post content that speaks directly to them. It should also use words that the search engine spiders will catalog and pull from during keyword searches. When these individuals find you online, they will quickly see that you serve and understand people just like them, with needs and goals similar to theirs. And, if you are posting original content, you will also be demonstrating your expertise.

2. Teach how to.

One way to provide relevant content is to teach people how to do something. In addition to demonstrating your expertise, you will be providing actionable information and advice that can “go viral” in the form of social sharing or emails to friends and family members. Not everyone who visits your site or finds your content online will be ready to call or inquire about services. But if you create a good bank of how-to articles and videos (such as the ones GuideVine has on its consumer blogand YouTube channel) and invite visitors to sign up for periodic email updates, you will be able to nurture those leads over time and determine when a more personal touch might be well received.

3. Interact.

Social media, done right, is not just a one-way megaphone. You want people to sense that you are as interested in building a relationship as you are about promoting your own agenda. So, if you want people to engage with you, you also need to engage with them and their causes/interests. For example, if a key focus for you is helping people create predictable retirement income streams and you see a related question on a LinkedIn group to which you belong, post a short comment and link to an article or video created by you or a trusted third-party. Congratulate people when their LinkedIn profile shows a job anniversary or a job change. Pay a compliment to a journalist if you particularly enjoyed a recent article.

4. Inspire.

The NY Times Insight Group study shows that people share content if they find it useful, funny or inspiring. Look for inspirational quotes and mix them in to your stream of tweets (this is a great strategy to keep the flow of content going — especially when there might be a short drought of other content in the content pyramid). Post on your Facebook page motivational memes (graphic images with words and images). Link out from your website or blog to an article that profiles an unsung hero. Share on LinkedIn a TED talk that moved you. The tone and themed consistency of this inspirational content will give people a sense of your values and personal character. If tenacity is a core value, post a link to a book written by someone who overcame adversity. If kindness is important to you, include an image of, for instance, Mother Teresa and one of her famous quotes.

5. Entertain.

This is perhaps the hardest element of the content pyramid. One person’s comedy is another person’s low-level slapstick. What tickles your funny bone may not stimulate audience laughter or delight. This does not mean you should throw your hands up and walk away from trying to entertain people. Instead, generate a list of ideas and types of content that you would find entertaining. Include your team and trusted others in the brainstorming process. Would a stick person “explainer video” do the trick? Would a skit or “behind the scenes” video be better? Can you incorporate some casual language or wit-and-wisdom in your next blog piece? Once you have decided on the type of content and purpose of the piece, good execution is essential. Since “entertainment” is at the top of the content pyramid, you won’t need to do more than pepper it in every now and then – but do embrace it in the overarching scheme of things.

Using the content pyramid can help you create a more engaging presence for both current and prospective clients online.

The Key to Creating Highly Sharable Content


This post was authored by Marie Swift and originally appeared here on GuideVine.


There has been an abundance of research on social media but until recently we’ve not had a comprehensive way of understanding why people share content online and how to use that knowledge to create highly sharable content.

Now we do. The New York Times‘ Insights Group worked with Latitude Research to conduct a three-phase study to fill this knowledge gap. In their The Psychology of Sharing, they reveal groundbreaking research that will help marketers understand the motivational factors and get their content shared.

Unsurprisingly, the researchers discovered that sharing is all about relationships. Key motivations hinge on:

  • Bringing valuable and entertaining content to others
  • Defining ourselves to others
  • Growing and nourishing relationships
  • Getting the word out about causes and brands we care about

Sharing is not new; it’s human nature. We still share things when it’s relevant – now we just share online.

Use Content to Define Yourself to Your Audience

Just look at what’s been happening across the globe with the ALS Ice Bucket Challenge. Why has this social media campaign worked so well? It may be in some cases that the people participating actually care about the cause or that they embrace charitable endeavors in general; but many may surmise that business professionals are participating to define themselves and their brands to others. Even the choice of who is challenged to participate is telling and can be a part of the participant’s strategy.

Check out these clips – the “social capital” strategy should be evident:

Going Viral: Lessons Learned from the ALS Ice Bucket Challenge

For a sense of how online sharing can accelerate the dissemination of a self-defining message, consider this: Livestrong launched its yellow bracelet cancer-awareness campaign in 2004 and it took them one year to raise $50 million. On August 29, 2014, the ALS Association announced that donations topped $100 million in the past month.

“The Ice Bucket Challenge has been a fundraising phenomenon,” said Robert M. Wyrick, Managing Member of Houston-based MFA Capital Partners, a boutique advisory firm specializing in hedged-risk investment management, tax strategies and distribution planning for corporate employees.

“Those who elect to dump a bucket of ice water on their heads, show that they have a fun and gutsy side. They may or may not be all that into the charitable side of things—but they define themselves by stepping into the challenge from a business buddy, who is actually defining himself or herself by the people they nominate, and by everybody doing this in a very public way.”

Tailor Your Content for Optimal Sharing

When creating content it’s important to be mindful of what the motivation of your audience is likely to be. Questions to ask during the planning process include:

  • How does this add value for our audience?
  • How will this help or entertain them?
  • Why will they share it?

Studies show that people share things that have an emotional pull. So, when you create content, try to appeal to the desire to connect as humans. Try to inspire, illuminate or amuse. Telling stories and using video seems to work well in the digital world. Keep the message simple and embed a sense of urgency to spark sharing.

“We can’t just sit in a room and brainstorm creative ideas to try and hook people,” said Jacob H. Gold, a third-generation wealth manager and a Certified Financial Planner™ practitioner. “The best emotive, sharable content is derived when a firm continually examines its core values and mission, then figure out if there’s an interesting or catchy campaign around it.

Why Should Advisors Care About the New Buyer Journey?

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In 2012, the Corporate Executive Board performed a study to determine just how much buyer behaviour was affected by digital media. As it turns out, 60% of the sales cycle is completed before a buyer makes first contact with a sales person. What’s happening in that 60%?

Any good buying decision must first start with research. The proliferation of digital media has made content so readily accessible that it’s now possible to do most of your due diligence online without the need to speak to someone to make a buying decision. So, why should you care as an advisor? Well, have you ever walked into a meeting with a client and been put on the spot because your client read something online, pertinent to your business, and spent time trying to correct the conclusion they came to by reading that article? Buyers are becoming more knowledgeable and it’s re-shaping the role of sales and marketing professionals.  Understanding the buyer journey can help you adapt to these changes.

So, just what is the Buyer Journey? A buyer journey consists of the mental stages a buyer experiences before making the purchase of a product or a service. In the financial or insurance advice space, this could be a mutual fund, a specific investment strategy, life insurance premium amounts and so on. There are 3 key stages: Awareness, Consideration and Decision. Let’s take a look at each one:


This stage isn’t about the awareness of your product or service. The title refers to the awareness of a problem that your buyer is experiencing. For example, let’s say you notice your child’s temperature is very high and experiencing severe stomach pain or, perhaps your client is noticing that their RRSPs aren’t growing at market rates. Buyers in this stage are identifying symptoms of a problem. They don’t know specifically what the problem might be but the symptoms are mentally or physically uncomfortable enough such that it compels them to “figure out” just what is happening.


In the consideration phase, the buyer is taking the inputs (i.e. the symptoms) and attempting to identify the problem. In the example above, you might go to a doctor or perhaps read some information online (or offline) and come to the conclusion that your child has the stomach flu. Your client with poor RRSP performance, could take a look at their RRSP portfolio, and identify the fact that one of the funds they’ve invested in is performing poorly and negating the gains of the other investments. A buyer will not move onto the next stage until they’ve gathered enough information and identified the specific problem.


As you might guess, the decision stage is the point at which a buyer gathers information to make a decision to select the best possible strategy or solution to their problem. Basically, they’re comparing different solutions. Having identified that your child has stomach flu, you’re next likely behaviour would be to try to find solutions that help relieve the symptoms of the virus (or, if you haven’t seen a doctor yet, going to see a doctor could also be an option). The most likely scenario with your client would, for example, involve selling that fund and either re-investing their savings it into an existing fund or perhaps investing the savings into a brand new fund or perhaps GIC. Buyers in this stage are collecting alternatives and options that they can choose from to solve their problem and will move onto the final stage which involves the purchase decision.

A good understanding of your buyer’s journey can help you adapt to the changing buyer and help increase the trust you have with clients. Increasing the trust you have with clients creates leads, opportunities and incremental revenue.


 What would your buyer’s journey look like?  How can you create content to follow that buyer’s journey?  Stay tuned for Part 2 which will focus on leveraging the buyer journey to increase your AUM.

How to Drive Sales Using the Customer Buyer Journey

Advisors: How much copy should you write on your website homepage?

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Have you ever wondered how much copy you should have on your homepage? How much is enough copy?  The truth is, it depends on the product or service that you are selling.

According to a Neilson Normal Group study on users reading behaviour on the web, 79% of users scanned a new page, and only 16% read word by word. Making the copy more scannable, concise and devoid of marketing hype, increased usability by 124%.

Many websites have lengthy paragraphs on the homepage which speak about the company and its services, but perhaps this isn’t what your target market is looking for. Your target market is going to be engaged by copy that provides a solution to their problem, and persuades them that your the person that they need to solve this problem. According to Neil Patel over at Quicksprout, it is all about persuasion.   This is what you need to focus on when it comes to developing your homepage copy.  If it can be communicated in one word, then one word is all you need.  If you need more words to communicate your message, then more words it is. It is about writing just enough words to convert your prospect.

Check out this great Infographic, courtesy of Quicksprout which provides some actionable and research-backed advice on writing effective copy for your website:


How Much Copy Should You Write on Your Homepage?
Courtesy of: Quick Sprout



Being Seen (and Heard) Online

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This post was authored by Marie Swift and originally appeared here on GuideVine.

Current and prospective clients are bombarded with massive quantities of advertising and marketing, most of which they discount, little of which they trust. In this noisy world, the smartest financial advisors work hard to stand out as different and better, by establishing and continually increasing credibility.

One way they do this is through more varied use of electronic communications, which can enhance virtually every aspect of a financial advisory business. A tactic to explore is adding key-word rich news releases, in addition to the thoughtful blogs and other social media channels.

This become especially important as search engines continually update the algorithms they use to index, categorize and rank online content. Whether you know it or not, people are “Googling you” … and could even be talking about you, positively or negatively, on discussion boards, social media sites, and rating services such as Yelp.

As the old song goes, how can you ‘accentuate the positive, eliminate the negative”?


While many advisors have embraced blogging as a way to produce unique content that not only helps to boost their search engine page rankings (SERP) but also positions them as an authority on one or more subjects, others adhere to the time-honored tradition of issuing news releases whenever they have (1) an announcement (such as a new hire or receiving an award) or (2) a topic on which they can credibility write (such as tax tips in the spring or budgeting tips as the holidays approach).

The smartest advisors use both a thoughtful blog and keyword-rich news releases to help the right people find them online.

If properly crafted and distributed, a well-timed news release can:

  • Provide credible content that newswire syndicates will publish, thus producing numerous inbound links to your website and impressive content that you can “buzz up” in social media circles
  • Generate specific information for the search engines to catalog and rank, thus making it more likely that the right people will see you during online keyword searches
  • Draw attention from journalists who may be on the receiving end of a personalized email – which could result in an article or audio/video interview that will end up online and create even more credibility


While in the past news releases where reserved for use only when one had something truly news worthy to announce, today many smart advisors are generating topical news releases and syndicating them – as a public service – via a newswire service such as PR Newswire.

Online news releases that have a twist or dovetail on a current event are more likely to go viral and gain extra exposure.

Study the way these two news releases were built and think about the reasons the issuing company (in this case, published a traditional announcement-style news release in one instance and a more topical news release in a subsequent distribution:


I’ve been writing news releases (and every other conceivable type of marketing communications, including books, white papers, websites, speeches, client letters, advertisements, articles and brochures) for financial firms for over 25 years. Here are a few tips for writing and distributing a good news release:

  1. Put on your journalist hat. Write the piece as if a media outlet had interviewed you and written the piece. Skip the flowery language, adjectives and opinion – these are the hallmarks of an amateur, and readers (especially journalists) will discount both the content of the release and its creator. If you do use adjectives and opinion, put that content in quotes (from yourself or another entity). All of the top-tier newswire services will reject poorly written and/or overly self-promotional news releases; some will require that the release adhere to AP Style Guidelines.
    Good example: Marie Swift Joins Sheryl Garrett on Wealthminder Board
  1. Think long and hard about the headline and the subhead. You only have a few seconds to capture the reader’s attention. In the subhead, try not to repeat any of the keywords in the headline. Think like a newspaper headline writer or magazine editor – what would he or she write in a concise and compelling way?
    Good example: RightSize Solutions Announces Industry-Leading Two-Factor Authentication at T3 Conference
  1. Write for people first, and search engine spiders second. Writing with a specific audience in mind will increase your chances of being found in relevant keyword searches. Don’t try to “game the system” by jamming in keywords and phrases as search engines typically penalize over-optimized content. Write a good piece and you’ll probably be in good shape when it comes to keywords. Put the most important keyword phrase as close to the beginning of the headline and repeat it somewhere toward the top of the release. Search engines tend to place more weight on words and phrases found at the top of the page. Use synonyms, just as you would in normal speech – search engines understand synonyms so you can use them with confidence.
    Good example: Implications of Oil Bust on Fossil Fuel Divestment and Socially Responsible Investing
  1. Include images and links. Research from SEO-experts shows that links and images are good to include. First off, they make your content more compelling for human viewers. Secondly, they boost visibility on social media sites such as Google+ and Facebook, which favor multimedia. Finally, search engines like them when used in moderation and if relevant to the verbiage in the release.
    Good examples:
  1. Generate online visibility by using a good newswire service. While you could go cheap and use something like or 24-7 Press Release, you will get better results on the SEO side of things (and impress more people) if you syndicate your news release through a higher quality service. Marketwired, Globe Newswire, PRWeb and PR Newswire syndicate to reputable news sites. This kind of syndication results in higher search engine rankings. Once the news release has been syndicated via the newswire service, select the best link and share that on social media – search engines are paying attention to social interaction so that is another very important factor in building online visibility (they assume that content generating a lot of interaction is valuable and timely, so that content gets a boost in search engine results).You will also want to email a personalized version to targeted media outlets. If you’ve done a good job crafting the release and targeting the right journalist(s), you might just get a call or email asking for an interview … which could lead to a another article in a credible third-party media outlet … and that will produce another virtuous cycle and benefits to your firm.
    Good example: Laura Pierson Takes the Helm at Peak Advisor Alliance (news release) led to Carson Revamps Management Structure (media article)

Building your online presence is important. A bad online presence can damage your reputation. As Richard Branson has famously said, “Your brand name is only as good as your reputation.” Using thoughtful blog content and news releases can help financial advisors build stronger perceptions and drive traffic to their website, which should in almost all cases serve as the digital marketing hub.

The FInancial and Insurance Advisor's Guide to Blogging

Advisors: 5 Quick Ways to Amplify the Reach of Your Digital Marketing

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Below are 5 quick and actionable tips to help amplify the reach of your digital marketing:

  1. You’ll notice that on each of our blog posts we include a very clean and simple widget that enables our audience to share that piece of content with anyone via their own social networks on such platforms as Facebook, Twitter, Pinterest and LinkedIn.  This widget is provided by the team at You too can enable your visitors to share your content by displaying that widget on your own respective site by downloading it here.
  1. If you’ve been actively blogging for a couple months and have built a base of around 15-20 posts, consider combining some of the top visited articles and creating an eBook offer.  Since eBooks are considered to be higher-value content pieces, you may be able to collect visitor information in exchange for downloading of your eBook. eBooks are a great way for Advisors to collect information from prospects visiting their website.
  1. Interested in driving more blog traffic to your site?  Post a small excerpt of a blog article to your LinkedIn page that includes a “Read More” link pointed back to your website.
  1. On top of posting to your LinkedIn network try sharing the post within a number of LinkedIn groups and communities.  I would be cautious in submitting to forums where you haven’t contributed or built rapport in the community.  Blindly posting to a number of forums, before building a rapport in that group, can be perceived as spam.
  1. Finally, be sure to think about who in your network could also benefit from your content pieces.  Your extended partner community of accountants, lawyers, etc. may have their own digital marketing channels that may be open to sharing your content in the form of a guest blog post or direct e-mail to their client base.  You can track the metrics of who is directing the most traffic back to your site and reach out to these partners. The top referrals should be logged in your CRM as partners that warrant “thank-you” emails and quarterly check-ins.  Staying committed to this approach could some day land you a client who contacted you after coming across your post on their attorney’s monthly eNewsletter.


If you want to amplify the reach of your digital marketing download the free e-book today!

Guide to Content Marketing

LinkedIn and Lead Generation: Does it Work?

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This post was authored by Kristen Harad and originally appeared here on GuideVine.

Financial Advisors often hope for the “magic bullet” when it comes to marketing. What is the easiest way to make my phone ring? If that sounds like something you ask yourself frequently, then you may quickly dismiss LinkedIn as a lead generation tool. While you won’t attract too many leads directly from LinkedIn, this social platform can be a powerful way for you to showcase your expertise and relevancy to your target audience which, when done well, can assist in attracting leads.

Here are 4 LinkedIn “Musts” to make the most of this platform:

1. You Must Be Present to Win  

LinkedIn is synonymous with Professionals.  As a professional, you’re expected to be here.

When my mother-in-law, a self-employed nutrition coach recently joined at age sixty-nine, any question mark about whether LinkedIn reached mainstream status faded in my mind. LInkedIn is a “must have” marketing channel. No longer cutting edge or hip, it’s just part of the program.

Whether or not prospective clients originate from LinkedIn, they will include a review of your profile in their due diligence.  You can leverage this opportunity and make a positive impression.  If you’re not on LinkedIn, that potential client will move down his list.

2. Think About Your Target Client in Your Profile

How can you help your prospect identify if you’re the right person for them? Yes, you must complete your profile which LinkedIn helps you through step-by-step.  You also want to build out a Company Page. (Keep in mind, it’s best to lead your Company Page with a clear, easy-to-understand, and relatable description of who your clients are and how you help them.  Include a video message or training to stand out and make it easy for your visitor to understand and connect with you.

3. Be a Thought Leader

You should already have your foundation marketing platform for which you create regular content. This written or video blog reaches a limited number of people if it exists only on your web site. Even the most prominent bloggers, like Michael Kitces from Nerd’s Eye View, realize that publishing content without promotion does not work.  LinkedIn is one of the many channels where you can push out your content, widen your reach and solidify your expert status.

Here’s how to get the most our of LInkedIn:

  • Join groups where your target audience participates.  Usually Advisors find themselves in Financial Advisor groups:  the CFP Board ® Group, NAPFA, or the FPA to name a few. While helpful for business support, you want to engage in groups where you can educate and hear from your potential clients.
  • Be a valuable contributor and people will pay attention to you.
    • Every time you post to your blog, share your content with your LinkedIn Groups.
    • Listen and give feedback.  Take time each week to engage in conversation in the groups, outwardly helping others and commenting on their content.
  • Link back to your site when you answer questions.  As long as you have your site optimized for lead capture (with a call-to-action and a sign-up form, you’ll be able to provide relevant responses while also building your list.

4. You Must Connect with Your Clients

LinkedIn sends out push notifications when people change jobs, receive promotions, or achieve other professional milestones.  You can keeps tabs on what’s up in your clients’ life by connecting with them on LinkedIn.  (Plus, you will be able to keep your clients up-to-date with your latest content).  When you present in their mind, they’re more likely to make the important introduction when a colleague, friend,or relative inquires for a referral.

Remember, if you expect potential clients to view your LinkedIn profile, then navigate to your site, and sign up for a consultation all in one visit, you will be disappointed.  But when you recognize that LinkedIn helps you get your self-branded content in front of your audience faster, serves as a viable way to stand out from the competition, and continually reminds your clients of your value, you will soon see the power of this professional platform.


How to Optimize Your LinkedIn Profile

4 Keys To Building A Value Proposition That Sells [Infographic]


What is a value proposition? What are they used for? This Infographic should teach you how to build an effective value proposition

4 Keys to Building a Value Proposition That Sells

Secrets of Content Marketing: 3 Strategies for Repurposing Advisor’s Content


This is part 2 in a series on how Advisors can get the most mileage out of their content marketing through repurposing. In part 1, we looked at the following three types of content repurposing:

  • eNewsletters
  • Infographics
  • eBooks

Advisors can take their existing content and multiply it by turning content and blog posts into different types of content. Repurposing your content puts your content in front of a different audience that may not see you on other marketing channels or through other content formats. In summary, the benefits of content repurposing include:

  • Extend the reach of your content, ideas, and research.
  • Focuses on different aspects of the topic or presentation.
  • Reaches different audiences by offering your content in different formats and publication periods.

The key is to maximize your content and never use your content just once. In part 2, we will look at three more ways in which Advisors can repurpose and reformat their content in order to extend the reach of their content and identify further link-building opportunities:


Whether you’re walking your audience through some tips, a process, presentation, or concept, webinars are a great way to present your existing content in an interactive online experience while also building a subscriber base for future content. Holding a webinar is also a great way to introduce yourself and your business, and start building brand awareness. Webinars enable the audience to put a face to your business as well as interact with you through a real time question and answer periods. Not only is a Webinar an effective way to repurpose content, it also helps to build credibility and a more personal connection and trust between yourself and the attendees.

Social Media Posts

Take your blog posts and turn them into small snippets of your content on Twitter, Facebook and Linkedin, driving them back to the original post on your website. Social media gives you the opportunity to create conversations around your content. For example, if you’ve written an article on retirement planning, you could tweet the question, ‘’How can you balance saving for retirement without sacrificing today’s priorities?’’ with a link to your article. This will not only get people looking at your content, but will also help to drive engagement.

Slide Share/Presentation

Make a list of bullet point takeaways from your blog articles that people would take away from reading it. Perhaps it is the main idea of the post, a statistic or quote, a supporting idea or an actionable tip. You can create a new slide for each bullet point that you listed from your blog post, grab some images for each point, and turn it into an insightful PowerPoint presentation. Speakers will often put their slide decks on SlideShare and the content will do really well for those who couldn’t attend a Webinar, or a speaking event. SlideShare is a slide hosting service that allows users to upload and create slide decks from their PDFs or PowerPoint presentations. SlideShare has a strong online community which will help you to drive traffic from within the community and from search engines. You can also embed your SlideShare presentation into one of your web pages.

Quick tip:  How can you get started with repurposing your content? Start by taking an inventory of all of your existing content whether it is a blog article, brochure, pitch book, video, etc. Create a spreadsheet and list all of your existing content and ideas on how this content can be split up or repurposed into a different format.


Guide to Content Marketing