Trying to differentiate yourself from your well established peers especially in the financial advice space is tough. Competition is stiff when you’re the ‘new kid on the block’ and you’re trying to get yourself established in a crowded market of mature and prominent planning firms full of rich history, and with long-standing die-hard loyal clients. You might be asking yourself, ‘How do I get noticed?’
Are you ready to get noticed?
Take the step to becoming your own PR outlet, and publish your professional thoughts, insights and expertise on LinkedIn using the Publisher feature.
Even though, you maybe the ‘new kid’, you still have a lot of value to add in terms of your knowledge, technical expertise and ‘people-relationship smarts’ to articulate your value proposition that is engaging and educational.
It’s like being given your own publishing or media platform to express your ideas, thoughts and information to get noticed, and to become influential!
What happens when you post?
As soon as you hit Publish:
- Your post is instantly shared with your connections and followers as it sends out a notification alerting them of a new post.
- Your shared post becomes part of your professional profile, and it sits under your LinkedIn Profile in the Posts section.
- You will attract new followers (members who are not in your network, and who may turn out to become your future clients) who enjoy your posts, and want to hear more.
- Boost SEO as your post is searchable both on and off of LinkedIn.
What to post about?
It’s about creating ‘thought leadership’ content to attract your target audience group that talks about their specific issues or challenges at hand, and showcasing how your expertise and knowledge on such matters can help solve their problems.
It’s about knowing your target audience, and talking to them directly, like you’re having a deep and meaningful face-to-face conversation.
Create Thought Leader Content on Financial Planning
There is no other better way to build your professional brand than by being recognised as a subject matter expert on your chosen industry market or topic.
Write about topics designed to educate and empower your target audience on their understanding of financial planning as an industry, and the benefits of financial advice. Nurture your prospects with informative and tailored content with the aim of influencing them to seek YOU out for advice.
Why would they seek YOU out?
Because by publishing content that helps to generate self-awareness about their own personal situation, and realising their need for financial advice, who are they more likely to reach out to? ——– To the person, who has actually helped them to switch on the light bulb moment of ‘Ah ha!, I actually understand how financial advice can help me solve my own financial frustrations and issues.’ And this comes from people who are thirsty for knowledge and who like to conduct research online to get informed first to then reach out to the person they see as adding value.
Remember, your ideal prospects conduct research anonymously, and they will seek out the right professional when they are ready to, and with the person whom they regard as trusting, reliable and credible. This trust and confidence comes from reading the ‘thought leadership’ content that resonates most to them at their time of need.
Why not write about some of the Frequently Asked Questions (FAQs) you get from your clients or from your Centres of Influence (COI)? Such as:
- What is financial planning?
- Why do I need financial advice?
- How does advice help me?
- What specific problems can financial advice solve?
- Who are most likely to benefit from advice?
- What kind of advice can a financial planner provide?
- When do you need financial advice?
- How do I engage a financial adviser?
- What kind of relationship can I expect to receive from my adviser?
- How do I pay for advice?
The above questions are just to get you started, and once you establish a routine and better understanding, you will constantly improve and refine your content with highly customised insights.
Not many mature practices need to market their services to attract new clients, but if you need to generate awareness about your services, embracing and adopting social media networking and marketing tools like LinkedIn, can just help you to stand out and get noticed.
Does it work?
Yes! But it doesn’t happen overnight.
I can say with confidence that LinkedIn has helped me to establish ‘thought leadership’ credibility to attract the attention of my ideal prospects, wealth management firms and financial advisers.
It has taken about 4 to 6 months of consistent TARGETED posting on LinkedIn to nurture and influence my audience to actually winning them over as clients. The best part about gaining clients from LinkedIn is, you get to work with like-minded professionals, who respect and appreciate the value you bring to the partnership because they have already gone through the education process (reading your informative posts). It becomes a real pleasure working with clients who get you, and you get them!
The key to success is consistency, and relevant messages to suit your ideal audience.
So, I can confirm the following: YES, publishing on LinkedIn has helped me to:
1. Raise my profile and generate awareness
2. Propel my reach to a targeted audience group
3. Gain credibility in the area of digital and social media marketing
4. Establish a ‘thought leadership’ footprint and best of all
5. Work with people you truly enjoy helping!