Build the Conversation by adding Media to Your LinkedIn Profile
Adding Videos, Slideshows and PDFs to your profile adds depth and colour and gives your prospect an opportunity to learn more about working with you.
The to adding Rich Content Media to your LinkedIn profile is not to provide too many options as too many choices but to select your items strategically. Too many options overwhelm a prospect often leading to ‘decision-paralysis’ resulting in your prospect not looking at any of the items you’ve supplied.
Instead, we want to carefully select a few items in a mixture of formats. To do this well, we need to consider that our prospect might not be in an environment suitable for playing
We also need to consider that the prospect may still be in ‘Browse’ mode and therefore may want their information quickly and at their own pace. If this is the case, a video really won’t do, as they’ll have to watch at your pace. A good Slideshow (powerpoint) on the other hand is perfect, as it can be navigated at a speed the individual dictates.
Before choosing any old content though, we need to first consider the buying journey of our prospect and will want to know about us next in order to want to get in contact.
With 57%+ of a buying decision now made online, we really need to supply helpful information to support our prospect in their buying journey. The final 43% (or less depending on industry) of the sale will take place with you, the salesperson, so we want to supply the prospect the remaining information they need to feel committed to speaking to us.
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. Thus moving them off LinkedIn and into our normal sales process.
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, read more information on our services, see 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 within.
Here you can create the content that will be used within the module.
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Our step-by-step guide
LINKEDIN INSTRUCTIONS
Open the Summary or Experience Pop-up depending on where you want to upload the item.
Scroll to the bottom of the box.
Click “Add Media”.
Enter the URL for the item you are uploading and click ‘ok’.
Your item should now populate in a new pop-up.
Complete the information adding an enticing title and add to the description. Include a call-to-action within the description.
For ease uploading as a company or multiple times, ensure this information is within the description where the file was originally uploaded i.e. YouTube, Vimeo etc.
ADDING SLIDESHARE:
Create Slideshows in PowerPoint (or similar) and upload to www.slideshare.net. This is a sister company of LinkedIn and every word contributes powerfully to search engine optimisation.
Make sure the first slide is attractive so it entices people to click on it.
Ensure the font size of the front-page title is readable when reduced on the LinkedIn profile.
Consider that the slide box doesn’t open fully on LinkedIn and people want their information quickly. Use large font to accommodate the LinkedIn viewer setting and keep it simple. Avoid long paragraphs of small text as no one will want to read it.
Embed a hyperlink to your shopping cart or website.
When uploaded with a hyperlink the link will only become active after the 4th slide.
You can make ‘Buy Now’ button (or similar) by attaching the hyperlink to the text box within your original document.
Additional Tips
When uploading to Slideshare avoid asking Slideshare to automatically add the content to your LinkedIn profile. This will create clutter and detract from what we’re trying to achieve here.
If you are a company, consider subscribing to SlideShare doing will allow you to control the links on each of your employees LinkedIn accounts and automatically sync updates without asking individuals to log in and do it manually.
ADDING PDFs:
A Word Document can easily be transformed it a PDF by clicking ‘Save As’ within your programme and selecting PDF as the file type.
Upload all PDFs via www.Slideshare.net as every word will contribute towards your SEO i.e. your ability to be found online for keywords for your topic.
Hyperlinks will stay active within the document so use them wisely to bring people to further content they may like or to take the next step with you.
Since your prospect has come this far, why not add a link to book an appointment with you online?
Additional Tips
If you are an author, why not upload a chapter of your book? Before doing so
ADDING VIDEO:
Host your video on YouTube, Vimeo or similar.
Make your main point within the first 10-30 seconds then loop content back around. People won’t watch beyond this if they don’t think it will be relevant or interesting to them.
Finish with a strong call to action.
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