Mariam Gogidze

I have written over 1000 LinkedIn posts.

Some got 10 likes. Some got 1000.

Here is what separates posts that convert from posts that die:
SPECIFICITY.

Vague posts get ignored.

"Here are 5 tips for wealth management" → Nobody cares.
"Here is the exact framework I use to help tech executives reduce tax exposure after a liquidity event" → Now we are talking.

The more specific you are, the more it resonates with the exact people who need you.

STAKES.
If there are no consequences, nobody pays attention.

"You should build a personal brand" → So what?
"Family offices are cutting deals by 32% and only working with advisors they already know. If you are invisible, you are not making the shortlist" → Now they are listening.

High stakes create urgency.

PROOF.
Claims without proof are just noise.

"I can help you generate leads" → Everyone says that.
"I helped a wealth manager go from 0 inbound to 8 qualified family office conversations in 90 days, resulting in 30 million in new AUM" → That is different.

People believe what they can see.

CLARITY.
Confused readers do not convert.

If they finish your post thinking "interesting but I am not sure what this means for me"...
→ You lost them.

Every post should have ONE clear point. ONE clear takeaway. ONE clear next step.

Not 5 ideas crammed together.

Posts that convert follow this structure:

Hook that creates curiosity or tension
Stakes that make it urgent
Insight they cannot get elsewhere
Proof that it works
Clear call to action

That is it.

I worked with a financial services consultant last year.
His posts were getting 20 views.
We rebuilt his content using this framework.

90 days later:
Average post reach: 5,000
Engagement rate: 4% (industry average is 2%)
12 inbound conversations from ideal clients

Same person. Same expertise.
→ Different structure.

If your posts are not converting...
It is not because you lack expertise.
It is because you lack structure.

DM me "CONVERT" and I will show you the exact framework we use.

You do not need 20 hours per week for LinkedIn.

You need 2 hours and a system.

I generate 30 million impressions per year.
70,000+ followers.
Top 1% in the UK.

My content time? Three hours per week.

Not 20. Not 10. THREE.

Most people approach LinkedIn like this:

Wake up Monday
Panic about what to post
Spend 45 minutes writing
Second guess themselves
Delete it
Rewrite it
Get 5 likes
Feel defeated
Repeat tomorrow

That is 45 minutes PER POST.

3 times per week? Over 2 hours just on content.

Then add engagement, profile work, research...

You are at 10 hours per week minimum.

For most financial services founders managing millions?
→ That time does not exist.

Here is what actually works:

BATCH YOUR CONTENT.
I spend 90 minutes ONCE per month creating all my content.
Not one post at a time. ALL of it.
30 days of posts in 90 minutes.

How? I am not staring at a blank screen.
→ I have a content framework.
12 core topics I rotate through.
3 post formats I reuse.
Simple templates for each.

SYSTEMIZE ENGAGEMENT.
I do not scroll for an hour hoping to find something to comment on.
I have a list of 50 people in my target audience.
10 minutes per day engaging with their content.
Strategic. Intentional. High ROI.

LEVERAGE EXISTING INSIGHTS.
You have been in this industry for 10, 15, 20 years.
→ You already HAVE the insights.
Client conversations. Repeated questions. Frameworks you developed.
Turn them into content.
One client call gives you 5 posts.
One framework gives you 10.

Total time investment:
90 minutes per month batching = 22 minutes per week
10 minutes per day engagement = 50 minutes per week
30 minutes per month profile optimization = 7 minutes per week
Total: 79 minutes per week.

I worked with an RIA founder last year.
50 person firm. Zero time for LinkedIn.

We built him a 2 hour per week system.

Six months later:
8 inbound opportunities
3 converted to clients
Over 30 million in new AUM
From 2 hours per week.

Time is not the problem.
→ Systems are the solution.

If you are managing millions but losing opportunities because you are invisible online...
And you think you do not have time...
You are solving the wrong problem.

I help financial services founders build LinkedIn systems that run in 2 to 3 hours per week.

DM me "TIME" and I will show you how.

I teach mastering social media presence at Hult International Business School.

Last week a student asked after class:

"How do financial services professionals build authority when they cannot talk about specific investments or guarantee returns?"

Great question.

Here is what I told them:
→ You do not need to give investment advice to build authority.
You need to EDUCATE.

Here is what you CAN talk about:

Market context: "Here is what the Fed's recent decision means for bond portfolios."

Strategic frameworks: "Here is how I help clients think about asset allocation during market volatility."

Common mistakes: "The biggest tax mistake I see tech founders make after an exit."

Process and philosophy: "My 3-step framework for evaluating whether real estate belongs in a portfolio."

None of that is investment advice.

→ All of it builds authority.

The financial advisors who are winning on LinkedIn are not giving stock tips.

They are showing HOW they think.
Their process. Their frameworks. Their philosophy.

And wealthy clients are attracted to that.

Because they do not want tips.
→ They want a trusted advisor who understands their world.

I worked with an investment advisor last year.

He thought he could not create content because of compliance.

We built a content strategy around:
Market education
Strategic frameworks
Common planning mistakes
His investment philosophy

Zero specific recommendations. 100% compliant.

Result:
6 qualified inbound calls in 90 days
2 family office clients
40 million in new AUM
→ From educational content.

If you think compliance is stopping you from building authority...

You are solving the wrong problem.

The question is not "What CAN I say?"

The question is "How do I educate within compliance boundaries?"

And the answer is: there is more room than you think.


If you want help building a compliance-approved content strategy...
DM me "EDUCATE" and let's create it.

I used to hate networking events.

The small talk. The business card exchange. The follow-up emails that go nowhere.

Then I went to one event that changed everything.

It was not the event itself.
→ It was what happened AFTER.

I met a family office principal at a conference in London.

We talked for 10 minutes. Exchanged contacts. Said we should stay in touch.

Standard networking event interaction.

Then I got home and posted about something we discussed.

Market conditions. Nothing groundbreaking.

He saw the post. Commented. We started a conversation in the DMs.

Six weeks later? He became a client.

Here is what I learned:
→ Networking events do not generate clients.

The FOLLOW-UP generates clients.

And LinkedIn is the best follow-up tool that exists.

Because instead of sending a generic "nice to meet you" email that gets ignored...

You show up consistently in their feed with valuable insights.

They see you as an expert. Not a person who handed them a business card.

Now here is how I approach networking.

Before the event:
I connect with attendees on LinkedIn
I engage with their content
I make myself visible BEFORE we meet

At the event:
I have real conversations (not pitches)
I learn about their challenges
I find ways to add value

After the event:
I do NOT send follow-up emails
I create content that speaks to what we discussed
I let them see my expertise in action

→ That is how you turn handshakes into clients.

I worked with a wealth manager who was spending 30,000 per year on conferences.

Getting maybe 2 clients annually.

We shifted strategy:
Fewer events. More LinkedIn follow-up.

Same year:
Attended 3 conferences (vs 12 the year before)
Generated 9 clients (vs 2 the year before)
Cut networking budget by 70%

→ Because the follow-up was systematic.

If you are spending tens of thousands on conferences and events...
But not following up strategically on LinkedIn...

You are leaving money on the table.

The event is not where you win.

→ The follow-up is where you win.

If you want help building a post-event LinkedIn strategy that converts handshakes into clients...

DM me "EVENTS" and let's create it.

33 trillion dollars.

That is how much wealth will transfer to the next generation over the next 25 years.

The largest wealth transfer in human history.

And most financial advisors are about to lose it.

Why?

Because the next generation does not choose advisors the way their parents did.

Their parents:
Got referrals from their country club
Trusted the advisor their father used
Valued relationships over visibility

The next generation:
Searches "best wealth manager for tech executives"
Checks LinkedIn before taking a meeting
Follows advisors who create content they actually want to read

→ They choose based on who SHOWS UP.
Not who gets referred.

I see this happening in real time.

A 60 year old wealth manager has a client worth 50 million.
That client's daughter just sold her company for 100 million.
The advisor assumes she will stay with the family.

Wrong.

She finds a younger advisor on LinkedIn who:
Posts about tax strategies for tech exits
Shares insights about liquidity events
Speaks her language
→ She moves the entire relationship.

150 million. Gone.

Because the original advisor was invisible online.

Here is what most established advisors are missing:

You built your book through relationships.
Your children's generation will build theirs through authority.

And if you do not adapt?
→ You will watch your AUM walk out the door when your clients retire or pass away.

The advisors who will WIN the next 20 years are not the ones with the best pedigree.

They are the ones the next generation KNOWS about.

Building authority now is not about vanity.
→ It is about survival.

If you manage generational wealth and want to keep it through the transfer...
You need to be visible to BOTH generations.

DM me "TRANSFER" and let's build that bridge.

The Client I WISH I Could Help But CANNOT...

I got a call last week from a wealth manager.

Managing 50 million in assets.

Great guy. Deep expertise. Genuinely wants to grow.

But I had to turn him down.

Why?

He wanted results in 30 days.

And that is not how authority works.

Here is what I told him:
"If you want to generate ONE inbound call in 30 days, I can help you with that using ads or cold outreach."

"But if you want to build SUSTAINABLE authority that generates 5 to 15 qualified conversations per month FOREVER..."

"That takes 90 to 180 days."

He wanted the shortcut.

→ There is no shortcut to authority.

Here is what actually happens:

Month 1:
We build your positioning
Create your content strategy
Optimize your profile
You start publishing consistently
Result: Minimal inbound. You are laying the foundation.

Months 2-3:
The algorithm starts recognizing you
Your content reaches more people
You build credibility through consistency
A few inbound conversations start happening
Result: 1-3 qualified conversations per month.

Months 4-6:
Compounding effects kick in
You are now KNOWN in your niche
Ideal clients have been watching you for months
They reach out when they are ready
Result: 5-15 qualified conversations per month. Consistently.

→ This is infrastructure, not a tactic.

But most people want month 6 results in month 1.

And when they do not get them?

They quit.

Then they watch competitors who stuck with it generate opportunities for YEARS.

I worked with a wealth manager 18 months ago.

First 60 days? 1 inbound call.

He almost quit.

I told him: "Trust the process. Keep showing up."

He did.

Months 3-6: 12 inbound calls. 3 converted.
Months 7-12: 28 inbound calls. 8 converted.
Months 13-18: 35 inbound calls. 11 converted.
→ 22 clients in 18 months. Over 120 million in new AUM.

Because he did not quit in month 2.

If you are looking for a quick fix...

I am not your person.

But if you are willing to invest 180 days to build something that generates opportunities for the next 10 years...

DM me "COMMIT" and let's talk.

End of Beginning... The workshops are done.

Five intensive gatherings at Ashridge that took me from foundational coaching strategies through psychological theories, patterns of change, creative change interventions and solution-focused coaching.

I'm sitting here feeling the weight of what just shifted.

This cohort taught me that coaching isn't about having all the answers.

It's about trusting the space between question and response.

- About cultivating hope, not just solving problems.
- About believing people already have the resources they need, and sometimes being bold enough to name what they can't yet see in themselves.

To Erik de Haan, Ann Knights, and Dorothee Stoffels - thank you for holding the container with such rigor and warmth.

To this brilliant cohort... you shaped my journey more than you know!!

Your honesty in the co-coaching sessions, your willingness to be seen, the way you brought your whole selves into the room.

You taught me what relational coaching actually looks like when it's lived, not just studied.

The frameworks matter, sure, but what I'm taking forward is something bigger: permission to flex.

Permission to be directive when someone's stuck, to hold silence when the work is theirs, to bring my energy when momentum is needed, and to step back when self-discovery is what's required.

Now the real work begins. Accreditation journey, here we come. Still a way to go, but I'm walking toward it with clearer eyes and a coaching proposition that finally feels like mine.

This isn't the end. It's the end of the beginning. ❤️

Ole Nors, Frédéric Debruyne, Francesco Mazzotta, Andrew Lowe, Andrew Smith, Philip Ford, Luca Lupini, Steve Clark, Sarah Latzel, Rob Beale, (Marina) Svetlina Hewett, Veronika Cerna.

Megan G., you've been missed.

Hult Ashridge Executive Education | Coaching Qualifications at Ashridge


🎄 P.S. What a privilege to be in such an environment. Ashridge House was looking absolutely spectacular in full Christmas glory (the kind of setting that makes you pause and realise the significance of what is happenong).

I have been in discovery calls all week.

Wealth managers. Investment advisors. Family office principals.

And I keep hearing the same thing.

"I know I need to be on LinkedIn but I do not know what to say."

Let me tell you what is happening.

You think you need to come up with revolutionary insights every single day.

Wrong.

Your ideal clients do not need you to be a thought leader.
→ They need you to be CONSISTENT.

Here is what converts:

Sharing what you already know.
The framework you use to evaluate investments.
The conversation you had with a client last week about market conditions.
The question you get asked in every single meeting.

That stuff you think is obvious? That everybody already knows?
→ Your ideal clients do not know it.

Or they have not heard it explained the way YOU explain it.

I worked with a wealth management founder who kept saying "but this is so basic."

His "basic" framework for tax loss harvesting?

Generated 4 inbound calls from HNWIs in 60 days.

Because nobody else was explaining it clearly.

Stop waiting for the perfect insight.
Start documenting what you already do.

Your expertise is not obvious to the people who need you.

If you want help extracting that expertise and turning it into content that generates opportunities...

DM me "CONTENT" and let's talk.

The problem with most "personalised" marketing? It's not actually personal.

But this? This is different.

I just used Synthesia's Santa generator (free, no signup) to create a video for my client that mentioned specific details about our year working together.

Took 30 seconds. They loved it!

Three ways you can use this:

1. Client appreciation that actually stands out
2. Reconnecting with dormant leads (way better than "just checking in")
3. Building goodwill with referral partners who are sick of generic holiday messages

It's free. Go make one → https://lnkd.in/e4geNUzN


🎅 P.S. Here are my top three tips to make the most out of it:

1. Be specific with details
Don't just say "it’s been a great year." Mention something real, a project they crushed, a milestone they hit, or an inside joke. That's what makes it feel personal, not robotic.

2. Use it for networking gold
Forget boring "happy holidays" emails. Send this to a client, a potential partner, or someone you've been meaning to reconnect with. They'll remember you.

3. Make one for yourself first
Test it with your own name. You'll see how surprisingly good the AI is, and it'll give you ideas for who else needs one.

Sooo… there you have it, last-minute Christmas gift idea that actually feels thoughtful! Go make your free Synthesia Santa video.

Synthesia | #MadeWithSynthesia

I worked with a wealth manager last year.

Managing 220 million in assets.
Zero LinkedIn presence.

His last post? 2019.
Profile photo? From 2017.

Headline? "Wealth Manager at [Firm]."
→ Invisible.

Here is what happened:
He lost a 40 million family office deal to a competitor with HALF his experience.

Why?

The family office Googled both of them.

Competitor: Active LinkedIn, 6,000 followers, posting insights twice per week.
My client: Dead profile, no content, looked like he retired.

The family office principal told him:
"We went with someone who felt current."

That loss cost him 400K in annual fees.

→ Because he was invisible online.

We rebuilt everything:

Month 1:
New positioning focused on family offices in healthcare
Profile optimized for his niche
Content pillars mapped out

Months 2-3:
Published 3X per week consistently
Engaged strategically with target audience
Built credibility through insights

Month 4-6:
Inbound conversations started flowing
Profile views increased 420%
Positioned as THE healthcare family office expert

Result after 6 months:
9 qualified inbound conversations
3 family office clients
62 million in new AUM

→ From being visible.

Same person. Same expertise. Same track record.

The only difference?
→ People knew he existed.

Here is what he told me:
"I spent 20 years building expertise and almost lost everything because nobody knew about it."

If you are a financial services founder managing significant AUM but invisible online...

You are one Google search away from losing your next big opportunity.

Visibility is not vanity.
→ It is survival.

If you want help building the authority you should have had years ago...
DM me "VISIBLE" and let's fix it before you lose the next one.