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  • Writer's pictureRebecca Hourihan

LinkedIn: What matters more views or content?

Brainstorming a relevant plan sponsor topic, researching sources, typing word by word, citing footnotes, and compliance review are all a part of the content creation struggle. After you have overcome those hurdles, you can bask in the joy of pressing “Publish”. Wow, there it is — your beautifully completed article — beaming with brilliance and insights.

But now what… where are the views, likes, shares, and comments? It’s been like 20 minutes, where are they? Whereas, if you post a picture at an event and BOOM within 20 minutes, you have 300+ views. However, which matters more?

The short response, they both do. Think about your own research journey. When you visit a prospects LinkedIn profile, if you see they have quality articles about their field of study, are you impressed? There are over 500 million users on LinkedIn, yet less than 1% publish articles [1].

To help your articles gain more readers, try these ideas:

  • Ask your entire team to like and share your article

  • Email your clients about your recent article

  • Post about your article and use 3 to 5 #hashtags to create social momentum

With every like, comment, and share this boosts your article and circulates it on that person’s social media news feed. That will lead to more views and interactions.

What if you visit the prospects profile and they have photos from events and curated reposted articles, what do you think of their profile? Does it show that they are involved and trying to keep their social listeners updated on relevant topics? Do you think that is good?

Now, what if you go to a prospects profile and they have no articles or activities? How does that make you feel? What do you think of that person? What does that say about them? For many, we don’t think much about it. It’s just a normal profile. However, could it mean they aren’t innovators?

If you want to stand out from the competition, take a look at your profile and how you could demonstrate that you are an active and involved thought-leader. Even the simple act of posting once a week or sharing a photo from time to time during an event can help to publicly validate your status as a retirement plan expert to profile visitors.

So, whether you publish an article, snap a picture, or repost articles, the key takeaway is that your profile should add to the conversation about your professional retirement plan advisory services.

Thanks for reading and Happy Marketing!

[1] Gallant, Josh. “45 Eye-Opening LinkedIn Statistics For B2B Marketers In 2018.” Foundation. Sept 1, 2018.

About 401(k) Marketing

We believe the retirement plan industry can do better. Our clients are the best professional retirement plan advisors and TPAs in the business. They care deeply about saving America’s retirement future. We are proud to share their voices through industry writings, professionally-designed marketing materials (including websites), and expert content collateral. We lend support by promoting businesses through ongoing awareness campaigns.

About Retirement Plan Marketing

Retirement Plan Marketing is a product of 401(k) Marketing and is an ongoing turnkey marketing solution for retirement plan advisors. It is an easy-to-follow, consistent marketing program designed to get you noticed in your community and generate new retirement plan sales. When you deliver relevant plan sponsor content, you add value to your conversations and can work your way up to become known as the “go-to” retirement plan advisory office.

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