SlideShare a Scribd company logo
TheProfile.Company
Build Your Business
With LinkedIn
By Naomi Johnson
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
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
1 Why LinkedIn
Agenda – Part One
2 Succeed on LinkedIn
3 Setting Your Outcomes
4 Importance of Profile
5 The Buying Journey
TheProfile.Company
Your Wealth is
in Your Network
1st Degree
1st Degree
1st Degree
1st Degree
2ndDegree
2ndDegree
TheProfile.Company
Leverage the trust in
your network
- it’ll cost you nothing -
TheProfile.Company
Socia
l
SellingRELATIONSHIP
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
Proactive Active
Passive
TheProfile.Company
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
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
Your profile is making an
impact 24/7!
TheProfile.Company
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
It’s now the norm to research
prospects, candidates, suppliers
and colleagues on LinkedIn before
meeting
First Impressions Count
TheProfile.Company
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
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
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
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?
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
Build Your Business with LinkedIn
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Build Your Business with LinkedIn

  • 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 -
  • 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
  • 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