How Your Financial Services Firm Should be Using LinkedIn
LinkedIn has become a powerful tool that plays a critical role in connecting professionals and organisations across the world to make them more productive and successful. For financial services firms, the platform offers an opportunity to optimise their firm, grow their network and generate leads amongst new audiences. And yet, many financial services firms struggle to leverage their talent, their platform and their network to increase brand awareness and generate qualified leads. So how should financial services firms use LinkedIn?
Here are the four key ways that financial services firms should be using LinkedIn to their greatest benefit.
Optimise your Profile
LinkedIn is an SEO-friendly platform, hence, when someone searches for a specific firm, the LinkedIn profile will usually rank within the top five google search results. As a result, many consumers will use the LinkedIn company page as their first point of contact with a financial services firm. Such firms should heavily focus on the image that they project on LinkedIn, ensuring that it reflects the intricacies of their own firm, such as specific services that they offer. All necessary credentials should be filled in in order to ensure that all information that pertains to the consumer can be uncovered with little effort. Further, optimize SEO value by using keywords in your company page’s description as well as by including links that will divert the consumer back to your own company website.
Expand your Network
As has been well established within the business world, LinkedIn plays a crucial role in the expansion of a firm’s network. LinkedIn provides the option to invite different groups to your page. Features on the platform allow you to filter these groups by their company or occupation to ensure that you are bringing like-minded professionals to your page. The Linked Helper helps to simplify this process through a number of functions. The Chrome plugin automates various LinkedIn functions including inviting people to connect, messaging 1st connections, creating autoresponder messaging for new connections and much more. The main focus of this application is to help grow market share and further acquire customers. This program allows financial services firms to expand their network while avoiding investing valuable time into the process due to the automated system.
A recent survey found that 62% of B2B marketers said LinkedIn generates leads at 2x the rate of the next highest marketing channel. Hence, financial services firms should be consistently active on the platform as this allows them to make the most of the algorithm which determines their visibility. Being active on LinkedIn includes publishing content relevant to your firm, posting comments and reacting to posts by other professionals. Posting relevant financial news will help to increase your visibility amongst like-minded consumers. Additionally, your posts should contain links back to your own company website promoting different offers, latest blog posts, lead magnets or webinars.
Analyse your Data
There is no use in maintaining a strong digital presence if you cannot analyse its success rates. Financial services firms should optimize analytic tools at their disposal in order to break down their performance and lead generation efforts. This data tracks engagement from visitors to your page, outlining which content scores the most clicks to your lead magnets and landing pages. This will help to quantify which of their marketing efforts are eliciting the most significant responses from their consumers, allowing them to better target their content. Having information such as this ensures that your financial services firm can focus on producing content that your consumers will meaningfully connect with, in turn, resulting in a growth in the consumer base of your firm.
In 2021, LinkedIn plays a key role in the growth and success of any business, particularly as the business environment becomes increasingly digital. It is crucial that financial services firms respond to these changes by moving seamlessly to the digital realm in order to remain relevant in an ever-expanding market. Rather than resulting in structural changes for these firms, maintaining an active presence on LinkedIn will solely grow the success of the business, increasing its overall reach.
How well is your business using LinkedIn? If your organisation has any questions regarding this article or is interested in developing a marketing strategy for LinkedIn, please get in contact with one of our professional consultants today.