How Financial Advisors can Leverage LinkedIn Publisher

How Financial Advisors can Leverage LinkedIn Publisher By now, every financial advisor should recognize the power of *LinkedIn for professional networking. Did you know you can become a content king or queen using LinkedIn’s latest publishing platform, LinkedIn Influencer?

In today’s social media world, it’s all about content, content, content and every professional has valuable experience to share.

LinkedIn Influencer was introduced in 2012. The company invited the top 150 industry thought leaders to share their original content. In February 2014, the company announced it would open its publishing venue to all users.

“The valuable Influencer posts and the wide range of professional content from millions of publishers we currently aggregate on LinkedIn are powerful, but only the tip of the iceberg. Combined, our members have extremely valuable and varied experiences; however, their knowledge and expertise has not yet been captured and shared,” says the LinkedIn website.

Opening the publishing platform affords a huge opportunity for financial advisors to position themselves as the go-to resource. Publishing solid, optimized content on LinkedIn allows you the opportunity to showcase your brand and reach a significant amount of qualified potential customers, not only through LinkedIn’s own site search, but also via search engines. It allows for people to find your content when they search by keywords in the LinkedIn search box.

When a member publishes a post on LinkedIn, their original content becomes part of their professional profile, is shared with their trusted network and has the ability to reach the largest group of professionals ever assembled. Now, members have the ability to follow other members who are not in their network and build their own group of followers. Members can continue to share their expertise by posting photos, images, videos, and their original presentations on SlideShare.

Elizabeth Snyder, marketing manager for clients of Wealth Management Marketing, a firm specializing in outsourced marketing department services to registered investment advisors and fee-only financial planning firms, wrote in her column “Advisors who are ready to share their content with a larger audience or showcase their expertise and grow their audience should strongly consider leveraging the LinkedIn Publisher platform.

“LinkedIn Publisher does more than increase your firm’s visibility and raise awareness of your expertise. It provides other positive benefits by allowing you to increase organic visibility outside of your blog, creating more awareness for your firm; demonstrate your expertise in a specific area or niche, which serves to further strengthen your reputation and boost content marketing efforts; and reach a much larger audience outside of your immediate network of contacts, many of whom may not be connected to you on LinkedIn.”

“One big benefit of LinkedIn Publisher is it allows you to follow someone without being connected to them,” she continued.

Snyder suggests before posting any article on the Publisher platform, post it to your company blog on your website first. “This allows all original marketing content to be traced back to your site, where readers can learn more about your services, solutions, and client benefits. That said, LinkedIn claims to scan the web to verify articles shared to publisher are original posts, so it is important to edit the text slightly in order to avoid any negative search engine optimization ramifications. By modifying your article slightly, LinkedIn will reward you with higher exposure and visibility.”

Yahoo! Small Business Advisor offers these tips before posting:

Flesh out your brand’s LinkedIn company page. Meaning, REALLY flesh it out by satisfying any and every field LinkedIn deems relevant, and then some. This can range from detailing your brand’s track record (think of this as the “professional experience” part of your personal resume) to having a minimum number of industry connections. If you haven’t yet crafted your brand’s story, or connected with other brands which are related to your vertical, now is the time to start! Connecting with others is a relatively easy process and you may be surprised how readily your “invites to connect” are accepted. Given that your brand’s “colleagues” also need to make connections, it usually amounts to a clear win-win transaction and perhaps even a possible client or potential business partner!

Incorporate search-specific keywords and phrases into your brand’s profile and shared content. Think of this task just as you would if you were optimizing your brand’s website content. LinkedIn has a search function and by integrating search-savvy terms into your company’s tagline (or headline), summary and updates, your brand will be more readily found on the platform. When it comes to your brand’s published updates, informed keyword optimization could also serve to boost your company’s overall search engine ranking.

Integrate visual media to accompany your shared content. Research clearly shows people tend to respond more to “rich media,” so keep this in mind when posting your ongoing company updates, as well as when sharing content: integrate images and photos whenever possible. Also note, LinkedIn is rather fond of SlideShare presentations, having bought the visual platform in 2012, about the same time it introduced company pages. Of course, you can also supercharge your content by adding video.

*Advisors – please ensure your use of LinkedIn is compliant with your firms’ policies.

For more information on Summit Brokerage Services, visit or contact us at (800) 354-5528.

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