Why Your LinkedIn Campaign Sucks: What Advisors Are Missing
As a financial advisor, LinkedIn can be an incredible tool to connect with potential clients, build your professional network, and establish your authority in the industry.
Yet today most advisors have LinkedIn campaigns that fall flat, unless you count vanity metrics like likes and emojis as successful.
So, why aren’t your LinkedIn campaigns working? Let’s break down the common mistakes and explore what you should be doing instead:
Mistakes Financial Advisors Are Making on LinkedIn
1. Forgettable Content
A common strategy among financial advisors is to share a blog post or video and just hope it resonates with their audience and motivates them to reach out. The problem with this approach is that it often lacks a cohesive strategy and doesn’t communicate the specific value of the advisor posting it. The viewer may watch or read the content once and then forget about it completely.
2. Lack of a Sales Funnel
Simply sharing content isn’t enough to turn a casual viewer into a client. What’s missing is a bona fide sales funnel that systematically guides prospects from curiosity to interest and ultimately to conversion. Advisors should create a structured pipeline where each piece of content serves a specific purpose in moving the prospect through the funnel. This could involve offering a lead magnet, such as an e-book or a consultation, which captures the prospect’s contact information and triggers a series of targeted follow-up emails.
3. Spammy or Low-Value Content
When your message feels like spam, it’s treated like spam. Bombarding your connections with generic messages or aggressive sales pitches can be off-putting and counterproductive.
What You Should Be Doing Instead
To make your LinkedIn campaigns more effective, here are some strategies you should implement:
1. Build a Strategic Sales Funnel
A well-structured sales funnel can transform your LinkedIn campaign from a scattershot approach to a targeted strategy. Start with a lead magnet: something of high value that your prospects would be willing to exchange their contact information for. Once they’re in your funnel, use automated emails to nurture the relationship, provide further value, and guide them toward booking a consultation or another conversion goal.
2. Share High-Value, Relevant Content
Focus on creating content that speaks directly to the needs and pain points of your target audience. This could be in the form of detailed articles, insightful videos, or informative infographics. Make sure your content provides real value and positions you as an authority in your field.
3. Personalize Your Outreach
Instead of sending out generic messages, take the time to personalize your communications. Reference specific pain points or interests of the individual you’re reaching out to. This shows you’ve done your homework and genuinely care about addressing their unique needs.
4. Avoid the Hard Sell
Your initial goal should be to build relationships and trust, not to immediately push for a sale. Provide value, demonstrate your expertise, and let the sales naturally follow as a result of the trust you’ve built.
Want to Execute a Successful Marketing Plan on LinkedIn and Beyond? We Can Help.
At Indigo Marketing Solutions, we understand the common problems financial advisors have in their marketing campaigns and have developed tailored solutions to address them.
If you’d like to expand your knowledge base, here are 5 proven strategies you can use to get your feet wet with digital marketing.
Want to get results faster than the DIY approach? Here are some options:
Lay the Foundation With “Nurture”
Our Nurture Tier is an excellent starting point for advisors looking to solidify their marketing foundation. If your current strategy involves sporadically sharing content that quickly fades into obscurity, this tier will help you create a consistent and engaging online presence.
Our automated welcome series and 12-month content calendar ensure new subscribers turn into interested prospects.
Additionally, our monthly personalized articles and social media posts provide high-value content that resonates with your audience, addressing the issues we identified earlier.
Create a Persuasive Presence With “Stand Out”
For advisors aiming to establish themselves as industry authorities, our Stand Out Tier builds on the Nurture Tier with even more personalized content and media options.
We provide custom articles written in your unique voice, positioning you as a thought leader in the financial industry. This tier ensures your content is not only relevant but also memorable and impactful.
Construct a Lead-Generating Pipeline With “Growth”
For those ready to drive significant lead generation and implement a cohesive marketing strategy, our Growth Tier is the ultimate solution.
We’ll launch your microtargeted LinkedIn campaign, private messaging 20 contacts per day on your behalf so you can organically connect with solid leads.
This tier includes everything from the Nurture and Stand Out tiers but adds robust lead-generation funnels that address the critical need for a systematic approach.
If your current campaigns suffer from a lack of structured follow-up, this tier introduces a custom appointment lead funnel and a lead magnet funnel.
Learn more about all three tiers here.
Ready to Get Started?
If you’re ready to move forward with learning about how we can build your campaign directly, reach out and let’s start the conversation.
We’ll develop a free audit of your existing marketing and share the targeted and specific ways we can build from it to generate leads so you can spend more time focusing on serving clients as a successful advisor.
Schedule Your Free Marketing Strategy Call Today
Check Out Our Related Video Content
Whether you’re a beginner or looking to improve your existing video marketing efforts, this webinar is designed to provide actionable insights and practical tips to make your videos a success.
At Indigo Marketing Agency, we help financial advisors embrace the evolving marketing landscape by utilizing custom video content. Read on for three reasons why you should incorporate video into your marketing strategy and how the Indigo team can help.
Connecting with your clients is of the utmost importance. But it can be really challenging in today’s digital age with all the noise. How are you supposed to stand out from the crowd?
FAQs
Forgettable content is a common mistake because it lacks a cohesive strategy and fails to communicate the specific value of the advisor. Simply sharing a blog post or video without aligning it with a larger strategy does not engage or retain the viewer’s interest. To avoid this, financial advisors should create content that is relevant, valuable, and memorable, addressing the specific needs and pain points of their audience.
Financial advisors can build an effective sales funnel on LinkedIn by starting with a high-value lead magnet, such as an e-book or consultation, to capture prospects’ contact information. They should then use automated emails to nurture the relationship, provide further value, and guide prospects toward conversion goals, such as booking a consultation. Each piece of content should serve a specific purpose in moving the prospect through the funnel.
Sharing spammy or low-value content on LinkedIn can be off-putting and counterproductive. It can lead to disengagement, damage the advisor’s reputation, and result in connections ignoring or unfollowing the advisor. Instead, advisors should focus on providing high-value, relevant content that genuinely addresses the needs and interests of their target audience.
Financial advisors can personalize their outreach on LinkedIn by referencing specific pain points or interests of the individual they are contacting. This shows that the advisor has done their homework and genuinely cares about addressing the unique needs of the prospect. Personalized messages are more likely to engage and build trust with potential clients compared to generic messages.
Avoiding the hard sell helps in building relationships and trust with potential clients. Instead of immediately pushing for a sale, advisors should focus on providing value and demonstrating their expertise. This approach fosters a positive connection with prospects, making them more likely to engage and convert into clients over time as trust is built.
