How Financial Advisors Can Stand Out and Win Clients on LinkedIn
If you’re a financial advisor trying to grow on LinkedIn, you’ve probably seen other advisors posting the same generic content over and over. Maybe you’ve even done it yourself. The problem? It doesn’t stand out. It doesn’t build trust. Sometimes, it’s quite boring. And it doesn’t attract the right clients.
Here are some common LinkedIn mistakes I see advisors making—and how to fix them.
1. Copying Generic Industry Templates
Too many advisors post the same “market update” or “retirement checklist” that sounds like it came from a corporate compliance department. The result? It gets ignored.
Fix it: Inject your own perspective. Instead of just posting a market update, add your take:
What do your clients actually ask you about in meetings?
What’s the real takeaway behind the numbers?
How should people actually react/behave?
Adding personal insights makes your content much more valuable and engaging, and it’s not hard to do.
2. Letting ChatGPT/AI Write Everything
AI is a great tool, but when advisors rely on it for generic posts, it shows. Clients can spot an AI-generated, soulless post from a mile away.
Fix it: Use AI as a tool, not a replacement. Let it assist you in brainstorming or structuring a post, but always add your voice, experience, and real-world examples. People don’t follow advisors for AI-generated fluff. They follow for authenticity and expertise. They want a human they can connect with over some of the most important topics in their lives.
3. Using a Content Marketing Agency That Pumps Out Boring, Dry Content
Some advisors outsource their LinkedIn and website content to agencies that churn out bland, robotic posts. These posts tend to be lifeless, generic, and don’t connect with real people. If your content reads like it was designed to check a box rather than start a conversation, it’s not working.
Fix it: Be interesting. Stand out. Add personality. Share stories from your career—mistakes you’ve made, lessons you’ve learned, surprising moments with clients (while keeping confidentiality). Make it something you’d actually want to read!
4. Only Trying to Sell
Nobody logs into LinkedIn hoping to be sold to. Yet some advisors treat their profile like a billboard. Almost every post is about booking a call or working with them.
Fix it: Follow the 90/10 rule:
90% of your content should educate, inform, or entertain.
10% can be direct calls to action. Even less than 10%, ideally.
Share client success stories (with permission), industry insights, and lessons learned from real-life experiences. Build trust first. Inbound leads and sales will follow.
The Bottom Line
If your LinkedIn strategy isn’t working, ask yourself:
Am I posting unique, insightful content that I’d read?
Am I adding my voice and real-life expertise, not just AI or templates?
Am I providing value, not asking for business?
Fix these mistakes to win on LinkedIn and start seeing better engagement, more trust, and ultimately, more ideal clients reaching out to you directly.
