Facebook might be the go-to social media platform for personal use, and the latest updates to Facebook for Business show that it is aiming to improve its reach in the commercial sector, too.
However, right now, LinkedIn still remains the most influential social media platform for business users. Last year, the number of users passed half a billion, and that figure is still rising. It’s home to an awful lot of influencers – so how can you ensure your profile will be noticed by the people who matter?
Read on for plenty of tips on how to write a LinkedIn profile that is guaranteed to turn heads.
First of all, have a long, hard think about your headline
A lot of people choose to simply state their job title here. Sure, this will make you easy to identify in a sea of other LinkedIn users – but could this part of your profile be working a little harder?
The key is to come up with a headline that talks about what you can offer to other users, so they’re inclined to connect with you because of the skills you can potentially offer them. Try to communicate at least one benefit of your products or services within this section, and you’ll soon be capturing the attention of the people who are consciously or subconsciously searching for them.
Lots of people use commas or vertical bars (|) to separate phrases within their headline, and this is generally accepted as best practice. Our advice would be to avoid using too many unusual symbols, though; they can start to look tacky when overused.
Carefully curate content for the most high-impact sections on your profile
Generally speaking, there are two types of LinkedIn profiles: the profiles that act as business pages in that they appear to ‘spill over’ from the individual’s website, and personalised online CVs.
You need to mash together these two approaches for the best results. An irresistible profile is one that talks about you, your motivations and your career to date, but – again – that also proves to the reader that you have the solutions they are looking for.
Put yourself in the viewer’s shoes, and showcase the skills and talents that will be of value to them at the very top of your profile in the summary section. The first three lines of your summary – the copy that sits above the ‘Show more’ button – needs to clearly tell the reader who you are, what you do, and why they should take the time to learn more about you.
Make sure your LinkedIn image is on-brand
LinkedIn supports brand recognition, so keep fonts, colours and style in keeping with your corporate branding. Doing so makes it easier for users to recognise your profile if they’re searching based on your job title or company.
A strong brand image is about more than just text styles and fancy-looking logos, however. The overall tone of your posts will help you build your business’ identity, so always think about the way you’re coming across when you share content or comment on other people’s media.
Remember, LinkedIn isn’t your average social networking site. It’s a place to connect with peers, colleagues, influencers and potential employers, not to have a whinge about your partner or post photos of fancy dinners! Always be conscious that you need to deliver the best version of yourself to your readers. You can add a little more oomph to your posts by littering your language with some humour or cynicism if that’s a true reflection of your nature, but be sure to keep things professional.
Swearing is a definite no-no here, too!
Share and discuss trending news
To keep your connections and followers coming back for me, use the platform to report on what is hot and happening in your industry.
There’s no need to share every single piece of news that emerges from your sector on a daily basis, but you should take the opportunity to add your own voice to trending topics in your area of expertise. Get the balance right here between informative and authoritative, and you’ll soon find that your followers will start coming to you directly for your opinions.
Become a thought leader
The great thing about discussing trending topics is that it gets people to your page for some “water cooler” style chat. One they have arrived, it’s important that they are faced with some unique content that showcases your knowledge and expertise.
One way of communicating with your audience is to write LinkedIn Articles. These work best when they are populated with short, snappy content that covers a single point clearly and succinctly. LinkedIn readers are often in a hurry and don’t want to read 1000-word long posts – they just want quality information on a subject that interests them, and they want to be able to digest it quickly during their morning commute.
If in doubt, call in the professionals
If all the above sounds like hard work, then don’t panic. The team here at Indy can develop LinkedIn profile copy that will show off your business on your behalf. You can learn more about our LinkedIn profile writing services here!