Leveraging the Power of LinkedIn to Build Your Business: PAG Annual Conference Breakout Session

Leveraging the Power of LinkedIn to Build Your Business: PAG Annual Conference Breakout Session

Guide to Advanced LinkedIn Search for your Advisory Business

Published April 24, 2019

Many advisors have had success using LinkedIn as a prospecting tool, but most underutilize its full potential. At our recent annual conference on March 24-26, David Grundfast, Associate Vice President of Global Distribution Training at MFS Investment Management, provided an interactive demonstration on how advanced LinkedIn techniques can be used to find, connect, and generate new clients.

Making Connections on LinkedIn? More Doesn’t Mean Better

David emphasized the importance of quality over quantity when making connections. Build a network with the right people that can help make personal introductions to their connections.

Below are some examples of who to connect with:

Existing ClientsProspective ClientCenters of InfluenceClients’ Beneficiaries
  • See clients entire work history and uncover potential opportunities
  • See clients’ first degree connections and get introduced to ideal prospective clients
  • Alumni, small businesses, and large corporations
  • Follow alumni and company pages to stay up to date on reasons to reach out
  • CPAs, attorneys
  • Tap into their connections to ask for referrals
  • Children, grandchildren
  • Research beneficiaries job history
  • A family member can be an easy introduction and potential client
A Step-By-Step Guide to Advanced LinkedIn Searches

The search bar at the top of your LinkedIn page allows you to search for people, jobs, companies, posts, and more. You can click any of the search suggestions that appear in the dropdown list as you type, or submit your search to see the full results.

To run a search on LinkedIn:

  1. Enter your keyword in the Search bar at the top of the page.
  2. Select an option from the dropdown of suggestions that appears as you type, or click the Search icon to run the search.
    • The type-ahead feature predicts related search terms as you type your keywords into the search bar.
    • If you’ve searched for a company, the LinkedIn Page will appear in the dropdown if there is a Page created.

  3. You’ll see the following tabs at the top of the search results page:
    • All
    • People
    • Jobs
    • Content
    • Companies
    • Groups
    • Schools

  4. Select any of the tabs to view search results in that category.

Three Prospecting Searches to Help you Uncover the Power of LinkedIn
  1. Company Search: Expand your client base at a specific company in your area. Target individuals that work at small businesses all the way up to large corporate home offices.
  2. Job Title Search: Prospect new clients by their job title – e.g. CEO, CFP, Dentist, Retired.
  3. Connections of Search: Connect with more clients of your best clients.

David also explained the benefits of using a Boolean search by combining keywords with words like AND, NOT, and OR during your search. Here are some ways to use Boolean logic and construct your searches:

  • Quoted searches: For an exact phrase, enclose the phrase in quotation marks. For example, type “Chief Executive Officer.” You can also use quotation marks if you want to find someone with a multi-word title.
    • LinkedIn search only supports standard, straight quotation marks (“). Other software or websites may use special symbols that our system does not recognize. Curly quotation marks (“), also known as smart quotes or typographer’s quotes, aren’t supported.
    • In order to optimize overall site performance, stop words such as “by”, “in”, “with”, etc. aren’t used.

  • NOT searches: Type the word NOT (capital letters) immediately before a search term to exclude it from your search results. This typically limits your search results. For example, “programmer NOT manager.”
  • OR searches: Type the word OR (capital letters) to see results that include one or more items in a list. This typically broadens your search results. For example, “sales OR marketing OR advertising.”
  • AND searches: Type the word AND (capital letters) to see results that include all items in a list. This typically limits your search results. For example, “accountant AND finance AND CPA.”

You can find a range of innovative ideas ranging from building your professional network to defining and demonstrate your value and principles on the MFS Investment Management website.

Growing your business is paramount to long-term success; these simple yet effective strategies can help you leverage your LinkedIn network and expand your business.