Want to turn LinkedIn into a lead generation machine and effective sales engine but don't know where to start? It may surprise you, but it all starts with your personal profile.
When it comes to lead generation, it's even more important than your company profile. LinkedIn was originally founded as a platform for headhunters and talent, so the algorithm historically favors connections between individuals, while the options for businesses are far more limited. For this reason, you need to build your personal profile as a landing page of your business that showcases your unique selling proposition and services.
How can you do this? There are three conversion areas on your LinkedIn profile:
Cover, Title & Headline
About & Featured Sections
Experience | Skills & Endorsements | Recommendations
Now let's look at each of these sections in detail.
Cover, Name & Headline
This is the most important part of your LinkedIn profile because it's the first thing your visitors see, and you only have a few seconds to grab their attention and interest. Think of the headline image like a billboard - that is, a visual element that conveys the most important information about your company in a very concise and eye-catching way. It should include your unique selling proposition, positioning, website address and a clear call to action. You can also integrate social proof elements such as the logos of the companies you work with or short testimonials.
Your name on your LinkedIn profile isn't just a name. It's a place to position yourself and the service you provide. I recommend accompanying it with a title that explains how you can help your potential prospect and eventually client. Remember that each of your profile visitors has hundreds of contacts in their networks. If they only see your name when interacting with you, they'll have to take extra steps to find out what you do. So save them that trouble and pique their interest by putting a keyword next to your name. Here are some ideas:
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