In episode 14 of the Growth Series podcast, John Brenan, Senior External Communications Manager at Accord Mortgages, is joined by Phil Calvert, International Keynote Speaker and LinkedIn expert. Phil gives an in depth explanation of how mortgage brokers can use LinkedIn to grow their business.
Phil tells us his journey from rock band photographer to financial services sales and marketing specialist. He describes how he was one of the first to see the potential for social media in the financial services industry, which was slow to embrace it. Since then he hasn’t looked back. He now trains and consults businesses on how to use social media platforms like LinkedIn to make the right kind of connections, generate sales and post jobs.
Phil explains how LinkedIn has grown from something mostly used as a tool for hiring staff to a major platform with over 500 million worldwide users. However, surprisingly few of these users are using the full range of tools on the platform to enhance their potential. Many see LinkedIn as a quick fix but to really get the most from the platform, you need to know what you’re doing and what you want to get from it. When you know this, you’ll be able to use its vast array of tools to grow your overall presence. This strategy should guide you in everything you do.
Phil explains how brokers can get the right kind of visibility on LinkedIn by optimising their keywords. By targeting good keywords in their description, it’s easier to get found by the people you want - a definite ‘quick win’.
Of course, networking is a central part of LinkedIn. Phil gives some valuable tips on how to use the messenger feature to create and nurture relationships that will benefit your business in the long run.
Advertising is another way that mortgage brokers can increase their reach by using online. Phil is careful to point out that your overall strategy should again be your guide. If your advertising doesn’t fit with your goals, it can easily become a drain on your resources.
The Growth Series is a dedicated resource that aims to help mortgage brokers grow their business using digital and communications marketing techniques. For more hints and tips on how to grow your business, you can sign up to the Growth Series for free, here.
0.00 - 1:01 - Welcome and introduction
1.01 - 42.24 - In conversation with John Brenan & Phil Calvert discussing the best practices of using Linkedin to network and build your business.
An overview of Phil’s background with LinkedIn
How brokers can optimise their LinkedIn profile
The best content to use on your personal LinkedIn profile
Using LinkedIn to network with your target audience and generate new business
42.24 - 43.31 - Outro