How to use LinkedIn to position yourself as an industry expert
LinkedIn is a powerful tool that lets you translate your experience into influence and your expertise into opportunity. It gives you a direct line to your industry peers, clients and decision-makers. If you work in property or finance, your LinkedIn profile is the perfect platform to build credibility and trust.
When you share knowledge your network can use, you set yourself apart by turning your expertise into practical guidance and clear commentary.
With the right approach, LinkedIn enables you to shape industry conversations, attract ideal clients and become recognised as the expert people look to for answers in an ever-changing marketplace.
Start with a strong foundation
Your LinkedIn profile is a reflection of your professional brand. Your headline and About section are your shopfront: they should declare your expertise, value and unique offering to anyone who visits your page. Choose specific descriptors like “Home loan specialist helping clients secure the right finance” or “Financial adviser empowering people to build long-term wealth”. Use keywords naturally throughout your About section and experience sections to improve discoverability, but always write for humans, not algorithms.
Profiles that are personable and professional inspire trust. An up-to-date photo, an enticing headline and an in-depth About section are important. Use the ‘Featured’ section to highlight your best digital marketing copy, case studies, published articles or white papers. Recommendations are powerful. Ask recent collaborators and clients to write a recommendation that highlights your strengths, skills and successful outcomes.
Build your credibility
LinkedIn rewards people who consistently publish original and engaging content. You’re likely answering the same questions about refinancing or investing every week. Use these routine client queries as inspiration for straightforward, no-nonsense posts. Focus on practical and relevant tips. Including measurable outcomes – like how your expertise enabled a client to secure a better mortgage or retire early – can make your posts more compelling and relatable.
It’s natural to feel hesitant about putting yourself out there. Authority on LinkedIn doesn’t come from waiting to be discovered; it comes from consistently contributing your knowledge. Don’t imitate your competitors. Showcase your expertise from your perspective.
Start conversations with substance
Creating great digital marketing copy for LinkedIn is straightforward. Avoid buzzwords and fluff. Address your audience directly, anticipate their questions and aim to provide tangible value. Every piece of content should have a clear message. Open with a hook: a surprising fact, a bold statement or a thought-provoking question.
When engaging with others – whether commenting on a post, joining industry discussions or messaging connections – maintain a warm and professional tone. Contribute meaningfully, and avoid generic pleasantries. Aim to add value to every conversation.
Showcase thought leadership
Original research, industry analysis and insightful commentary set true experts apart. If you’ve spotted a gap in the property or financial sector, write a short LinkedIn article discussing the issue and what it means for your audience. Share regular posts that highlight current challenges or opportunities, using examples from your work.
Host webinars or online Q&A sessions. Live discussions enable you to share your expertise and encourage real-time engagement. Short video posts are another powerful way to humanise your digital presence and demonstrate your command of a topic.
Build relationships that matter
Don’t treat LinkedIn like a megaphone. LinkedIn is a two-way street for meaningful interaction. Respond to comments on your posts, ask questions and stay active in groups relevant to your field.
Take the time to comment on other experts’ posts. Don’t just agree. Expand on their points, share related experiences or add helpful resources. Thoughtful interactions build rapport and position you as a respected contributor. Over time, your insights will attract more followers, amplifying your influence.
Keep your LinkedIn presence fresh
An expert presence requires upkeep. Set aside time each week to update your profile with new accomplishments, relevant certifications, or links to recent projects and published work. As your skills and expertise develop, so should your digital footprint.
Review your headline and About section every few months to ensure they reflect your current focus. Keep your profile free from jargon, but rich in information that helps visitors quickly understand your value.
Turn strategy into action
Set yourself a simple, sustainable posting schedule – perhaps once or twice a week. Plan themes in advance, alternating between educational content, opinion pieces on industry trends and practical tips. Use real-world results wherever possible.
If you’re stuck for ideas, revisit past client successes or conversations. These often uncover excellent topics for social media copy. Don’t be afraid to be open about challenges you’ve faced or lessons learned; authenticity builds trust.
How a social media content agency can help
It is possible to build a successful LinkedIn presence single-handedly, but managing a consistent flow of engaging content, keeping up with trends and refining your digital marketing copy can be demanding. This is where a social media content agency like Hunter & Scribe can make all the difference.
With expertise in content strategy, content writing, and digital marketing for property and financial professionals, Hunter & Scribe helps you create posts, articles and profiles that position you as an industry leader. Our team keeps your messaging on-brand and tailored for your target audience, freeing you up to focus on your clients and business growth.
Hunter & Scribe is here to help you develop and maintain an authoritative LinkedIn presence. Contact us today to start raising your profile and unlocking new possibilities for your business.
Frequently Asked Questions
Quality matters more than frequency. Aim for one piece of new content monthly rather than rushed weekly posts. Regular updates show Google your site is active. Focus on creating genuinely helpful content that addresses client questions, such as educational blogs, service page updates and seasonal market insights work well. The key is maintaining a sustainable schedule you can stick to long-term.
There’s no magic word count, but your content should be as long as necessary to thoroughly answer the question or topic. A simple service explanation might need 300 words, while a comprehensive guide might require 1,500 words. Focus on completeness rather than length.
Writing your own content ensures authenticity and demonstrates genuine expertise, but it’s time-consuming and requires specific skills. If you enjoy writing and have the time, start with key pages like your About section. Professional writers understand how to structure content for both readers and search engines while maintaining your expert voice. Consider your time value – hours spent writing might be better invested serving clients.
Track metrics like qualified inquiries, phone calls from your website and time visitors spend reading your content. Google Analytics shows which pages attract the most relevant visitors and generate genuine interest. Pay attention to the questions potential clients ask. If they’re asking about topics you’ve covered, your content might need clearer explanations.
Writing for themselves rather than their clients. Many professionals use industry jargon, focus on qualifications over client benefits, and create content that sounds impressive but doesn’t help real people solve problems. Write as if you’re explaining something important to a friend who trusts your advice but doesn’t understand your industry.
