When you receive correspondence from someone you haven’t met before, what’s one of the first things you do? Do you Google them? Check out their LinkedIn profile? That’s what I do. If I receive a call, I am checking LinkedIn as we speak. When I am planning to make a call, or go to a meeting, I am checking LinkedIn.
A LinkedIn profile is an opportunity to present to the world how you and your company help your clients.
Most of us in the business world have had our LinkedIn profile for awhile. We probably set it up to reflect our resume… companies we have worked for, titles, tasks, education… a summary focused on the activities we do. Or maybe you haven’t updated your profile for awhile… it’s outdated, doesn’t reflect who you are now.
I suggest we look in the virtual mirror and see what that looks like to the eyes of a prospective buyer… Our friends at Hubspot are leaders in the world of inbound marketing and they provide mountains of content focused on social selling and inbound marketing. I have always liked an infographic they
published a number of years ago, check it out here. The graphic summarizes some great points on how to present ourselves. Following is my quick synopsis.
The Headline… make this count… articulate who you help and how you help
The Picture… professional, friendly, you want look like you are easy to converse with
The Contact Info… fill it in so that it is easy for your prospective buyers to connect with you
The LinkedIn URL… take the time to make it yours… and searchable
Connections… this takes some work on your part. Send customized, personalized invitations to people you’ve interacted with, and the people you want to interact with… stay relevant with your messages to them. This activity becomes part of your routine.
The Summary… Keep it succinct. 3 paragraphs. Your purpose. What you do, how you help, the results they will receive. And finally, a call-to-action, how and why they want to contact you.
Content… share some eye catching relevant pieces
Experience… it may read like a resume, remember you can position it to present how you’ve helped buyers like them to achieve their desired results.
Honours and Awards… adds credibility to your abilities to help
Publications… a chance to showcase your thought leadership
Education… be sure to include all relevant training
Groups… another area that requires an investment of your time. Find the groups where your prospective buyers belong. Get involved in the conversations happening there, add value.
Recommendations… a bit more work… we must reach out to people who know us and will share their positive views on the value we offer to buyers.
Regardless of your role with your company, your profile contributes to the social brand of your organization. Make sure you are always putting your company in the best light for your next great customer.