Who’s Watching? (Hint: Not Your Clients)
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Why Your LinkedIn Content Isn’t Reaching the Right Audience
You post. You wait. You refresh. Nothing happens.
Maybe a few likes from other advisors. Maybe a comment from an old colleague. But the one thing missing? Engagement from your ideal clients.
Here’s the harsh truth:
If your LinkedIn posts aren’t attracting business owners, high-net-worth individuals, or decision-makers, then you’re posting for the wrong audience.
Most advisors unknowingly build an audience of other financial professionals instead of potential clients. And if LinkedIn thinks your content is for other advisors, it will keep showing your posts to them—not the people who actually need your services.
Let’s fix that.
The #1 LinkedIn Mistake Financial Advisors Make
?? You connect with too many other advisors instead of ideal clients.
?? You post content that speaks to industry peers rather than your target market.
?? You engage only in financial advisor conversations, reinforcing the wrong audience.
The result? Your content gets low engagement, no leads, and no inbound business.
Fixing Your LinkedIn Audience (Step-by-Step)
Here’s how to ensure your posts reach the right people:
1. Audit Your LinkedIn Network
? Scroll through your connections—How many are potential clients or referral sources?
? Look at your engagement—Are your posts being liked and commented on by other advisors, or by the people you want to do business with?
? Check your LinkedIn feed—If it's mostly financial industry content, you’re in the wrong network.
?? If your audience is mostly peers, it’s time to fix your connections.
2. Start Connecting with Your Ideal Clients
Your LinkedIn audience should include: (Examples ONLY)
? Business owners looking for financial strategies.
? High-net-worth individuals needing wealth preservation advice.
? C-suite executives who require tax and retirement planning.
? CPAs, attorneys, and professionals who can refer clients to you.
?? How to find them:
3. Engage Before You Post
LinkedIn rewards engagement before posting. Spend 10 minutes each day:
?? Commenting on posts from business owners and potential clients.
?? Sharing valuable insights in discussions.
?? Starting meaningful conversations in DMs.
?? When you engage first, LinkedIn is more likely to show your content to those people.
4. Make Your Content Client-Centric
Your posts should be written for your audience, not your peers.
?? Wrong: "As a fiduciary, I take a client-first approach..." (Only other advisors care about this.)
? Right: "Here’s how to reduce your tax bill before the end of the year..." (Solves a real problem for your clients.)
?? Wrong: "I recently attended a wealth management conference..." (Other advisors might like this, but your clients don’t care.)
? Right: "One mistake I see business owners make in financial planning..." (Now you have their attention.)
?? Make every post about THEM, not YOU.
5. Use the Right Hashtags
Hashtags help LinkedIn categorize your content. Most advisors use generic finance hashtags that only attract other advisors.
?? Use hashtags that match your audience:
? For business owners: #SmallBusinessFinance, #EntrepreneurWealth, #TaxPlanning
? For high-net-worth clients: #WealthPreservation, #EstatePlanning, #RetirementPlanning
? For professionals & referral sources: #CFOInsights, #FinancialStrategies, #SmartInvesting
?? Test different hashtags and track what works best.
Going Beyond LinkedIn to Strengthen Your Brand
While LinkedIn is a powerful tool, it should be part of a broader content ecosystem.
? Leverage email marketing – Send regular newsletters with insights tailored to your audience.
? Host webinars or live sessions – Position yourself as an expert by providing valuable education.
? Create video content – Short-form videos on LinkedIn and YouTube build trust faster.
? Repurpose content – Turn LinkedIn posts into blog articles, Twitter threads, or newsletter topics.
?? Your goal should be to meet your audience where they are, not just where you feel comfortable posting.
Final Thoughts: Fix Your Audience, Fix Your Results
If your LinkedIn content isn’t generating leads, it’s not a content problem—it’s an audience problem.
?? Take action today: ? Audit your network ? Connect with your ideal clients ? Engage before you post ? Make your content client-centric ? Use audience-specific hashtags ? Expand your presence beyond LinkedIn
?? Want to build a LinkedIn strategy that actually attracts clients? Follow me for more LinkedIn Strategy posts every Tuesday.