In 2019 I have heard the same conversation time and time again about how difficult it is now to grow your audience on the likes of Facebook and Instagram if you're not "paying to play." Whether this is true or not, what we do know is that you need to be really focused about where you are spending your time and energy online. You need to make sure your social strategy is aligned with your business goals.
I always recommend that you choose a platform based on two things.
Firstly, does your ideal client hang out there and do you actually enjoy using the platform.
It has to be a balance of the two but obviously you need to know that there is potential to grow your audience there. I advise using 2/3 platforms so you keep your social strategy manageable.
The platform I always recommend clients include in their social mix is LinkedIn. Unlike other platforms you can use LinkedIn in many ways - to build your network, create new opportunities, share valuable long form content and showcase your expertise. Essentially it's a one stop platform for brand building.
If you are new to LinkedIn or you haven't used it for a while, the starting point is to refresh your profile to make sure it is working as hard as possible for you. Before you begin a bigger strategy you need to get your foundations right.
I still see people with incomplete or out of date profiles on LinkedIn which don't reflect their current position. Something as simple as not having the right brand headline which sums up what you do in just one sentence, can make it significantly harder for people to find you and you therefore become less visible.
Here I am sharing 6 simple but effective things you can do today to optimise your LinkedIn profile
Before you get started, I recommend writing down some LinkedIn goals.
What do you want to achieve from being more active on the platform?
- More clients
- Expand your professional network
- Increased visibility and credibility as an expert in your field
- Attract more opportunities to raise your profile - that might be in the media or guest speaking at events etc
Now let's refresh your profile...
1. Use a professional profile picture - Preferably the same one you use on your other social accounts so you are being consistent. Also, don’t forget you can add a banner image to really emphasise your brand. You might want to use this space to include a image of you at an event, guest speaking or doing something else which shows you "in action". I use one of me at a mentoring event for women in business.
2. Make sure your brand headline pinpoints exactly what you do - This is really important and you need to be able to nail this in one line. Think about which key words to include based on what people are likely to be searching for. For example, if you're a life coach and motivational speaker you need to include these words. Be as specific as you can in relation to your expertise.
Executive Coach| Best-Selling Women’s Author| Motivational Speaker
Brand Communications Strategist for the Fitness Industry| Yoga Teacher
3. Claim you unique URL- Have you claimed your unique URL? You can do this by editing your public profile le and URL in the account setting. This is an important tip for visibility building.
4. Create a summary that sells you and your services – The summary or about section is there for you to showcase your expertise, your services and to tell people how you can help them. You have 2000 characters to get your message across and demonstrate the passion you have for what you do so you need to do it well.
Don't forget to add a call to action so the reader can get in touch or be directed to your website if you want them to go there. If you offer a complimentary discovery call or session this is when to mention it.
You can see my summary here as a example
5. Add keywords to your interests section - Use keywords that you want people to associate with you. So for example I might use key words like public relations specialist, personal branding expert, business coach for women, health and wellness marketing
6. Ask for Recommendations– Are you asking past and present clients to recommend you? This is a great way to build your online credibility and visibility and LinkedIn allows you to send out recommendation requests. You can also return the favour and write recommendations for people you have hired to work with you.
These tips will get you started with improving your LinkedIn visibility but if you need further support including booking my LinkedIn strategy package which includes a profile page refresh get in touch at firstname.lastname@example.org