3 New Secrets of LinkedIn Marketing
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“Your LinkedIn profile should leave no room for doubt about the kind of job you’re looking for and why you’re the best person for that position.” ― Melanie Pinola, Lead Writer at Zapier
The newly acquired Microsoft property, LinkedIn, is at the epicenter of digital business networking. With over 450 million members residing in nearly every industry, professionals regularly leverage the site to develop new opportunities with potential prospects that would otherwise be hard to come by.
Despite the staggering pool of connections to be made, many are failing at developing meaningful relationships that ultimately lead to collaborations, sales, and other prosperous business circumstances.
A large reason for this is that many do not know how to properly represent themselves on the network and employ marketing tactics that produce underwhelming results on this unique channel.
The video above is is some of Brynne’s sage networking advice.
Optimize Your Profile
Your LinkedIn profile is essentially your resume and business card rolled into one. For this reason, it needs to unequivocally convey that you are the individual that prospects are seeking; you tout the goods that will help them succeed.
Or as Brynne likes to put it:
“When [prospects] show up to your profile, you are presenting yourself in a way that attracts, teaches, and engages them and gets them curious enough to want to take your phone call.”
This means that engagement is the key. You should be interacting with each and every new connection you make. This is most effectively done by analyzing a person’s profile and sending them insights and educational information such as blogs, articles, or video content that may be helpful to them and their career.
Doing this helps business professionals to become thought leaders to small groups of people while also building intimate connections and relationships by marketing themselves one person at a time.
“If you are not engaging people, it’s just sharing lots of stuff with no end.”
Methodize Your Outreach
I know what you are thinking — marking yourself one person at a time is an incredibly time consuming amount of work; and that it is.
For this approach to be effective, you must develop an outreach strategy and pace your efforts.
The best way to accomplish this is by simply connecting with 5 new prospects a day, 25 a week, or 100 a month, depending on what you think will be most advantageous.
Approaching networking in this manner allows you to build a large number of intimate relationships over time with relevant prospects, making them more likely to be interested in your or your company’s offerings.
Advertise Relevant Content
LinkedIn ads can absolutely be an effective marketing tool when used correctly. But when it comes to relationship building, they are simply not as effective as a small scale approach.
This is where content is a vital tool.
The biggest problem with content marketing on LinkedIn, however, is that users often push out content that they think their audience wants to read without actually uncovering what is most useful to those individuals.
By interacting with new connections and developing relationships, you can develop a better gauge on what content will be most fruitful for your audience, and therefore fruitful for you.
It is these simple insights that will make or break a successful content marketing strategy on LinkedIn.
Applying this advice will take time and effort. At the end of the day, however, you will have developed a much more advantageous network to your particular goals.
An Advisor's Guide to Helping Women Become Savvy Investors
Today, more women than ever are involved in managing their personal and household finances. In a recent study, nearly half of the women surveyed (44%) stated that they are solely responsible for their household financial decisions, compared to 35% of men1. But the study wasn’t all good news. While women may be taking the lead when it comes to their finances, they also reported that they are not confident in doing so. In fact, in every financial category included in the survey, men reported much greater confidence than women. Where was the biggest gap? You guessed it: investing.
For advisors, this presents a challenge and an opportunity. There is a 90% likelihood that a woman will be financially self-reliant at some point in her life due to divorce, becoming a widow, or choosing to marry later in life or not at all2. By taking steps to help your female clients become confident, savvy investors, you’ll not only be more effective at serving in the best interests of these women and their families, but you’ll also be able to build much stronger, more trusted relationships to help ensure each family’s assets remain in your care for decades to come.
Follow these five steps to help your female clients invest with greater confidence:
1. Urge every woman to put her financial needs first.
Women do have a weakness when it comes to planning for the future, but it has nothing to do with a lack of knowledge, skill, or smarts. Their primary weakness is a willingness to put others’ needs first. This is a huge mistake when it comes to planning for the future. Investing for retirement simply can’t wait until the kids are grown or aging parents no longer need care. In fact, based on average life expectancies, women should plan to accumulate enough funds to last at least 20 years after retirement. The following chart illustrates the power of compounding based on an 8% rate of return to help bring that point home:
This hypothetical example assumes an annual 8% rate of return and does not take into account income taxes or investment fees and expenses. This example is for illustrative purposes only and does not represent the performance of any specific investment. An investor’s actual return is not likely to be consistent from year to year, and there is no guarantee that a specific rate of return will be achieved.
2. Educate women about the power of investing.
Security about any topic is rooted in confidence and knowledge. Educating your female clients about investment basics can help drive more confident decisions and more positive long-term outcomes. From the basics of compounding to the nuts and bolts of researching options and understanding the pros and cons of different asset classes, make it your job to help every client understand what she is buying—and why.
3. Dive into the details of asset allocation.
Asset allocation is by far the largest determinant of a portfolio’s success—even more important than the individual securities selected and timing of an investment. This is critical information for your client to understand as she pursues her financial goals.
4. Discuss how her investment strategy needs to evolve over time.
Part of every client’s financial education should be to understand how financial needs and goals change with each stage of life stage. Because a shorter investment time horizon creates greater vulnerability to market volatility, she needs to understand the impact of shifting a portion of her investment portfolio to more income-oriented investments as she moves closer to retirement. This Life Stages Guide can help you paint a clear picture of how allocation strategies need to evolve to fit her changing needs.
5. Be sure she’s covering all the financial bases.
Smart investing is vital, but missteps in other areas of financial planning can thwart even the best investment plan. Offer every client a basic planning checklist that includes these three important steps:
- Focus on the big picture. Organize your important financial papers and schedule an annual review of your investment strategy with your advisor. Regularly monitor your net worth—including your assets (all investments and savings) and liabilities (mortgage, credit cards, and other debts) to be sure you’re always moving toward your end goal of a secure retirement.
- Pay down any outstanding debt. Debt reduces your net worth, threatens your financial security today, and reduces your ability to invest for the future. Do whatever you can to minimize debt, and build an emergency fund to help pay for any unexpected expenses.
- Make estate planning a priority. Once a year, review your will and your beneficiary designations for every account to be sure they continue to reflect your wishes. If you have children under 18, work with your advisor or estate planner to establish a trust and select a trustee to ensure your assets are managed for the benefit of your children.
As a trusted advisor, make it your mission to provide your female clients with the education and guidance they need to become savvy investors and make the smart, educated financial decisions. By doing so, you can help every woman you work with not only enhance her financial security, but also gain the confidence to take greater control of every aspect of her financial life.
Click here to learn more about IndexIQ.
 Survey conducted by Regions Financial Corp. in partnership with Vanderbilt University, 2015.
 The Simple Dollar, “Guide to Financial Independence for Women,” 2014.
Disclosure: The information and opinions herein are for general information use only. The opinions reflect those of the writers but not necessarily those of New York Life Investment Management LLC (NYLIM). NYLIM does not guarantee their accuracy or completeness, nor does New York Life Investment Management LLC assume any liability for any loss that may result from the reliance by any person upon any such information or opinions. Such information and opinions are subject to change without notice and are not intended as an offer or solicitation with respect to the purchase or sale of any security or as personalized investment advice.
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