Most advisors are on LinkedIn. Few are actually using it.
You might scroll a few times a week, check out a headline or two, and like a colleague’s anniversary post. Then you log out and move on with your day. No harm done. But also, no visibility gained. No credibility built. No opportunity created.
The thing is, LinkedIn is full of the exact kind of people many advisors are trying to reach. Professionals. Business owners. Pre-retirees. High earners. They are all there, scrolling and posting and sometimes looking for help.
And when you stop lurking and start participating, that is when LinkedIn starts to work for you.
Here is what changes when you show up consistently and intentionally.
You begin to build actual visibility
Most people won’t message a stranger to ask for financial help. But they will reach out to someone they’ve seen around. Someone they trust. Someone who feels familiar.
Every time you post, comment, or even just engage meaningfully with someone else’s content, you increase the chances that people will recognize your name when it matters. You become a known quantity. That familiarity matters more than we admit.
This is not about being everywhere. It is about being consistent. If you show up a few times a week with something thoughtful to add, you are already ahead of most advisors.
Start with ten minutes a day. Scroll with intention. Comment where you can add value. React to client-friendly content. People notice.
You learn what people care about
When you are just watching LinkedIn from the sidelines, it is easy to assume you know what people want. But once you start posting and engaging, you get real-time feedback.
You find out which topics spark conversation. You see what gets shared. You learn which of your posts land and which ones fall flat. And you start to understand what your ideal clients are actually interested in.
Maybe it is not the technical market commentary. Maybe it is the story about a couple who downsized and retired early. Or the breakdown of how you helped a client save on taxes. That information is gold, and it only comes when you start participating.
The more you post, the more you learn what your audience finds helpful. Then you give them more of that.
You get better at talking about what you do
Most advisors can talk comfortably in client meetings, but freeze up when it is time to write a post. That is normal. The platform feels public. You do not want to sound salesy or robotic.
Here is the fix. Start small and start real. Think about the questions you answer for clients every week. Think about the “this might sound dumb but” questions you hear all the time. Those are perfect for LinkedIn.
Write your answer like you would say it out loud. Keep it short. No need to get cute with hooks or hashtags. Just speak to one person, not the whole internet.
Over time, your writing voice improves. Your content becomes clearer. And you get better at explaining your value in ways people actually understand.
Your network starts working for you
A lot of advisors think LinkedIn is about reaching strangers. That is part of it. But your real leverage is in deepening connections with people already in your orbit.
When someone sees your name pop up consistently in their feed, they are more likely to remember you when they need help. That includes former clients, referrals, old coworkers, and centers of influence who just needed a reason to reach out again.
LinkedIn gives you a chance to stay visible to hundreds of potential connections without ever having to email or call. You are showing up without being intrusive. It is a gentle reminder that you are still in the game and still someone they can trust.
And when you do reach out to start a conversation, it no longer feels cold.
You attract better conversations
This is where it starts to get interesting.
Once you are active on LinkedIn, the quality of your inbound messages changes. You start hearing from people who feel like they already know you. They reference something you posted. They ask about your process. They want to learn more.
Even when you are the one doing the outreach, your chances of getting a response go way up. That is because your name has context. You are not just a stranger showing up in their inbox. You are the advisor who has been sharing real, useful insights every week.
That trust-building effect is subtle, but powerful. And it is what makes LinkedIn more than just a branding tool. It becomes a conversation starter.
Final thought
LinkedIn does not work if you treat it like a digital resume. It works when you treat it like a room full of people you could help or learn from.
You do not need to post every day. You do not need to be clever or edgy. You just need to show up. Comment. Share something useful. React to a good idea.
And keep doing it. That is when the referrals come. That is when the leads come in warmer. That is when you stop chasing and start attracting.
So stop lurking. You have something to say. People need to hear it.
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