It’s no secret that professionals are increasingly turning to social networks to drive key business initiatives. As the preferred social platform for financial advisors, LinkedIn is constantly adding new features. Here are five you should know about:
- An improved mobile experience. If you’re like most busy professionals who spend time working on a phone or tablet, you know the importance of being able to connect on the go. Now, when you check in via the LinkedIn app or Pulse app from a mobile device, you’ll find an improved experience. Not only is the design enhanced, but the Pulse app allows you to move between articles with a quick swipe of your finger. With LinkedIn for mobile, you can also endorse your connections and add skills to your profile. (As always, be aware of compliance considerations when accepting endorsements from connections.)
- Redesigned LinkedIn Groups. With something like 8,000 diverse groups being created each week, LinkedIn Groups is one of the most popular networking products on the platform. Still the place to share ideas, ask questions and gain valuable insight into the community, LinkedIn Groups now has a streamlined look giving group managers and members the ability to customize their conversation space so that it stands out from the crowd. When it comes to groups, engaging only with other financial advisors will limit your ability to attract new clients. Instead, engage with individuals in your target market on the basis of location, niche market or shared interests.
- The Volunteer Experience and Causes section. More than just a place to talk business, LinkedIn now offers professionals the ability to share their personal passions. Members can now share philanthropic experiences in the Volunteer Experience and Causes section, as well as express interest in volunteering or working with nonprofits. Sharing information about such topics can help create connections that lead to meaningful relationships. Just be sure to strike the right balance between business and personal content.
- LinkedIn company page analytics. With analytics, you can now track the performance of your LinkedIn company page. Find out what content drives the greatest engagement, filter trends by type and time of day, see detailed demographic information and benchmark your data against similar companies. Don’t forget you can also leverage sponsored updates on your LinkedIn company page to further engage professionals in meaningful conversation.
- LinkedIn’s new showcase pages. Many companies have various facets and services, making marketing to multiple audiences through one platform or landing page a bit of a juggling act. LinkedIn’s new showcase pages are extensions of your company’s main page and allow you to easily customize brand messages to the right audiences. For example, your financial firm might have one main company page and three showcase pages: estate planning, retirement planning and financial planning.
Because LinkedIn is the most popular network for financial professionals, it’s a great place to get the word out about your business.
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Amy McIlwain is a professional speaker on social media and President of Financial Social Media, an online marketing firm specializing in the financial industry. She can be reached through her website www.financialsocialmedia.com and on Facebook, LinkedIn and Twitter.