I was recently asked an eloquent question around LinkedIn:
How do I get people to buy from me without being smarmy?
Really a fantastic question … and I have an answer!
There are three important steps to generating sales on LinkedIn:
- Get your profile ready to be seen
- Engage, engage, engage!
- Reach out to leads
It’s really that simple, though I know it isn’t simple at all. How do you get your profile ready to be seen? Where do you engage? What do you say when you reach out to a potential lead?
Today we are going to take a look at preparing your profile to be seen, starting with one of the most important aspects of LinkedIn: having a great headline.
It’s All About the Headline
Your headline is critical to the attention you receive on LinkedIn. When you have a headline that pulls attention from potential clients, curiosity will get the best of them and they will click through to your profile.
So … what makes a great headline?
The key is to adequately represent what you provide. How to do that will vary by industry. For example, I receive the most attention for my services (LinkedIn Profile Optimization) by putting those words first in my headline.
Others who don’t have a specific deliverable (a business coach or marketing consultant, for example) may do better with an action-oriented headline such as, “Generating Leads for Small Business Owners in Metro Detroit.”
Now, I just used that last headline as an example, but it gets you thinking, doesn’t it? Even if you don’t have a small business in Metro Detroit, you want to see what that person has to offer. It resonates far deeper than a headline that reads, “Marketing Consultant,” or “CEO.”
Ask yourself what your top deliverable is and represent that within your headline. Also, make sure you put the most relevant keywords within the first 75 characters since that number of characters is always visible when engaging.
What Would You Say First?
When it comes to what you should write within your Summary and Current Experience sections, think about what you would say to someone who would most benefit from your product or service.
- How would you best describe your product or services?
- What problem(s) are you solving?
- What are the next steps to getting started with you and your business?
What you want to say within your Summary and Current Experience sections are what you would tell someone who just walked into your brick-and-mortar establishment. Instead of an actual store, though, they’ve walked into your LinkedIn profile.
The difference between a Summary and Current Experience section is kind of like the difference between a cover letter and a resume. Your Summary will talk more about who you are as a professional while your Current Experience section will talk more about your deliverables.
Don’t Forget Keywords
What would someone type into LinkedIn search to find what you’re offering? Those are the keywords you want to include within your headline, job title(s), and copy. If you have characters left over (LinkedIn provides 2,000 per section), you can even list keywords at the bottom. Simply refer to them as “Specialties” or “Expertise” and then list them out.
Add Articles, Multimedia, and Websites
LinkedIn doesn’t allow for dynamic links within your body copy, but you can add links at the bottom of each section. Great things to include are sales landing pages, articles you’ve written or been featured in, multimedia (e.g. videos, podcasts), links to your website, or PDF brochures.
You want to link to anything that provides credibility or links users to the next step in your sales funnel.
Make it Readable
Make sure what you write is easy to read. I know this can be difficult since LinkedIn doesn’t allow for formatted text within sections, but there are ways to write something that is easy on the eyes.
Avoid giant blocks of text — use plenty of breaks, headers (use all caps for these), lists and icons. You don’t want it to look like an emoji app blew up on your profile (keep it professional!), but some strategically-placed icons never hurt anyone.
Also, proof it! Have someone else take a look at what you’ve written and point out any errors. Grammatical and spelling errors are the best ways to look unprofessional!
Don’t forget to be yourself! Adding some personality to your profile can be a huge benefit. Articulate your passions, write with a particular flair, or add a little humor. Obviously, a profile for a tax consultant will have a far different tone than that of a business coach, but you get the idea. Make sure what you say is memorable!
Okay, what do you think? Did I leave anything out? Feel free to ask questions below! And if all of this seems like way too much work, take a look at my LinkedIn Profile Optimization service.