Riddle me this.
You walk to the back of the bus. There are two seats left. One seat is beside someone dressed head to toe in black, hood up, with a gaze out the window that could slice through metal. The other seat is beside a person wearing a local restaurant’s uniform with their hair still in a net, who makes eye contact with you and gestures you to sit with them with a kind smile.
I already know who you’d choose.
That’s what it’s like to have a lousy presence on LinkedIn. Leaving outdated, irrelevant information on your page is a recipe for a hard bounce (in marketing language, this is when you permanently cannot send an email to someone). It’s in your best interest that those looking to use your service or buy your product be well-informed when seeking you out.
People are very impatient; they want what they want, and they want it now.
Don’t make them look hard.
Why LinkedIn
I ask you: Why not LinkedIn?
This platform is a goldmine for any modern business person. To put it in the simplest form possible, LinkedIn is like Facebook for professionals. But 200x better. LinkedIn isn’t just about connecting you to those you work with; it’s the gateway to expanding your network, establishing credibility, or finding jobs, clients, or partners. It’s your living resume. The most up-to-date version of your professional self.
Finally… Somewhere to put those skills you’ve learned along the way on display.
The best comparison to your LinkedIn page is a ride in an elevator. A 30-second chance to snag someone’s attention. Remember how long the microwave takes to reach 30 seconds? Well, when you’re trying to explain what you do to literally make a living, those 30 seconds sure feel more like 10.
What are you waiting for? If you haven’t given your page any attention lately, let’s dive into 5 things you should do right now to optimize your LinkedIn page.
#1 - Public URL
All Linkedin members have a public URL that allows users to share their platform online easily. Many use it to generate QR codes that lead to their page (I use this free website that allows you to put your logo in the middle). This is useful when networking as you can quickly bring it up to get new connections.
Ensuring this link is formatted correctly may seem like a minor detail. When it comes to the judgement of others, something small can give the wrong impression. Credibility is everything in the digital world, so be sure you’re putting your best foot forward.
For instructions on how to do this, check out this LinkedIn article.
#2. Summon Your Inner Creator
Turn on creator mode. By enabling this feature, you gain access to tools and analytics that give you deeper insights into who interacts with your page and content.
Here are just a few benefits:
A “Featured” section that showcases your most popular and engaging content
A “Follow” button that makes it easier for people to follow your content
Creator-specific analytics and insights that allow you to track your engagement and reach.
Customizable headlines and a call-to-action button to drive traffic to your website or other social media profiles.
Hashtags describing the topics you frequently discuss.
These features will show up on your page after setting up the details. Here’s a nice summary of how to turn on creator mode.
#3. Get The Deets in Check
Know a great way for not a soul to show up to your birthday party? Don’t tell them where it is, when it is or that it’s your birthday. I guarantee you’ll be having cake alone if that’s your plan. Let’s celebrate with some friends here and get your page filled out!
Headline
Start with updating your headline. An optimal LinkedIn headline is to the point and demonstrates who you are and what you can do for people. There are only 220 characters to play with here, so keep things concise and get creative. Ask yourself, what do you do for them in one sentence? That’s your headline.
Want some inspiration?
“Coca-Cola: We create beverages.” “American Airlines: We operate airplanes.” “Adidas: We manufacture sports gear.”
If these were headlines for major brands, they’d be just as bland as a Super Bowl commercial without any excitement. Fortunately, professionals can avoid the boring by crafting a LinkedIn headline that truly stands out.
How about something more like this:
"CPA at Ernst & Young | Billing and A/R Consultant | Financial Planning and Analysis expert who will bring your profits through the roof"
List what you're good at, what you've achieved, and how you get things done.
Profile Photo
Ensure you have a photo (Or short video!) on display on your profile. A professional business photo is a good start, but that’s something people can get from Facebook.
Instead, give them a sneak peek of the action immediately.
For example, if you’re a teacher, have a profile picture of you in a classroom with writing on the board. If you are a keynote speaker, you best have a microphone in your photo. When they see your face on their feed, make sure there is no question about who you are.
Also, be cognizant of your brand while choosing clothes and materials for this photo. Proper branding colours ads to consistency.
Other Details
In your profile details, double check:
Social Links - Every link to your social media is working well and takes prospects directly to your profiles. Sometimes, a bad reroute can throw your audience off the trail to booking a time to chat.
Alt Tags - Tags help Google make sense of your page while assisting people with disabilities to make sense of the page easier (e.g. with page readers and similar tools). This applies when uploading images on your feed and profile. Describe each element well! It also helps with SEO.
#4. Tell Your Story
Your Linkedin profile is like a micro-pitch to potential clients and recruiters. You’ve got your headline as your opening statement and hook; now, give them the story they came looking for. The story of you.
A helpful and informative description includes a few elements:
A compelling overview of who you are
What you can do for potential clients or what your product does for its customers
Your contact information, such as an email or phone number
A clear call to action (how do you want people to get ahold of you?)
#5. Woah, You’ve Got Skills
I can tell you with absolute certainty that you will not find anywhere else online that anyone cares about whether you have “interpersonal communication.” Nobody says that in the real world. But on LinkedIn, if you’re a team player and can (or at least pretend to) get along with almost everyone, that’s a complementary, transferable soft skill.
But it wouldn’t make sense for a coroner to have “interpersonal communication” on their resume, now would it?
Be intentional with the skills you select. What are prospects looking for in the work you do? Here’s where having a good understanding of your buyer persona comes in clutch. And if you don’t have a clue, check out tip #1 on this recent post. LinkedIn has helpful features built into its analytics system, which you now have access to now that you have turned on creator mode.
Credibility & Consistency
Let’s circle back to who you decided to sit with on the bus. Why do I have the feeling you chose the restaurant employee?
Because they engaged with you. Because you trusted them. Because your mom used to take you to that restaurant as a kid, and you LOVED their homemade lasagna.
At that moment, they welcomed you with their presence. Immediately (human nature does), you engaged back. You made the decision. I mean, what else were you to do? The bus was starting to move, and you had only a few seconds to decide who you would spend the next 30 minutes beside on your commute across town. Now, that is a commitment.
Jokes aside, the average person makes a first impression in a tenth of a second.
You created brand guidelines for a reason! Follow them when curating your LinkedIn page. Organized colour themes, brand fonts, and consistent messaging go a long way when making an impact.
As the new age of digital media is upon us and is actively crushing attention spans left and right, you’ve got to make your business’s (and your own) first impression memorable. Why is this? First impressions affect the perceived credibility the audience will have, which, in turn, will influence whether or not they will choose you to do business with.
Stay up to date with your career information
Be clear about your value proposition
Address the audience’s pain points
Maintain these aspects while considering any target demographic changes in your business planning. Your page should be updated with the transition of buyer personas/ideal customer profiles.
It's simple. Follow these tips, and you'll be on your way to LinkedIn's Top Voices in no time 😉
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