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Create a LinkedIn Profile that Sells

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Create a LinkedIn Profile that Sells

  1. 1. TheProfile.Company Create a LinkedIn Profile That Sells with Naomi Johnson
  2. 2. About: • Founder of TheProfile.Company • Author of ‘What to Put on Your LinkedIn Profile’ & ‘Grassroots to Green Shoots’ • Written profiles for individuals in Canon, Asda, Oracle, Facebook, Coca-Cola • Ran the ‘Rock Your Profile’ stand at LinkedIn’s annual EMEA conference Talent Connect twice, plus Social RecruitIn Expert LinkedIn Profile Writer How to Get Leads and What To Do With Them Author | Speaker | Sugar-Free Vegan TheProfile.Company
  3. 3. How important is ? TheProfile.Company • LinkedIn is the biggest online professional network in the world • 440M worldwide, 17M UK & 84M EU members • +3M company pages • +2M LinkedIn Groups • > 2 new members per second! • LinkedIn shows you how you are connected
  4. 4. 1 Why LinkedIn Agenda – Part One 2 Succeed on LinkedIn 3 Setting Your Outcomes 4 Importance of Profile 5 The Buying Journey
  5. 5. TheProfile.Company Your Wealth is in Your Network 1st Degree 1st Degree 1st Degree 1st Degree 2ndDegree 2ndDegree
  6. 6. TheProfile.Company Leverage the trust in your network - it’ll cost you nothing -
  7. 7. TheProfile.Company Socia l Selling RELATIONSHIP
  8. 8. Proactive  Searching for prospects & asking to connect  Asking for introductions  Sending InMails Active  Commenting in groups  Status Updates  Publishing content Passive  Your Profile TheProfile.Company
  9. 9. Proactive Active Passive TheProfile.Company
  10. 10. Reasons People Fail on LinkedIn  Don’t have a clear outcome  Don’t add value to their prospects  Don’t stand for something  Profile doesn’t engage prospects  No call to action for prospects  Doesn’t match the buying psychology of a prospect  Unclear what value they bring and the problem they solve TheProfile.Company MOST OF THESE ARE RELATED TO YOUR PROFILE
  11. 11. Reasons People Succeed on LinkedIn  Set clear business outcomes  Follow a set strategy appropriate for their business  Stand for something  Clear call to action  Profile establishes and transfers trust TheProfile.Company
  12. 12. Your profile is making an impact 24/7! TheProfile.Company
  13. 13. The human mind is programmed to stereotype and pigeonhole information – it is our responsibility to ensure we’re put in the right hole! TheProfile.Company
  14. 14. It’s now the norm to research prospects, candidates, suppliers and colleagues on LinkedIn before meeting First Impressions Count TheProfile.Company
  15. 15. TheProfile.Company Not a Prospect Prospect Know they have a problem and are looking for your solution Know they have a problem but don’t know a solution exists No idea they have a problem 1 2 4 3 Refer you to others Build awareness of the problem and solution Identify your prospects and recommend you
  16. 16. TheProfile.Company Today 57% of a buying decision is made online before a sales representative gets involved LinkedIn & Altimeter Group 2014 TheProfile.Company Consider the Buying Journey of your Prospect
  17. 17. TheProfile.Company A well constructed profile:  Interrupt the buying process and position you as a trusted advisor  Attract highly targeted leads that are pre-sold  Dramatically shortening the sales cycle  Become easily to refer
  18. 18. TheProfile.Company The Buying Journey Who is researching? What time of day? How do you want prospects to get in touch? What obstacles might stop them? What information do they need to know to move forward in their research/buying decision? Can they ‘buy into you’ as a person? How can they easily opt-in to follow you?
  19. 19. TheProfile.Company Profile Principles Now body cares about you until you become relevant to them Your Profile is about you but not for you Capture attention quickly outlining problem you solve Build rapport by sharing something of you Consider purpose of all content
  20. 20. 1 From Top to Toe Agenda – Part Two 2 Develop Your Strategy 3 Questions & Answers 4 Next Steps
  21. 21. 1 Headline A Good Headline:  Provokes curiosity  Starts a conversation  Gives a good overview  Includes key search words  Says something personal about you TheProfile.Company
  22. 22. 2 Summary A Good Summary:  Speaks directly to your audience(s)  Outlines the problems of your prospects  Educates the prospect and raises awareness for your solution  Establishes your credibility as an expert  Shares what you do  Ties all the loose ends together TheProfile.Company
  23. 23. TheProfile.Company 3 Rich Content Media Good Rich Media Content:  Include testimonials, interviews, presentations, book excerpts, examples of work, and visuals of products  Provide a valuable inside view of the company, and allow your prospect to spend time with you, building ‘know, like, trust’  Educate your prospect on how to buy  Add a call to action TheProfile.Company
  24. 24. 4 Experience Your experience should:  Tell the story of how you ended up doing what you’re doing today  Establish your credibility  Give an insight into who you are, and what motivates you  Provide the viewer with a knowledge of the industries you’ve experience in TheProfile.Company TheProfile.Company
  25. 25. 5 Education Your education should:  Justify why you’re the expert  Put extra clout behind what you have to say  Let people know you have training in a particular strategy or methodology TheProfile.Company
  26. 26. 6 Projects Your project should:  Provide a unique insight into your interests and affiliations  Let people know what you are thinking  Draw attention to activities or events people can get involved in TheProfile.Company
  27. 27. 7 Advice for Contacting Advice for Contacting:  Inform your prospect about the best way to get in touch with you  Manage your prospect’s expectations about when you are likely to reply TheProfile.Company
  28. 28. 8 Voluntary Your Voluntary Experience:  Gives an insight into what you care about and hold important  Increases visibility of the charity  Lets people know how they might collaborate with you  Give context to the conversation so that people are confident to reach out TheProfile.Company
  29. 29. 9 Interests Including your Interests:  Adds personality and makes you a 3-dimensional person  Allows your prospects to build ‘know, like and trust’ with you  Can provide common ground to establish a new relationship TheProfile.Company
  30. 30. 10 Publications Using the Publications  Drive extra traffic to blogs and publications you’ve been featured in  Feature your book and news articles you’ve been featured in, or reports you’ve written TheProfile.Company
  31. 31. 11 Influencer Platform Using the Influencer Platform  Share your unique take and point of view  Get on your soap box and find like-minded people  Post valuable content in groups to start conversations. Make sure that the information is authentic TheProfile.Company
  32. 32. 1 From Top to Toe Agenda – Part Two 2 Develop Your Strategy 3 Questions & Answers 4 Next Steps
  33. 33. TheProfile.Company Next Steps:  References from talk at TheProfile.Company/FreeTalksLondon  Download a LinkedIn Profile Template  Enjoy the resources  Book a session