This document provides insights for financial advisors on how to maximize their LinkedIn profile and presence. It notes that social media can help advisors retain clients, increase assets under management, and interact more frequently with clients. The document then outlines best practices for optimizing a LinkedIn profile, such as including keywords and a professional photo. It emphasizes that advisors should share valuable content through status updates to build influence organically. The document also stresses the importance of networking and gaining referrals through existing clients and connections. It highlights a new open publishing platform on LinkedIn for advisors to demonstrate their expertise. The summary is to turn these insights into a daily 5-minute marketing plan of connecting, sharing content, and engaging with contacts on

1. Smarter Linkedin For
Financial Advisors
Take Your Linkedin Value to a New Level
By: D. M. Thérèse Byrne
Client Partner - Digital Strategist & Marketer

2. You’ve Heard It All Before
• Accenture: Social Media Helps Financial Advisors Retain Clients and
Increase Assets Under Management
…digital and social tools "offer Financial Advisors unprecedented
opportunities for more frequent interactions with their clients, helping them
forge deeper, stronger relationships.”
• Among the Financial Advisors surveyed:
– 60% have daily contact with clients through social media
– 77% affirm that social media helps with client retention
– 74% agree that social media helps them increase assets under management
– 73% say it has led to an overall increase in client interactions
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3. You’ve Heard It All Before cont’d
• Linkedin: Affluent Investors use social media, primarily Linkedin, to
research financial decisions.
• Linkedin Mobile: Linkedin expects 50% of its unique visitors will come via mobile
devices in 2014, a jump from 38% of unique visitors today (US). Users who visit
LinkedIn via mobile are 2.5 times more active than their desktop counterparts.
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4. Where are you on the Social Selling Spectrum?
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• Weak Online REPUTATION
• NOT Gathering INTELLIGENCE
• Reactively Building NETWORK
• NOT Contributing INSIGHTS
• NOT Using Social Selling SOLUTIONS
Low
High
• Strong Online REPUTATION
• Gathering INTELLIGENCE
• Proactively Building NETWORK
• Contributing INSIGHTS
• Using Social Selling SOLUTIONS
“Laggards”
“Tip-Toers”
“Leaders”

5. Today’s Agenda
Smarter Linkedin for Financial Advisors
Towards bringing your Linkedin value to a new level, today we
want to give you some important
• Insights
• Premise: You have, minimally, followed the step-by-step wizard to set up a simple
profile.
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6. Linkedin Insights
1) Profile Must-Dos: A Powerful Profile is Your Brand Equity:
It starts with your key-word optimized headline and wraps up with your
privacy settings.
2) New Rules of Social Rule: If you build influence, you won’t have to sell!
Status updates are the most effective way to get discovered, engage and
drive consideration.
3) Referrals: VCP: Visibility + Credibility = Profitability
Every new connection is an opportunity to grow your visibility, expand you
influence and become a new client.
4) Open Publishing Platform: You don't have to be anointed as an "influencer"
by anyone to become one!
LinkedIn Publishing Platform now open to all LinkedIn members.
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7. Insight 1: Profile Must-Dos
• First consider your keywords:
Use your main keywords in your
headline to showcase what you do
and whom you serve.
• Note location and vertical
• Upload a professional photo
• Write your summary in first person, as
it will come across as being more
personable!
– List Specialties using key words
• Fill in contact information including
customized “Vanity URL”, Twitter link
• Note current employer and at least 2
previous employers plus education
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To provide value and differentiate from competitors, you need a dynamic profile.
Your Linkedin profile is a dynamic and
evolving digital asset. You will want to be
updating and upgrading it regularly

8. Insight 1: Profile Must-Dos cont’d
• Be visual: click the icon next to any section of your profile to add your videos,
illustrations, photography, presentations and awards.
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Insight 1: Profile (Privacy Settings) Must-Dos cont’d
1. First hover over your account and go to
“Privacy and Settings”
2. Select what you want others to see, e.g.,
you may only want your 1st degree contacts
to see your connections and not your
competitors.
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10. Insight 2: New Rules of Social Rule
Potential prospects use
Linkedin to:
Ø Discover: Learn about
financial trends, companies,
products, or accounts and/or
Ø Consider: Seek advice or
further information to evaluate
what they’ve learned in the
Discovery process.
Ø 60% plus who use for Both
are driven to action.
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Direct solicitations don't work, as well as sharing insights of
interest to your target and engaging in discussion.

11. Insight 2: Rules of Social Rule ~ Share & Engage
Marketing is evolving.
It’s less about one off interactions and more about building trusting relationships
through relevant content.
Status updates are the most effective way.
Get Discovered and Engage to Drive Consideration
• Post updates to your activity feed
• Promote updates from your connections
by sharing with your network
• Introduce and connect others within your
network
• Leave thoughtful comments on what
your connections share
• Thank someone for sharing your updates
• Congratulate someone on a recent success
• “Mention” one of your connections in one
of your updates
• Publish and Comment in LinkedIn groups
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12. Insight 2: New Rules of Social Rule ~
If you Build Influence You Won’t Have to Sell
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• Make your status updates valuable
and memorable:
– Help someone solve a problem
– Help someone get smarter
– Help someone achieve more
***“Helping is Selling”***
• Be consistent to be memorable
• Invest in dialog
• IT’S A PROCESS
– Fact: Your prospective clients are savvier and more informed than ever.
• Most buyers are 60% through their decision-making process before they engage with
a brand.
• Using valuable, targeted content can actively influence purchase behavior and convert
prospects into customers.
– VCP: Visibility + Credibility leads to Profitability

13. Insight 2: New Rules of Social Rule ~
If you Build Influence You Won’t Have to Sell
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• Building influence increases views of your Linkedin Profile
• Linkedin Profile Views Lead to:
– More connections and followers
– More exposure for your status updates
– Referral traffic
– Business opportunities

14. Insight 3: Referrals ~ Every New Connection Builds
Influence
• Your
exis%ng
clients
are
your
most
important
asset
and
the
primary
source
for
referrals.
Look
especially
at
your
top
advocates
-­‐
they
“love”
and
value
your
service
and/or
have
provided
referrals
in
the
past.
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Existing
Clients
1st Degree
Connections
2nd Degree
Connections
Reach and
Influence
New Clients
Linkedin
• Enhance
client
rela=ons
• Look
through
your
best
client’s
connec=ons
• Research
selected
prospects
and
request
an
introduc=on
• These
are
connec=ons
to
whom
you
are
connected
via
your
1st
degree
connec=ons.
• Research
for
poten=al
prospects
and
referrals
• Be
consistently
visible
and
credible

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Insight 3: Referrals ~ Gather Intelligence
Be prepared for every interaction by researching contacts and
companies

16. Insight 4: Open Publishing Platform
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The Opportunity: Initially made available to 500 influencers, the platform
is rolling out to all members to publish long-form and multimedia content.
• Publish PowerPoint, Keynote presentations, PDFs, white papers, infographics
and embed videos from YouTube and more. Akin to publishing a blog.
• Repurpose your blogs, whitepapers, presentations, etc.
• Create a bio section within post and add a link back to your blog or website.
• Gauge performance in real time!
Publish, Grow a Following, and Build Your Influence

17. Insight 4: Open Publishing Platform
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• Your posts will be showcased under
your Linkedin headline above the fold.
– Like Reid Hoffman, Linkedin founder
above!
– Make your posts very visible by
including an image in every post!
• LinkedIn will tap into its understanding
of users’ industry and interests to better
target your posts to the right people.
Demonstrate and illustrate your expertise, and get in front of a very
active and engaged audience.

18. Summary Takeaway: Daily 5-Minute Marketing Plan
1 Minute
Accept connection
requests
3 Minutes
Check who has viewed
your profile
3 Minutes
Share a piece of content and
submit it to the Linkedin
Today editor
3 Minutes
Send thank you message to
new connections
2 Minutes
If you have written a recent
blog, add it to your profile
1 Minute
Comment on the status or
content shared by a person
in your network
1 Minute
Connect with 1 new person
per day
1 Minute
Organize a catch up with one
of your contacts
Source: Bluewire Media
In summary, if you turn these insights into a consistent series of actions
(see “Daily 5-minute Marketing Plan” below), your online influence and
ability to gain quality referrals will grow.

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Thank you!
D. M. Thérèse Byrne
Client Partner - Digital Strategist & Marketer
REVENUE ARCHITECTS
24 Federal St | Boston, MA 02110
www.revenuearchitects.com | Twitter | LinkedIn
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