An optimized LinkedIn profile is a must for generating leads from LinkedIn.
It plays a huge role in inbound leads – people who find you on LinkedIn through search or through content. These are the best leads because they already trust you and want to buy from you.
It’s easier to convert an inbound lead on LinkedIn than even the ones that come in through the website.
LinkedIn profile optimization is easy, as I show in this blog post.
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Optimizing your Headline on LinkedIn
Optimizing the About section
Featured section – your LinkedIn profile’s lead generation engine
While the About section is a critical part of your profile, the Featured section is the engine for driving leads on LinkedIn.
Most people don’t fill this out because they don’t have anything to show. But that’s what makes it so attractive to entrepreneurs, sales and marketing professionals.
If you do this well, you really stand out from the crowd.
How do you use featured section on LinkedIn?
Add links to your LinkedIn posts & articles, your blog posts, link to your product/landing page, documents and presentations.
This is really a lead generation section and you should treat it as such. Look at these examples:
Sam has got links to some educational content and case studies offering proof that their software works.
Lukasz shares clips from his presentations at events and interviews that establish him as an expert. He has also included a link to reviews from his clients on Clutch.co (a review site) that establishes trust and provides proof that he delivers top notch SEO services.
Brynne shares some of her LinkedIn posts and blogs in the featured section. Some people also showcase awards, certifications.
This is the sort of information you will normally find on the home page or landing page of a website.
Experience section – build credibility by showing your achievements
The “Experience” section is where you build your chronological resume. Add past employer, duration of the employment, and your achievements.
Focus on your achievements in each role/job. Achievements build credibility by showing that you deliver results.
A common question people struggle with is how many years to go back in your experience section. My recommendation is to go as far back as it makes sense for your current work/solution. Use placeholders for roles/jobs that are not relevant to your current focus.
Use deliverables instead of formal job title. Add keywords in your job description and achievements to help your profile rank higher in LinkedIn searches.
Recommendations and skills help optimize your profile and add credibility
Recommendations from clients and supervisors are best for building credibility on LinkedIn.
You can get it from co-workers also, but those are not credible.
Try to get a minimum of three recommendations. Make sure these include important keywords you want to rank for in searches.
One of the challenges with recommendations is that everyone has glowing recommendations on LinkedIn. Unless you get it from clients or respected professionals in your field, people tend to discount them. But any keyword-rich recommendations will help in your profile optimization.
LinkedIn introduced skill endorsements to highlight professional skills. One of the problems with skill endorsements if that most people endorse others with the expectation to receive an endorsement in return.
But it has a big impact on your profile optimization as LinkedIn created it to help recruiters find people with the right skills. So, make sure you get some endorsements for skills you want to rank for in LinkedIn.
Other sections of your LinkedIn profile you should optimize
There are some other parts of LinkedIn profile you should optimize to improve your profile’s search performance.
If you provide software services or outsourcing solutions, click the pen icon for “Providing services” section.
Click the Add services button to add your services like software development, etc.
In the about section, add a short description of your business. See my services section as an example:
If you’ve professional certification or licenses relevant to what you’re selling, add those in the Licenses & certifications section.
There are many other things you can add to your profile to optimize it further. Click the Add profile section button on your LinkedIn profile page to see all the options.
Optimizing your LinkedIn profile is the first step in using LinkedIn to sell your products and services.
The next step is to identify people to grow your LinkedIn network.