LinkedIn has been the main marketing platform for my business for over 3 years already. My team has helped more than 300 businesses and individuals to either create a good LinkedIn profile or establish/execute a LinkedIn marketing strategy. I believe I’ve gathered a lot of insights, and it’s time to share them.
With this text, I want to start a series of small articles related to LinkedIn marketing. They should be of value to marketing professionals within the B2B market, as well as to business owners looking for higher exposure for their brands.
Let’s start with some motivation.
What if I tell you that more than 80% of social media leads in the B2B market are generated through LinkedIn?
This significant number alone should be enough reason for you to consider working with this platform. However, if you need some more reasons, here they are:
I hope I’ve convinced you to think seriously about using LinkedIn. Now, let’s get to the main purpose of this article – sharing some ideas on how you can make an All-Star profile.
Usually, I scan a profile from top to bottom and try to find sections that could be improved. Here are some parts to pay attention to:
You can shorten this and remove unnecessary symbols at the end of your name.
Most users have the default one, so it is a good idea to put a custom image there. The simplest thing would be to use your company’s branding with a CTA or a short description of your main product/service. Also, I like it to match the color with the background of your profile image.
3. Profile image (avatar).
This is a very important part along with the headline. When people find you in the search – the image and the headline (along with your name) will be the top two things they will see when deciding whether they want to learn more about you (by viewing your full profile or adding you right away).
Some tips regarding a good profile picture:
I believe this is one of the most important parts of your profile (for the reason mentioned above). The site automatically makes your headline your current job title and employer. And that’s what most people stick with. And that’s why it’s boring and unattractive when it should be eye-catching. No matter what your LinkedIn goals are (networking, getting hired, establishing credibility or expertise, recruiting), standing out is a good thing.
Here are some tips on creating a good headline:
Third in my importance ranking after the profile photo and headline. This is a quite large area for showcasing your writing skills. You have 2,500 characters to use, and this part is SEO sensitive, which means you want to use as many characters as possible.
There are different styles of writing a summary, and you should choose one that resonates with your current goals on LinkedIn. Your LinkedIn Summary is the place where you tell your story. Don’t confuse it with the Experience section. The first few lines are absolutely critical (first 300 characters). They’re the only thing viewers see when they first look at your profile. This means the words need to be so magnetic and enticing that they make the reader click on “show more” to get the whole story.
Some tips on writing a good summary:
Just fill it out. Try to show only relevant experience, especially when you have a lot to show. Make sure you link your position to the LinkedIn company page (the logo should appear on the left of the experience section).
It would be a good idea to fill in a description of each position. You can write about your:
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