Re-Think the Purpose of Your LinkedIn Profile Rather than just create a profile that shows your job history and qualifications, create a profile that shows how you can solve your target audience’s problems and serve their needs. Think of your profile as a piece content that reflects your company’s capabilities, rather than your resume.

1. FOUR WAYS
to Use Your LinkedIn Profile to Attract Inbound B2B Leads

2. Re-Think the Purpose of Your Profile
Rather than just create a profile that shows your job history and
qualifications, create a profile that shows how you can solve your
target audience’s problems and serve their needs.
Think of your profile as a piece content that reflects your
company’s capabilities, rather than your resume.

3. Re-Think the Purpose of Your Profile
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JOB HISTORY
QUALIFICATIONS
SUMMARY
RECOMMENDATIONS

4. No.1
USE THE RIGHT KEYWORDS

5. No.1 Use the Right Keywords
Throughout your LinkedIn profile you should use keywords that are related
to your products and services. Not just any keywords, but ones that your
prospects commonly use. One way to determine those keywords is by using
Google’s Keyword Ad Planner Tool. It is designed to help determine keywords
for Google ads, so you need an AdWords account (connected to a regular
Google account), but you don’t need to place any ads to use the tool.

6. No.2
VIEW YOUR LINKEDIN PROFILE AS A WEB PAGE TO BE INDEXED

7. No.2
LinkedIn.com
Site Ranking
SEO Ranking
Keywords 100%
100%
100%
100%75%50%0% 25%
View Your LinkedIn Profile as a Web Page to
be Indexed
As you are re-thinking about your LinkedIn
profile and using the appropriate keywords,
remember that this is a web page that is
indexed by Google and other search engines.
LinkedIn is a high-ranking domain and can
show up as a top result in searches for your
keywords.

8. No.3
DON’T FORGET ABOUT LINKEDIN SEARCH

9. No.3 Don’t Forget About LinkedIn
Search
Active LinkedIn users use the search functions within LinkedIn to find what
they are looking for, beyond people’s names and companies.
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Advanced
Search
Boolean
Search
’AND’
Boolean
Search
‘NOT’
Sorting

10. No.4
OPTIMIZATION

11. No.4 OPTIMIZATION
Optimize These 9 Fields in Your LinkedIn Profile
Headline
The default is your current job at
your current company. This is the
most important thing to change to
appeal to prospects.
Experience
What you do in your job is another
opportunity to tell the story of your
success helping customers solve
problems.
Contact Information
This should include the best ways to
contact you, plus a website or
landing page that includes
information to your target prospects
Marketing Assets
Work with your marketing team to
get PowerPoints and PDFsto add to
your LinkedIn profile and use your
keywords in the title of the pieces.
Summary
This is where you can really speak to
the prospect about how you and
your company can solve their
business problems, using a good
selection of keywords.
Skills & Endorsements
Have others endorse you for skills
that are most relevant to your target
prospects. You have the ability to
edit your list of skills.

12. No.4 OPTIMIZATION
Optimize These 9 Fields in Your LinkedIn Profile
Publications
Relevant blog posts, ebooks or
articles quoting you can be listed
here. If you don’t have any, this is a
good time see if you can collaborate
with someone to create some things
to list.
Recommendations
Ask your customers for
recommendations. They will use the
terms that others in your industry
use, and they will also validate your
position as someone who is helpful.
Groups Joined
The Groups you join show on your
profile, so make sure you join
relevant Groups with names that
look and sound good.