Welcome to part 2 of our 5 Step LinkedIn Strategy to attract your ideal clients. If you missed part 1, you can find it here, where we discussed creating your target audience. Now that you know who you want to attract, it’s time for part 2 – what you’re saying to them when they find you.

 

Step 2 : How to position yourself on LinkedIn so you generate more high quality leads

You’ve probably heard the quote “You don’t get a second chance to make a first impression”. But have you considered that in this digital age, the first impression you make nowadays increasingly isn’t the one you make in person? In the professional arena, your first impression is often your LinkedIn profile.

In addition to perspective clients, your page may be viewed by potential investors, joint venture partners or members of the media.

The objective of your LinkedIn profile is for you to be seen as a prominent and credible figure, passionate about the industry and with original views and information to share.

In this article, we’re going to look at what your LinkedIn profile should contain.

1. Your LinkedIn Headshot

Your photo is usually the first element that visitors to your page will look at. It must be professional, but professional doesn’t mean a cold, clinical headshot with a forced smile. A good headshot photographer can create a photo that captures your character and creates engagement.

2. Your LinkedIn Headline

Your headline appears just under your photo. It should be a snapshot of what you do and who you do it for. Your headline should use your keywords – the words your clients would use when searching for you online. It’s great for SEO.

Including symbols can help create a distinctive look as well as separating your headline’s key points. You can view Perfect Boom owner, Bonnie Power’s LinkedIn profile and see her headline here.  (note: the symbol feature is now only available via copy and paste from existing headlines – feel free to use Bonnie’s profile as a template).

3. Your LinkedIn Summary

Below your headline is your Summary. This is not your resume. This section should encourage your perspective client to pick up the phone and speak to someone in your office. What do you do? Why do you do it? Do you service a niche industry or location? What can you do to help? Think like your perspective client – what do they want/need to know that will make them want to do business with you?

Longer summaries work best when you chunk them into sections. It avoids the ‘wall of text’ and is good for people skimming through your content, especially when they’re viewing on a mobile device.

Your summary should also include a call to action – an invitation to call, a download from your website such as a checklist or how-to information. A great call to action enhances your credibility.

4. Your Experience Section

The next section is Experience. People don’t often scroll all the way down to view this, and so many people focus only on their headline and summary. But if anyone is going to check out your profile thoroughly, it will be an interested potential client doing due diligence. If they’re looking at this area, they’re highly interested in you.

Your experience should include the scope of clients have you worked for and what have you’ve achieved for them. Where possible, include statistics or case studies to back up your claims. Providing evidence of your results helps to separate the ”sayers” from the “doers”. Providing evidence of your results boosts the believability of your claims.

5. Your Interests

Other elements to add include board membership, volunteer work, or support of charities and causes. These all help flesh you out as a person, they generate warmth and show your personality. If they resonate with your potential client, they can also be used as a conversation starter when they do contact you.

6. Your Skills

Your Skills section should be in a relevant order. Encourage your existing contacts to endorse your key skills. People you connect with will view the skills and endorsements area for activity as nothing screams “fake, robot generated profile” more than an empty skills and endorsements area.

7. Recommendations

The next section is your recommendations. Again, it’s not a commonly viewed area, but those that view it are those that are the most interested in you. Make sure you include recommendations are from the kind of businesses you want to attract, and ensure that at least 2 or 3 are from the last 12 months.

Now go back through and look at your whole profile. Does your LinkedIn profile really separate you from the pack? Does it show your breadth of knowledge and the scope of your experience? Think about your framework – how do you help your client go from where they are now to where they want to be? Create a sky-high overview that they can then use to get comfortable with you and your work.

Remember to have your other team members update their LinkedIn profiles too. Make sure that your messages are congruent – what the company does, what you stand for and what clients you have.

Tips on how to Use Your LinkedIn Profile to Build Your Company Brand Awareness

Articulating the results you’ve delivered through the through testimonials and case studies.

Building your 1^st degree connections with clients and joint venture partners (covered in step 3).

Create goodwill with your audience by sharing your high-quality content.

Demonstrate your excellence by showing awards and projects.

Express your opinions on general industry issues.

Find the partners and colleagues to share your great content. You can do this via strategic use of messaging.

Get an emotional connection by showing your passion. This is where your content will differ as it’s not the same cold, clinical content that everyone else has on their profile.

Help your audience to see what you provide by sharing some of your IP.

The profile that follows these steps will truly be one that rises above the others and attracts those ideal clients. The next step is to get your name out there by associating it with some great content.