LinkedIn tips for RIA firms: My interview with Brad Wales of Transition to RIA

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I had a great time on Brad Wales of Transition to RIA‘s podcast talking about LinkedIn tips for RIA firms. The podcast video is below, and I’ve also summarized the major points.

But before we get into it, for those of you who are new to my blog/podcast, my name is Sara. I am a CFA® charterholder and I used to be a financial advisor. I have a weekly newsletter in which I talk about financial advisor lead generation topics which is best described as “fun and irreverent.”

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#1 LinkedIn is the gatekeeper

Watch Frame 13:36

Back when some of you started up your practice by cold calling (if that’s how you did it), do you remember the “gatekeeper?”

You remember that, right? You had all kinds of techniques for getting past the gatekeeper. That’s why you have a business – because you treated the gatekeeper like his/her feelings mattered. You treated them as good as you would treat a client.

So why on earth would you treat LinkedIn any differently? LinkedIn is the gatekeeper to your digital network, a wealth of connections with a plethora of opportunity.

Listen up for the beast of all LinkedIn tips for RIA firms:. Here it is:

LinkedIn wants people to stay on the platform for as long as possible.

-Sara G

If you’re sending out Spam messages or posting canned content into the feed, both of which cause people to flee the platform, you’re telling LinkedIn that you don’t understand its needs.

If you want to get the rewards of having your content pushed up in the feed, you have to take the time to make it relevant to other people. Don’t just virtue signal and try to make yourself look like you’re the smartest person out there. It’s about getting discussions started because that maximizes the time people spend on the platform.

How do you do that?

Here’s a blog I wrote about creating awesome LinkedIn content. I also discuss a particular technique for getting engagement in Frame 25:00 of this video.

And remember not to talk like a financial advisor! Nobody wants to talk to a financial advisor on LinkedIn but they love talking to cool people who happen to know alot about finance.

#2 Use Two Sentences

Watch Frame 7:59

When you’re on LinkedIn messenger, say one sentence and then make the next sentence a question. This is the main point of my Two Sentence Rule.

People can be so out of context on LinkedIn messenger.


You: Thanks for connecting.

Prospect: You’re welcome.

You: Would you like to sit down for a portfolio review? I have 20 years of experience and am well-versed in executive benefits.

-any LinkedIn conversation between a financial advisor and prospect in 2021

We’re always flying at each other like this on messenger apps. Here one of my best LinkedIn tips for RIA firms: Don’t do it!

There’s no context or link from one thought to another. Do you know how jarring that is? And moreover it makes you look like you’re desperately fishing for a meeting and that is not a good look.

You have to build trust and the way you do that is by getting people to talk about their experiences. Here in this blog I talk about LinkedIn transitions within a sequence. .

#3 Sprinkle

One thing people tend to forget when they try to build relationships over LinkedIn is that you don’t build a relationship overnight. People don’t like to be crammed with communications, big bold moves and grandiose statements, one right after another. Relationships are built through small, intelligent actions taken consistently over time.

Use a sprinkling technique like I describe in Frame 27:02.


You connect with someone and say, “I noticed you worked at GM for 20 years. I tend to post discussions on these topics, and I hope you’ll feel welcome to participate as you see fit.”

Two weeks later.

You say, “I just wanted to thank you for participating in that survey I posted about the GM pension.:

Two weeks later.

“Here’s an article on retiring from manufacturing in the state of Michigan.”

Now they have a question.

Now you have a meeting.

You’ve got to sprinkle. And remember the best thing to do is ask someone interesting questions about their background and experiences. Do you know how hard it is to think someone is a jerk when they are sincerely interested in your life? When they want to listen to every single thing you have to say?

Don’t just use it as a marketing technique. Be genuinely interested in other people! Do you know how intriguing other people can be? Some people have had the most fascinating experiences in life. You’ll never find out until you are willing to listen, to question and then shut up and let them talk!

Summing it up on LinkedIn tips for RIA firms

That’s all I got for now.

Learn LinkedIn techniques for financial advisors

Read about LinkedIn messages for financial advisors

Schedule a consultation to discuss your RIA LinkedIn strategy

See you in the next one!

-Sara G

Any questions? Send 'em in!