LinkedIn is the favorite and most preferred social media platform for professionals. Unlike other social media channels such as Facebook and Twitter, LinkedIn is considered to be a little more serious and formal. If you have an account on LinkedIn, you will see that there is a difference in the way people socialize on other channels and LinkedIn. Individuals generally use this social media channel to connect with other professionals or experts and increase their networking.

Common LinkedIn marketing goals for any financial firm involve generating leads, raising brand awareness, or most likely both. Also, LinkedIn is considered to be a credible source for finding information about a professional or an organization. An organization can benefit from this social media channel in numerous ways. And if you are a financial, insurance or accounting firm, LinkedIn can be the most effective medium to connect with people and grow your business. Wondering how? Here are some of the best ways to use LinkedIn for a financial firm to meet their business goals.

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  1. Optimize…Optimize…Optimize your LinkedIn Profile

Did you know that the company pages and LinkedIn profiles are also SEO-friendly? LinkedIn profiles also appear when a person puts a search query for a company or person on Google or other search engines. The profiles usually rank in the top 5 of Google search results for “Your First and Last Name.” This is because LinkedIn in itself is an SEO-friendly platform. If you want your financial firm’s company page or personal profile to appear on the top of search engine result pages (SERP’s), you must optimize the LinkedIn page and profiles. Talking about Google, it previews up to 156 characters of your page text in the meta description. Hence, make sure you create a profile description with powerful, keyword-rich content for both, your company’s page as well as your personal profile. The keyword should be related to the services your firm provides because this is something that people will search for when they need professional help. If you specialize in bookkeeping services, you can include something like ‘expert bookkeepers’ in your region. One of the best ways to use LinkedIn for a financial firm’s SEO is by adding keywords in various sections of the profiles, such as the headline, summary, or the work experience.

Add your company details to your personal profile. This will ensure that whenever a person is making a relevant search on LinkedIn or Google, your profile will also feature on the search results along with your company’s page.

  1. Create Your Financial Firm’s Company Page

When people follow your company page, they will receive your company updates directly in their LinkedIn feed. This implies that more the number of followers you have on your company page, the more reach and exposure your posts and updates will have. Therefore, set up your financial firm’s company page. Think of your LinkedIn company page as your business’s LinkedIn profile. Fill out all the necessary credentials so that your followers will get all the information they might look for. Just like your professional profile, optimize your company page too. Whether your audience is searching on LinkedIn or search engines, a well-optimized page can help you gain visibility among the searchers looking for what your firm’s offers or any other piece of information. Insert relevant keywords that people would search for in your company page’s description to make it SEO-friendly. Another way to increase its visibility and SEO value is by adding links to your company page. Link your blogs or website content to your LinkedIn Page. Once you have optimized your page, next step is to get followers. To start with, ask your personal and professional contacts to follow the page. Ask your firm’s employees to follow the company page, and further spread the word. Next, invite customers, business partners, investors and other key people associated with your business to become followers. Post finance or your business’s niche related content on a regular basis, and you will gain more followers in the course of your business. You can also add a “Follow” button for your LinkedIn company page to your website and social media profiles to gain followers on LinkedIn.

  1. Broaden Your Professional Network

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LinkedIn is nothing but yet another social media platform which means that you will be able to engage with your existing networks and find new connections as well. You can search and find people from your school, college or previous workplace and develop professional relations with them. The “Connections” tab in the top navigation of your professional LinkedIn profile offers a variety of tools to connect with contacts in your professional network. With the help of “Manage your synced and imported contacts” tab, you will be able to sync your email contacts to see who’s on LinkedIn, and who you can invite to join. Getting to know new people is simple. All you have to do is put in a query in the LinkedIn search, and you’ll see a list of people. For instance, if you wish to network with various mutual fund service providers in Edmonton, you can simply search for mutual fund service providers in Edmonton. You will get all the mutual fund experts who actively use LinkedIn. You can also be a part of LinkedIn groups to know more like-minded people, network with them, share your business or personal requirements and thus, broaden your professional network.

LinkedIn has high privacy features, and hence, unlike Facebook or Twitter, you cannot simply connect with people you aren’t connected to. Except for the group members of the group you are a part of, LinkedIn only allows you to send messages to people who you share a first or second-degree connection with. However, if you wish to connect with people from other financial firms or financial service professionals, there is a provision available for you. You can connect with people that aren’t in your connection list with the help of Open Profile feature for Premium accounts. Using these ways, you can use your own professional LinkedIn profile and build connections with professionals on behalf of your financial firm. You can always talk to people on your firm’s company page via messages.

  1. Make the Most of Blogs

LinkedIn is an effective channel to market your blogs and direct more traffic to your website. Share the financial blogs you write on your blogs on your personal LinkedIn profiles as well as your company page. The blogs on your website alone may or may not get higher traffic or more readers. However, when you share them on your personal or company’s LinkedIn profile, the blogs automatically get more exposure. People who are in your network can view and read the blogs you share. You can also share your financial blogs in relevant groups and increase the exposure even further. But share your blogs on the groups only when people need relevant information or else other group members may not like you spamming the group. This way, your blog will get more exposure than it would’ve got otherwise. There are chances that relevant professionals, market experts, and influencers can come across your blogs on LinkedIn and share them if they like it. Writing blogs and sharing them on this platform is a good marketing strategy as it helps in positioning you as an expert and make your business more credible. If you share financial market insights, latest industry news, or tips related to your business specialization, people will look up to you as a helpful resource for information. They may hire you for handling their financial tasks as and when they would need them.

  1. Create Social Sharing Web

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Since the LinkedIn/Twitter breakup in 2012, you can no longer automatically sync your tweets to publish on LinkedIn. But, you can add Twitter account to your LinkedIn account and sync your tweets to publish on LinkedIn. Select the ‘Settings & Privacy’ option and click on the ‘Account’ tab. Now select the ‘Partners and Services’ option and look for ‘Manage your Twitter Settings’ option. On this page, you can add or remove multiple Twitter accounts. This way, all your Twitter posts will be synced and posted on your LinkedIn profile as well. Same way, the vice versa is also possible. Sharing your LinkedIn posts on Twitter is also possible. Add the Public + Twitter option in the drop-down menu within the LinkedIn update composer. Talking about Facebook, once the posts have been posted on LinkedIn, you can share them manually on Facebook as well. All these options help in creating a social media sharing web that helps in sharing updates whenever you have a new post to update on either of these platforms. You can make the most of these social media network web in order to boost your financial firm’s presence and market your financial services across channels.

  1. Sponsor Content for Increased Exposure

Apart from all these, the best way to use LinkedIn for a financial firm is by advertising your content. LinkedIn’s ads let you target based on multiple categories such as business functions, industries, or company size. This advertising option also allows you to track your ads performance. Just like other social media channels, even LinkedIn offers a variety of advertising options. The “Sponsored Content” is a type of advertising that lets you set your budget and choose from cost-per-click or cost-per-impression pricing. You can promote your content directly in the LinkedIn feeds of the professionals you want to reach. It also allows you to get your message out on every device. These numerous advertising types available show that LinkedIn also has ample options for you to market your financial firm and grow over a period. No matter which type of advertising option and method you choose for your financial firm, don’t forget to follow the three golden rules – targeting the right audience, bidding smartly for the advertisement and lastly, measuring and analyzing the results of every LinkedIn ad and optimizing them accordingly for better gains.

Using LinkedIn in your marketing strategy can help you expand your network and create a professional circle. LinkedIn provides you with two ways to promote your content- passive and proactive. Passive promotion is all about doing the basic things on LinkedIn such as creating your financial firm’s business profile, filling all the necessary information, keeping it updated, and networking naturally without much efforts. Whereas, proactive is one or several steps ahead of this. As the name says, proactive marketing involves putting efforts by joining relevant groups, engaging with professionals, running campaigns on LinkedIn, and upgrading to the premium subscription. Proactive marketing unquestionably has a better outcome when compared to the passive method.

Not only LinkedIn but all the social media platforms offer a number of opportunities to financial firms specializing in all the niches to expand their business and generate leads. So why wait? Make the most of social media channels to discover the smart ways to use Facebook and Twitter and best ways to use LinkedIn for a financial firm. If you don’t have enough time to use social media or if you want to know how to go about various social media platforms to meet your business goals, talk to a social media marketing firm. Find a firm that specializes in handling social media business profiles across different platforms.