A recent online technology report by Mackenzie Investments shows that 68% of Canadian financial advisors have a LinkedIn profile, and that LinkedIn is the leading social-media platform for the financial advisory industry.

Advisors use LinkedIn primarily to connect with prospects, clients and other professionals, and to conduct research. But with so many advisors on this platform, you’ll need to develop a unique approach to the medium if you’re going to stand apart from the pack, says Maggie Crowley, marketing manager with Advisor Websites in Vancouver.

Here are a few ways to increase your LinkedIn traffic:

> Create a content marketing strategy
Content marketing — posting informative material such as articles and videos that would be of interest to your contacts — can more than double your profile views, Crowley says. But a content marketing strategy requires a long-term commitment.

For instance, you might wish to bump up your web presence by posting three times per day instead of once a day or less. Those posts may include links to your own blog posts or third-party content such as news articles.

“As long as posts are directed toward your niche or target audience,” Crowley says, “that’s good content for LinkedIn.”

> Take part in group discussions
Joining an online dialogue is one secret to success, Crowley says.

“Whenever you find and participate in a group that consists of your target audience,” Crowley says, “that’s kind of the sweet spot.”

For example, if your target audience is doctors in Calgary, there’s likely a LinkedIn group of medical professionals in that city to connect with.

Do not attempt to sell your services directly, Crowley says. Instead, act as a resource to the group. It’s extremely valuable to ask questions and offer opinions during group discussions.

> Implement keywords
“At its core,” Crowley says, “LinkedIn is a huge search engine, like Google.”

And like Google, LinkedIn relies on keywords — words or phrases that potential clients type into their search engine. To maximize your profile views, use searchable keywords in your profile that are tailored to your target audience.

For example, Crowley suggests listing relevant, searchable specializations, such as “wealth management,” “comprehensive wealth planning,” “estate planning,” and “life insurance.”

> Connect the dots of your web presence
A quick and easy way to increase profile views is by linking the components your online presence across the various platforms. Make sure your LinkedIn URL is available on your website, in addition to any online databases that include your business, such as Advocis.

This is the 10th instalment in an occasional series on using LinkedIn to promote your business.