Recently someone reached out to me because they wanted to show me their profile. LinkedIn had ranked it among the top profiles on the platform. With such an accolade, I had to go and have a look – how could I not!

But what I saw was something that follows some very old school thinking.

The notion was that “it’s my LinkedIn Profile, it has to be all about ME.”

 

Though your profile is about you, the key to success on LinkedIn is to remember that it is not for you.

It is for your prospect.

Anyone coming to your profile will be asking the question ‘What’s in it for me?’ They will care very little for your accomplishments and interests if you haven’t first told them why they should care.

With so much content available online today, people don’t have time to read between the lines or things that aren’t adding any value to their life.

And yes, on some level, a cute little puppy falling into an idyllic sleep while having his fur trimmed does add value to some people’s lives.

Unfortunately, your LinkedIn profile is unlikely to have the same affect!

So what is the answer?

When building your LinkedIn Profile, Ask Yourself Why You Want One

The best way to create a powerful LinkedIn profile is to ask yourself why do you want one? Is it to make you feel better about yourself, find a job or is it to convert prospects into your business?

If you are in sales, your ‘Holy Grail’ should be a LinkedIn profile that can take an ideal prospect from having no interest in your service right through to begging to buy it, and wanting it only from you.

There are many reasons why your LinkedIn profile could become popular and lead to an increase in invitations and opportunities. It might be the result of winning an award, being featured as a guest blogger, a group post or status update that’s gone viral.

If people see you as influential enough, they’ll connect with you no matter what you profile says – and that’s great. You’re building your network. They may enquire to buy your services because they have an idea of what you do from somewhere else, but don’t be disillusioned that it is because your profile is great.

Remember, a great profile is one that can transform a stranger into a raving fan with no external influence, and have them buying your solution to solve a problem they didn’t know they had.

Remember, a great profile is one that can transform a stranger into a raving fan with no external influence, and have them buying your solution to solve a problem they didn’t know they had.

Popularity is great – but you know what they say about networking – it can easily become NOT working.

If your profile doesn’t attract your ideal leads and convert them, then all your online activity is surely being wasted. You’re leaving money on the table.

It’s great that you’ve become so popular, but what does it really all mean?

For this individual, and all those listed on LinkedIn’s top 10 best profiles, I have the following to say:

1. Does your profile contribute to the sales journey of your prospect?

If 60-100% of a decision is now made online, will your profile act as a valuable piece of the puzzle educating them on how to buy and positioning you (and/or your company) as a vital contender for when they are ready to buy

2. Are you leading your industry?

People buy from people they know, like and trust. Ultimately, they are looking for a message they can buy into. Consumers are generally turned off from companies that show a ‘corporate face’. Your LinkedIn profile is your chance to communicate in an authentic voice and share your views on why your product is the best option available. By sharing your philosophy and reason for backing this product, you have the ability to make a personal connection and make your company a forerunner in any bidding process.

3. Where are profile visitors going next? 

You’ve shared a valuable update, you’re creating a stir in the market and you’re getting profiles visits. But what next? If all this activity isn’t building your mailing list, increasing your LinkedIn page followers, or building a community of some sort, what is the point?

The majority of people attracted to your content won’t be ready to buy at that point. They won’t be ready to send an invitation to connect, and may find it awkward to do so if they haven’t formulated an intelligent question. They may consider you too superior in the company to bother, so they’ll be looking for what to do next.

Buyers can be at a variety of stages so give them something to engage with that allows you to go back to them at a later date, even if they haven’t asked you to connect.

4. Are you building a sales pipeline for your team?

You may not be the person speaking to prospects and handling enquiries on a day-to-day basis but your profile can add the extra clout and authority needed to turn a lead into a prospect. Allow people to buy into your vision by sharing it. This will also do wonders for company morale, leadership and attracting top talent.

Remember, people will care about you once you’ve become relevant to them. Your profile needs to quickly set the context as to the conversation you’re here to have and the problem you are here to solve.

Your experience and accolades are very important in establishing you as a qualified thought leader to follow. They need to be integrated into your message, but not be the message you lead with. You never know when your diverse background and industry experience could be just what a prospect needs to be confident you’re the right person for the job. See article.

One excellent example of what I am talking about is David Cameron, the UK’s Prime Minister. It must feel great to be a 1st degree connection with him, but what value does his profile give to his overall campaign and leadership? Does it help me buy into his message and trust him more? Does reading his profile make me feel I’ve just had a personal conversation with him? No, it doesn’t.

An increase in profile views can come from a variety of sources, but it doesn’t mean it is because you have a great profile.

Self employed or employed, the boss is always asking ‘How is this contributing to the bottom-line of the company?’

When you can demonstrate your profile is building a pipeline of qualified buyers who view you as a trusted and vital part of their buying decision, you have a powerful LinkedIn profile.

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