How RIAs Can Optimize Their Personal and Firm LinkedIn Pages
For registered investment advisors (RIAs), LinkedIn is a powerful tool for brand awareness, lead generation, and client engagement. But a common question arises: Should I focus on my personal LinkedIn or my firm’s LinkedIn page? The answer is both, but with a strategic approach.
This guide will help RIAs optimize their personal and firm LinkedIn presence for maximum impact.
Why Your Personal LinkedIn Matters
Your personal LinkedIn profile is the heart of your professional brand. People want to connect with other people, not just firms. That’s why engagement is typically higher on personal profiles than on company pages.
How to Optimize Your Personal LinkedIn for Growth
Post Valuable Insights Regularly
Share educational content about financial planning, investing, or retirement strategies.
Provide market insights, trends, and personal takes on current events.
Use a mix of short, high-impact posts and long-form LinkedIn articles.
Engage with Your Network
Comment on industry posts to increase visibility.
Share and add insights to trending financial news.
Answer questions from potential clients in relevant discussions.
Personal Stories Build Trust
Share why you became an advisor.
Highlight success stories (without violating compliance).
Talk about lessons learned throughout your career.
Use LinkedIn’s Algorithm to Your Advantage
Engage with others before and after posting (this increases visibility).
Use hashtags strategically (#financialplanning, #investing, #wealthmanagement).
Ask open-ended questions to encourage comments.
How to Grow Your RIA Firm’s LinkedIn Page
Your firm’s LinkedIn page serves a different purpose—it establishes credibility, showcases expertise, and serves as a hub for potential clients.
How to Optimize Your Firm’s LinkedIn Page
Post High-Value Content Consistently
Publish educational blog posts from your website.
Highlight firm updates, team introductions, and achievements.
Share case studies and client success stories (compliance-permitting).
Encourage Team Engagement
Have team members like, comment, and share firm posts.
Feature advisors in posts to humanize the firm.
Leverage Video and Graphics
Short, engaging videos perform well.
Infographics simplify complex financial topics.
Run Targeted LinkedIn Ads
Boost high-performing posts to reach a broader audience.
Use LinkedIn ads to target specific client demographics.
Balancing Personal vs. Firm LinkedIn Content
To maximize reach and engagement, RIAs should:
Post 3-4 times per week on their personal LinkedIn with original insights, stories, and industry takes.
Share 1-2 posts per week from the firm’s LinkedIn to build credibility.
Encourage team members to engage with the firm’s page to boost visibility.
By strategically using both personal and firm LinkedIn pages, RIAs can establish authority, grow their network, and attract new clients.
Need Help Growing Your LinkedIn Presence?
I help RIAs craft compelling LinkedIn content that drives engagement and attracts clients. Contact me to learn more.
