LinkedIn is a powerful networking and lead generation tool. In fact, according to Hubspot, LinkedIn is 277% more effective at generating leads compared to other social media platforms. In this presentation, learn how to boost your marketing strategy and your social presence with this incredible platform.

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2. Samantha Russell
Chief Evangelist, FMG
@SamanthaTwenty
/samanthacrussell
fmgsuite.com
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3. Susan Theder
Chief Marketing and Experience Officer, FMG
@stheder
/susantheder
fmgsuite.com
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4. How to Optimize Your
LinkedIn Presence to
Generate New Business
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5. The Power of a Well
Connected Network
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6. What We’ll Discuss
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Top characteristics to a
strong LinkedIn profile
How to attract followers
and drive engagement
How to develop a thoughtful
and engaging content strategy
Latest updates on the LinkedIn algorithm

7. What Played the
Greatest Role in Your
Clients’ Decision to Hire
You?
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Source: https://www.advisorpedia.com/research/advisor-selection-criteria/

8. Why LinkedIn?
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9. 7 in 10 women fire male financial advisor
after husband dies
9 in 10 heirs do not retain their parents’
advisor- Cerulli
WHY LINKEDIN?....
It’s 50/50 Female/Male
63% are between 25-54. It’s where your
ideal target customer spends time
It’s dominated by decision makers - 43%
The Demographic of
LinkedIn Users is Your
Target Clients!
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10. Hubspot study of over
5,000 businesses found:
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LinkedIn is 277% more effective for Lead
Generation for Facebook and Twitter
Source: https://blog.hubspot.com/blog/tabid/6307/bid/30030/linkedin-
277-more-effective-for-lead-generation-than-facebook-twitter-new-
data.aspx
Converts Leads Best
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11. —
Most successful platform for advisors
(especially those focused on business
owners, entrepreneurs and people in prime
working years.
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People expect to hear from other business
owners and see content on things like
finance.
It Works!
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12. Where to Start?
5 Steps to Creating a Strong
LinkedIn Profile
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13. Step 1
Claim your business name/profile on BOTH regardless
Step 2
Establish a face for your brand
Step 3
Have employees/personal pages share content that
tags the business page, or re-share content from
business page at least 1x per week
1. Set Up Personal
AND Business Pages
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14. 1. Use a high-resolution image
2. Make sure photo LOOKS like you
3. SMILE (show your teeth)
4. Wear what’d you’d wear to work
5. Take the photo in natural light
6. Create a Custom Banner Image using Canva
(1128 (w) x 191 (h) pixels)
7. Choose a template here:
https://www.canva.com/linkedin-banners/templates/
2. Upload an A+
Headshot & Banner Image
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15. 1. Articulate your unique value. Formula:
“I help people __________________ and my
approach is different because ___________.”
2. Use the 120 Characters wisely!
3. Don’t be too gimmicky
3. Write a Great
Headline
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16. 1. Follow these instructions ↘️ to personalize
2. Edit for SEO purposes
3. Create a good URL
Examples:
http://www.linkedin.com/in/AllenJohnson
http://www.linkedin.com/in/AllenJohnsonFinancialAdvisor
http://www.linkedin.com/in/AllenJohnsonCFP
4. Personalize Your URL
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17. 1. NEVER leave the summary section blank!
2. Don’t just list jobs + skills. Tell your story.
3. Bring to life why your skills matter – and the
difference they make to the people you work
with.
4. Write in 1st Person!
5. Don’t forget the “Featured” section - highlight
awards, your best content, etc
5. Turn Your Summary
Into a Story
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18. Beyond the Profile: Connect
with Prospects Through an
Engaging Content Strategy
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19. 1. Don’t start posts with “I”, “My” or “We.”
➡️ Instead, address the benefit to the reader.
2. Don’t use passive voice (ie “check out”, “take a look”
etc).
➡️ Instead of “Check out my latest blog on market
volatility”
Common Mistakes (we all
make!) and Tips that
Make a Difference!
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❌
✅

20. 3. Don’t be too Broad - Write for a specific audience.
➡️ Instead, visualize who will read your posts.
4. NEVER share an article or link with absolutely no
context as to why you are sharing it.
➡️ Instead
- Give your opinion
- Share an interesting stat or fact from the piece
- Post a quote from the article
Remember: “What’s in it for me?” Mindset
Common Mistakes (we all
make!) and Tips that
Make a Difference!
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❌
✅

21. —
Images/Infographics are
shared,liked and commented on
3x more than other posts
You DON’T have to link out to
your website, a blog or an
article. The graphic and your
commentary alone can be the
post
Share Images & Infographics
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22. ✔
Leverage Blog
Content - Use Long
Form Posts

23. ✔

24. ✔

25. Get Personal every once in a while

26. 4. Grow Your Audience Without Even Posting
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Then follow these simple steps:
1️⃣ Request to connect with everyone on your
list. Ideally include a relevant personal note.
2⃣ Check your notifications to see if any of your
connections has posted.
3⃣ Engage and comment and share. Follow the
80/20 rule
4⃣ Tag key contacts. Believe me, they will be
thrilled and take notice!
Make a list of your top prospects, key COIs, influential clients, and even
reporters who are active on social media.

27. Follow the 80/20 Rule
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29. Finally, Understand how the
LinkedIn Algorithm Works
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30. LinkedIn Algorithm 2022
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➡️ Prioritizes showing you content from users whom you have engaged with in the past and
who post consistently
➡️ Shows more content from users who get large amounts of engagement, even if you don't
tend to like or comment on their posts
➡️ Favors lengthy comments > high volume of reactions
➡️ Prefers native content (text posts, images with text, videos with text - anything that
does not LINK OUT - ie take you OFF LinkedIn).

31. How to Use the Algorithm to Your Advantage
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1️⃣ Engage as often as possible 3-5x a week
2⃣ Follow the 80/20 rule. For very ONE of your posts, leave comments on at least FIVE
others' posts
3⃣ Get as MANY comments on your posts as QUICKLY as possible after posting.
4⃣ Use both personal AND business pages, but know personal will always perform better.
Tag your business page in your personal page posts and tag influencers from business page
5⃣ Only share posts that link OUT every 3rd or 4th post. Otherwise, keep content native.

32. LinkedIn
Algorithm 2022
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33. Hashtags and tagging others
with the @ symbol provide a
big boost - more people will
see your post in the feed.
Hashtags (#) allow your post
to be found by anyone who
clicks that hashtag
Tagging someone will often
get them to “like” or “comment”
or even “reshare” that post
Don’t spam people by tagging
them over and over
Use Hashtags and
Tag Others:
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34. —
Wednesday between 8-10
a.m. and 12 p.m.
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Thursday at 9 a.m. and
3 p.m.
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Friday at 9 a.m.
💡TIP: Experiment. Try
posting the same content
from 4-6 months ago again,
but at a different times
Know the Best
Times to Post:
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35. 1. First Post 2/18/19 - 3 views
2. 307 posts written in 2019
3. 300 → 1,958 followers
4. July 2019 - avg views 554
5. December - avg 2,226
6. Largest growth in Net New Assets in 10 years (13-
16%)
7. 8 New Households added
How it Works in
Action
How do clients find an advisor today?
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36. FMG Suite Can Help
● New social posts added weekly
● Automated marketing + Lead gen tools
● FINRA - reviewed content
● 200+ BD integrations
fmgsuite.com
Overwhelmed?
Need Help? We Get it!
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37. What Questions Do You Have?
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@SamanthaTwenty
/samanthacrussell
fmgsuite.com
@Sthedar
/susanthedar
fmgsuite.com