Authenticity wins: LinkedIn Strategies for wealth managers

Joe Akik, a Wealth Manager at Capital Planning Partners, has quickly established himself on LinkedIn. With a background initially rooted in psychology, his career journey is a fascinating blend of personal exploration, strategic decision-making, and a genuine passion for understanding people. Two years into using LinkedIn, Joe shares his experiences.

From Psychology to Finance: A Journey of Self-Discovery

Originally, Joe's academic pursuits were directed towards becoming a psychologist. However, it wasn't long before he realised the path wasn't for him. A conversation with his uncle, a financial adviser, piqued his interest in finance. Joe began his research and a newfound enthusiasm for financial advising. His extroverted nature and innate curiosity about people make him a natural fit.

With a drive to stand out, he completed the R01 qualification early in his journey, setting the tone for a career defined by proactive learning and engagement. He fondly recalls his time at Loughborough University, where his burgeoning interest matched his passion for swimming in finance.

A Fresh Approach to LinkedIn for High-Net-Worth Clients

LinkedIn has become a cornerstone of Joe's professional life, enabling him to connect with high-net-worth individuals and establish his personal brand. His friends are successful business owners and professionals who inspired him to adopt LinkedIn as a platform for networking and lead generation. Despite deleting his personal social media accounts two years ago due to a dislike for passive content consumption, Joe recognised LinkedIn's potential as an active, professional network.

His approach is clear: "I want my posts to reflect what I stand for, unique to the crowd I want." For Joe, it’s not about reaching the masses; it’s about engaging the right audience. With around 3-4 posts per week, he blends aspirational imagery, videos, and personal insights, creating a profile that resonates with potential clients. His emphasis on authenticity is palpable—despite offers from others to manage his account, he insists on curating his content. This commitment to being genuine allows him to attract the right clients while building meaningful relationships.

A Tailored Networking Approach

Joe actively seeks to engage with others on LinkedIn through tailored messaging and personalised interactions. "I go through their profile and work out what they're passionate about," he says, taking a bespoke approach to each connection. His dislike for automation tools like AI reflects his belief in maintaining a personal touch, essential is essential for financial planning.

By balancing his posts between professional insights and personal stories, Joe fosters a sense of relatability, standing out among a sea of standard financial advice content. His initial clients came through LinkedIn, and since then, he’s leveraged the platform as a lead magnet, generating a few inbound leads each month.

Winning on LinkedIn: Engaging Content with a Purpose

Joe’s strategy involves active engagement and regular profile adjustments to keep his presence fresh. His focus on content that inspires resonates with his target audience. "I used to do technical posts," he admits, "but it would only attract other financial advisers." To connect more effectively with his desired client base, he shifted to content that reflects his values and interests.

With consistent impressions ranging from 5,000 to 6,000 and occasional spikes reaching 30,000+, Joe’s content strategy is clearly effective. His use of LinkedIn is driven by authenticity, avoiding the temptation to chase algorithms or resort to sales-heavy tactics. For Joe, success on LinkedIn is about building a network of people who genuinely know and appreciate him.

Social Selling Over Hard Selling

Joe’s networking strategy is more "social selling" than traditional salesmanship. He avoids a direct sales approach, instead preferring to meet his connections in person when possible. This method allows him to foster deeper relationships, turning online interactions into tangible business opportunities.

Becoming a LinkedIn Top Voice has opened additional avenues for Joe, providing him with insights on best practices directly from LinkedIn itself. This accolade, alongside his active engagement in LinkedIn-facilitated sessions, has further elevated his profile in the industry.

Balancing Personal and Professional

Joe believes that financial advice is about more than just getting to the right destination; it’s about the experience along the way. "Put a room of financial advisers together, and they'll likely get you to the same destination, but the experience will be different," he explains. This philosophy shapes his approach to client relationships, where he encourages clients to see him as a constant soundboard.

When asked about his advice for others on LinkedIn, Joe stresses the importance of authenticity. "Just be yourself. Not everyone has to like you," he says, highlighting the value of individuality in a world where generic content can easily blend into the background. He advises against chasing algorithms, instead focusing on building a presence that genuinely reflects who you are.

In summary...

Joe Akik embodies a fresh, thoughtful approach to financial advising, leveraging LinkedIn as a tool to connect with high-net-worth clients. His journey from aspiring psychologist to successful wealth manager offers valuable insights into the power of authenticity, personal engagement, and strategic networking in today’s digital landscape.

Here are Joe's 5 Top Tips:

1. Be Authentic: Showcase your true self and avoid chasing algorithms. Focus on sharing content that reflects your values and resonates with your target audience.
2. Personalise Interactions: Tailor your messages by reviewing profiles and understanding what others are passionate about. Personal engagement is key to building meaningful connections.
3. Curate Your Own Content: Manage your own LinkedIn account to maintain authenticity. Blend videos, imagery, and personal stories to keep your profile engaging.
4. Balance Professional and Personal: Share a mix of work-related and personal content to make yourself relatable while demonstrating your expertise.
5. Build a Niche Network: Focus on connecting with individuals within your target market. Prioritise building quality relationships over broad outreach.

This is part of?LinkedIn's new Newsletter Series 'How to Win on LinkedIn'.

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