Download - Create a LinkedIn Profile that Sells
TheProfile.Company
Create a LinkedIn ProfileThat Sells with Naomi Johnson
About: • Founder of TheProfile.Company
• Author of ‘What to Put on Your LinkedIn Profile’ & ‘Grassroots to Green Shoots’
• Written profiles for individuals in Canon, Asda, Oracle, Facebook, Coca-Cola
• Ran the ‘Rock Your Profile’ stand at LinkedIn’s annual EMEA conference Talent Connect twice, plus Social RecruitIn
Expert LinkedIn Profile Writer How to Get Leads and What To Do With Them
Author | Speaker | Sugar-Free Vegan
TheProfile.Company
How important is ?
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• LinkedIn is the biggest online professional network in the world
• 440M worldwide, 17M UK & 84M EU members• +3M company pages• +2M LinkedIn Groups• > 2 new members per second!• LinkedIn shows you how you are connected
1 Why LinkedInAgenda – Part One
2 Succeed on LinkedIn3 Setting Your
Outcomes4 Importance of Profile5 The Buying Journey
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Your Wealth is in Your Network
1st Degree
1st Degree
1st Degree
1st Degree
2nd Degree2n
d De
gree
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Leverage the trust in your network
- it’ll cost you nothing -
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Social
Selling
RELATIONSHIP
Proactive Searching for prospects & asking to connect Asking for introductions Sending InMails
Active Commenting in groups Status Updates Publishing content
Passive Your Profile
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Proactive Active
PassiveTheProfile.Compan
y
Reasons People Fail on LinkedIn Don’t have a clear outcome Don’t add value to their prospects Don’t stand for something Profile doesn’t engage prospects No call to action for prospects Doesn’t match the buying psychology of a
prospect Unclear what value they bring and the problem
they solve TheProfile.Compan
y
MOST OF THESE ARE RELATED TO YOUR PROFILE
Reasons People Succeed on LinkedIn Set clear business outcomes Follow a set strategy appropriate for their
business Stand for something Clear call to action Profile establishes and transfers trust
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Your profile is making an impact 24/7!
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The human mind is programmed to stereotype
and pigeonhole information – it is our responsibility to
ensure we’re put in the right hole!
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It’s now the norm to research prospects, candidates,
suppliers and colleagues on LinkedIn before meeting
First Impressions Count
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Not a Prospect ProspectKnow they have a
problem and are looking for your solution
Know they have a problem but don’t know a solution exists
No idea they have a problem
1 2
4
3
Refer you to others
Build awareness of the problem and solution
Identify your prospects and recommend you
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Today 57% of a buying decision is
made online before a sales
representative gets involvedLinkedIn & Altimeter Group 2014
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Consider the Buying Journey of your Prospect
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A well constructed profile: Interrupt the buying process and position you
as a trusted advisor
Attract highly targeted leads that are pre-sold
Dramatically shortening the sales cycle
Become easily to refer
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The Buying JourneyWho is researching? What time of day?
How do you want prospects to get in touch? What obstacles might stop them?
What information do they need to know to move forward in their research/buying decision?
Can they ‘buy into you’ as a person?
How can they easily opt-in to follow you?
TheProfile.Company
Profile PrinciplesNow body cares about you until you become
relevant to them
Your Profile is about you but not for you
Capture attention quickly outlining problem you solve
Build rapport by sharing something of you
Consider purpose of all content
1 From Top to ToeAgenda – Part Two
2 Develop Your Strategy3 Questions & Answers4 Next Steps
1 Headline
A Good Headline: Provokes curiosity Starts a conversation Gives a good overview Includes key search words Says something personal
about you
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2 Summary
A Good Summary: Speaks directly to your
audience(s) Outlines the problems of
your prospects Educates the prospect and
raises awareness for your solution
Establishes your credibility as an expert
Shares what you do Ties all the loose ends
together
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ny
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3 Rich Content Media
Good Rich Media Content: Include testimonials,
interviews, presentations, book excerpts, examples of work, and visuals of products
Provide a valuable inside view of the company, and allow your prospect to spend time with you, building ‘know, like, trust’
Educate your prospect on how to buy
Add a call to action
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4 Experience
Your experience should: Tell the story of how you
ended up doing what you’re doing today
Establish your credibility Give an insight into who you
are, and what motivates you Provide the viewer with a
knowledge of the industries you’ve experience in
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nyTheProfile.Company
5 Education
Your education should: Justify why you’re the expert Put extra clout behind what
you have to say Let people know you have
training in a particular strategy or methodology
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6 Projects
Your project should: Provide a unique insight into
your interests and affiliations Let people know what you are
thinking Draw attention to activities or
events people can get involved in
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7 Advice for Contacting
Advice for Contacting: Inform your prospect about
the best way to get in touch with you
Manage your prospect’s expectations about when you are likely to reply
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8 Voluntary
Your Voluntary Experience: Gives an insight into what you
care about and hold important
Increases visibility of the charity
Lets people know how they might collaborate with you
Give context to the conversation so that people are confident to reach out
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9 Interests
Including your Interests: Adds personality and makes
you a 3-dimensional person Allows your prospects to build
‘know, like and trust’ with you Can provide common ground
to establish a new relationship
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10 Publications
Using the Publications Drive extra traffic to blogs
and publications you’ve been featured in
Feature your book and news articles you’ve been featured in, or reports you’ve written
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11 Influencer Platform
Using the Influencer Platform Share your unique take and
point of view Get on your soap box and find
like-minded people Post valuable content in
groups to start conversations. Make sure that the information is authentic
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1 From Top to ToeAgenda – Part Two
2 Develop Your Strategy
3 Questions & Answers4 Next Steps
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Next Steps: References from talk at
TheProfile.Company/FreeTalksLondon
Download a LinkedIn Profile Template
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