3 quick ways to improve your LinkedIn profile

By Robert Sofia

Platinum Advisor Strategies


You’re likely past the point where you need an explanation of what LinkedIn is or how it has come to benefit professionals in and out of the financial industry. The purpose of this article is to give you several quick and easy tips you can use today to start improving your presence on LinkedIn.

Why does LinkedIn matter?

A recent Pew study showed that “LinkedIn is especially popular among college graduates and Internet users in higher-income households." Read more on that study here.

The professional focus of LinkedIn is important for those of you looking to make valuable connections with others. In addition to the focus, one of the other aspects that make LinkedIn even more relevant is the intent of its members. Think about this: When people log on to LinkedIn, are they doing so to look and comment on pictures of cats, grandchildren, vacation pictures in the Bahamas, or slow cooker recipes? Of course not. They frequent this service with the intention of looking for jobs, seeking joint ventures, networking with like-minded professionals, or researching an advisor or expert with whom they would like to work.

In order to get the most out of your experience with LinkedIn, put on your marketing hat and think about the impression you would like to make. It starts with your profile. Knock this one out of the park, and you will increase the chances that someone will contact you or respond positively to you when you contact them.

Here are three easy ways to improve your LinkedIn profile today.
1. Fill it up

If you’re going to get attention, you can’t get by on doing the minimum. If all you include in your LinkedIn profile is your name, area and job title, it’s going to be tough to stand out. LinkedIn has a powerful search feature. When people search job titles or industry-specific phrases and keywords, LinkedIn is going to show them results for profiles that include these words. Think about the many details that come together to make you the unique financial advisor that you are. Don’t be afraid to show off a little bit.I t’s part of human nature to seek common ground with others.

The better you get at including more details about yourself, the better the chances are that people will find something about you that they can relate to. There are sections within your LinkedIn profile for adding information such as: background summary, work experience, education, publications, specialties, certifications, volunteering and causes, and even book titles you recommend. Include as much as you can. Do it without adding fluff. This leads to our next point.
2. Be genuine in your background summary

When people land on your profile, they’re willing to spend something valuable: their time and attention. Don’t waste this opportunity by populating your profile with vague and worthless statements like, “Client service is my number one priority,” or “Pays attention to detail.” These kinds of statements are neither thoughtful nor interesting. People will leave because they’ve seen it all before.

Show people a glimpse of who you are and what you enjoy. If you spent your early years in a different industry, share something insightful about that. Do you enjoy fly fishing, playing guitar or golf, or international travel? Share it. Be thoughtful. Use details like these to craft an interesting, personable story about who you are.
3. Give value

Show others you are an expert by sharing valuable information with them. LinkedIn allows you to add files such as Word documents, images, PDFs, audio and video to your profile. This is a great opportunity to share a branded checklist, report, white paper, or case study. There are multiple benefits to doing this. You position yourself as an expert when you provide something of value to your prospects. If the content you share is branded, then the prospect will have access to your company and contact info without having to return to your LinkedIn profile.

Additionally, prospects now have something they can share with others, whether they print it or attach it in an email. This amplifies your marketing efforts.

Before you employ any other tactics, focus on completing your LinkedIn profile first. There are many strategies on LinkedIn for nurturing relationships with prospects, clients and potential business partners. However, if you don’t get your first line of defense right — your profile — then the return on your time will not be as great as it can be.

See also:

5 little-known LinkedIn secrets for financial advisors

LinkedIn groups are an advisor's goldmine

4 things financial advisors shouldn’t be doing on LinkedIn