- 3-Minute Article
- Jul 01, 2017
How to Use LinkedIn to Prospect and Build Client Relationships
Find out how you can use this platform to develop your business.
LinkedIn has 10 million high net worth members in the United States and offers advisors the best return on investment of any social network.1,2 We spoke to LinkedIn’s Menaka Thillaiampalam to find out how you can use the platform to develop your business.
Advisors clearly already appreciate the value of LinkedIn, the social network for professionals. The statistics speak for themselves. More than three-quarters are already signed up, with 66% using it to prospect for new clients and 44% to sustain client relationships.3,4
Menaka Thillaiampalam, LinkedIn’s Head of Marketing for North America, explained why it has become so popular.
“We’ve found that high net worth individuals are 3.4 times more active than the average user on LinkedIn,” she said. “They are more active on mail, in groups and on mobile. They also share more content and follow more companies.5
“There are 10 million high net worth individuals in the United States alone. LinkedIn allows you to target them very actively and the data is particularly valuable because our profiles are actively generated by our members who continually keep them up to date. LinkedIn enables you to be there at the right time with relevant content, influencing potential clients’ buyer journeys during those crucial moments that matter.”
The prospecting goes both ways, with 33% of potential clients across all age ranges searching on professional networks to learn more about a prospective advisor.6
“The stronger your profile is, the stronger your portfolio,” said Menaka, “A good profile enables you to stay fully engaged with clients and prospects.”
LinkedIn recommends two ways you can be more effective on the platform, by building a strong profile and building your brand.
BUILDING A STRONG PROFILE
- Optimize your profile: There are three ways to do this:
- Add a professional photo to generate more profile views and drive engagement.
- Add a personalized URL to make you easier to find on LinkedIn and search engines.
- Complete your profile to fully showcase your career and accomplishments. Don’t leave any blank spaces!
- Showcase your work and link out: Link to previous work, such as blog posts and presentations. This will give people a reason to engage with you. Also link out to the other places people can interact with you online.
- Let your network speak for itself: Ask for endorsements from colleagues, employers, clients. These are a great way to highlight your skills and achievements.
BUILDING YOUR BRAND
- Promote your professional brand: Update your connections with your accomplishments, such as published work, awards and accolades. These create a positive impression and will help potential clients get to know you better.
- Follow and share: Get articles, news, and thought leadership delivered directly into your feed by following brands, groups, influencers, and individuals. Sharing the best of these with your connections is a great way to stay regularly in touch and builds your personal authority.
- Create groups: Putting your clients and prospective clients into tailored groups allows you to provide them with updates that are focused and relevant to their specific needs and situations.
Finally, let people know you’re on LinkedIn by adding it to your email signature, website, and other social media profiles. This will give new and existing contacts a quick and easy way to learn more about you and share your information.
To find out more about potential clients, read: Insights into 3 Types of People Who Might Consider an Annuity
To find out more about social media and technology use among seniors, read: Why Keeping Up with Tech-Savvy Baby Boomers is a Good Idea