1.
TheProfile.Company
Create a LinkedIn Profile
That Sells
with Naomi Johnson

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.
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.
1 Why LinkedIn
Agenda – Part One
2 Succeed on LinkedIn
3 Setting Your Outcomes
4 Importance of Profile
5 The Buying Journey

5.
TheProfile.Company
Your Wealth is
in Your Network
1st Degree
1st Degree
1st Degree
1st Degree
2ndDegree
2ndDegree

6.
TheProfile.Company
Leverage the trust in
your network
- it’ll cost you nothing -

7.
TheProfile.Company
Socia
l
Selling
RELATIONSHIP

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.
Proactive Active
Passive
TheProfile.Company

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.
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.
Your profile is making an
impact 24/7!
TheProfile.Company

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.
It’s now the norm to research
prospects, candidates, suppliers
and colleagues on LinkedIn before
meeting
First Impressions Count
TheProfile.Company

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.
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.
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.
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.
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.
1 From Top to Toe
Agenda – Part Two
2 Develop Your Strategy
3 Questions & Answers
4 Next Steps

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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
1 From Top to Toe
Agenda – Part Two
2 Develop Your Strategy
3 Questions & Answers
4 Next Steps

33.
TheProfile.Company
Next Steps:
 References from talk at
TheProfile.Company/FreeTalksLondon
 Download a LinkedIn Profile Template
 Enjoy the resources
 Book a session