When it comes to marketing your business, you have to have a complete and updated profile.
Having a complete profile is the best way to increase views and connection requests, as well as showing up in searches run by potential clients and connections.
LinkedIn provides a completion tool so you can keep track of what parts of your profile are complete and what still needs your attention.
It also provides you with tips to help you complete your profile, and even writes a complimentary summary for you based on the information you put in when you are creating your profile.
If you want to start increasing the targeted leads you receive from LinkedIn then you need make sure that you have an interesting, eye-catching, and easy to follow profile. It is important that you have a clearly stated mission statement for your company.
Your company’s profile is where you can show your target audience why you are the best choice for their solutions. There are many ways that you can use your profile to your advantage.
Keeping Your Profile Up to Date
An important aspect of your profile is always ensuring that it is up- to-date and accurate. You need to continually review and refresh your profile, profile photos, connections and skills because all of these elements will change over time.
Make sure that your contact information is always up-to-date so that potential customers can reach you if they have a question or want to move forward with working with you.
Along with including your email and phone number, you also want to include your web address, Facebook and Twitter handles, and any other communication avenues that you use.
You want to make sure that your personal and company profiles are kept separate. Company and Showcase pages are free on LinkedIn and have more customization options for your company and has distinctive features for your business to use.
Adding a Profile and Cover Photo
You want to include a profile picture that clearly represents your company. It is important that you use a clear, concise photo of your logo that is approximately 1400 x 425 pixels.
Your cover photo should also be representative of your company and its products or services. Recent studies have shown that an active photo helps to draw attention to your profile.
Choosing an active photo that represents your company provides a level of personability to your company. Since buyers are more likely to purchase from companies with some level of humanity, you want to show that you company is approachable, warm, and friendly.
Your profile photo should be your company’s logo, while the cover photo should be representative of what your mission statement is.
If you are an individual marketing yourself, your profile photo is your first impression on people who are viewing your profile. You want to make sure that you keep it professional, as well as infusing your personality.
Adding your profile photo will increase your visibility by seven times, while not having a photo will make your profile either seem shady or as though you aren’t serious about building your network and elevating your company.
It is also crucial that you set your profile photo to public to increase searchability.
Your cover photo can be used for many additional impressions of you. Again, pictures showing you in action tend to get a better reaction from your target audience. If you can show yourself doing your job, buyers can make a better connection to you in a position or the products or services that they are seeking from you.
Your cover photo can show things like promotions, parts of your portfolio, or things that build your credibility or authority on your subject. Do not limit your cover photo to just generic pictures of mountains or skylines.
Your company cover photo should represent your mission statement. If you can show employees of your company, you will further humanize your company.
This is especially important in a world where business connections are increasingly done online, being able to connect your potential customers with a real-life image of who they will be working with can encourage relatability and build trust with your target audience.
If you are a small company with only a few employees, you can use your cover photo as a mini-collage of your business in action, or even place your most effective ads in the spot.
Creating the Profile Section
If you want to increase your leads then you have to have a complete profile. You want to make sure your “About Us” section includes your mission statement and clearly states what your company offers.
Check that your employees have linked their personal profiles to your company page as well so that their connections can see your company updates.
When you are working on your “About Us” portion of your profile, you want to write it with your target customer in mind.
Create an emotional response by telling a story that identifies a problem faced by a client, point out the obstacles that cause the problem, and then offer your solution, being sure to state why your solution is the best.
Make sure to complete two to four related content pieces that are relevant to your purpose. You might also want to consider including how your other clients have been successful with you.
Make sure that you complete all of your company details, including where you are located, what you do, when your company was founded, and your website. Include different media, photos, and videos to break up the text and increase engagement. Having a text heavy profile will make it look as though you don’t know how to use other formats and it will show your lack of creativity.
Be sure to include customer testimonials on your company page, especially ones by influencers and those with large networks.
The more trusted and well-known your clients are, the easier it will be to grab new leads, and you are nine times more likely to pull business from word of mouth over cold solicitations.
While having customer testimonials is necessary for promoting your company, you don’t want to keep all of them on your page. Be sure to remove old and out of date testimonials and those that highlight accomplishments or skills that you have retired from your profile.
Recent reviews are valuable in keeping your profile current and fresh.
Additionally, if you receive a current recommendation that is either not well-written or focuses on a subject other than how you helped a client, you probably won’t want to include those on your page because even endorsements and recommendations written by others will reflect on you and your professionalism.
Creating a profile with the intent to market your product or service is essential to your marketing objective.
Including Keywords In Your Profile
Including keywords in your profile is important. The keywords that you use in your profile are what makes your company searchable.
You want to be sure to frequently use keywords that are related to your products and services. Marketers, salespeople, and recruiters all have a specific set of keywords that they are searching. The keywords that you use to describe your business are essential.
If you aren’t sure about how many keywords you have in your profile, you can copy and paste your profile into a wording program like Wordle (https://wordle.net) to see which terms you’ve used and how many times they are used in your profile.
If you find that you haven’t included enough of the right keywords, you can take the time to adjust your wording to increase the frequency of the preferred keywords.
If you don’t know what the popular keywords are, you can analyze the profile of others in your industry the same way. Just make sure that you rewrite the text in your own words to avoid any issues with plagiarism.
Publishing Content
A substantial part of your profile will be the publishing section. It is important that you use this section to publish content that you care about and that relates to what your company represents.
You want to keep your articles and whatever else you publish on the site free of typos and other errors. The content that you publish will show your audience that you are knowledgeable about the subject and that you can clearly communicate your ideas.
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