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Promote Yourself on LinkedIn Without Sounding Like Everyone Else

LinkedIn is the world’s largest professional network and is a powerful tool for Advisors to help grow their business. LinkedIn has evolved into one of the most powerful marketing platforms by providing Advisors a professional ground to network, enhance their current client relationships, as well as cultivate new prospects. If you aren’t leveraging some of the optimization features of LinkedIn, make sure you check out the 5 Quick Ways to Optimize Advisor’s LinkedIn Profiles, before moving on.

Having a complete and optimized LinkedIn profile isn’t enough these days. There are over 300 million active people on this professional network, which means a ton of competition. You are working hard to ensure that you are putting your businesses’ best foot forward online but in doing so, make sure you aren’t blending in with the rest of the Financial Advisors on LinkedIn.

How do you describe yourself on LinkedIn? Do you describe yourself as ”Driven”? Having ”Extensive Experience”? Strategic? Motivated? These are all great traits and you may truly be all of these things.  Despite being characteristics that most people will look for in an Advisor, listing these things on your LinkedIn profile is certainly not helping you to stand out. This is because LinkedIn has analyzed its English profiles and released a list of the top 10 overused buzzwords of 2014. ‘’Motivated’’ is the most overused term in profiles while ‘’passionate’’ is the second most commonly used word. These findings are part of LinkedIn’s latest annual list of the most overused words and phrases on the professional network site.

Below are the top 10 global buzzwords words in order of their overuse

1) Motivated

2) Passionate

3) Creative

4) Driven

5) Extensive experience

6) Responsible

7) Strategic

8) Track record

9) Organizational

10) Expert

Of course you are ‘’motivated’’ and ‘’responsible’’ – these are key descriptions that everyone feels they need to convey, but the problem is, the more they are used, the less impact they have. A great start to making your profile stand out is to remove these buzzwords from your profile. LinkedIn suggests that simply replacing these buzzwords with words from your thesaurus isn’t going to cut it. The most effective strategy, LinkedIn explains, is replacing these buzzwords with examples that illustrate how you’re motivated, and how you are strategic, and what your extensive experience involves.  How has your motivation helped clients receive results? How has your passion helped clients to meet their goals? Instead of falling back on empty terminology, use concrete examples and results to highlight your accomplishments. Share your achievements in the context of your company, career, and professional growth, rather than making it sound like you think you are bragging.

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What are some of the techniques that you use on LinkedIn to help your business stand out?

 

How to Optimize Your LinkedIn Profile

What is content marketing and how does it benefit your brand?

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Content Marketing has proven to be essential in today’s marketing world, and a very important element of Search Engine Optimization. In today’s world, people do not choose to do business with you just because you offer the right services at the right price. People will often choose to do business with you because of your specialized knowledge about best practices or services in your industry. To be successful in today’s digital economy, many people are relying on their specialized knowledge to sell their business. In other words, people are turning to content marketing. So, what is content marketing and how does it benefit Advisors?

Content marketing is the process of producing, distributing and sharing relevant, valuable and unique content in order to attract, engage and convert a clearly defined and understood target audience with the objective of creating loyalty and increasing opportunities for future business. It is the technique of communicating with your customers and prospects without selling, often referred to as uninterrupted marketing. Content acts as a beacon to capture your prospects’ attention and answer their questions (even your existing clients) so your potential customers come to you.

An effective content marketing strategy is about being a part of the conversation. A good strategy will help you engage with prospects, leaving them informed with the means to make their own choices and interested to find out more.

Content marketing can take many forms including:

  • Blog articles
  • E-Books
  • Webinars
  • Images
  • Videos
  • Podcasts
  • Infographics
  • Thought leadership articles
  • Curated content
  • +more

 Why should Content Marketing matter to Advisors?

Every Advisor should care about Content Marketing because the customer journey has changed. In fact, 70%-90% of consumers’ buying decision is made before picking up the phone or seeing a sales person. Your prospects are turning to social and digital technologies for information to solve their challenges.   If you do not have the information on your website or social media accounts, your prospect is likely going to your competitors to find it.

If you are still unsure about content marketing, here is a collection of benefits (in no particular order) on how it can help your business:

  • Increased traffic to your website
  • Improved Search Engine rankings
  • Better targeted traffic to your website
  • Demonstrates your expertise and establishes yourself as a thought leader
  • Develops trust and rapport with your target audience and positions you as a helpful resource
  • Builds your personal brand
  • Turns shoppers into buyers without a direct sell
  • Facilitates meaningful conversations and boosts engagement
  • Pulls in unexpected customers
  • Generates more leads
  • Increases sales
  • Much cheaper compared to alternative forms of marketing
  • Creates brand awareness
  • Puts you ahead of your competition
  • ……I could go on and on. Are you convinced yet?

Content Marketing has emerged as one of the most important and critical elements in digital marketing. It is quickly becoming one of the most powerful and cost effective tools for connecting with targeted customers online.

It helps builds trust, trust helps builds relationships and relationships drive revenue.

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What questions are your prospects and clients asking? How can you turn their questions into content online to help inform and solve their problems?

 

Guide to Content Marketing