If you’re like most financial advisors, you want to make the best impression possible on LinkedIn. And this may have you wondering: What should I do when I get a new LinkedIn connection? What protocol is there for following up and staying engaged?
Well, that’s exactly what we’ll talk about today.
As part of our Total Marketing Package, we help advisors grow their networks by making new connections on LinkedIn for them. Then we send those connections a follow-up message that thanks them for accepting and includes some helpful financial resources they may enjoy.
But beyond that, there’s a lot you can do to engage a new LinkedIn connection and start a conversation. Let’s discuss our favorite tips.
Optimize Your LinkedIn Profile
Before diving into engagement strategies, ensure your LinkedIn profile is fully optimized. Use a professional headshot, write a compelling headline, and craft a detailed summary that highlights your expertise and the value you offer.
Personalize Your Connection Requests
When sending connection requests, include a brief message explaining why you want to connect. This sets the stage for a more meaningful relationship and demonstrates genuine interest.
Engage With Their Network
Engage not only with your new connection’s posts but also with their network. Commenting on mutual connections’ posts can increase your visibility and foster a sense of community.
Share Value-Driven Content
Regularly posting valuable content on your profile positions you as a thought leader. Share relevant articles, insights, and updates to attract and retain the interest of your connections.
Learn About Your LinkedIn Connection’s Needs First
It’s tempting to send someone a bunch of information about you, your business, and how they can start working with you. But what you want to do first is engage with them about their content.
One easy way to do this is to look through their recent posts and like or comment on an article they talked about. You’ll learn something new about them, and it’ll give you something to reference in your follow-up message.
Thank Them for Connecting and Reiterate Who You Serve and How You Can Help
Next, you want to thank them for connecting and reiterate how you may be able to help them.
It could be something simple like: “Hey, John. Thanks for connecting. As you know, I help lawyers who run their own practice to set up a benefits package for their business. I have some free resources I’d love to share with you if you’re interested.”
This message shows them that you’re aware of their financial planning needs and have the tools and know-how to help people like them reach their goals.
Engage Consistently With the 5 x 5 x 5 Method
Start by liking five posts from different social media accounts. This simple engagement often leads to reciprocal likes and even new followers. Next, take it a step further by commenting thoughtfully on five posts. Instead of brief comments, write something meaningful, such as “Wow, this looks amazing! Can’t wait to try it!” Thoughtful comments demonstrate your genuine interest and help build a more personal connection with your audience.
To manage your time efficiently across various platforms, dedicate five minutes to each. This focused approach ensures you stay engaged with potential clients without feeling overwhelmed.
Send Follow-Up Information
Now it’s time to send the free resources you mentioned in your previous message. Here’s the catch: these resources need to be targeted and applicable to that person’s situation. Don’t send them a guide on how to select benefits as a Wells Fargo employee if they have no ties to the company at all. Shared resources must be relevant and valuable to their unique needs and concerns.
Go Back to Your New Connections a Few Months Later and Reengage
Communication often goes cold after that initial interaction. You thank them for connecting, you send them some helpful resources, and then the two of you never really speak again. That’s why this final step is so important.
A few months after that initial interaction, you need to nurture the relationship by reaching back out. The good news is, LinkedIn actually has a feature where you can sort your connections by most recent. Then you can go back and reengage with those individuals using these two steps:
Step 1: Ask a provocative question that’s relative or important to them.
This could be something like: “As a business owner, have you ever thought about taking some chips off the table?”
Step 2: Send some follow-up information on how you can help them achieve that goal.
For example, you could follow up your provocative question by saying, “Helping business owners free up their financial resources is exactly what I do best. If you have questions about your specific situation, click here to schedule a phone call.”
The goal here is to establish a relationship on LinkedIn, circle back by reengaging, then take the conversation off of LinkedIn so you can close on it.
Utilize LinkedIn Features
Make use of LinkedIn’s features like Polls, Stories, and LinkedIn Live to interact with your connections in varied and engaging ways.
Measure Engagement
Track the engagement metrics of your LinkedIn activities. Understanding what types of posts and interactions resonate most with your audience can help you refine your approach over time.
Does Your Marketing Feel a Little Stale? We’re Here to Help!
If you’re ready to take your marketing from dull and boring to shiny and captivating, we encourage you to schedule a free strategy session with our team. During this call, we’ll review your current marketing strategy and tell you how you can get some quick wins that will boost your business and attract more clients you love.
Click here to schedule your free call now. We can’t wait to learn more about you and your business!
