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My series, A Financial Advisor’s Guide to Creating Your LinkedIn Profile and Making the Most of It, helps financial advisors discover how LinkedIn marketing works so they can effectively use its best practices and strategies to grow their business.

In a recent article, I covered the ins and outs of how to optimize your LinkedIn profile for search engines to raise your visibility and grow your network. But optimizing your profile is just the beginning. LinkedIn provides a wealth of opportunities to enhance your marketing efforts as a financial advisor. Here is how to take full advantage of everything the platform has to offer.

Grow with groups

Join the LinkedIn local and professional groups relevant to you and your practice.

LinkedIn groups are hubs within LinkedIn where you can meet other professionals with similar interests, affiliations or a shared locale. Groups are a great way to join in conversations and become known in new circles outside of your network of current and past colleagues. While you don’t want to use groups to blatantly promote yourself, being an active member of a group is a powerful way to share content, stand out, and become known for your expertise.

When you join a group, introduce yourself and briefly share what you do and how you help clients. If the group seems like a good fit for you, make a commitment to pop in often to stay on top of the discussions and comment when you have something valuable to add in support of your fellow group members.

As with anything, you get out what you put in when it comes to LinkedIn groups. Every person reading your comments could be a potential referral source or client.