BY MARC W. HALPERT
This is the first of two columns on how to get more results with LinkedIn. See the second column here.
Effective social media and meaningful business-to-business, or B2B, networking are conveniently combined on LinkedIn. Today, B2B operates at a velocity at which both attributes are required. However, only a small number of the 313 million-plus professionals using LinkedIn are using it to its full potential. Exactly what else can you do to look your best and portray yourself as the right person to work with? Here”™s how to go further on LinkedIn to reap big dividends.
Ӣ Never cut and paste sections from your resume, which is by its definition a historic, backward-looking document.
A resume is static; LinkedIn is organic. The B2B professional needs to show him/herself on LinkedIn in three tenses: past experience, present efforts and future aspirations. Use short blocks of copy, rich with SEO keywords in rich, easily digestible sentences. Use “I” and power verbs. Why? First, we have short attention spans in our busy day. And LinkedIn is a gigantic B2B search engine, so keywords help you get found.
Ӣ Concentrate your energy on writing a dynamic professional headline.
That 120-character (which includes spaces) snippet of text under your name defines you all over LinkedIn. Your professional headline leads your B2B brand, so make it intriguing; clearly tell others who you really are, not what your title/company is. This section must be keyword-rich (for search purposes) yet easy to digest in a quick gulp. Not “Owner, XYZ Corporation,” but “Seasoned pro leveraging 20+ years”™ experience managing Inc.1000 business; seeks another challenging business investment.” That”™s exactly 119 characters, including spaces, and emphasizes who you really are.
Ӣ Have a good headshot and get started using video.
Potential B2B contacts might phone you after reviewing your profile, so allow them to speak to you while looking at your photo on LinkedIn. This enables a better, natural conversation.
A short, good-quality video sample of your speaking style demonstrates your ability to explain a complex concept easily to the B2B prospect, making you highly memorable. Be sure to append the video, or other multimedia, to your LinkedIn summary or experience sections, as appropriate.
Ӣ Write LinkedIn long-form posts to showcase your voice as an expert in your field and differentiate yourself from the crowd.
Soon everyone on LinkedIn will be able to blog on LinkedIn in the posts section to provide even more depth to their profiles. Add professional opinions, observations and positive reflections to gain more prospective clients and B2B followers of your thought leadership. Make each post effective: Opine on topics that are universally relevant and beneficial as LinkedIn”™s business readership is truly global. This, in turn, will greatly reinforce your personal and company brand.
You are always building your B2B reputation and branding yourself as an expert. Social media, and LinkedIn in particular, makes this more efficient when used effectively.
As a B2B professional, you must convey in rich, searchable terms why you are the one to consider for business: what values you distinctly bring to the table and clear reasons why you stand out from the crowd. This is not easy and consumes precious time, but it is very beneficial.
Marc W. Halpert (linkedin.com/in/marchalpert) has started three companies, all of which he continues to operate. His third company, connect2collaborate.com, spreads his LinkedIn and networking message worldwide. He is based in Fairfield.
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