How to write your LinkedIn Profile

How to Write Your LinkedIn Profile to Generate Maximum Visibility

Professionals and businesses pay to be able to search the 575 million profiles (260 million active) on LinkedIn, so it makes sense to put time (and maybe money) into writing a LinkedIn profile that will get you found.

I have been writing LinkedIn profiles for nearly four years, knee-deep in the platform that has been rapidly growing since Microsoft purchased it in 2016.

Here are my best practices for writing a LinkedIn profile for maximum visibility:

Focus on Your LinkedIn Headline

There are multiple approaches to take with your LinkedIn headline, but it is one of the most important aspects of your profile.

Your headline is one of the heaviest-weighted items of your LinkedIn profile, so it is important to think through your primary LinkedIn goal and whether your target audience will be searching for you or finding you through inbound marketing (e.g. they see you post because of organic reach or through the post of a mutual connection).

  1. If your target audience will be searching for you — you are hoping to be found by a recruiter or staffing agent or your potential client will be searching for your services — comprise your headline of keywords.
  2. If you expect your target audience to find you via inbound marketing, make sure the first 50-70 characters of your headline will draw them in. Depending on your audience, this may be keywords, but I’ve also seen people write coy or sarcastic headlines that are incredibly effective.
  3. If you are a top-level executive, consider your title and company only. If you are a C-level executive of a Fortune 500 company or are in a specialized industry like finance or medicine, a minimalist headline may be the best approach. Add keywords in your Current Experience or Skills sections.

Write A Summary with A Strategy

Just as there are multiple approaches to take with your LinkedIn headline, there are multiple approaches to take with your LinkedIn summary. The majority of the time, your summary should serve the same purpose as a cover letter: it should summarize your professional journey and your expertise.

If your primary focus on LinkedIn is sales, you may want to promote your product or service using your Summary. A few things to remember with your LinkedIn summary:

  1. Your first three lines should draw in your audience. When someone clicks to view your LinkedIn profile, they will see your banner, headshot, headline, and the first paragraph of your summary (see above). If that first paragraph doesn’t draw them in, they’re more than likely clicking away.
  2. Include keywords: Your summary is heavily weighted for search, so make sure you are including keywords and phrases throughout your copy.
  3. Add two links that support your expertise or business: How links are displayed has changed many times in recent years. Currently, having two links is (in my opinion) the best option because you can see the headline along with the thumbnail. This is much more attractive than 5-6 teeny tiny thumbnails across the bottom of a section.

Make Your Current Experience Section(s) Count

You can have more than one current experience section, and they are heavily weighted for search. If a user with Sales Navigator or Recruiter is using the “Title” field, what you have listed as your current experience headline will be searched for a match.

  1. If you are looking for a job, think through what a recruiter or hiring manager would type into that title field and make sure it is a part of your current experience headline!
  2. If you are unemployed, create a current experience section to position yourself as a consultant. Be creative if you have to, but this serves multiple purposes: it adds valuable keywords to your profile and it fills an unemployment gap.
  3. If you are selling on LinkedIn, make sure you populate your current experience section with relevant keywords and/or services your target audience would search for.
  4. If you are an executive on LinkedIn, include your title first and then add other keywords after that. For example: “CEO of The Best Company | Website Management and Design for Fortune 500 Companies”

Complete Your Skills Section

This is especially important for anyone unemployed or looking to make a job change. LinkedIn Recruiter has a search field for Skills, which recruiters or hiring managers will fill out to narrow a candidate search. LinkedIn job postings also include specific skills ideal candidates should possess.

If possible, use already-established skills. You can type anything you want into the skills section, but it’s best if you use common terms.

Choose what you believe to be your most relevant skills to put in the top three.

Make Your Profile Public

If you are trying to be found on LinkedIn, make it easy. Whether you like it or not, having a headshot and making it visible increases trust.

In fact, LinkedIn users with a profile photo receive:

  • up to 21X more profile views
  • up to 36X more messages
  • up to 9X more connection requests

Other Important LinkedIn Profile Best Practices

  • Make sure each section is linked to the appropriate company page. When you begin to type in the business you work with, the page should populate for you to select.
  • If you have your own business, you must create a company page for your logo to show up on your personal profile!
  • Write articles specifically for LinkedIn or cross-post your articles natively on LinkedIn. This adds more to your LinkedIn profile because your most recent article is prominently displayed in the “Articles & Activity” section!

Any questions I didn’t address? Please ask them in the comments below!

You can also download my free LinkedIn Profile Optimization Checklist!

About Chrissie Wywrot

Chrissie Wywrot is a LinkedIn visibility expert and lead generator working with six- and seven-figure businesses. To learn more about her services, visit her LinkedIn profile or email her at chrissie@chrissiewywrot.com.

LinkedIn lead gen

This is ‘My Right Way’​ for Generating Leads on LinkedIn

“LinkedIn doesn’t actually generate business, though, right?”

You’d be surprised how many times I’ve been asked that question. It jolts me every time, because LinkedIn is my business.

I’m jolted for the opposite reason when people are offended because individuals do generate business through LinkedIn.

The (obvious) bottom line? Generating business via LinkedIn is 100-percent appropriate when it’s done the right way. 

What is the right way?

I am going to articulate my “right way,” which isn’t necessarily another person’s “right way.” I market myself and my clients using a genuine, organic method. I’m not a fan of automated messages, bots to auto-connect, or pitching hard with the first outreach.

I believe in the human touch.

While that way isn’t always the fastest (though sometimes it is, as you’ll read later), it is like building a house on rock instead of sand. When done consistently, the groundwork is laid for regular leads to come in.

My “right way” has generated leads for me — some immediate and some more than a year after the initial connection — and consists of the following actions:

1. Writing An Effective Headline

This is your LinkedIn billboard. 

I have one client who found me through my LinkedIn headline. I had commented on a mutual connection’s post and this client saw that I specialize in “LinkedIn profile optimization and visibility.” It was a need and she reached out.

Your LinkedIn headline is made up of 125 characters with the first 75 visible at all times. That means your headline is hugely valuable when commenting on other people’s posts.

Headline dos and don’ts:

  • DO use SEO-relevant words
  • DON’T fill your first 75 characters with prepositions
  • DO catch the attention of your target within the first 75 characters

2. Having Fun with Outreach

This is part of my “be human” philosophy and why I’m not a fan of auto-connections. When I reach out, I frequently look over his or her profile, noting anything that jumps out.

Sometimes nothing jumps out, and that’s okay!

Other times, I will see a mutual interest, a business name I think is clever, or a particular achievement that impresses me. I mention it when I reach out.

Doing this accomplishes a few things:

  • It humanizes us
  • It catches the attention of the recipient
  • It shows the recipient you took care in reaching out

I have received immediate leads after sending a whimsical, off-the-cuff reach-out. First, I caught the attention of the recipient with my note, and, second, had the information in place within my headline and profile to lead them through the initial phase of my sales process.

3. Engaging Consistently

I know I’m not one of the “big dogs” with this statistic (I will get there!), but I receive – on average – between 150-250 profile views per week. At least once per month, I spike between 400-500 profile views per week.

I generate those profile views by consistently engaging on LinkedIn, and by having a keyword-heavy headline and profile that pulls me up in search.

“Going down the rabbit hole,” as I call it, also helps you as it pertains to the algorithm (the more you engage, the better your posts do), and puts your headline in front of more people. I see a lot of value in engaging on LinkedIn, even for those who are crazy-busy influencers or business owners (seemingly) without the time to do so. 

The key question: do you have enough time to generate leads for your business?

If a potential client says they have zero time to respond to comments or private messages within LinkedIn, I will suggest they work with someone else.

Lending your genuine expertise to your LinkedIn network is what will sell you – generic comments from someone responding on your behalf just won’t cut it.

The (Obvious) Bottom Line

I mentioned earlier that the (obvious) bottom line is that generating business on LinkedIn is 100-percent appropriate when done the right way. Remember that this is my right way, and that others are effective using other methods. 

If you are wondering whether my methods will work well for you, check out the following four categories and see if you fit into one of them:

THE INFLUENCER: Someone with a significant audience and following who has not yet taken advantage of LinkedIn and what it has to offer. These individuals can get a huge boost simply by optimizing their profiles. If they are sought after on other channels, they will certainly gain visibility by optimizing on Google-friendly LinkedIn.

THE NICHE: Someone with a B2B that is one of the first of its kind, or with a business type that doesn’t yet have a significant presence on LinkedIn. In addition to profile optimization (always the first step), this person can develop a defined strategy that will boost him or her to influencer status. With that will come more leads in less time, and potential business partnerships.

PLENTY-OF-TIME: Someone with a stable, successful six-figure-or-more B2B, with no fear of losing clients or incoming leads in the near future. An optimized profile and marketing strategy can build a funnel for this person in 3-6 months, depending on the sales cycle for the business. Personalized connection requests will add the right people to spread awareness and generate leads.

AMAZING CONTENT: Someone who is posting incredible things on LinkedIn … but no one is seeing those posts! After optimizing their profile (yes, it’s always the first step) and making — more than likely — small adjustments to their posts, their content will be seen by more people.

These four categories are my jam. Anyone who falls into one of them will generate traction on LinkedIn, often generating leads right away when working with me.

If you are interested in learning more, reach out to me on LinkedIn or book a call!

About Chrissie Wywrot

Chrissie Wywrot is a LinkedIn visibility expert and lead generator working with six- and seven-figure businesses. To learn more about her services, visit her LinkedIn profile or email her at chrissie@chrissiewywrot.com.

LinkedIn Sales

Your Sales Team Will Thank You For Investing in a LinkedIn Strategy

If you have a sales team, there’s a good chance you’re engaged in cold reach-outs via phone, email, or both. Cold reach-outs definitely have their advantages as a cheap, direct, and effective practice, but how about diversifying your lead generation strategy?

Adding LinkedIn as a lead generation tool is the perfect complement to an outbound strategy. With LinkedIn, your team can conduct cold reach-outs (with personalized notes) while adding relevant individuals to his or her network.

A LinkedIn component adds a nurturing strategy to cold reach-outs and a point of reference for the professionals you’re calling or emailing.

1. Sales Navigator Delivers Highly-Targeted Prospects

I am a LinkedIn Premium member, paying $79.99 per month for access to LinkedIn Sales Navigator. I think this price is a steal and that many LinkedIn users overlook the wealth of information Sales Navigator provides.

In my article, This Is Why LinkedIn Sales Navigator Is Totally Worth It, I outline specific benefits that include pinpointing active profiles, executing detailed searches, and targeted engagement.

In short, your sales team will have the ability to search for active profiles in your specific target audience and then add those individuals to their network or reach out via InMail.

NOTE: Every salesperson I’ve enlightened to this practice has been blown away by the value of Sales Navigator.

2. LinkedIn Doesn’t Have to Be Intrusive

One tricky thing that comes up with LinkedIn and sales teams is the reality that employees leave the company and take their LinkedIn network with them. 

Should businesses invest in LinkedIn for their employees when that possibility exists?

I have a two thoughts on this subject:

  • A company SHOULD NOT try to own an employee’s LinkedIn profile. I don’t care if the company invests in a LinkedIn profile optimization – dictating what an employee can do with his or her own digital real estate is wrong.
  • A company CAN find cost-effective ways to improve the LinkedIn profiles of its employees. I recently put together a specific optimization package for teams in which I offer a template that employees can fill out and implement themselves.

An investment in LinkedIn can be beneficial, even if an employee leaves the organization. By leveraging a template, you invest a minimal amount of money while allowing that template to be used by new employees as you replace those that have left.

3. A Unified Company Message Goes A Long Way

The LinkedIn algorithm is a hot topic on the platform these days with professionals wondering what “rules” to follow to generate maximum visibility.

Regardless of the algorithm’s nuances, one fact remains clear: the more individuals engaging a piece of content, the further it goes. That means a team of individuals engaging the same content will amplify it to the next level.

This includes company pages as well. As businesses grow, the relevance of a company page increases. With a large team liking and commenting on company page posts, those posts will generate more visibility.

I will admit, I thought LinkedIn company pages were dead until I started working with The Kiefer Foundation. The foundation’s chairman, Steve Kiefer, is a VP at General Motors, and does not use his personal profile to post for the foundation. A company page was necessary.

In one year, The Kiefer Foundation’s LinkedIn page has more than 1,100 followers with a recent post generating more than 73,000 impressions. 

It seems LinkedIn’s company pages have evolved from being next to irrelevant to being a powerful asset to larger companies and nonprofits.

Get Your Sales Team Involved

Combine cold reach-outs with a solid LinkedIn nurturing strategy to get the most out of your sales team. Whether you’re supplementing your reach-out strategy with LinkedIn prospecting or vice versa, I guarantee you’ll be glad you dipped your toe into the water of selling on LinkedIn.

If your interest is piqued and you’re ready to learn more, schedule a consult call today.

About Chrissie Wywrot

Chrissie Wywrot is a LinkedIn visibility expert and lead generator working with six- and seven-figure businesses. To learn more about her services, visit her LinkedIn profile or email her at chrissie@chrissiewywrot.com.

LinkedIn Job Search

LinkedIn 101 for College Students and Recent Graduates

Are you a college student or recent college graduate looking for a job?

Focus your attention on LinkedIn.

LinkedIn has steadily grown into a networking and job-seeking powerhouse. More than 26 million companies are represented on the platform with more than 15 million open jobs.

Great, you say. Where do I start?

I’m glad you asked!

These are my best practices for young people looking for employment on LinkedIn:

1. Be more than a student, a graduate, or an intern.

This may be the Millennial in me talking (the old-geezer Millennial), but please own your expertise. I recognize your expertise has a long way to go, but categorizing yourself as a student, graduate, or intern screams inexperience.

As much as Millennials get a bad rap for thinking highly of themselves, it is critical to properly represent your knowledge to compete in the LinkedIn job market.

Use your 125-character LinkedIn headline to sell yourself.

Circa 2004, I was the “New Media” intern with the Detroit Lions, editing the team website and helping with content creation. Instead of using “New Media Intern for the Detroit Lions” as my headline (yawn), I could have used:

Content Creator for the Detroit Lions | Photographer | Editor | Website Manager | Graphic Designer

Don’t get me wrong, my skills were nowhere near polished, but this headline represents the areas I could have contributed to another organization. Had a human resources professional conducted a LinkedIn search (had it existed back then) for “content creation,” this version of a headline gives me a chance of being found and contacted.

Also make sure your profile is optimized and you have a complete set of skills – you can use my free checklist as a guide.

2. Connect, connect, connect.

As a young person in a competitive job market, it’s all about who you know. (After that, you better know what you’re doing, but that’s for another blog post.)

The bandwidth of who you can know is wider than ever, but social media shouldn’t be your primary objective. Reaching professionals via LinkedIn and other digital platforms must be a gateway to connecting in the real world.

Start with who you know and spider your way out.

As a college student or recent graduate, leverage the influencers in your real-world network. Begin with professors, employers, or professionals you’ve helped as part of an internship or class project.

  1. Ask for introductions. Do you want to work with a particular company? Search for the right people in that company and see if you have any common LinkedIn connections. If you do, ask your common connection to make an introduction.
  2. Ask for a promotional post. If you know someone with a large and active network on LinkedIn, ask that person to post about you and what you are looking to accomplish as a professional. These posts not only help you, they help the person sharing about you!
  3. Ask for a recommendation. While these are less prominent than they used to be, having recommendations from professionals on LinkedIn can help immensely when potential employers are vetting you out by looking at your profile.

3. Make up a job.

This is on the up-and-up and it applies to anyone out of work and looking for a job on LinkedIn. If it is applicable to your industry to be a consultant, be a consultant, even if it’s only on your LinkedIn profile.

Current experience sections on LinkedIn are weighted heavier for SEO than past experience sections and the additional section allows you to promote yourself and your skills. 

Consider what you could offer as a consultant and be ready to actually consult.

If your industry doesn’t allow for consulting, try to find something you can do to keep yourself current. Volunteer with a local business or a local professional, for example.

As much as we wish it weren’t the case, a current experience section is critical to avoid the dreaded “gap.” Thankfully, LinkedIn provides flexibility with what can be presented.

4. Have a presence.

Have a presence and an identity on LinkedIn beyond searching for a job! Post on the platform to generate trust and likability, and to showcase your expertise.

Stand for something without ruffling any feathers (make sure you play the part of good representative of your future employer). If you are a writer, write. If you are a teacher, share ideas or articles about your teaching philosophy. Add value by commenting on the posts of others.

Be seen.

I could argue that No. 1 thing valued by all employers is proactivity because of what it represents. Proactive people are making an effort, they clearly care about what they’re doing, and they have a fire in their belly to succeed.

Show up on LinkedIn and experience the fruits of your labor.

5. Be patient.

Last, but certainly not least, recognize that this will be a process. If you are a student now, you have an advantage because you aren’t in a rush. 

Know that you are investing in potential job opportunities by having a high quality headline and profile, connecting with relevant individuals, properly representing your skills and abilities, and engaging on the platform.

Follow these steps, and you will be on your way to a robust and fruitful LinkedIn presence.

About Chrissie Wywrot

Chrissie Wywrot is a LinkedIn visibility expert and lead generator working with six- and seven-figure businesses. To learn more about her services, visit her LinkedIn profile or email her at chrissie@chrissiewywrot.com.

What LinkedIn Would Say if It Could Talk

Hi, it’s LinkedIn. You may not remember me … we met back in 2007 (through your boss) when I was much younger. I admit, I was a bit of a nerd. 

Anyway, we chatted a few times, but lost touch. I’ve tried to send you a few emails (or 40) to let you know a lot is going on with me, but you haven’t responded. 

I get that you have a lot going on, but I really do think you’d enjoy rekindling our relationship. 

I’ve really reinvented myself since we last hung out — I can introduce you to more than 575 million people!

What I’ve been up to …

I’ve become a real social butterfly since we last spent time together. You may remember that I used to share a lot of the periodicals I was reading. 

Now, I’d much prefer a lively conversation! In fact, the number of people engaging in those conversations by liking, commenting, and sharing has gone up 50-percent since last year — tens of thousands of comments are happening every hour.

I talk to new people all the time about a range of things … business, sports, personal goals and values, and it attracts a huge crowd.

Speaking of a huge crowd, you may remember that I used to be pretty cliquey, avoiding new people at all costs. I kept people in their own groups, discouraging them from speaking to one another. 

That’s all changed.

Now, I enjoy setting people up in new relationships. Please, reach out to new people! 

Networking is a fantastic way to expand your professional reach. When you see someone you’d like to learn more about, send a personal note and see what happens!

Speaking of reaching out to new people, there is another subject I’d like to go over: selling.

When you and I last spoke, overt selling wasn’t exactly encouraged. Now, we just ask that you not engage in bad selling. Ha! 

Okay, okay, in all seriousness, my mission is to connect the world’s professionals to make them more productive and successful. Selling certainly falls under the category of success! 

I just have one recommendation: don’t do anything with me that you wouldn’t do face-to-face. It’s easy to get bold under the guise of a computer screen, but your sales tactics will work (and not work) the same online as they do off!

This same rule applies when you’re looking for a job or trying to form new partnerships — be yourself and good things will come to you.

Before you go …

I have a few tips for you to make the most out of our time together!

  • Make sure you have a profile picture – members with profile photos receive up to 21X more profile views, 36X more messages, and 9X more connection requests.
  • Optimize your LinkedIn profile by adding keywords and descriptions in every single section (there is a 2,000-character limit). The more you include, the easier it is to find you.
  • Start your own conversations and jump into others – it will help you be seen!
  • Have fun and be yourself!

About Chrissie Wywrot

Chrissie Wywrot is a LinkedIn specialist working with passionate entrepreneurs and professional athletes. To learn more about her services, visit her LinkedIn profile or email her at chrissie@chrissiewywrot.com.

LinkedIn profiles

These Are the Linkedin Profiles I Want to Get My Hands On

There are certain LinkedIn profiles I drool over.

Wait, wait. Don’t click away yet, hear me out.

There are individuals on LinkedIn with such untapped potential that I want to shout (or type in a PM), “Just let me get my hands on your profile! I promise, it will be amazing!”

If you’re wondering if you have untapped potential, read through these four descriptions and see if you can find yourself in any of them!

The Influencer Model

The Influencer: Someone with a significant audience and following who has not yet taken advantage of LinkedIn and what it has to offer.

This person has a successful six-figure-or-more B2B with a small staff. They know they could be using LinkedIn, but just haven’t gotten around to it. They often have a popular podcast, blog, or presence on another social media channel.

Why haven’t they done anything with LinkedIn yet? They haven’t had the time … they’ve been too busy building their incredible business!

How can LinkedIn help them? These individuals can get a huge boost simply by optimizing their profiles. If they are sought after on other channels, they will certainly gain visibility by optimizing on Google-friendly LinkedIn.

Beyond that, they can network with other high-powered business owners, add content to build their LinkedIn audience (and SEO), and generate leads by being in front of a new audience.

The Niche Market Model

The Niche: Someone with a B2B that is one of the first of its kind, or with a business type that doesn’t yet have a significant presence on LinkedIn.

This person is already sought after on LinkedIn because they have a corner on a specialized service or market. In fact, they generate significant traction on LinkedIn just by showing up.

Why haven’t they done anything with LinkedIn yet? They haven’t had to! This person barely has enough time to field the leads they’re getting, let alone put significant time into building a LinkedIn presence.

How can LinkedIn help them? In addition to profile optimization (always the first step), this person can develop a defined strategy that will boost him or her to influencer status. With that will come more leads in less time, and potential business partnerships.

The Plenty-of-Time Model

Plenty of Time: Someone with a stable, successful six-figure-or-more B2B, with no fear of losing clients or incoming leads in the near future.

This person has plenty of business experience, and recognizes that establishing a new lead generation funnel will take time. He or she has the time and is prepared to invest 3-6 months in testing a strategy on LinkedIn.

Why haven’t they done anything with LinkedIn yet? This business is either well-established offline or is leveraging another social media channel to generate leads.

LinkedIn has always been in the back of this person’s mind because colleagues have mentioned it as an ideal place to set up shop. Now they’re ready.

How can LinkedIn help them? An optimized profile and marketing strategy can build a funnel for this person in 3-6 months, depending on the sales cycle for the business. Personalized connection requests will add the right people to spread awareness and generate leads.

The Amazing Content Model

Amazing Content: Someone who is posting incredible things on LinkedIn … but no one is seeing those posts!

This person may be in the early stages of business. He or she is producing great content, but doesn’t know how to optimize that content so it will be seen by thousands of people.

Why haven’t they done anything with LinkedIn yet? They have, but they don’t know the tips and tricks that will get content to the top of the news feed.

How can LinkedIn help them? After optimizing their profile (yes, it’s always the first step) and making — more than likely — small adjustments to their posts, their content will be seen by more people.

Those people will be curious and click on this person’s (now optimized) profile. Personalized connection requests will grow their audience as well as visibility.

Do you fit into any of these categories?

If you see yourself in any of these categories, get excited! You have significant untapped potential on LinkedIn! The first step — you know what it’s going to be — is optimizing your profile!

For help on that, you can download my free Ultimate LinkedIn Profile Optimization Checklist! If you would like additional help after that, don’t hesitate to reach out!

ABOUT CHRISSIE WYWROT

Chrissie Wywrot is a LinkedIn specialist working with passionate entrepreneurs and professional athletes. To learn more about her services, visit her LinkedIn profile or email her at chrissie@chrissiewywrot.com.

This is Why LinkedIn Sales Navigator is Totally Worth It

Sales Navigator. Is it worth it?

The short answer: yes.

The long answer: before I dig in, let’s take a follow-your-own-adventure quiz.

Question 1: Do you sell products or services?

If your answer is no, Sales Navigator is not for you. If your answer is yes, move on to the next question.

Question 2: Do you form your target audience around professional attributes?

In other words, can you find your target audience by conducting a search through LinkedIn? If your answer is no, Sales Navigator is probably not for you. If your answer is yes, move on to the next question.

Question 3: Is your audience active on LinkedIn?

If you aren’t sure, that’s okay, because this is (sort of) a trick question. There isn’t an easy way to know whether your audience is active on LinkedIn unless you’re using Sales Navigator … which brings me to one of the primary reasons to subscribe in the first place.

Reason 1: Pinpointing Active Profiles

If you are leveraging LinkedIn as a selling tool, you will need to connect with relevant individuals, either through personalized reach-outs or InMail. Without knowing whether a profile is active, you may waste a lot of time reaching out to people who haven’t logged into LinkedIn for years.

We all speak to those people. You ask if they have a LinkedIn profile and they say, “Oh, LinkedIn? Yeah, <insert boss’s name here> had us create one, but I never use it. I still get connection requests to my email. Do you know how to turn those notifications off?”

Time is money … so why waste it on people who don’t use LinkedIn?

This is an example of Sales Navigator search results:

sales navigator search results

There are 2,903 profiles that fit my search criteria, but only 433 have posted on LinkedIn in the past 30 days! That’s a huge difference! I could waste my time reaching out to 2,470 dead profiles. Instead, I can target my communication to those 433 active profiles and know that I’m reaching out to someone who actually uses LinkedIn.

Reason 2: Detailed Search Results

Yet another time saver: the ability to narrow a search further than with the standard LinkedIn search. Yes, there is the ability to conduct a search on “regular” LinkedIn, but you will end up trying to find a needle in a haystack instead of searching through a pile of needles.

I provide my clients with detailed LinkedIn marketing strategies. If they don’t already have Sales Navigator, I compare their search criteria with Sales Navigator vs. without Sales Navigator to illustrate the power of the tool.

One of my clients was searching for physicians in the Chicago area who had been in their current position for the past 6-10 years.

With Sales Navigator:

Industry: Medical Practice

Title: Physician

Years in Current Position: 6-10 Years

Location: Greater Chicago Area

The results? There are 550 total profiles that matched this search criteria and five had posted on LinkedIn the past 30 days. Five. It’s fair to say there was a need to refine the search to focus on a different group or alter the strategy altogether.

Sales Navigator shows us right out of the gate that there are no active profiles within that target, so we waste no time reaching out to those individuals.

Without Sales Navigator:

Industry: Medical Practice

Title: Physician

Location: Greater Chicago Area

Without Sales Navigator, we can’t narrow the search by the number of years in the current position, but we can use the other three fields. The results? There are 4,071 profiles that match this search criteria.

At first glance, this might seem like a fantastic route to take. The only problem: when we put that same search criteria into Sales Navigator, we receive similar general results: there are 3,914 profiles that match … but there are only 55 that posted on LinkedIn over the past 30 days. See how Sales Navigator saves us a lot of time? If you’re hiring someone to engage on LinkedIn for you, you’re also saving money.

Reason 3: Targeted Engagement

My final reason for subscribing to Sales Navigator is targeted engagement. I will admit that I haven’t used this much for myself, but that might change considering a recent added feature that has me excited.

Sales Navigator has always allowed users to save leads, which adds it to a list. You can then go into Sales Navigator and select “Lead Shares” for a feed of recent posts by your saved leads. This allows you to stay top of mind with users you believe will give you business.

The feature recently added? We can now save leads into lists, much like with LinkedIn Recruiter. That way, if I have multiple target audiences, I can divide them into those audiences through lists:

sales navigator lists

My System

Sales Navigator is a key piece of my LinkedIn funnel system, which includes optimizing the LinkedIn profile for keywords and inbound marketing, sending targeted reach-outs to add relevant individuals to your network, and then posting optimized content to nurture those leads.

Engaging with leads — whether they’ve connected with you or not — is also critical in the process. If they don’t remember you exist, they won’t remember to buy from you!

What is your opinion of Sales Navigator? Do you use it now? If you don’t, would you consider using it in the future? Why or why not?

Feel free to comment or add questions below!

About Chrissie Wywrot

Chrissie Wywrot is a LinkedIn specialist working with passionate entrepreneurs and professional athletes. To learn more about her services, visit her LinkedIn profile or email her at chrissie@chrissiewywrot.com.

Does LinkedIn Confuse You? Let’s Change That!

Does LinkedIn confuse you? Overwhelm you? Make no sense to you?

Let’s change that.

If you’ve been avoiding LinkedIn, there is a good chance you have untapped potential. Whether it’s networking, selling, collaborating, or influencing, LinkedIn has something for just about everyone … and it’s growing at a rapid pace.

As of August 2018, there were more than 26 million companies represented and more than 15 million open jobs on LinkedIn. Add to that the steady increase of engagement – members are taking or sending more than 200 million viral actions and messages every week – and LinkedIn is at least worth a look.

What You Need to Know

Before we dive into how to use LinkedIn, it’s important that you understand these three things:

1. LinkedIn has evolved.

To the dismay of early adopters, LinkedIn is no longer a place to have virtual coffee with the people you already know. Do you remember the slap on the wrist you would get back in the day when you’d try to connect with someone you didn’t know? Those days are gone. Now it’s all about growing your network.

2. The news feed is the place to be.

Forget groups, forget article posts … LinkedIn wants you on the news feed, engaged in conversation. If you don’t believe me, post a link to the news feed with a one-sentence description and watch it die. Today’s LinkedIn is all about posting engaging content (use ALL 1,300 characters!) and generating comments.

3. Hashtags actually have a purpose.

Remember when LinkedIn tried to implement hashtags awhile back and they promptly had no purpose? That’s not what happened this time! Hashtags are like LinkedIn’s filing system. Trust me, you want to use them.

We Know This Isn’t Facebook

… Though you will be reminded of this frequently by annoyed LinkedIn users who are upset by “personal” posts.

While it is a good idea to keep things business-focused, it’s important to incorporate personal thoughts and feelings into posts. If we didn’t, LinkedIn would be pretty dry … the way it was when you stopped using it three years ago, remember?

But content isn’t the only reason LinkedIn isn’t like Facebook. The most exciting reason it isn’t like Facebook is because it has the potential for organic reach.

Yes, that’s right! As opposed to Facebook (where we can’t even get our content in front of the people actually following our business pages), you can post to LinkedIn and your posts have the potential to go viral on the platform.

How exciting is that?

Simplifying LinkedIn

I simplify LinkedIn by breaking it into three primary components:

  1. Your profile
  2. Content/posts
  3. Connection requests

Here’s how they work in tandem:

1. Optimize your profile.

What does that mean? LinkedIn is a heavily searched platform. In fact, LinkedIn makes its money by selling the ability to perform detailed searches. Make sure your profile has relevant keywords, is easy to read, and has all of the necessary components filled in. If you want a breakdown of those components, you can download my free LinkedIn checklist.

2. Post quality content and posts.

What you post will depend on you and your audience, but – regardless of what you post – you want to make sure you optimize. Use hashtags, use your 1,300 characters, and don’t put links in your original post (add it to the comments).

3. Send connection requests (with a note).

Reach out to individuals that will improve your bottom line, but do so with an eye towards a relationship. With the potential for organic reach, the connections you make may not be the people who help your business or career, but they might lead to the people who help your business or career!

Did that help?

I hope this provided ample evidence that you should at least explore the possibilities LinkedIn has to offer!

If you have any questions, please comment below!

About Chrissie Wywrot

Chrissie Wywrot is a LinkedIn specialist working with passionate entrepreneurs and professional athletes. To learn more about her services, visit her LinkedIn profile or email her at chrissie@chrissiewywrot.com.

How 17 Years “Irrelevant”​ Experience Landed Me the Best Compliment Ever

“You were right.”

Coming from a Coach Carr (and coming from a family that considered “being right” the end-all, be-all), that was an incredible compliment.

On Saturday, The ChadTough Foundation held the 5th Annual RunTough for ChadTough event. This was the first year we decided to have celebrity opportunities, allowing participants to meet with former University of Michigan football coach Lloyd Carr, former Detroit Tigers All-Star Brandon Inge, and “The Voice” finalist Laith Al-Saadi.

During a RunTough committee meeting this summer, this opportunity came up. I voiced my opinion based on seven years Guest Services experience with the Tigers and nearly 10 years website experience with the Detroit Lions.

My thoughts:

  1. No autographs, just photos. Having autographs just slows the line and it’s tough on the celebrities. Who wants to get a hand cramp?
  2. Have a clear barrier between the celebs and the participants. If you don’t have a clear barrier, people crowd around the celebrity trying to “get in.” It’s like quality parenting … people need boundaries.
  3. Have one line and have people go station-to-station for photos. Having separate lines can create embarrassment with celebrities if one line is empty and another is packed. It also ruins any flow.

I articulated all of this at our meeting and was met with, “How about you take the lead on this?” by the foundation’s executive director.

Made sense, right?

But Coach Carr hadn’t wanted to do things this way, though. He likes to organically mingle with the people who come out in support of his grandson, who passed away after a 14-month battle with Diffuse Intrinsic Pontine Glioma (DIPG).

I charmed him into giving it a try, though, and — as always — he did an amazing job. When he articulated his approval following the event, it occurred to me that everything went off without a hitch because I had 17 years of experience in exactly this kind of event.

Experience many — including myself — would probably consider irrelevant. How did that experience come to pass?

I Reached Out to the Tigers in High School

I had to shadow a person working in the field I wanted to go into when I was a senior in high school. I wanted to work in sports. I called Mary Lenhert who worked with the Detroit Tigers at the time and she offered to give me a tour of Tigers Stadium.

I ended up landing a job in Guest Services, working the final year at the stadium.

I was a young kid, but I learned how to deal with complaints (and there are many), engage in gameday activities (information booth, kids games, autograph lines, tours, running the bases), and made invaluable connections.

I Landed An Internship

My connections with the Tigers resulted in an internship with the Lions. That internship allowed me to cut my teeth in professional sports.

The following year, I was hired as the head of “New Media” and spent nearly nine years overseeing the Detroit Lions website and, eventually, social media. While working that job, we held training camp in Allen Park and I saw firsthand what it took to pull off an autograph or photo line.

That is why I was so valuable at our ChadTough run.

No Experience is Irrelevant

I was never hired to oversee autograph lines and I would never list it on a resume, but it was helpful experience this past Saturday.

It took other (more obvious) skills to oversee Saturday’s event: team leadership, customer service, and public relations to name a few.

But I want you to know that you shouldn’t discount any experience you’ve accrued over the course of your career, even if you make a huge career shift. Any skills you’ve acquired can be transferred to something else, often times in a less obvious way than mine were.

Embrace what you want to do! Piece together what you’ve done to this point and allow it to take you where you want to go!

About Chrissie Wywrot

Chrissie Wywrot is a B2B lead generator and personal brand strategist who works with passionate entrepreneurs and professional athletes. To learn more about her services, visit her LinkedIn profile or email her at chrissie@chrissiewywrot.com.

The Secret to Achieving LinkedIn Visibility

“LinkedIn is so overwhelming to me.”

I hear that from many clients, colleagues, and friends who don’t know where to start when it comes to LinkedIn. How does being on the platform turn into a new job, sales, or key networking connections?

The thing to know about social media networks – LinkedIn included – is that they are always evolving. What is true in April may not be true in October. It’s important to stay on top of social media trends, which most professionals (understandably) don’t have time for.

That’s where people like me come in.

Let me walk you through the secret to achieving LinkedIn visibility as things are today – August 12, 2018.

1. Stop Posting Article Links

Posting an article link is the fastest way to get next to no traction on LinkedIn.

The platform is trying to generate conversation between users, which means any posts with metadata – the image, title, and summary that comes with including a link – will quickly die in the newsfeed. (I will, however, be thrilled if this post defies this rule.)

That being said, producing articles is still important for inbound marketing. When someone clicks through to view your profile, they will see the most recent article you’ve written toward the top. I recommend posting articles at least monthly.

2. Generate Thought-Provoking Conversation

LinkedIn is doing a great thing allowing organic engagement to develop. Facebook has all but halted any chance of organic reach, forcing businesses to invest in the platform’s robust advertising tools if they want any traction at all.

If you can generate engagement (likes, comments, and shares) on LinkedIn, your posts will gain traction in the newsfeed. If you have an optimized headline and LinkedIn profile, visibility should result in business and valuable connection requests.

What does it look like to generate thought-provoking conversation?

I recommend staying true to your personality and what interests you. I love sparking conversations like the one below, which generated nearly 6,000 views.

Also stay true to your personality. If you have a great sense of humor, leverage it. Genuine communication will resonate through the computer or smartphone screen.

This post came to me while viewing the stats of my profile and took off, generating 66 likes, 47 comments, and nearly 11,000 views. I had people reaching out to me in private messages and connection requests referencing the “office boy” post.

Don’t be afraid to test things out: subject, tone, type of post.

3. Leverage Hashtags

Remember LinkedIn Pulse? If you don’t, it was LinkedIn’s curated content platform. If you were picked up by LinkedIn Pulse, your article views would skyrocket.

The equivalent of that system now is hashtags, which LinkedIn recently rolled out in a way that is starting to stick. LinkedIn has recommended including hashtags in posts for awhile, but one could never be quite sure what that accomplished.

Now they’ve made it an actual thing. You can follow specific hashtags to see posts that reference them in your newsfeed and you can include them in your posts to extend their reach. I recommend using as many (relevant) hashtags as possible whenever you post.

4. Go Down the LinkedIn Rabbit Hole

Yes, I’m telling you to throw best productivity practices out the window and allow yourself to travel deep into the abyss of mindlessly perusing social media.

Here’s the thing: LinkedIn will penalize your posts if you aren’t commenting on other people’s posts. If you don’t believe me, try it. Post daily to LinkedIn; use hashtags, don’t include a link, and try to generate engagement. If you don’t engage other people’s posts during that time, your reach will be limited.

Then change things up and start commenting on other people’s posts. Get into back-and-forth conversations with people. Say more than, “Great post!” Actually engage.

The visibility of your posts will increase. Believe me. Take a look at my profile as an example. The trends of people looking at my profile ebb and flow with me going down the LinkedIn rabbit hole to engage with others.

5. Change Up Your Content

Finally, change up your content. In other words, don’t be one-note. Allow yourself to explore different subjects, different mediums (video vs. posing a question vs. an image), and different times of the day. Tag people because they really would like to read the content, not to bait them into commenting.

As you test things out, you’ll find a rhythm that works for you and your visibility will soar. Then it’s all up to you to sell and network to your heart’s content.

About Chrissie Wywrot

Chrissie Wywrot is a B2B lead generator and personal brand strategist who works with passionate entrepreneurs and professional athletes. To learn more about her services, visit her LinkedIn profile or email her at chrissie@chrissiewywrot.com.