The document provides guidance on creating an effective social selling profile on LinkedIn. It covers topics such as preparing your profile content, brainstorming a headline, adding media and background information, writing a summary, including work experience, skills and endorsements, education, groups and interests. The document provides examples and tips for each section to help optimize your profile and engage with potential customers. It emphasizes using keywords, telling a story about yourself, and focusing on benefits for your target audience.

1. Creating a Social Selling Winning Profile

2. Specialty Areas:
SBA 504
SBA 7a
SBA Loans
Small Business Lending
Small Business Loans
Commercial Lending
Practice Loans
Lines of Credit
Investment Properties
Franchising
Start-Ups
Industry Sectors:
Manufacturing
Construction
Retail
Services
Agriculture
Disciplines:
Banking
Finance
Accounting
Business Planning
Marketing
Business
Small Business
1. PREPARE
• Use current versions of your bio you have
• Resume, job description or summary of current role.
• List skills/specialties/keywords - terms that make you accessible through search.
2. BRAINSTORM HEADLINE. You have only 120 characters for grabbing your audience.
Your headline should include these three things: What you do, the keywords people
would use to find you, and Zing. Zing is something interesting that makes people want to
know more. Think of your headline as the headline of an ad. Its role? To get your audience
to want to read on.
3. ADD HEADSHOT, BACKGROUND IMAGE(S), COMPANY ICON TO CURRENT ROLE
4. SUMMARY. This is the place where you tell your story. – You have only 2,000
characters to say it. Avoid the standard, boring, corporate bio that lists all your
accomplishments. Your summary should get people a sense of who you are, what
drives/motivates you and what your known for.
• Write in the first person (it sets up a conversation between you and the reader – and
everyone knows you wrote your own summary!)
• Weave together your accomplishments and accolades with your values, passions,
strengths, etc.
• Leave room at the bottom of the summary for this: skills, specialties, contact
information.
5. EXPERIENCE. This should be the easy part. You can pull a lot of this content from your
resume or CV. Create entries showing your work history. Each entry can have 1,500
characters. A few things to consider:
• Be selective. Do not include every detail of every job you have had – especially if they
dilute your message. Add in any appropriate accomplishments, achievements or
recognitions.
• Repeat those keywords. Weave them into your description.
6. SKILLS/ENDORSEMENTS: Reference from list created
7. EDUCATION: This helps people find you through the alumni feature. Be sure to include
all the schools you attended. Include certifications.
8. CREATE LIST AS APPLICABLE: Interests, Accomplishments, Groups, Organizations, and
Volunteer Experience.
Pre- Work

3. Topics Covered:
• LinkedIn Navigation Tool Bar
• Adding Content
• Profile
• Headline
• Summary
• Work Experience
• Skills and Endorsements
• Recommendations
• Education, Volunteer, and Accomplishments
• Creating Public Profile- Account Privacy, Settings, Communications
• Following Companies – Joining Groups
• Making Connections
• Social Selling and Engagement
• Appendix – Sample Sales Summaries

4. Starting at the Top….. LinkedIn Navigation
1 2 4 5
1
6 7
3 8
1. Home Page
2. My Network – Connections
3. Jobs
4. Messaging – IM
5. Notifications
6. Account Information – Settings
7. Work
8. LinkedIn Learning Center

5. Adding content – Uploading Media and/or Links
Edit

6. Create a Searchable –– Results Oriented Headline
Your headline is the MOST important part of your LinkedIn profile. You have 120 characters to make them want to learn more about you. Using one or two of your main
keywords, for search, create a headline that will generate interest and help your connections to know they are in the right place.
This headline mixes keywords, target audience and benefits
This financial services headline speaks directly to the ideal clients and what benefits
they can expect.
This photography headline speaks to a very specific group of clients.
This law related headline focuses on identifying its ideal clients

7. Your summary should tell a story about you,
not just a list of duties.
Tailor your Summary for your target audience.
Think “what’s in it for them” if they connect with you.
How would you help them.
Tell your story. Paint a full picture of what you currently do,
what you have done in the past, and what you
will do in the future.
If you specialize in an area – say why
What results can your target audience
expect from working with you.
What sets you apart from everyone else
Use as many keywords as possible.
What words would your customers use to search for you?
Add a few details about your responsibilities
at your current job, your business impact
Include current company info/brand messaging statement
Include contact information
List of specialties
Link to our website
Follow-Us invite on Facebook and Twitter
USE YOUR SUMMARY AS A MARKETING PLATFORM

8. Business Solutions Tailored for You!
At 21st Century Bank we know what it takes for businesses to survive, thrive and
prosper in today’s market. We’re your community partner, founded in 1917. As a
family-owned bank, we know business is personal. We don’t sell products. We tailor
solutions and respond to your unique business and banking needs.
We like to think of ourselves as large enough to provide diverse financial solutions and
24/7 secure online. But, small enough to deliver personal service with a handshake and
commitment.
A top 10 MN SBA preferred lender, 21st Century Bank is a leading, full-service
commercial bank offering tailored personal and business banking products and services.
Distinguished by the SBA as an “SBA Preferred Lender,” 21st Century Bank is a 2017
Minnesota SBA Lender Award recipient (asset size 100MM > 500MM), in recognition of
the Banks performance in the area of origination of SBA 7a Loans.
21st Century Bank has locations in Rogers, Loretto, Minneapolis, Ham Lake, Blaine and
Lilydale opening in 2018. Proudly serving the community for more than 100 years, 21st
Century Bank is a leader in small business lending in Minnesota with more than $417
million in assets.
BUILD CREDIBILITY – POSITIONING
• Your past experiences should match the tone and style of your summary – it should
sound conversational, be written in full sentences and include keywords and phrases.
• Describe your role in terms that would not be considered internal jargon. Use words
and phrases that people outside of your organization would easily understand.
• Remember to consider SEO when writing your Experience section.
• Provide the most detail for your current role and your role before this one (if
applicable). It will be more important for recruiters and hiring managers to see what
you’re currently doing or have recently done, more than what you did ten years ago.
• Incorporate brand/company messaging, include reference to website
• Repeat contact information
Your experience should invite a
Call to Action!
Example

9. Summary
Sample Summary and Experience

10. Create list of skills for your connections endorsements
This list will also allow you to stand out in a search
•Choose professional, valuable skills that you have acquired.
•Determine which skills make you stand out. Add both general skills (Example:
problem solving) and specialized skills (Example: commercial lending, SBA,
loans).
•Make sure you are endorsed for skills that make you stand out. Example: If say
you’re great at “Customer Service”, it has more impact if your customers
endorse you for this, not just your colleagues. In contrast, if you say you are
“Innovative” or “Creative”, but nobody endorses you for it, what does that say
about you? Social proof is important.
•Select a maximum of 50 skills—choose wisely.
•Choose corporate values, skills, and expertise that you share with your
colleagues.
•Change the order of your skills to accentuate certain items or strengths. Just
click on the list, and drag skill to top of list.
Sample Skill Summary – Financial/Banking
SBA loans
SBA 504
SBA 7a
Small Business
Lending
Small Business
Loans
Commercial
Lending
Practice Loans
Lines of Credit
Industry Sectors:
Manufacturing
Construction
Retail
Services
Agriculture
Investment
Properties
Franchising
Start-Ups
Business Banking
Cash Management
Retail Banking
Personal Banking
Home Equity Lines of Credit

11. • A recommendation is written by LinkedIn member/connections.
• Viewers of your profile often view the recommendations you've received to
see what others think about you and your work, thus they serve as a
• testimonial/reference.
• Ask for recommendations from past or present colleagues, managers, clients, etc.
• Goal – 3 recommendations within the last 3-5 years.

12. http://bit.ly/21LIapp

13. Creating Your Public Profile
Select View Profile
1
2
3
4
5

14. Managing Account Privacy and Settings
• Account
• Privacy
• Communications

17. https://www.linkedin.com/groups/discover
Expand Network through GroupsGet to know your target audience,
referral sources, and information on competitors
Follow Companies

18. Making Connections
Accepting Invitations
Find new connections
(People you may know)

19. Using social media to interact directly
with potential prospects.
https://blog.hubspot.com/marketing/social-selling-definition-under-100-words
• 30 min - week - 10 minutes - 3 times/week
• Connections – send message invite (first level connections) - check out website
and/or follow company on LinkedIn
• Review currents connects and their followers – make commitment goal – new
contacts - Request introductions from 1st connections
• Post – article/link with comment (target connections)
• Write article – post to your profile - share with connections – individuals
• Build referrals – from followers
• Like - share with comment – company posts
• Add image to your posts (google search)
• Join groups – add connections – share information – seek referrals
• Review your weekly profile views- hidden prospects
• Give a recommendation and/or endorsement – then ask for return favor
• Use LinkedIn app – instance message contacts when you see them online
 Customers
 Email Directories – Outlook,
Gmail, Yahoo
 Chamber Connections
 Associations
 Schools
 Referrals
 Former Leads
Build Your Network

20. Sale summaries that attract and engage their audiences
Appendix

21. Allison Zia, a sales and operations specialist at
McMaster-Carr and grad student at University of
Southern California’s Marshall School of Business,
earns instant credibility with her LinkedIn
summary.
She starts with a bold statement: “I like to solve
problems.” Zia proves it with multiple examples
from her career, then spotlights her specialties.
Finally, she describes a few of her interests.
Hints for writing: Use a short, impactful one-liner
to highlight why you’re successful or what you’re
best at. Give two to four examples of how this skill
or desire has manifested itself throughout your life.
Discuss your areas of expertise, then wrap it up
with your favorite topics of discussion.
With these LinkedIn summaries to draw on, you
should have plenty of ideas and inspiration for your
own description. Make it personal, unique, and
engaging -- and prospects will feel like they know
you already.
Win Credibility

22. Give a 360-View of You, Your Role,
and Your Company
Head of The Muse’s South and Midwest
sales Michah Day’s LinkedIn summary
showcases her passion and enthusiasm for the
role. She highlights her main responsibilities and
values, tells the reader why she’s proud to work at
The Muse and what sets the business apart, and
lists some fun facts about herself.
Try it yourself: Explain why you’re so fired up
about coming into work each day. What excites
you? Why do you love your company? What makes
your product, culture, and/or team different from
your competitors? Conclude with four or five
personal tidbits about yourself.

23. Demonstrate Your Passion
Adam Buchbinder, a salesperson at
Listenwise, draws potential customers in by
describing his enthusiasm for “improving
listening skills and narrowing educational
disparities” -- two goals they probably care
highly about, too.
His next line tells prospects he’s interested in
learning their needs, not just selling them.
Then Buchbinder establishes his expertise.
Hints for writing: Describe the most
rewarding aspect of your job, whether that’s
helping small businesses go mobile or
making corporations more efficient.
Next, highlight why you’re qualified. How
many people or companies have you worked
with? What are their average results? Which
high-level problems are you well-equipped
to solve?

24. Make Yourself Seem Approachable-
Establishing Commonality Builds Trust
Although it might be a bit untraditional
to mention your personal hobbies on
your LinkedIn profile, it’s a good way to
make yourself more human off the bat. A
prospect reading Wistia solutions
associate Fernando Silva’s summary
might think, “Oh, I also love to be
outdoors.” They’ll immediately feel more
connected to him.
Hints for writing: List a few of the things
you like to do in your free time (steering
clear of anything controversial, of
course). Then explain why you chose
your current role and how your
customers derive value.

25. Engage Prospects
Wistia account executive Jonah Silberg opens with his
mission: Enabling businesses to use video in their
marketing strategy. His next two sentences helps you
get to know him on a personal level.
The summary is short enough readers are guaranteed
to finish it -- but Silberg makes every line count. He
makes you interested in learning more about him.
Hints for writing: In the simplest words possible, state
how your company makes its customers’ lives easier,
better, more enjoyable, etc. Then reveal something
about your background (“I was born in Spain and
raised in Texas,” “I’ve lived in Chicago my entire life,”
“My hometown boasts the largest Beanie Babies
museum in the world”) and end with “Always,”
Constantly,” or “Frequently” followed by your favorite
thing to do (“Always reading,” “Constantly cracking
dad jokes,” “Frequently juggling.”)

26. Intrigue Readers
Raphael Parker, head of outreach at
Segment.com, uses the same formula as Silberg --
but in reverse. He begins with three of his former
jobs, which immediately tells you he’s (already)
had an interesting career. Parker next tells you
what he’s currently up to.
Hints for writing: List your former jobs. If you’ve
always been in sales, get creative. Did you ever
have a lemonade stand as a child? Were you a
camp counselor as a teenager? What was your
college gig?
For example, you might write “Ex-lemonade stand
CEO, CMO, and COO; ex-juggler; ex-college tour
guide. Currently helping prospective home owners
in Arizona find their next dream place to live. (And
still juggling when asked nicely.)"

27. HubSpot inbound marketing specialist Dan
Sally shows his personality in his summary. The
detail about his previous life as a stand up
comedian is intriguing, and the line about
“realizing his children didn’t like starving” is
funny and relatable. Sally gets more serious in
the second section, highlighting his impressive
track record at HubSpot.
Hints for writing: Begin your summary with an
unexpected, interesting fact about yourself. In
your next paragraph, tie it into your sales career.
For example, you might write, “I was the third
runner-up of the National Spelling Bee in 1997.
(You better believe the spelling of ‘euonym’ is
now etched into my memory.) These days, I use
my innate desire to learn to help customers."
Show Some Personality