Maybe you put up a profile in haste, had an assistant do it, or just put up a bare bones script. That’s how most of us start at LinkedIn because we didn’t have enough powerful information on our goals or our audience to do it right.
If you want to monetize your profile, and save marketing time, be sure to take some time writing your profile to your one audience that really wants to know you. If you don’t really know who you want to connect with on LinkedIn, your profile visitor may be confused as to what your focus is, and think “It’s not for me.”
It includes more interactions with your best audience, more viability, more useful connections, more profitable joint ventures, more target web traffic for sales, and more credibility that makes you out the savvy expert.
Most LinkedIn new business profiles make this mistake in the “summary” section. They focus on what they do instead of what challenge or concern their audience has. Stop trying to reach everyone – reach only the audience who cares about you and your work. When you don’t focus on one primary audience, your profile will lack clarity and will seem vague.
Recently I coached a business owner life coach. I recommended that she remove other talents and other sites on her profile that didn’t support her new business goals. What a difference when she changed it! She made changes in her summary to address her audience’s questions about their life challenges. This one change showed off her talents, her blogs and her books, and her profile visitors increased accordingly.
Positive Results from Knowing Your Primary Audience
1. You’ll save so much marketing time when you stop interacting with lookie loos who are just collecting numbers, but don’t add to your network interactions that lead to sales.
2. You’ll actually attract more clients and make more sales – and in less time.
3. You’ll focus more when you reach out to only your primary audience.
Who Is your Primary Audience?
1. Your mentors and other professionals in your business category such as a coach, speaker, small business with service. You can network with them, learn from them, and even do joint ventures with them that may boost your sales.
2. Your audience who really wants you, your personality, your service and your products and will loves building a relationship that leads to many sales.
Action Step: Before you put up your profile, write a “Dear Audience” letter and include your audience’s challenges and how you can help them solve them. Transfer these into your updated “summary.” And look at some really savvy LinkedIn profile examples.
Most new LinkedIn people think their purpose is to sell themselves, their books and their services. And that if they build their profile, visitors will come. Not true! You need to give this part some thinking time.
Remember, your potential buyers take a while to know, like, and trust you. So, in your profile, you’re on step one of many steps to get that contact or sale you want.
Of course you want more business. That comes a bit later – maybe even after a year. What I appreciate now since I’ve been consistent with my LinkedIn marketing for over two years, that I’m getting daily book sales and a few clients each week to always keep my “sweet” number going.
One of your purposes is to get bigger visibility and credibility on LinkedIn. And, that takes a while. Another purpose on LinkedIn is to educate your primary audience on what you have to offer and who you are. This happens on your profile pages in the summary section. LinkedIn audiences won’t go to your site and buy from you until they know you, like you and trust you enough. So, you need to pay a lot of attention to getting your message and personality out to them in a non-pushy way.
Where and When Can You Sell?
One goal is to eventually get your LinkedIn profile visitors to your website, to your programs, to your products where you do the selling in sales letters. You must collect those precious emails from your audience at your site, (opt-in database) and then stay in touch with them there.
I send my website subscribers new, useful information on writing and marketing each week. Each 4th week, I make them an irresistible offer they can’t refuse!
Usually we write the summary first. And that must engage, so profile visitors, just like your web visitors, will want to interact with you. You may not realize it yet, but to effectively engage your audience, you’ll need to update this section every month or so. I’ve changed mine 5 times and still want to make it even better. Remember, your profile will evolve when you do. It takes some time to get it just right.
Also, know that LinkedIn and every other social media venues make a lot of changes in rules, systems, profile parts and navigation. So, if you are committed to being successful on LinkedIn, you must go with changes and update again and again. Your visitors will spot right away a dull, brochure profile – one that is stagnant and has no juice.
Judy’s LinkedIn Marketing Tip: Rather than write on your LinkedIn profile directly, write offline in Word or Textpad your drafts, and when polished, copy and paste into the editing system. Make a list of the most important things to say. And write with a YOU point of view to serve your audience, and reduce those sentences that start with “I”
Stand Out from the Crowd
While not the focus of this piece, you also need to optimize your LI name. Do some long-tail key word research to add after your name at the very top of your profile. Take a look at mine on LinkedIn, and when you write “writing coach,” “book marketing,” “ebook publishing,” or “book coaching” in the LI search bar, you will see that I am either #1, #2 or #3 in comparison to all of my competition. Before I optimized my profile, I was #6 or #9, or not even on the first page.
When LinkedIn people are looking for a service, they use the search bar. If you can get on page one, just like Google, you’ll have an advantage.
It’s similar to the one for my websites. My site’s section “About Judy” and my LinkedIn profile includes my story there with my achievements. Your branding story includes your back story, the story of who you are and why you do what you do. People are inspired by the why.
Branding Example: Part of my branding story includes the barriers I overcame – why I left traditional publishing and marketing a book and never looked back once I got on the internet, turning to easier eBooks and social media marketing. In my book coaching sessions, I combine my straight forward book business know how with the compassion a client needs to get those chapters into gems that their audiences will finish reading and recommend. We brainstorm writing solutions with just one edit, so it’s fast. I don’t want them to be disappointed in sales and the journey.
Be sure to take time to make that strong, positive first impression, before you publish.
Published by Judy Cullins