Create a LinkedIn Profile that Sells

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TheProfile.Comp any Create a LinkedIn Profile That Sells with Naomi Johnson

Transcript of Create a LinkedIn Profile that Sells

Page 1: Create a LinkedIn Profile that Sells

TheProfile.Company

Create a LinkedIn ProfileThat Sells with Naomi Johnson

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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

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How important is ?

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• 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

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1 Why LinkedInAgenda – Part One

2 Succeed on LinkedIn3 Setting Your

Outcomes4 Importance of Profile5 The Buying Journey

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Your Wealth is in Your Network

1st Degree

1st Degree

1st Degree

1st Degree

2nd Degree2n

d De

gree

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Leverage the trust in your network

- it’ll cost you nothing -

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Social

Selling

RELATIONSHIP

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Proactive Searching for prospects & asking to connect Asking for introductions Sending InMails

Active Commenting in groups Status Updates Publishing content

Passive Your Profile

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Proactive Active

PassiveTheProfile.Compan

y

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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.Compan

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MOST OF THESE ARE RELATED TO YOUR PROFILE

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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

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Your profile is making an impact 24/7!

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The human mind is programmed to stereotype

and pigeonhole information – it is our responsibility to

ensure we’re put in the right hole!

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It’s now the norm to research prospects, candidates,

suppliers and colleagues on LinkedIn before meeting

First Impressions Count

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Not a Prospect ProspectKnow 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

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Refer you to others

Build awareness of the problem and solution

Identify your prospects and recommend you

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Today 57% of a buying decision is

made online before a sales

representative gets involvedLinkedIn & Altimeter Group 2014

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Consider the Buying Journey of your Prospect

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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

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The Buying JourneyWho 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?

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Profile PrinciplesNow 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

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1 From Top to ToeAgenda – Part Two

2 Develop Your Strategy3 Questions & Answers4 Next Steps

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1 Headline

A Good Headline: Provokes curiosity Starts a conversation Gives a good overview Includes key search words Says something personal

about you

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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1 From Top to ToeAgenda – Part Two

2 Develop Your Strategy

3 Questions & Answers4 Next Steps

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Next Steps: References from talk at

TheProfile.Company/FreeTalksLondon

Download a LinkedIn Profile Template

Enjoy the resources

Book a session

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