Marketing
Advisors are told to be on LinkedIn, try it, get nothing, and conclude the channel does not work. Usually the channel was fine.
Advisors are told to be on LinkedIn, do it for a while, get no result and conclude the channel does not work. Usually the channel was fine and the approach was the problem.
The three failures are near-universal: posting market commentary nobody needs, sharing links that suppress reach, and treating the platform as a place to broadcast rather than to be found being useful.
It is the easiest thing to post and the least valuable. Your audience can get a market summary from fifty sources with more resources than you, and none of it demonstrates anything about working with you.
What demonstrates something is the thing you know from practice and they do not: the mistake you see repeatedly, the question clients ask that has a better answer than they expect, the situation nobody writes about honestly.
No links in the post. LinkedIn suppresses reach on posts that send people away. Put the link in the first comment, immediately after posting.
The first line is the whole game. Roughly 140 characters show before the reader has to click "see more." If that line is a preamble, nobody reads the rest.
Text beats images and documents for this kind of writing. Save the design effort.
Answer every comment in the first hour. Early engagement determines how far the post travels.
Your personal profile out-reaches your company page by a wide margin. The page is the archive; the profile is the distribution.
Take the questions you answer in meetings and answer them in public. The client who asked why their statement disagrees with their portal. The one who wanted to know if they could have just bought the index. The rollover you talked someone out of.
Each one is a post, and each one arrives at a person who has that exact question and no one to ask.
Everything you publish is advertising, subject to your firm's policies and to the marketing rule. That means archiving, review where your policies require it, and care with anything resembling a testimonial — including comments other people leave on your posts.
Agree the workflow with your compliance officer before you start rather than after something needs taking down.
Nothing for two months. This channel compounds and does not spike. The advisors who succeed on it are not the best writers; they are the ones still posting in month nine.
Questions this did not answer? Ask them directly — that is what the twenty minutes is for.
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