What should Financial Advisors Post on LinkedIn?

What Should Financial Advisors Post on LinkedIn?

If you are a financial advisor wondering what to post on LinkedIn, you are not alone.
Most advisors post articles no one reads, compliance-safe updates that sound robotic, or market charts that get likes from other advisors but never bring in clients.

The goal is not to look smart. It is to start real conversations with people who actually need your help.

1. Stop Posting for Other Advisors

This is one of the hardest truths to accept.
If your posts get 50 likes but they are all from other financial advisors, you are not marketing—you are networking inside an echo chamber.

You are not trying to impress colleagues. You are trying to connect with potential clients who need financial guidance.

That means:

• Write for the problems your prospects face, not for the approval of your peers.

• Remove other advisors from your connections if your feed is filled with their content instead of your ideal clients.

• Build a network of people who might actually hire you or refer you.

It feels uncomfortable at first, but the moment you stop posting for other advisors is the moment your content starts to matter.

2. Post About the Problems Your Clients Actually Talk About

If you work with retirees, talk about how they feel when the market drops 10% the week after they retire.
If you help business owners, talk about the stress of having all their wealth tied up in one company.

These posts work because they connect with the emotion behind financial decisions.
Emotion builds connection. Connection builds trust. Trust brings clients.

Use phrases your clients actually say:

• “I don’t know if I’m saving enough.”

• “I’m scared I’ll run out of money.”

• “I hate paying so much in taxes.”

When you use their language, they feel understood.

3. Tell Real Stories

LinkedIn is not about charts. It is about people.
Share short, anonymized client stories that show transformation.

“A client came to me thinking retirement meant giving up control of her money. We built a plan that gave her confidence instead of fear.”

People remember stories far more than statistics.
End each story with a small lesson, not a sales pitch.

4. Talk About What You Believe

Advisors who stand for something get noticed.
Maybe you believe financial media causes more fear than clarity. Or that most people do not need another product—they need a plan.

Taking a clear position will push some people away and attract the ones you actually want to work with. That is the point.

5. Share Behind-the-Scenes Content

Show what real financial planning looks like:

• A whiteboard when you are mapping out a tax strategy (blur the details).

• A quick post about how you prepare client reviews.

• A photo of your desk on a Friday with a note about what you learned that week.

It reminds people that you are human. Clients hire people they feel connected to, not spreadsheets.

6. Educate Without Lecturing

Make one clear point per post.
Break down complex topics into simple, practical takeaways:

“Here’s how Roth conversions can reduce your lifetime tax bill.”
“Why a market drop may not matter as much as you think.”

Avoid jargon. Keep every post conversational.

7. End Every Post With a Call to Action

Not “book a call.”
Instead, try:

• “Does this sound familiar?”

• “What is your biggest financial challenge right now?”

• “If you found this helpful, follow for more honest takes on money.”

You are starting a conversation, not selling a product.

8. Consistency Beats Perfection

You will not go viral overnight.
But if you post three or four times a week with emotion, clarity, and a clear audience in mind, you will become the advisor people think of first when they are ready for help.

Example Post Structure

Hook: Start with a feeling. “This week a client told me she feels guilty spending her own money.”
Story: Describe what happened and what it taught you.
Lesson: Share one insight anyone can apply.
CTA: Ask a short question that invites engagement.

Final Word

If you post only to look professional, you will attract no one.
If you post with empathy, stories, and belief, you will attract the people who actually need your help.

LinkedIn is not about impressing other advisors. It is about connecting with the people who trust you with their money.
When you stop creating content for peers and start speaking to clients, everything changes.