5 Tips to Creating a Memorable (And Engaging!) LinkedIn Presence

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Do you ever wonder if your LinkedIn presence is both professional and memorable? And by the way, what does it mean to be professional on LinkedIn?

Many advisors wonder if they’re using proper LinkedIn etiquette. Here’s a useful guide that will help you find out!

Dress (your content) for success

It’s important to always make sure your profile is complete, up to date and uses proper grammar. Including a high-resolution profile photo and cover photo will make your page visually appealing.

Ask a friend to have a look at your profile to make sure you haven’t missed anything.

Once you pass the spellcheck test, you can also ask for your friend’s opinion on your posts: Are they timely, relevant, and — don’t forget this — professional?

Think of LinkedIn as a 2.0 version of a networking event

Would you share a very private story with a person you just met at an industry event? If your answer is “no,” then why start on LinkedIn?*

All of your professional network and their connections are watching. And while you may grab your LinkedIn audience’s interest by showing some personality, remember that there are good ways and bad ways to do that.

To maintain a professional presence that builds credibility, consider posting about topics that highlight your areas of expertise.

Consider posting about these topics:

  • The latest financial developments
  • Changes in tax laws
  • Debt awareness
  • Financial education
  • Financial podcasts you enjoy listening to
  • Some of the day-to-day work you do
  • National Months/Days that relate to your profession (e.g. National Insurance Month)

When in doubt, it is always best to keep it professional. Besides, you don’t know where your next opportunity will come from.

*No judgment here! But if you said yes, consider keeping this story on Facebook.

Work on that virtual handshake

Don’t just add people you would like to connect with without introducing yourself. Even better, if you have a mutual connection, ask your friend to make the introduction. If you don’t have any mutual connections, do send an invitation to connect, but be sure to introduce yourself and state why are you reaching out to them. Give them a good impression from the start.

Months ago, I was at a fintech conference. There was one speaker whom I wanted to connect with because I was blown away by their presentation and their level of knowledge in an area I was particularly interested in. During the event I tried to reach out, but with the speaker being a high-ranking executive of a major bank, there were a lot of people wanting to introduce themselves as well.

I sent the following message on LinkedIn instead:

Hello  ____! I was at the conference tonight and your presentation was my favorite. I really liked how you were able to convey such complex information and help your audience understand technologies they have never used before, in a fun and engaging way.

Working in a field where I too need to convey financial information in an engaging way, I would love to connect with you and learn more from the content you share.

Thank you!

Not only did I get a new connection on LinkedIn, but the person was so surprised and pleased that I took the time to write a personalized note, that they offered to help me if I needed guidance, and they were willing to meet with me to talk more about our mutual professional interest.

Engage and encourage

Just as you would celebrate a colleague or friend who was just promoted, be sure to reach out to your connections when they share important news. A simple “like” or share, a heartfelt paragraph, or a sincere “well done,” will go a long way.

Everyone likes to be noticed and have their efforts and triumphs acknowledged. Be the person who lifts others up. They will remember you for it and, chances are, they will do the same for you in the future.

So how do I show my personality on LinkedIn?

Granted, we are not working all the time. We are still individuals with unique personalities, and we want people to notice that, too.

Here are some tips:

  • Be creative with your photos:  Having a cover photo that was taken outside might be a nice change from the typical office-background that your audience would expect to see from advisors. You can also use to create a cover photo that includes your brand colors, tagline, and logo.
  • Write a blog: If you enjoy writing, think of an area you’re experienced in and share your thoughts. For example, if you’ve come up with a winning analogy to explain compound interest to your children, share that advice! If over the years, you’ve heard widowed clients express the same three regrets about their retirement savings, write a blog that spreads awareness. Your audience will appreciate and remember that you’ve helped them. Check out Diversified’s blog for inspiration!
  • Share articles: Share articles that you think will be helpful to your audience and become their go-to source for information on financial topics that you specialize in. And don’t just hit the “share” button. Remember to include your thoughts about the article you’re sharing.
  • Reflect on things: If you’ve recently had a career change, overcame a difficult situation at work, or succeeded at something, write a post about it. Share what you learned and how you grew. Your story can help others stay motivated. You don’t have to share the specifics, but showing your ability to learn and your willingness to help others by sharing knowledge will send your network a powerful message about who you are.
  • Join LinkedIn Groups: Find groups that represent your interests and engage in conversations with their members.

There are many ways to manage a LinkedIn presence but, ultimately, the big secret is to just be yourself and not being afraid to share what makes you unique. Hopefully these tips will help you figure out where to start.


Podcast Uncategorized

Ep 143 – The Taylor Method with Eszylfie Taylor

Today Matt welcomes award winning advisor, broker and agent Eszylfie Taylor! With nearly two decades in the business, Eszylfie has managed to succeeded exponentially in the trenches and through his experiences created The Taylor Method, the topic of today's podcast.

The Taylor Method is an accumulation of Eszylfie's career triumphs and failures. Derived from over 16,000 client interviews, the Taylor Method puts all the ideas, tools, language and processes for success in one convenient online location.

Matt and Eszylfie explore the substance behind the method and the value it can bring to your advisory business.

Be sure to tune in today to learn more about what The Taylor Method could be doing for you!

Links: The Taylor Method | Eszylfie Taylor LinkedIn

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Ep 142 – The Intersection of Leadership, Character, and Ethos with Dr Sean Hannah

Ethos is defined as the core values, beliefs and ideal that a leader will hold and manifest out to positively influence others and organizations. Do you recognize the ethos in yourself as a business leader? Or are you trying to cultivate your own sense of ethos?

If you've got questions about your leadership skills, ethos, or how to build the characteristics of a leader, this podcast is for you!

Today Matt is joined by Dr Sean Hannah, a Wake Forest University School of Business professor, retired US Army Colonel, and one of the founding members of 3ethos.

With extensive background in leadership, Dr Sean has spent decades building leaders in the military and in finance to become better stewards, governs, and leaders in the business that they do.

Tune in today to learn more about the leadership characteristics that can you set you apart from the crowd, and build a business you and others believe in!

Links: Dr Sean Hannah LinkedIn | |

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Ep 141 – Marketing as an OSJ with Craig Snyder

It's a first for our host Matt Halloran as he welcomes our first OSJ to the show, Craig Snyder.

Craig is the CEO and Founder of the America Group, a premier financial services group at LPL Financial. With over 40 years in the business, Craig understands what it takes to develop a strong brand and flourishing business.

With our focus on bringing you, our listeners, something unique and different with every podcast Matt is thrilled to sit down and discuss Craig's extensive experience and the marketing success he's develop with the America Group.

Tune in today for more top advisor marketing tips!

Links: Craig Snyder LinkedIn | America Group

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Ep 140 – Business Marketing Strategy with Diederik Heinink

Matt welcomes another international guest to today's show, Diederik Heinink, to discuss some of his experience building business marketing strategies and what you can do to change yours!

Diederik has a resume a mile long with experience building brands and business all over the world. He recently opened up his own company, East Marketing, which specializes in designing marketing strategies for #FinTech companies and where he serves as founder and CEO.

Diederik shares in his expertise and advice on some of the strategies you can incorporate into your business/marketing plan to help you see growth and consistent results.

Be sure to tune in today for some refreshing advice when it comes to your marketing strategy!

Links: Diederik Heinink LinkedIn | East Marketing 

ADVISOR U Marketing Resources

Marketing Plan Tactics for Top Advisors

Are you ready to attract, intrigue, engage and influence your audience? We’ve compiled a list of some of best tips and strategies so that you can develop your own marketing plan that will ensure you’re marketing momentum and brand success!

Download Now

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Ep. 139 – Becoming a Great Host with Celeste Headlee

In our most meta podcast to date, Matt is joined by public radio journalist and author Celeste Headlee to discuss what it takes to become a great host.

Some of you may recognize Celeste's name from her work with a variety of publications including NPR, PBC, GPB, and PRI. In addition to her spoken work, Celeste is the author of two books, We Need to Talk: How to Have Conversations That Matter, and Heard Mentality: An A-Z Guide on How to Take Your Podcast or Radio Show from Idea to Hit.

Together, Matt and Celeste dive into the two major components of being a great podcast host: what can be taught and what is innate.

If you've ever considered podcasting, or currently host your own, be sure to listen in today and discover what your podcast could be missing!

Links: Celeste Headlee LinkedIn | Heard Mentality: An A-Z Guide to Take Your Podcast or Radio Show From Idea to a Hit|Celeste Headlee TED Talk: 10 Ways to have a better conservation | We Need to Talk : How to have Conversations That Matter


Knowing Your Audience (And Marketing to Them)

When it comes to marketing, there are so many different recommendations on how to do it effectively. But there’s no doubt that a cornerstone of effective marketing is knowing who you are talking to and how they will listen. Only then will you be able to reach who you want to reach, and you won’t waste time talking to people who don’t want to listen.  

What is targeted marketing?

The best marketing teams use targeted marketing to make sure their advertising efforts are as effective as possible. Targeted marketing is the process of identifying a desired audience (i.e. desired customer) and promoting products and services across platforms and various media that are likely to reach and resonate with them.

The idea of targeted marketing is to identify the desired customer and the ways in which they consume their media and then build a marketing strategy aimed at that specific group. The main focus is to direct the message, because in marketing if you’re trying to talk to everybody, you’re not really reaching anybody.

Types of Target Markets

When creating a marketing strategy with a specific market in mind, you have to establish the ways these individuals and groups consume their media, what their interests are, what kinds of personal experiences they have and, really, the things that impact their human existence.

Consider these qualities about your target market:

    • Demographics (age, gender, level of education, marital status, race, religion, etc.)
    • Psychographics (personal values, beliefs, interests, personalities, lifestyle)
    • Business industry
    • Geographic areas (neighborhoods, area code, city, region, country etc.)

In establishing these qualities, you can get a fuller understanding of your audience’s lives, the way they think, and what information they will be interested in receiving.

Audiences and Platforms

Different audiences consume media in different ways. While millennials and young people consume most of their information through visual media, like Instagram, Snapchat, and Twitter, baby boomers use more text-heavy sites like Facebook and topical websites, as well as email or more traditional snail mail.

Imagery Matters

Generalizations and stereotypical images run rampant in marketing. When marketing to different audiences, it’s important to put yourself in their shoes: try to determine how they view themselves and how they would like to be viewed. If you want someone to buy into your messaging, they have to see something of themselves in it.

In marketing to retired folks, make sure you show images of single men and women, as well as images of couples. Use imagery of happy people remaining active, rather than images of frailty and inability. The latter types of images not only perpetuate stereotypes about older adults’ physical abilities, but they present one type of reality that your audience may not relate to. By showing images that the viewers can relate to, you are more likely to gain their trust and likely their business.

Speak Their Language

When writing copy, use language that the target audience can relate to. If you are trying to reach a younger audience, learn their lingo and use it (but try not to come across as trying too hard to use their slang). For older individuals, use language that they are familiar and comfortable with. If you want your audience to buy into your message, make sure you remain relatable to them.

Moving Forward

Keeping these tips in mind will drastically change the way that you market to different audiences. As you design your marketing strategies, just remember that the most effective marketing is targeted, direct, and relatable. Now you’re on your way to creating messages that will stand out over the masses.

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Ep 138 – Revolutionizing Recruiting with Amir Bormand

Are you ready to change the way you think about recruiting? Matt Halloran is joined by Amir Borand, co-founder of Elevano, and a new age expert in recruiting.

Amir and along with his founding partner, are out to change the way people recruit. Using social media, Elevano helps employers find the right people and bring them into their business. Leveraging digital content, Amir is trying to break away from traditional methods of recruiting, to create a space that is open to a much more social conversation.

If you're looking to grow your team, or perhaps seeking a new professional endevour, be sure to tune in today to find out how with the right recruiting anything can happen!

Links: Amir Bormand LinkedIn | Elevano


Social Media Changes – January 2019

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Things are constantly changing in the social media world. It can be hard to keep up with all of the latest features and policy changes, so we’ve made it easy for you to stay up to date by creating a monthly roundup of what’s new on Facebook, LinkedIn, Instagram, and Twitter.

This month, Facebook changed the way that Group memberships work, while LinkedIn started sprucing up their advertising tools. Meanwhile, a new Instagram record was set and Twitter started rolling out their new look to all.

Read on for more noteworthy social media changes that happened in January 2019.



It’s now easier than ever to get socially responsible on Facebook! To help mobilize users around shared causes, Facebook has launched a new feature called “Community Actions.” Through Community Actions, you can create and support petitions, tag relevant government agencies and officials, discuss your cause with other supporters, and create relevant events and fundraisers. You can find this feature under “fundraisers” in the sidebar of your News Feed.


Soon, you’ll be able to message people on Facebook, WhatsApp, and Instagram, all without needing to have an account on each platform! Facebook CEO, Mark Zuckerberg, confirmed this month that Facebook is looking to merge their three messaging platforms in the future—but the change most likely won’t happen until 2020.


Say goodbye to the days of being automatically added to Groups you’re not that into! Facebook has changed the way that inviting new members to Groups works, now requiring new members to accept an invitation before becoming a member. Before, if a member were to invite their friends to a Group, their friends would automatically be added as members, regardless of whether they were actually interested in joining. This resulted in a bunch of inactive members in members, so as of January 2019, Facebook is moving all inactive members who’ve never visited a Group to a new “invited” section. So watch out admins—you may see a big drop in your membership numbers.


Company Page Expansions

Adding to their recent re-launch of Company Pages, LinkedIn introduced a  few new features this month. Company Pages now feature a “People” tab that showcases employees and how to contact them, and it will also feature employees’ location, their educational background, and their job function and skills. Under the “communities” section on Company Pages, users can also now discover hashtags that are relevant to companies. Also, Company Pages will include “relevant funding and investor information,” so users can become more informed about companies.


LinkedIn is continuing to expand their advertising tools—woohoo! The social media platform is said to be working on an upcoming “‘lookalike audiences” feature, which will allow users to create target audiences similar to their current customers. Also in the works is the more specific targeting, where advertisers will be able to target users based on their professional requirements and interests.


Regramming Posts

While it’s not yet possible to re-post other people’s posts, Instagram is now letting users post to multiple accounts at once. The platform introduced a  new “regram” feature this month, through which users can post simultaneously to different accounts using the same composer screen rather than logging into each account separately.

New Instagram Record

A new record was set this month for the most-liked photo on Instagram—and in case you haven’t heard, the record-breaking photo was of . . . an egg. The photo was posted from the account @world_record_egg on January 4 and has since garnered over 52 million likes. The previous record was held by Kylie Jenner, whose photo announcing her daughter’s name in February 2018 raked in 18.1 million likes. The Internet sure is something, huh?

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font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;”> View this post on Instagram</div></div><div style=”padding: 12.5% 0;”></div> <div style=”display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;”><div> <div style=”background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);”></div> <div style=”background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;”></div> <div style=”background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);”></div></div><div style=”margin-left: 8px;”> <div style=” background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;”></div> <div style=” width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; 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A New Look

After testing it over the past few months, Twitter officially announced their new look in January. The redesign will roll out soon and introduce new features like an emoji button, quick keyboard shortcuts, upgraded trends, advanced search, and more. Other features to come include the ability to easily switch between accounts, faster load times, and the ability to crop photos before tweeting them.

[/et_pb_text][et_pb_code admin_label=”Code” _builder_version=”3.0.50″]<blockquote class=”twitter-tweet” data-lang=”en”><p lang=”en” dir=”ltr”>A new <a href=””></a> is coming.<br><br>Some of you got an opt-in to try it now. Check out the emoji button, quick keyboard shortcuts, upgraded trends, advanced search, and more. Let us know your thoughts! <a href=””></a></p>&mdash; Twitter (@Twitter) <a href=””>January 22, 2019</a></blockquote><!– [et_pb_line_break_holder] –><!– [et_pb_line_break_holder] –><script async src=”” charset=”utf-8″></script><!– [et_pb_line_break_holder] –><!– [et_pb_line_break_holder] –>[/et_pb_code][et_pb_text admin_label=”Text” _builder_version=”3.0.50″ background_layout=”light” text_orientation=”left” border_style=”solid”]

Original Tweeters

Twitter is also testing a new feature that makes it easier to identify the original tweeter in a thread of replies. This new feature shows a small “original tweeter” label below the username of the original tweeter. The feature will not only introduce clarity to threads but will also help reduce instances of users pretending to be other people in threaded replies.

Google Plus

It’s time to say goodbye to Google’s social media platform, Google Plus. Google Plus will officially shut down on April 2, 2019 due to low usage, and all accounts and pages on the site will be deleted. Google said it will start removing the ability to post new content to the platform as early as February 4, and while most content on the site will be deleted, photos and videos that have been uploaded to the site will be backed up to Google Photos.

That’s it for now! We’ll be back next month with more social media updates. In the meantime, you can find our full Social Media Changes Report for January 2019 on AdvisorU.