Insights from Financial Educator Will Rainey

Standing out on LinkedIn can be daunting, as you must know what to say and continue to deliver a consistent message through your content.

Will Rainey, a UK-born financial education expert now based in Thailand, exemplifies the power of a focused approach on LinkedIn, using the platform to champion financial literacy for children.

Introduction to Will Rainey

Will's career began as an actuary, leading him to head up investment strategies for a prominent company. This role paved the way for his relocation to Asia in 2014.

By 2019, Will had shifted his professional focus towards blogging about financial well-being with a special emphasis on educating children about money.

He used LinkedIn to promote and grow his blog, quickly establishing a vital connection with a global audience. He authored a best-selling children's money book, 'Grandpa's Fortune Fables' (which, at the time of publishing, has a 50% discount!). His work has appeared in the Financial Times, iNews, and The National News, and he has been asked to speak at Fortune 500 (Global) companies.

His engagement on LinkedIn has been instrumental in expanding his reach and impact.

Content strategy

Will allocates 2-3 hours each week to LinkedIn. He schedules his blog posts for Saturdays to coincide with morning hours in the UK, where a significant portion of his audience is based.

He maintains an active presence by posting two to three times weekly. Will’s approach to content on LinkedIn involves:

• Sharing insightful and personal narratives that resonate with his audience's interests in personal finance. For instance, sharing a quote and sharing his view or the meaning to him.
• Leveraging tools like Canva to create visually attractive images that complement his posts and act as "hooks" to catch attention.
• He announced milestones for his chart-topping book "Grandpa's Fortune Fables" and kept his network engaged and informed.

Engaging with others

Will is not concerned about engaging with others' content on LinkedIn. While LinkedIn's algorithm suggests commenting on others' posts grows your profile, he favours interacting specifically where he can offer meaningful contributions, preferring quality over quantity in his engagements. This method helps forge substantial relationships and reinforces his standing as a thought leader.

Networking is a cornerstone of Will's LinkedIn strategy. He connects with about 90% of those who wish to connect with him, and most of the other 10% are those he knows will try to sell him the next LinkedIn craze! Focusing on meaningful connections ensures his network aligns with his professional and personal goals.

Achievements from Content Sharing

Will's content sharing on LinkedIn has led to notable achievements:

• His blog gained a substantial subscriber boost following a mention in a Financial Times article promoting 'how to teach your children about the stock market'.
• The translation of his book into multiple languages.
• A high-profile partnership with a South African firm underscored his global reach.
• Generated orders of his book, "Grandpa's Fortune Fables."

Advice for Winning on LinkedIn:

1. Consistency in visuals and formatting: A consistent visual and textual presentation helps establish and maintain a recognisable brand identity.
2. Engaging opening 'hook' lines: Write a captivating one-line introduction—it will significantly increase reader engagement with your posts.
3. Strategic link placement: Inserting links in comments rather than in the main post text keeps posts tidy and focused while still driving traffic to other content.
4. Subtle promotion: Integrating your product or service subtly into posts encourages exploration without overt selling.
5. Use emojis: Make full use of them - they'll add something different to your content.

My thoughts on Will's LinkedIn approach:

Will Raney’s mastery of LinkedIn is a testament to his clarity of purpose and passion for financial education. His success on the platform is no accident; it results from a meticulously crafted strategy that aligns with his mission to empower families and children with financial literacy.

His approach showcases how LinkedIn can be more than just a networking site—it can be a powerful catalyst for community building and a beacon for attracting interest in valuable resources like his insightful blog, enriching financial education sessions, and influential book, "Grandpa's Fortune Fables."

Embracing Will's methods offers a roadmap for others to sharpen their LinkedIn presence and achieve tangible success, potentially mirroring the impactful results that Will has realised through his dedicated efforts and authentic engagement.

Inspiring content

You can follow Will Rainey here. To help you with your content, here are xx LinkedIn posts created and shared by Will that follow his Top Tips:

1. Lots of people go through life chasing more money and comparing themselves to others.
2. Wealthy vs. rich.
3. Best Family Finances Blog at the UK Money Bloggers Awards.
4. Book launch available on Amazon.
5. Mere mortals vs superhero investors.
6. The numbers behind UK child pensions are amazing...
7. It's easy to become blinded by what's in front.

Further links

• Grandpa's Fortune Fables: To learn more and purchase Will's book.
• Will's website, Blue Tree: Helping you teach your Kids about money.
• Will's award-winning blog: New weekly blog to help parents teach their kids about money.
• School program: Join the waiting list today.