transform your linkedin profile and build your online brand
TRANSCRIPT
Transform Your LinkedIn Profile
Transform Your LinkedIn Profile
Who Should Use This Training?
B2B professionals Business owners Entrepreneurs Freelancers Licensed professionals
I call this training ‘LinkedIn for people who have the job they want.’— Daisy McCarty
Why Make LinkedIn Part of Your Marketing Strategy?
With the right LinkedIn presence, you can:
Establish credibility Initiate and cultivate relationships Generate leads Gain more referrals Connect with influencers Raise the visibility of your brand
Why Aren’t More Professionals Actively Engaged on LinkedIn?
The top 4 reasons people tell me they aren’t using LinkedIn to grow their business:
#1 They don’t understand how it works#2 They think it will take too much time#3 They don’t have goals or a strategy
…and…
…They are too embarrassed to invite people to view their profile!
In this part of your training, we’ll fix the profile problem…
#4
Let’s Be Honest.Getting more profile views and connections probably won’t do much good if your profile looks like this:
Top 5 mistakes professionals make with their profile: Leaving it blank Parking their resume Not keeping it up to date Targeting the wrong audience Failing to emphasize their
personal/professional brand
Tip: Most people will only read the summary section of your profile. You can afford to put in the effort to make it great.
What to Include in Your Summary
Who you are Why you do what you do The product or service you provide Why people should choose your company Why people should do business with you
This information forms your basic brand statement
Here’s a Simple Way to Write It...
Describe your role in assisting your clients and what you help them achieve
Mention the enjoyment/satisfaction factor you get from your job
Outline the key benefits of your product/service for your target clients
Highlight what sets your company apart from competitors
Indicate what clients can expect when working with you
Good ways to finish up…
If you have enough space, include a short, relevant testimonial—preferably from a client in the industry you are most interested in targeting.
Provide a call to action along with your phone # or email address.
Hint: The summary section has space for about 325 words.
Tips for Getting It Right Have a peer do an “interview” with you,
asking questions that will help capture your brand information.
Sit down and write your summary in a single session. Don’t agonize, simply be authentic.
Wait 24 hours, then review and make any necessary changes.
Have it proofread by someone you trust. Put it on LinkedIn. Don’t procrastinate!
Upload now. Improve continuously.
Before You Make Changes!
Turn Off the ‘Notify Your Network’ feature. Only turn this function back on when you are on your final round of editing.
Otherwise, you may spam your connections with multiple updates.
Good Formatting
Use a combination of paragraphs, sub-headers, and bullet lists for easy on-screen scanning.
Make sure there’s a blank line between each paragraph of text.
What about Search Engine Optimization in Your Profile?
Truth: Customers aren’t recruiters. They typically don’t use LinkedIn to find vendors. They use Google. Unless a client is searching for you by name, your LinkedIn profile probably won’t be at the top of the results.
Tip: Don’t ignore SEO for your LinkedIn profile. Do understand that it is part of a larger optimization strategy across the web.
Using Keywords in Your Profile
What: Use keywords that describe the services you offer and your geographic location.
Where: Work keywords into the text, list them at the end of your summary, and/or put them in each work experience section.
Some keywords I use:
Are You Guilty of‘Buzzword Optimization’?Don’t be one of those people who claim to “strategically incentivize core synergies for optimal throughput.”
If visitors have to read a sentence twice to figure out what you are talking about, you need to simplify and clarify.
What about the Nifty Icons?Here is a great place to search for special characters or wingdings that are relevant to your profile:
http://www.fileformat.info/info/unicode/char/search.htm
Hint: Double-check after uploading to
ensure that this ★ doesn’t turn into this:
Tips for Working with Icons Use icons to highlight important
information Put them in headers to help break up the
text Implement shapes as bullet points Find unique icons that are relevant to
your brand ★ ✦ 🏢🕓🏠 🚚💰👐 Don’t overdo it!
Additional Tips for a Strongly Branded Profile
Remember to Customize your LinkedIn URL
Here are a few options:
Use your name (the best option) Use your company name (if you are the
owner) Use a catch-phrase or simple tagline
that’s applicable to your brand
Create Your HeadlineFads come and go.
Clear communication is always in style. If people can’t tell what you do by reading your headline, you are missing the point.
What to include: Your title, role, or service offering using relevant keywords (e.g., small business accounting, IT consulting, B2B copywriting)
Add Dazzle to Your Headline!
If you have space, you can include: Words that describe your professional brand Your company or personal tagline A special offer or event Something uniquely personal that catches
attention and connects with your audience
Tip: Only update your profile with a special offer once every few months.
Going Beyond Your Summary
What if there’s more you want to say about your company or the products and services you offer?
Talk more about your business in the first “work experience” section in your profile.
Let’s Talk about Your ImageIf your photo is more than 5 years old, or if your appearance has changed significantly, it’s time for a new photo.
Keeping it simple and professional is smart.
Common Problems with Profile Photos (Sad but True)
Too far Too close Selfie Busy
Prom photo Blurry Too casual Seriously?
More Subtle Improvements...
Don’t Be Afraid to… Use Color!
Show Support for Your Message
Lean In!
Don’t Run Away
Sometimes, It’s OK to Break the Rules...
Sandy Barris“The Measurable-Marketing-Madman”
Sylvania HarrodBest-Selling Author/ Speaker/ Special Ops Coach
Build More Value into Your Summary Section…
Enhance Your Branding with:
Websites Slideshows Free reports Videos Case studies White papers Brochures Educational materials Special offers
You’re Looking Good!Now that you aren’t embarrassed to have people look at your profile, it’s time to start seeking more attention…
Ways to Increase Profile Views
View the profiles of prospective clients or key connectors.
Make and request introductions. Engage in relevant group discussions. Create and distribute new content. Comment on and engage with content
posted by others. Attend networking events in person. Post content across the web that links back
to your profile.
This Slideshow is Just the Start
The “Transform Your LinkedIn Profile” is part of my training program:
“Transform Your LinkedIn Presence”
Book a Training Workshop Enjoy my full presentation See real-life examples Get hands-on experience Use my exclusive profile interview
questionnaire to clarify your branding Hear industry specific strategies for your
business Engage with lots of Q&A!
You’ll also learn about: How to get involved in the right discussion
groups so you don’t waste time Ways to position yourself as the "go-to"
person in your area of expertise How to identify the best connections and ask
for introductions Next steps to take once you're connected How to develop and use marketing collateral
on LinkedIn Using multimedia to set your brand apart
from the crowd
Customize Your WorkshopI offer LinkedIn workshops for mixed audiences of business owners and B2B professionals or specific audiences such as: Corporations Insurance agents Real estate agents Mortgage brokers
Tell me about your participants and I’ll tailor the training to their needs.
Contact me at 682-478-7243 or email [email protected]
to talk about:
StrategyBrandingContent
Are You Ready to Take LinkedIn to the Next Level?
Connect with Daisy:LinkedInFacebook
DaisyMcCarty.com
Call Daisy McCarty at 682-478-7243 or email [email protected] to book a presentation, training event, or workshop.
Together, we can make your message sing!