Linkedin is arguably the best social media play for B2B. So, you have to ask yourself why you’re treating it like an online resume (unless, of course, you’re looking for another job). If you’re happy where you are, you can make a couple of changes to your Linkedin profile (there are several other changes to truly optimize your profile for business, but I’ll cover those in another post) to boost your ability to attract prospects. In this post, the focus is on your last name and professional headline. It should take you no longer than 15 minutes if you have clarity about the value your company provides.
Your Last Name
The first area we must attack is the Last Name field. It is limited to 40 characters. For most of us, that is significantly more than enough to accommodate our last names – even really long last names. What I’m going to ask you to do is add your title and company name (if possible) to your Last Name. For me, it looks like this:
Dixon – President, Aidan Taylor
That is 31 characters. Use abbreviations if you need to, but try to get what you would normally put in the Professional Headline into your Last Name. Oops – I just gave you a clue as to why we’re doing this. It is to free up your Professional Headline to contain a value statement.
The Professional Headline
It has a much larger limit – 120 characters. This gives us an opportunity to craft a compelling sentence or two about why a Linkedin prospect might want to get to know us. Here’s an example for people working at Aidan Taylor:
Using analytics to help small to mid-sized businesses create better content, improve conversion, and build community.
Once you publish a value statement as your professional headline, you’ve completed the most important part. Now, when someone sees you in a group or one of the “similar people” when viewing another’s profile – you won’t look like a typical resume-based listing. They’ll understand that you’re employed. They’ll see your title. More importantly, they’ll understand if and how you can help them. You’ll also be the member of an exclusive club – in my experience, less than 5% of Linkedin users take advantage of the generous character limits within their Linkedin profiles to jump out at their prospects.
So, congratulations!!! But, before we celebrate – you need to actually get this done. Today would be great!