LinkedIn often feels like a one-way street for alternative investment firms. You post an update, cross your fingers, and hope it resonates. Maybe a colleague clicks “like,” maybe it quietly disappears into the feed. Either way, the lack of engagement leaves you wondering if it’s worth the effort.
But here’s the truth: LinkedIn isn’t the problem, it’s the untapped potential. With a thoughtful strategy, this platform can become a real asset for connecting with advisors, building visibility, and supporting your sales efforts in a way that’s both compliant and effective. Most firms aren’t taking full advantage of what’s possible, and that gap presents a clear opportunity to stand out.
Start Building an Audience
If your approach to LinkedIn resembles a noticeboard with occasional updates posted without clear intent it’s unsurprising that you may not be seeing the results you’re looking for. Relying on chance for visibility isn’t a strategy; it’s a missed opportunity.
Instead, start with something simple but impactful: invite your advisor contacts to follow your firm’s page. You likely already have a list of advisors your sales team is targeting or working with. Why not find them on LinkedIn and extend a follow invitation? Once they follow your page, your content is more likely to appear in their feed organically. That means more visibility, more familiarity, and more recognition without a single ad dollar spent.
The best part? It’s all above board from a compliance perspective, and you’re not pushing product. You’re just making sure you’re visible when advisors scroll.
Focus on the Right Kind of Content
We see it all the time: alternative investment firms default to either dry announcements or vague feel-good updates that don’t offer advisors much value. That’s a missed opportunity. You don’t need to pitch your latest offering or navigate compliance details to share compelling content.
Keep things high-level, educational, and relevant to your asset class. Share insights into market trends, tax considerations, or why a certain strategy may be gaining traction. Comment on the headlines that advisors are reading. Repurpose data or information into digestible thought leadership. When you focus on educating instead of selling, you not only build trust, you also remain compliant.
And here’s a little secret: consistently showing up with valuable content helps your firm become part of the advisor’s mental shortlist. When they’re ready to allocate, you’re already on their radar.
Activate the Sales Team
Your sales team isn’t just your boots on the ground, they are one of your firm’s most powerful marketing assets. Yet few firms are using LinkedIn to amplify that connection.
Imagine this: an advisor isn’t following your company page, but they are connected to one of your salespeople. That sales team member shares a recent company post or a timely article from your feed. Suddenly, your firm’s thought leadership shows up in the advisor’s feed without them ever needing to follow your brand page – or open an email from your firm.
It’s simple. It’s compliant. And it’s something we rarely see firms doing with consistency.
A quick sync between sales and marketing can turn your sales team’s personal profiles into mini amplifiers for your messaging. And in a space where relationship-building is everything, those extra impressions count.
A Strategic Avenue for Advisor Engagement
LinkedIn may lack the flair of more consumer-driven platforms, but that’s precisely its strength. It offers a professional, credible environment where thoughtful consistency and relevance matter more than trends and where advisors are already meaningfully engaged.
The truth is, many firms in the alternative investment industry have all but ignored LinkedIn as a meaningful engagement channel. That gives you an opening. With just a few thoughtful strategies, you can stand out by being more visible, more relevant, and more valuable than your competitors.
At Marketing Intent, we specialize in helping alternative investment firms translate their expertise into digital strategies that move the needle. From crafting a tailored LinkedIn presence to developing advisor-friendly content that navigates compliance with ease, we’re here to help you build a program that works—not just one that checks a box.
If LinkedIn has felt like a mystery or an afterthought, it’s time to shift that mindset. With the right approach (and a little strategic support), it can become one of your most powerful tools for building advisor relationships and supporting your sales goals. Want to see how LinkedIn can work for your firm instead of against it? Let’s talk.
About Marketing Intent
Marketing Intent is a sales-focused marketing firm specializing in alternative investments, committed to creating marketing that drives sales. With our deep expertise, we help financial advisors take notice of your firm, ask questions, and engage with your story. Let us help you create marketing that supports raising capital and amplifies your message. Reach out to Marketing Intent today to learn more.
