By Cindy Schrauben
Great Gus Marketing
It’s common to see the advice to “optimize your LinkedIn profile” for greater success on the platform. But this advice is rarely, if ever, followed with suggestions on how to optimize your profile.
I don’t like it when things aren’t explained, so let’s look at what this means for the personal LinkedIn pages of the financial professionals I work with.
The short answer for what it means to “optimize your LinkedIn profile” is to fill out every section of your profile. This tells people what you do, whom you do it for, and what you’re an expert in.
But there’s more you can do to stand out. Let’s break it down.
1. Select a high-quality profile photo
It doesn’t necessarily have to be a professional photo. Make sure the image is well-lit, and your face is front and center.
You should consider letting your photo reflect your personality. Too often, I think, financial professionals are overly concerned about appearing “professional” in photos. But your profile photo is an excellent place to let people see the real you. This builds trust, which is especially important when you’re someone who helps people with their money.
Besides, the internet is full of photos of financial professionals in suits posing at their desks or in front of a bookshelf. Stand out by being different!
Your LinkedIn profile photo should be 400 x 400px for best results.
2. Use the background photo space
This is prime real estate that is often underutilized or completely ignored. You can use this space to quickly tell people what you’re all about using an image or words.
Consider adding your mission statement combined with your web address. Or include a quote that resonates with you. Remember to keep it simple and easy to read. Also, your profile photo will be in the bottom left-hand corner, so leave that space blank.
The background photo should be 1584 x 396px.
3. Be creative with your headline
Gone are the days when you’d simply put in your job title. Today, it’s wise to use your headline to tell a bit of your story using keywords that will stand out to potential clients and be picked up by search engines.
You could say you’re a “Certified Financial Advisor with World’s Best Advising Firm,” but getting more specific would lead to better results. Instead, consider adding details with something like “Certified Financial Advisor Who Helps Mid-Career Professionals Maximize Investments, Plan for Retirement, & Save for College Education | YourWebsite.com.” You could also include a short quote from a satisfied client for instant social proof.
Your LinkedIn headline can be up to 220 characters.
4. Tell your story in your “About” section
Just like the “About” page on your website, this section isn’t really about you but about how you help your clients.
In your “About” section, share what makes you stand out from your competitors and why you’re passionate about personal finance.
The first 275 characters or so will appear before readers must click “see more” to read the rest, so use those characters to draw the reader in. LinkedIn makes 2,000 characters available, so you have plenty of space to finish telling your story.
5. Fill out your work history
You don’t need to list every title you’ve ever had, just the ones that are relevant to financial services and applicable to the clients you serve. In the description of the positions you’ve held, expand on what you did and what you accomplished, especially as it relates to what you’re doing now. Think: What did you do or learn on this job that helped you get where you are today?
6. Brag a bit about your education, certifications, and awards
For financial professionals, this is huge. Show off those hard-earned degrees and certifications. And, if you’ve received awards, list them! Sharing your education, certifications, and awards builds trust when your ideal clients read your profile.
7. Ask clients for recommendations
Social proof is everything so ask those you’ve helped to explain why you’re unique. What did you do for them? What were the results? How did it make them feel? Financial advisors must be careful about claims and ensure that anything you add is approved by compliance.
I’m a copywriter and strategic marketer for financial professionals. If you’re a financial advisor or coach and would like assistance in creating your marketing strategy or bringing the one you already have to life, I’m ready to assist! Book your free 10-minute strategy call today.
Based in Kalamazoo, Michigan, Great Gus Marketing specializes in copywriting, content writing, and marketing strategy.
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