Join Garrick Chow for an in-depth discussion in this video Best practices for your LinkedIn profile, part of Growing Your Small Business with LinkedIn.
- [Instructor] Now let's take a look at some best practices for building your brand and growing your business with your LinkedIn profile. Number one, treat your LinkedIn profile as a living asset, meaning it's not a set it and forget it networking tool that you don't touch after you've set it up. On the contrary, your LinkedIn profile is a dynamic online asset that should be updated as regularly as possible. Any time you receive a new testimonial, win an award, receive a new accolade, or complete a successful project, you should showcase that accomplishment on your LinkedIn profile.
Two, optimize your professional headshot. Now you don't necessarily need to go to a professional photographer, but your headshot should represent your company and attract the people you want to serve. So you want to avoid taking pictures in poor lighting, positioning your head and face too far away from the screen, cropping group photos so it's just you in the photo, or using selfies. Remember this photo represents you and your profession. Number three, take every opportunity to put your LinkedIn profile in front of people. Always include a link to your profile in your email signature, refer people in your network to your profile, and consider including you personalized LinkedIn URL on your business cards.
Number four, regularly share and create content on your LinkedIn page to stay visible to the people in your network. Publishing quality content that provides value also positions you as an expert and authority in your market. For example, if your company already creates content for your target audience such as on a blog, be sure to repurpose those articles and publish them on your LinkedIn profile. Another way to stay top of mind is to publish updates on your profile as well as to comment on posts others have made which allow you to add value to other LinkedIn members. Number five, do some sleuthing to research keywords your prospective clients might use when searching for the type of services you offer.
For example, if you offer accounting services in Sunnyvale California, your clients might search for tax prep Sunnyvale. Keep a list of these keywords and strategically include them in key areas of your profile. Be sure to include tax prep and your location and not just accounting services. You want to use the exact terms your clients are most likely searching for. Six, optimize your summary. This is a good place to put some of those keywords your prospects are typing into searches. Also, be sure to include in your summary the reason you do what you do instead of just stating that you do it.
Your summary should answer the question, "So what?" If a prospective client reads your summary, there are very specific questions they'll ask themselves such as how can this benefit me. Can this company help me solve my business problems? This is the very reason you want your summary to answer the question, "So what?" So don't just state that you're a graphic designer, say that you can help clients showcase their products with exciting and compelling layouts. Don't just say you're a consultant. Say that you can help clients eliminate speed bumps in their workflows and optimize their efficiency.
Giving prospects the answers they're looking for will help bring them to your door. Finally, tell people who visit your profile what you want them to do next. Do you want them to visit your website? Contact you by email? Call for a free consultation? You can add as much of your contact information as you're comfortable providing. Make sure it's very clear what the next steps the visitor should take are to learn more about you and your business.
- Optimizing your LinkedIn profile
- Building your brand
- Creating a strong network
- Networking like a pro
- Turning leads into clients