On LinkedIn, your personal profile is the core element of an effective LinkedIn strategy. You cannot be successful selling on LinkedIn if your profile is sub-par. This article gives some key pointers on how to do it right, so read on...
When somebody clicks on your image or byline, or links in comments you make, they go right to your LinkedIn profile. It's a quick hop to your message. So having a strong message is essential, right?
The ideal LinkedIn strategy will attract a large number of profile visitors, then convert them into discovery calls with a minimum amount of effort. Here are some tips to facilitate that:
Background banner image: We live in a visual world so take advantage of it by putting up a high quality and unique banner image. It can look similar to your website branding, or represent some core concept of value you provide to your customers. Visual branding should be part of your LinkedIn strategy, and the banner is where you do it.
The banner image at the top of your profile is a great place to brand yourself. LinkedIn's stock photos are pretty well-worn, so I recommend getting one from a stock photo service. Contrast and color matching with your headshot photo is important. For example, if you are wearing a black suit, a lighter color banner image can work well and make your photo pop out. Or you might want to go with a dark banner to emphasize the serious nature of your work, such as law or Internet security. I recommend against adding logos, avatars or anything like that.
The Summary is your place to shine. It's where you tell your value story. What differentiates you from your competitors? What types of customers do you work with? What disqualifies a potential candidate from working with you? Is there a quote you particularly like that represents what you're all about? This is your chance to make a great impression, so state things clearly and use up as much room as you need and the keywords that people search for to find you.
Don't forget your headline. Most people leave it at the default job title. But this isn't a good LinkedIn strategy -- it should be changed to what you do and what value you offer. Try to write a 3-5 word elevator pitch somebody can clearly understand at a glance. Your headline and photo is what people see at a glance all over LinkedIn, so a good headline will really increase your incoming connection invites.
Keywords are very important on LinkedIn. Potential customers searching for products and services will use the search box to find people and companies who can solve their needs. LinkedIn's search engine has a unique ranking mechanism that relies on keywords, skills and the ranking of your profile versus other similar professionals. If your profile has lots of keywords, it is naturally likely to appear at the top of relevant search results. That means more potential business for you!
Believe it or not, the interests section is important for a good LinkedIn strategy. When people in your second degree network see how they're connected, one or more common interests may appear. Many times your potential prospects will want to do business with you because they share your love of the environment or animal rights. So list as many interests as you have.
If you have published online or offline, the publications section is the place to list these. Publishing is important in many circles (law or science, for example), and it is good to list papers, articles, films, interviews and other content you've originated or co-authored.
For an effective LinkedIn strategy aimed at selling to ideal customers, you need to have a strong profile. Hopefully, these suggestions will help you optimize your profile and generate more business.
When somebody clicks on your image or byline, or links in comments you make, they go right to your LinkedIn profile. It's a quick hop to your message. So having a strong message is essential, right?
The ideal LinkedIn strategy will attract a large number of profile visitors, then convert them into discovery calls with a minimum amount of effort. Here are some tips to facilitate that:
Background banner image: We live in a visual world so take advantage of it by putting up a high quality and unique banner image. It can look similar to your website branding, or represent some core concept of value you provide to your customers. Visual branding should be part of your LinkedIn strategy, and the banner is where you do it.
The banner image at the top of your profile is a great place to brand yourself. LinkedIn's stock photos are pretty well-worn, so I recommend getting one from a stock photo service. Contrast and color matching with your headshot photo is important. For example, if you are wearing a black suit, a lighter color banner image can work well and make your photo pop out. Or you might want to go with a dark banner to emphasize the serious nature of your work, such as law or Internet security. I recommend against adding logos, avatars or anything like that.
The Summary is your place to shine. It's where you tell your value story. What differentiates you from your competitors? What types of customers do you work with? What disqualifies a potential candidate from working with you? Is there a quote you particularly like that represents what you're all about? This is your chance to make a great impression, so state things clearly and use up as much room as you need and the keywords that people search for to find you.
Don't forget your headline. Most people leave it at the default job title. But this isn't a good LinkedIn strategy -- it should be changed to what you do and what value you offer. Try to write a 3-5 word elevator pitch somebody can clearly understand at a glance. Your headline and photo is what people see at a glance all over LinkedIn, so a good headline will really increase your incoming connection invites.
Keywords are very important on LinkedIn. Potential customers searching for products and services will use the search box to find people and companies who can solve their needs. LinkedIn's search engine has a unique ranking mechanism that relies on keywords, skills and the ranking of your profile versus other similar professionals. If your profile has lots of keywords, it is naturally likely to appear at the top of relevant search results. That means more potential business for you!
Believe it or not, the interests section is important for a good LinkedIn strategy. When people in your second degree network see how they're connected, one or more common interests may appear. Many times your potential prospects will want to do business with you because they share your love of the environment or animal rights. So list as many interests as you have.
If you have published online or offline, the publications section is the place to list these. Publishing is important in many circles (law or science, for example), and it is good to list papers, articles, films, interviews and other content you've originated or co-authored.
For an effective LinkedIn strategy aimed at selling to ideal customers, you need to have a strong profile. Hopefully, these suggestions will help you optimize your profile and generate more business.
About the Author:
To implement your LinkedIn strategy as a cohesive system you need to utilize at least one professional LinkedIn strategy (SEE HERE)
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