BY Jessica Helinski
Optimizing LinkedIn for B2B sales is vital in today’s digital-driven world. SalesFuel research reveals that nearly half of buyers do their own research before meeting with a vendor.
Additional research shows that specifically, 46% of B2B buyers use social media for early-stage sales cycle tasks.
LinkedIn for B2B sales: Where should you start?
The easiest place to start optimizing your LinkedIn is your profile.
“Having an optimized LinkedIn profile has become a must for sellers,” explains Nayeli Vivas.
“Your profile is often the first impression prospects get of you before deciding to engage further.”
And research supports this. After being contacted by a seller, 42% of North American buyers will research them by looking at their LinkedIn profile.
Making an engaging profile isn’t difficult; it just takes some thought.
First, ensure that you always have an up-to-date, clear profile photo. But don’t worry—you don’t have to have professional headshots taken.
For a great LinkedIn photo, use natural light and a clean background, taken either outdoors or near a window. And if possible, have someone else take the picture to ensure it’s clear and professional.
Avoid selfies, casual and heavily edited shots to keep your profile looking professional and credible.
Wow with your banner
Your LinkedIn banner is a great opportunity to visually represent your brand. Choose a high-quality image that aligns with your industry or professional identity. It could feature your company’s products, an inspiring quote or a visual that represents your field.
“A well-chosen banner can reinforce your brand message and make your profile stand out,” Malby explains.
Use a strong headline
Another simple step to optimize LinkedIn for B2B sales is showcasing an attention-grabbing headline. Not sure how to start? Alice Malby suggests considering the following when crafting your headline:
- Speak directly to your audience by addressing the problem you solve.
- Showcase what sets you apart with your unique skills and expertise.
- Use dynamic, action-oriented language to illustrate your impact.
- Include keywords that employers or clients are likely to search for.
- Keep your headline short—ideally under 120 characters.
As she points out, headlines that follow these guidelines pack a more powerful punch than simply stating your job title. And keep in mind that you want headlines to connect with others, so avoid using too much jargon.
Don’t skimp on the About Me section
It’s tempting to load this section with a list of previous job titles or a rushed summary of experience. Instead, sellers should think of this as an opportunity to connect with buyers through storytelling.
This doesn’t mean you need a lengthy narrative. Just a few thoughtful sentences that give others a glimpse into you as a professional can have a big impact.
Vivas suggests considering the following potential highlights:
- “Who you are as an individual
- What motivates, inspires and drives you
- The core values that guide your work
- Your proudest moments and memorable achievements”
Again, avoid industry jargon and buzzwords. Vivas suggests thinking of it as if you were chatting over coffee: keep it light yet personable.
“Give them a window into your character, passions and interests before any business is discussed.”
This, she adds, “helps build trust, credibility and interest right away.”
Set the foundation for success
The first step to optimizing your LinkedIn for B2B sales is to ensure your profile makes an impact on viewers. It should be professional, eye-catching and engaging to connect with others and showcase your value.
And for even more tips on perfecting your LinkedIn profile, take a look at these other pro tips. You’ll learn how other elements, such as keywords and endorsements, can drive engagement.
Photo by Bastian Riccardi on Pexels
