Build the Conversation by Featured Content to your LinkedIn Profile
There are now two places on your LinkedIn Profile that you want to consider adding media, the first includes attachments to your About or Experience entries, and the second, selecting featured content.
Featured content is great, because the items populate on the profile really well and bring vital colour and interest to your profile.
There are now two places on your LinkedIn Profile that you want to consider adding media, the first includes attachments to your About or Experience entries, and the second, selecting featured content.
Featured content is great, because the items populate on the profile really well and bring vital colour and interest to your profile.
There are several options for uploading content including:
- Use Posts if you’re written an informative or popular post that communicates the core of your message and something new visitors to your profile will benefit from seeing. This might could include an announcement that you’re attending an event. TIP: If you think you’re going to attach a post to your Featured Content, make sure to include a photo, as it is this that will make it pop on your profile.
- Articles if you’ve uploaded an article to LinkedIn, it is worth featuring your hard work on your profile so it continues to work for you!
- Links allows you to feature content that isn’t uploaded directly to LinkedIn. This might be to a website, blog post, or video. Again, make sure it populates well on the profile. TIP: If attaching to a website or blog, make sure the page has a featured image to pull through. You won’t be able to control this on content that isn’t your own. But it’s worth considering as you want each item to look its best.
- Media allows you to upload photos, documents and presentation in a large variety of formats. TIP: If you have accesses to the raw video file, it is worth uploading directly as LinkedIn favours content on its own platform rather than content that takes people away from LinkedIn.
Selecting the right content is important, as it is your prospect the opportunity to learn about your product and service – and your take on things – without them having to leave LinkedIn.
The key though is not to provide too many options as too much choice can lead to overwhelm, resulting in your prospect not looking at any of the items you’ve supplied.
Instead what we want to do is carefully select a few items with a mixture of formats. We need to consider that when a prospect comes to your profile they many not be in an environment suitable for playing sound and therefore we need to make sure all videos have subtitles.
We also need to consider that the prospect is still in ‘Browse’ mode and therefore wanting the key information quickly so they can decide whether to commit more time learning about us.
Before choosing any old content though, we need to first consider the buying journey of our prospect and what else they might need to know about us to become committed to getting in touch.
With 57%+ of a buying decision now made online, we really need to be supplying the type of information our prospect needs to complete their own journey online. The final 43% (or less depending on industry) of the sale will take place with you, the sales person.
We also want to supply content that will connect our prospect into our existing sales funnel, perhaps a download on our website or a phone enquiry.
Developing Your Content
What else does your prospect need to know?
Putting ourselves in our prospects shoes, what do they first need to know before reaching out to us? Do they need a look inside our company, more information on our services, a look at the quality and standard of our work?
For these you might attach a Behind-the-Scenes video, or a slideshow of your work.
How can we best communicate with our prospect?
Remember that not everyone will be in an environment to listen to a video, and some people won’t have the patience to wait until the third minute to get the answer to their question. Instead they will want to click through at their own speed.
How can you provide a mixture of formats to support your prospect?
Where are the quick wins?
What do you have in place already that could easily be used to support your prospect? Do you already have a slide show (powerpoint), video or PDF that could help? Has the company already got valuable downloads and content available on the website that you could point to? What tools do you use daily within the company that you could highlight?
What do you want prospects to do after they’ve looked at your content?
Direct your prospect to the appropriate next step in your sales funnel by embedding a hyperlink. You might make a quick slideshow about your download or diagnostic, with a hyperlink to your website or shop embedded with in
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