More and more marketing, business development and recruitment professionals are using LinkedIn to achieve their business objectives. But one element is often underestimated: the profile.
Moreover, according to a LinkedIn study, 50% of buyers avoid incomplete profiles. Is it not likely then that the same is true for everyone? There’s no time like the present to course-correct. Here are five elements to optimize on your LinkedIn profile.
1- Key words
Key words are crucial if you want to be found, whether on LinkedIn or via search engines. Here are five key areas that maximize results:
- Profile title
- Job titles
- Job descriptions
Of course, LinkedIn takes other factors into account when ranking results. But, without key words, your chances are nearly non-existent.
People viewing your profile instantly decide who you are. How is this possible? Images. As human beings, we are drawn in by images.
These are the three most important images for making a good first impression:
- The photo
- The header image
- A summary that incorporates rich media
Even if it’s possible to place rich media elsewhere in your profile – in the Experience and Training sections – those in the summary ignite immediate curiosity. A great way to differentiate yourself.
3- The tone and angle
Now that you’ve been discovered and have made a good first impression, it’s time to prepare the connection.
Um… the connection?
Yes, your profile is not a CV. It’s the first step toward a connection.
In many cases, the person wants to know if you can help them now or in the future. So you have to make sure to keep the tone conversational and positioned from the visitor’s point-of-view. In other words, from ME, ME, ME to YOU, ME, US.
Begin by discussing their needs, their concerns and their expectations. Then, continue with what you can offer and how you differentiate yourself. Lastly, discuss possible follow-up.
Two areas to optimize are:
- The summary
- Current job descriptions
4- Proving yourself
As with a CV, people have a tendency to embellish their profile and visitors know this. They ask themselves: “Is this too good to be true?”
To reassure your visitors, I would suggest substantiating your claims.
Three areas to consider:
- Skill endorsements
- Written endorsements
By adding these elements to your profile, you can significantly diminish any doubts people may have. This doesn’t mean they won’t look to verify the information, but they will be less sceptical. What do you have to lose?
The missing piece for getting the most out of your profile is the call-to-action. Yes, people can invite you. Anyone who wants to grow their network will invite you.
But anyone looking for suppliers, specialists, consultants, services… won’t necessarily do so right away. They are in search mode, so they stay on the surface… and look elsewhere.
To increase your chances to connect, provide them with simple actions that will get them out of passive mode, and encourage a conversation. For example, a document to upload, a video to view, a case study to analyze.
With these five elements, your profile will be your strongest asset for achieving your objectives.