It’s getting pretty crowded on LinkedIn, these days. It seems like the world and his wife are hanging out there. In such a crowded space, your LinkedIn summary (aka your about section) needs to pop and help you edge out your competitors.
Your LinkedIn summary should be an elevator pitch addressed to your clients. It needs to capture everything you want to say to clients – but concisely and without any waffle.
So, what’s the secret sauce…the magic ingredients that will help get you in front of more of the right people in your community?
In this blog, I’ll be sharing my top five tips with you.
1. It’s not about you…
This is by far the biggest mistake I see – LinkedIn summaries that read more like potted CVs than lead generators. All too often, you’ll find profiles that tell people’s life stories…their career histories, their ‘passions’, and which university they attended – without even a passing reference to their clients.
No doubt this harks back to the days when LinkedIn was more of a jobs platform than a networking site. But, the truth is, if you want to get more eyeballs on your profile, your profile needs to talk about your clients’ problems – not your award from your university debating society. That’s not to say that you should only focus on your clients. You do need to say something about your business. But this should focus on how you and your services can solve your clients’ problems – the things that keep them awake at 3am.
If you’re stuck for inspiration, think about your clients’ pain points and the solutions you offer – and then explain this in words (without being too pushy).
2. Include relevant keywords
People search by keywords on LinkedIn. Certainly, clients have found me using keyword searches on LinkedIn and I know my clients have too. I’d recommend using a good mix of relevant keywords in your about section (and not just your ‘about’ but also in your headline, your experience section and your skills).
So, how do you find the right words? Make a list of the terms people use to find your services. So, if you’re a graphic designer in Woking or one that specialises in design for travel businesses, you’ll need to include these key words in your about summary and other parts of your profile.
Have a think about the SEO keywords that you’re already using on your website – as these are often good keywords for LinkedIn. Do some competitor research and look at which terms other businesses are using.
Ideally, you should have a reasonable selection that reflects different services. So, if you’re a copywriter based in Oxford, you might include keywords such as ‘email copywriter’, ‘blog copywriter’ and ‘Oxford copywriter’.
Be specific with your keywords to help you get found by your ideal clients.
3. Back up what you’re saying on results
Your LinkedIn summary should include solid figures and evidence that demonstrates your success. Ideally, include a testimonial or two alongside your profile. So, if you’re a web designer and you’ve helped a client double their e-commerce visitors, say so. If you’re a business coach and you’ve helped a client turn their business around, say so. This is not the place to be coy about your achievements.
4. Make your LinkedIn summary meaty
Generally, I spend my time recommending that clients use fewer words in their marketing. But on LinkedIn, I often find the opposite problem: people write too little – sometimes just a short paragraph. I can almost guarantee that, when someone lands on your profile, the about is the first thing they’ll read. So, you’ll want to give a rounded idea of what you can offer. Just saying that you’ve worked in IT for 20 years and you love working with new clients won’t cut it.
You can include up to 2,200 characters in your LinkedIn profile. You don’t necessarily have to write that much. But make sure you’ve covered your main selling points. This is your opportunity to shine. Don’t waste it.
5. Include a call to action (which a lot of people forget)
Somewhat strangely, people often leave out a call to action. If someone’s taken the trouble to read your profile, don’t make it hard for them to connect with you. Make it clear how you’d like them to get in touch – whether that’s sending a DM, heading to your website or emailing you.
***If you’ve found these tips and you’d like some more advice on how to get your LinkedIn summary working harder for your business, why not book a chat with me? I help many business owners dramatically increase their visibility on LinkedIn.
I work with all kinds of businesses on their LinkedIn marketing – from entrepreneurs to large, established businesses. Get in touch to learn more ***
