Insights from FinWELL Founder Ryan Briggs

LinkedIn is a pivotal tool in an era where digital platforms are often the primary channels for professional networking and business development.

Ryan Briggs, the founder of FinWELL, a company dedicated to enhancing financial wellbeing - with a goal of training and empowering 1 million CPD Certified FinWELL Champions®️🏅- shares his journey and strategies. Each has helped him utilise LinkedIn as a networking site and a foundation for building his business. the goal of training and empowering 1 million CPD Certified FinWELL Champions®️🏅.

You can leverage LinkedIn to its full potential based on Briggs's insights.

1. Understand the Purpose of LinkedIn

Ryan's approach to LinkedIn transcends its conventional use as a recruitment tool. Initially using the platform for hiring in a previous role, he now realises its potential for broader business development, particularly during the challenging times of lockdown in the early 2020s.

LinkedIn became a lifeline for sustaining and growing his business through strategic content sharing and engagement. The way LinkedIn is set up bridges you together with others who might not have met or seen what you're all about before. Make full use of its potential!

2. Consistent and Relevant Content is Key

"I post daily if I have things to say," says Ryan, highlighting the importance of consistency in posting. However, it's not just about frequent updates; the content must be educational, insightful, or relatable.

Ryan focuses on themes around workplace financial well-being, reflecting his business's core mission. Tailoring content to address your audience's specific needs and pain points, as Ryan does, can significantly enhance engagement and relevance.

3. Engage Authentically

Engagement on LinkedIn is a two-way street. Replying to comments and engaging in conversations is important, as this helps build a genuine network. "I often get 'oh, you're everywhere on my feed,'" he says, pointing out the visibility that comes with active engagement. This approach not only amplifies his presence but also fosters meaningful connections.

4. Personal Stories Resonate

"People like people," Ryan notes, acknowledging that personal posts often perform well. He creates a relatable and humanised brand image by weaving personal narratives into professional content. This strategy enhances the appeal of his posts and strengthens the connection with his audience, making his business approachable and trustworthy.

5. Leverage Networking for Growth

For Ryan, LinkedIn is more than just a platform; it's a virtual networking event open 24/7. He advises treating interactions on LinkedIn as you would in a physical networking scenario—focus on building relationships rather than just selling. His strategy includes filtering connections and personalising conversations, which enhances the quality of interactions and leads to more meaningful connections.

"You wouldn't attend an in-person networking event, give them your business card, and walk away - it just would not feel right", says Ryan. Treat LinkedIn the same way. Create a personal moment and introduce yourself, but don't be 'pushy' with a product.

6. Avoid Vanity Metrics

While likes and shares are encouraging, Ryan warns against focusing solely on these 'vanity metrics'. The real value lies in the conversations and relationships that develop from posts. He advises focusing on the impact of the content—whether it's helping, informing, or connecting with people—rather than just counting likes.

7. Ask your audience

Reflecting on the effectiveness of your LinkedIn strategy is crucial. Ryan suggests asking your network and connections what they think you're known for, as this can provide valuable feedback on your brand's perception. Additionally, understanding what content resonates with your audience can guide future strategies.

8. Future Aspirations and Utilising Feedback

Looking forward, Ryan wants to expand the reach of FinWELL and continue to leverage LinkedIn for growth and global engagement. His ongoing relationship with organisations like Mental Health First Aid England and his focus on delivering valuable content is part of a broader strategy to maintain relevance and effectiveness.

Advice for Winning on LinkedIn

Ryan's top tips for success on LinkedIn focus on consistency. He advises:

1. Post Consistently and Relevantly: Regularly share educational, insightful, and relatable content to your audience. Ensure it aligns with your professional mission and addresses the interests and needs of your followers.
2. Engage Authentically: Interact genuinely with your connections by responding to comments and participating in discussions. Authentic engagement helps build a stronger network and increases your visibility on the platform.
3. Incorporate Personal Stories: Personal posts that tie into your professional life resonate well with audiences. They humanise your brand and make your content more engaging and memorable.
4. Focus on Quality Networking: Treat LinkedIn as a continuous networking event. Prioritise building relationships over making sales pitches. Personalise your interactions and filter your connections to maintain a high-quality network.
5. Measure Impact, Not Vanity Metrics: Focus on the impact and influence of your content rather than likes and shares. Evaluate how your posts are helping and engaging others, and use this feedback to refine your strategy.

Concluding Thoughts

In conclusion, achieving success on LinkedIn involves more than just frequent posting; it requires a strategic and authentic approach.

You can enhance your brand's relatability and appeal by consistently sharing relevant and educational content, engaging genuinely with your audience, and incorporating personal stories. Prioritising quality networking and focusing on the impact of your interactions over superficial metrics are crucial for building meaningful connections.

These strategies, exemplified by Ryan Briggs’s use of LinkedIn to grow FinWELL, can significantly boost your professional visibility and influence, turning your LinkedIn presence into a dynamic business development and personal growth tool.

Great posts to review to inspire you...

1) I can’t believe we’ve trained almost 100 Financial Wellbeing Champions in just 6 months! 💷🏅🧠

2) Blending personal passions with charitable and work efforts.

3) Linking passions and business

4) Ensuring content is educational and engaging