BY Jessica Helinski
For sellers, the LinkedIn profile can be a powerful tool. Why? LinkedIn, the professional social network, doesn't just keep you in the know and connected to other professionals. It also presents a major opportunity to prospect and reach out to those leads you uncover.
Sellers may not even realize how powerful a LinkedIn profile can be. SalesFuel research revealed that 30% of buyers say that they actively look for a LinkedIn profile when researching a salesperson.
A large number of buyers also report being LinkedIn users. Nearly 60% of B2B buyers say they participate in the social network. Additionally, 27% have engaged in a LinkedIn group within the past year. And 33% even admit to not taking a call with a seller based on what they saw in their profile.
Clearly, LinkedIn profiles in sales matter. But not all sellers are giving their profiles enough attention. Only a quarter of sellers say they updated their LinkedIn profile in the past year, according to SalesFuel.
But this presents an opportunity for those who do take the time to keep their profile polished. By updating regularly, and aligning updates with what engages buyers, you’ll stand out among the competition.
“Treat your LinkedIn profile as a business asset,” Jodie Cook advises. “A strategic profile turns viewers into leads automatically.”
In an article for Forbes, she explains how certain “hacks” can generate more leads and help engage buyers.
How can you improve your LinkedIn profile?
Your LinkedIn profile is often the first impression prospects see and serves as a virtual résumé that quickly communicates your experience and expertise.
Your value proposition should be in your headline. This space is the most visible to users. Therefore, it makes sense to fill it with valuable information. The headline also shows up throughout the social network, like when a user posts a comment.
Typically, users simply put their organizational title as their headline. While yes, it’s informative, it’s not making use of this prime sales “real estate.” This space is where sellers can really show their value directly to prospects.
When coming up with a valuable headline for your LinkedIn profile, be sure to:
Be specific.
Be easy to understand.
Elicit a reaction.
Convey your value.
Show a problem that you solve.
Think of the headline as a digital elevator speech; what do you want to immediately let prospects know about you? No need to be fancy or creative, just compelling and informative. Remember, this space is your headline as a seller.
Don’t ignore the banner
The banner in your LinkedIn profile is front and center. Cook recommends posting a clean, professional banner that visually communicates your offer. Include a testimonial or key stat to show impact. Also, try to add your website or contact info with a clear reason to act. You can use the space to quickly explain what you do and entice buyers to explore.
As she points out, “Your banner creates a first impression that contributes to them getting in touch.”
Personalize
Cook also adds that sellers should treat the LinkedIn About section like a personal letter. They should avoid leaving empty space and jargon, and instead, hook readers immediately by opening with their biggest challenge.
“Structure your summary strategically: problem, solution, proof, call to action,” she writes.
“Break text into short paragraphs. Include snippets from client success stories with tangible results.”
Be consistent
In addition to optimizing your profile, being consistent in doing so is just as important. Setting aside time to check in on your profile and update it regularly will pay off.
“You must be disciplined enough to maintain a presence,” SalesFuel’s Tim Londergan notes. “After all, it is your brand you are tending.”
For even more top tips for using LinkedIn for sales, be sure to check out these other best practices.
