Editor’s Note: This is the first of a three-part series focusing on ways to enhance your digital presence and be seen by more plan sponsor prospects.
If you said, “Yes, I am” in answer to the question in the headlne, you’re not the only one – and your prospects are too! The majority of us log about 3 hours and 15 minutes of screen time per day.[1] Whether it is a quick email or flipping through social media, more and more moments of the day are devoted to staring at our mobile devices.
As a retirement plan advisor, wouldn’t it be helpful to know where your prospects are spending their time so that you can be there too? This means creating a marketing strategy that optimizes your digital presence and, specifically, handheld devices.
Join the Digital Conversation
Did you know that LinkedIn is the primary B2B social media platform? The average CEO has 930 LinkedIn connections. Also, of the people who actively read content posted on LinkedIn, 45% are in upper-level positions (managers, VPs, Directors, C-level) – the people who make decisions about their company’s retirement plan.
Read more commentary by Rebecca Hourihan here.
However, an average user only spends 17 minutes per month on the platform.[2] This means that it’s important to know how the platform’s algorithm works so that when your perfect prospect is scrolling through LinkedIn, it is your content they see – which can lead to an inbound message.
To get your content seen on LinkedIn:
- First and foremost, post relevant content that a CEO, CFO or Director of HR would want to read to learn more about managing their company’s retirement plan.
- Next, ask your team and other trusted professionals to “like,” comment on, and share your content.
- Take it a step further by sharing your content within relevant industry groups (e.g., the SHRM group in your area, CFO Controllers Group, SCORE Group; also, search for other groups in your area).
Additionally, if you have written an article, try this: Email your contact list about the topic with a ">> CLICK TO READ" button that features your LinkedIn article. Their clicks will bring an outside spotlight on your article and increase its circulation, thus restarting the LinkedIn algorithm, which will enhance your post’s circulation even longer.
One more thing: Keep in mind that nearly 60% of LinkedIn users access the platform from their phones, so be sure to prep your posts for mobile viewing.[3] One way to do this is to keep posts short and include an interesting image.
Hope this information is helpful! In the next post in this series, we are going to share tips to increase your website’s mobile friendliness to convert more curious site visitors into inbound leads.
Thanks for reading – and Happy Marketing!
Rebecca Hourihan, AIF, PPC, is the founder and CMO of 401(k) Marketing.
Footnotes
1. MacKay, Jory. “Screen time stats 2019: Here’s how much you use your phone during the workday.” RescueTime, March 21, 2019.
2. Aslam, Salman. “LinkedIn by the Numbers: Stats, Demographics & Fun Facts.” Omnicore, May 29, 2019.
3. Quoc, Michael. “How the LinkedIn Algorithm Works in 2019.” Falcon.io, Jan. 14, 2019.
