Optimizing Your LinkedIn Profile - Tech Critic

Optimizing Your LinkedIn Profile

In Social Media by Adalee RodriguezLeave a Comment

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LinkedIn Can Help Generate New Leads

Optimizing Your LinkedIn Profile - Tech CriticSocial media is an extremely helpful and important aspect of generating leads and growing your business. There are several social media platforms that all professionals and businesses should have a presence on, including Twitter, Facebook, and Instagram. However, not as many people put as much focus on LinkedIn.

LinkedIn has developed a reputation as the social media site for professionals. People often view LinkedIn as a place full of bothersome salespeople and freshly graduated college students desperate for a job. A vast majority of profiles on LinkedIn treat it as their online resume.

What people don’t know is how LinkedIn can be used to generate business and lead to conversions. You can use it to drive target traffic to your profile with the potential to create new helpful relationships and clients.

Create an Efficient Funnel

You should treat your LinkedIn profile like you treat your website and develop an SEO strategy. In these strategies, you are creating a lead funnel. Your goal should be to grab their attention and provide them with information that will encourage them to make a decision. Hopefully, at the need of the funnel, these leads turn into conversions.

Your funnel on LinkedIn should follow this simple path:

  1. Your Photos, Header, and Headline: The text in your cover photo and headline should be precise and describe to your audience who you are and how you can help them. It should be engaging enough to entice them to explore further.
  2. Summary: As they continue down your page, they will reach your summary section, which should include any problem areas they have which you can assist them with, explain what separates you from the rest, and briefly describes all services you offer. You should be clear and precise here.
  3. Media: There will be an area where you can include media. You can add links to sites or blogs, while also including videos. This may be what leads to a conversion. Links can work, but they break up your audience’s scrolling by directing them elsewhere. With a video, you can briefly explain who you are and how you can help. Always include a clear call-to-action.
  4. Inbox: Hopefully at this point, your audience will be ready to do business with you. If your media is successful in inviting them to reach out, they will have direct messaged you on LinkedIn or contacted you through your website. Including a unique landing page for these leads can also prove helpful.

Improving Your Profile Aesthetic

We mentioned before that you need to be able to grab your audience’s attention. The easiest way to do this is through a well thought out and engaging profile aesthetic. We will get to the copy on your page, but for now, we are going to focus on the space provided in your profile picture and cover photo.

You have to know who your audience is and what they are looking for, while also conveying who you are and what you do. You may be questioning whether these areas matter, but first impressions are everything. Your profile photo and your cover photo are your profile’s first impression on your audience.

The way your business’s website looks is important so your LinkedIn profile should be, too.

Profile Photo 

When people think of profile photos on LinkedIn, they think of dull and boring traditional headshots. While these are fine, they do little to show your audience who you are and what you do. You just seem like everyone else on the platform.

LinkedIn suggests your face should take up 60% of the frame of the profile image. Along with this, you should make sure it is:

  • High-quality; consider hiring a professional to take your picture
  • Close shot of your face
  • Set in front of a simple background
  • Business or business casual attire is worn
  • Smile

Depending on your industry, you can play with how this image looks. Check other profiles of professionals in your field to get an idea.

Cover Photo

Your cover photo is an interesting bit of real estate that not many businesses think about. A great way to take advantage of this space is by creating a custom image that consists of images of you or the industry you work in. You should also include copy that appeals to your target audience and their needs. Consider these tips:

  • Include a brief tag that tells your audience what you do.
  • Provide your website URL and any other social media handles.
  • Include imagery that grabs the audience’s attention and encourages them to engage.
  • Always include a call-to-action.

By creating unique and engaging profile photos, you leave a lasting first impression that will encourage your audience to funnel down your profile further.

Finding SEO Keywords

One aspect of LinkedIn that not many people are too aware of is that the social network can operate much in the same way a search engine does, possessing the power to drive targeted traffic to your profile. Most people don’t use LinkedIn as a search engine, but instead like a social media like it was intended.

However, you can utilize effective SEO keywords to create more engaging content. To do this, you simply need to conduct keyword research. Ask yourself:

  • What your profile should rank for
  • The level of volume and competition of searches
  • Who is your target audience?
  • What is your target audience searching for?

Once you create a list of SEO keywords, you can compare them to LinkedIn SEO keywords.

While there is no real proof that shows the data behind keyword use on LinkedIn, you can still see how it works. Take some of the SEO keywords you already generated and search them on LinkedIn’s search. Often, the keywords on the social network will be shortened versions of these keywords, so try using short, broad terms first.

When looking at the full results, always keep note of the search volume. This gives you a good idea of how many people are using these keywords in their profile content.

Once you compiled a new list of LinkedIn SEO keywords, compare them to the previous keyword list you created. If you find any overlap between the two, keep these terms.

You will find that some terms work well on LinkedIn but don’t perform well on search engines. You can replace them with traditional SEO keywords.

Next is time to include them in your content.

Creating Copy

Not too many people realize that you can implement SEO into your LinkedIn profile. The content on your profile, which includes your headline, summary, and experience, are all great areas to plug in effective SEO keywords.

Too often, people treat their LinkedIn profiles like resumes. Yes, they do get to the point and are professional, but they are mostly boring. LinkedIn, while a social network for professionals, is still a social media platform. There is still plenty of room to make it exciting and engaging. Besides, even though LinkedIn is about connecting professionals, no one wants to connect with someone who comes off boring.


Your headline can be found directly underneath your name on your profile. You are given roughly 120 characters to use to tell your visitors who you are and what you offer them.

Your headline should be clear and precise. Visitors should be able to learn what you do from the brief line you’ve provided. Within this space, you can implement the SEO keywords you settled on to help your profile show up on user’s searches. While no proof shows LinkedIn penalizes keyword stuffing, you still don’t want to overdo it. Remember to keep it compelling and easy to read. Try to appeal to your audience by offering them a solution to their problems.

If you aren’t a great writer, consider reaching out to a professional copywriter to help you craft a compelling headline.

Summary Section 

The summary section is the largest area LinkedIn gives you to work with, so you should make the most of it. It would be foolish not.

Once you’ve properly grabbed their attention with your images and headline, they should move down to your summary to learn even more about you, your business, and your services. Remember, this section should be written about what you can do for your audience, not just about you.

Think about what your audience may be looking for when they reach your profile. You will be able to get a better idea about this through market research.

Once you’ve conducted your market research and figured out your audience’s wants, you will need to craft a summary that effectively captures what your business does, who you are, and how you can help solve your visitors’ problems. Don’t ramble. Clearly state your point and purpose, ensuring their visit was not a waste.

Experience Section

This is the area on LinkedIn profiles that people most treat like resumes. It’s not hard to see how, but within these experiences, there are ample opportunities for creating compelling content, while implementing SEO keywords. You can convince visitors that you are qualified to assist them in the issue they are looking to solve.

When writing each experience, highlight the parts of the job you took away from it. Focus on how you helped former client’s businesses succeed and generate the outcomes they wanted. This shows your audience that you have the experience AND can show the results to prove it.

Keep the flow of your writing natural, speak in layman’s terms to keep from confusing anyone, and implement SEO keywords wherever they fit.

Other Ways to Optimize Your Profile 

LinkedIn offers users plenty of opportunities to make the most out of their profile. Outside of the above listed, there are still a few ways to optimize your profile, including:

  • Making the right connections. It’s become common practice to connect to as many people as possible. However, that might not help you convert leads. The connections you should be making are with those in your industry and those in your target audience. You should also connect with individuals who fit into your ideal audience persona. If you’ve been in business for a while, you should already know who these people are.
  • Collect recommendations, skills, and endorsements. Recommendations are essentially LinkedIn’s reviews. Former clients can go here to share their experience with you. You can add skills to your profile to show your audience what areas you excel in. Endorsements are where users can endorse you for your skillset, showing others proof of your skills.
  • Engage with other profiles. Engaging in other people’s content is an easy way to get your profile some recognition. When you comment on someone else’s post, your profile name and picture pop up with your comment. You then become a part of that person’s network, so with the help of your SEO keywords, you can show up more frequently.

LinkedIn is full of countless possibilities that can help you grow your business and brand. While most see the platform as a place to connect with other professionals, it can actually be used to reach new clients and make connections in your industry. If you are curious about how you can use LinkedIn to further your presence online or seek digital advertising assistance, contact Tech Critic.

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