I was standing in LinkedIn’s office on the 14th floor of the Empire State Building last week, surrounded by a16z-backed founders, LinkedIn execs, and some of the sharpest startup marketers in the business. I didn’t expect to hear a strategy tailor-made for financial advisors.
But that’s exactly what I got.
Inside this invite-only roundtable, LinkedIn shared what they say is the most effective marketing play right now:
Founder-led content.
It’s not a trend. It’s a secret weapon.
And while they were mostly talking about tech founders, I couldn’t help but think: This is actually describing the perfect strategy for advisors. It’s the massive missed opportunity I’ve been talking about all year.
Advisors need to be present online, answering clients’ questions with authenticity. The advisors who do will win. Those who don’t will fade away.
🗓 NEW WEBINAR THIS WEEK:
Turn Student Loan Advice Into a Client Magnet
Thursday, June 19, 2025 at 2:00 pm EST
There’s a major opportunity right now for advisors who understand the student loan landscape, and it’s only getting bigger with policy changes on the horizon.
I’m joining the founder of the Student Loan Help Network this week for a special webinar on how financial advisors can use student loan advice to attract ideal clients, grow AUM, and stand out without spending a fortune on marketing.
We’ll walk through how he built a high-growth firm by positioning himself as the go-to student loan expert in his region, and I’ll share how to turn that niche expertise into content that converts, especially in a volatile market.
What LinkedIn's Top Marketers Are Seeing Work Right Now
Behind closed doors, LinkedIn execs and startup growth leaders walked through the exact playbook that’s working on-platform right now. Here's what they shared:
Founder presence = growth. Companies saw a 33% increase in leads from just 10 founder posts per year.
Direct engagement matters. The most effective sales strategy? Engaging directly with ideal prospects through comments and DMs.
Let your audience in. The best-performing posts aren’t polished. They’re raw, personal, and honest. Think: "non-fiction marketing."
Lead with your story. Founders who talk like real people build credibility and momentum faster.
LinkedIn is the platform with the highest return on investment (ROI).
It’s not just theory. It’s working in the wild. One founder built a waitlist before launch simply by consistently showing up on LinkedIn and letting people follow their journey.
This strategy isn’t exclusive to startups. It’s built for trust-first businesses like finance.
Follow Share Scoops Pro on LinkedIn for more tips on growing visibility online.
If you’re new to our Mastering Financial Content newsletter, welcome! You’re joining thousands of other financial professionals learning how to use content to build their online presence and attract more clients on a busy schedule.
An Authentic Digital Presence Means Even More for Advisors
As a financial advisor, you’re not selling a product. You’re selling expertise, comfort, and long-term partnership. That means trust isn’t part of the business. It is the business.
Your future clients aren’t searching for you specifically. They’re looking for someone who makes them feel seen, safe, and supported. That trust starts with visibility. It grows with consistency. And it converts through authentic, human content.
You don’t need to become an influencer. But you do need to:
Post helpful, timely content every single week
Answer client questions like "what’s happening, how does it affect me, and what should I do?"
Build a newsletter that nurtures the relationship
When prospects are ready, you will be their first call. Because they already feel like they know you.
How to Build a Founder-Led Content Engine (Even If You're Not a Founder)
This is what I recommend to every advisor:
Share your story. Why do you do this work? What makes you different? Start there.
Post 2-3 times per week. Share insights, timely updates, or common questions. You’re not selling. You’re educating.
Start a weekly newsletter. This is your "free subscription." It’s what builds the habit of hearing from you.
Answer real questions. "What’s going on with rates? Should I still buy a house? What’s the Fed doing? Is it a good time to change jobs?" Answer simply. Speak like you would in a meeting.
Make it personal, not perfect. Raw voice notes can become posts. Conversations can become content. Authenticity wins.
This Isn’t Optional
The industry keeps moving to digital-first interactions, and the advisors who struggle to communicate online will be left behind.
72% of clients want to meet virtually or in a hybrid format. (YCharts)
73% prefer to communicate with their advisor via email. (YCharts)
But 74% of advisors aren’t communicating as often as clients want. (Broadridge)
Most advisors aren’t posting. They’re not sending newsletters. They’re not showing up online. And it’s costing them growth and wallet share.
Referrals are fading. Most people nearing retirement don’t expect to choose their advisor by referral. Two-thirds of Google searches never leave Google. There’s no more free traffic.
If you’re not meeting clients in their inbox or on social, they’re meeting someone else who is.
Bottom Line
The game makers have laid out the winning strategy: post more authentically about yourself and your business on LinkedIn.
That’s it. That’s the secret. You should feel guilty if you’re not going to try.
I’ve already spoken at length about how building a digital presence and reputation online is crucial for financial advisors in the digital age. But now, LinkedIn has validated that doing so is actually the most effective marketing strategy there is right now.
So get out there and post. Create your newsletter to convert your clients. Start engaging with potential prospects.
Worried you don’t have time to execute on this plan? Well, you’re in luck. Because that’s what I built Share Scoops to help with. We automate the heavy lifting, provide timely financial insights, and help advisors show up consistently, without spending hours writing.
Let’s make your content feel like your client conversations. Book a quick call with me here.
