Introduce yourself in your Linkedin Summary
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Linkedin has over the past year or so turned into a B2B relationship-building powerhouse. One in every three professionals in the world is on Linkedin!
So what are the ways you can take advantage?
First off, connecting with potential influencers, prospects, and customers begins with the Summary in your Linkedin Profile. This is your personal essay where you introduce yourself to your audience. Here’s how to approach your Summary for best results.
Look at the Summary as if you are just meeting a prospect. It’s a first conversation with your Linkedin visitor. You’ll talk about your credentials, yes, but more importantly, let your visitor know how you see your job as helpful to them. Tell them how they can take advantage of your expertise. How with your help they'll solve their problems, sell more of their products, or achieve better results.
You can use the word “I” more often here than on your website, but the context is, “I will use my expertise to help you ...[finish the sentence with a benefit].”
(Remember, “you” is the operative word in the text on your website. That’s to establish a visitor centric relationship. Your Linkedin Summary is more like a personal essay where the first person works well.)
Linkedin recommends a Summary of 40 words or more. That’s not much. My Summary at www.linkedin.com/in/nkburns/ is 266 words, which I think is a better use of this golden opportunity to shine while you have your prospects attention.
Include keywords in your Summary that match the words your prospects would use to find your services. If you sell insurance, you might include keywords such as insurance, business insurance, risk management, etc.
An architect might include construction projects, home architect, commercial building renovations.
I’m a Web content writer so my keywords are: Web content, online copywriting, content marketing.
You can go to the About page on your website for a foundation of text for your Summary. Hopefully that is a well written page so you can use much of the same language for your Linkedin Summary.
(One of the major benefits of the NKB 6-Step Website Optimization Method is that the process of optimizing your website helps you organize your marketing with content that’s more laser focused and effective. And it can be easily repurposed in all of your marketing, both online and off.)
My unabashed, though parenthetical, plug aside, the key on your Summary page is to make an impression on your visitors just as you would try to do face-to-face. Make your Summary answer the question in your prospect’s head, “What’s in it for me?”
Focus on the benefits you offer as you talk about your experience and expertise. Get readers engaged. Make them want to connect with you, find out more about you on your website, or even contact you to talk further about your help in solving their problems.
Keep in mind, though, that Linkedin is mainly a relationship building medium. Getting an actual sale from your Linkedin Profile may not often happen, but the connections you do build will pay off big time later on.
There’s much more to share with you about Linkedin, so more helpful posts with tips, techniques, and Linkedin services will follow.
Until next time,
Nick
Nick Burns is a Web writer specializing in persuasive copywriting and content marketing. Nick’s services include SEO Web writing, website information architecture, content marketing, consulting, and publishing. He provides clients a winning online strategy plus the content writing to make it work. You can contact Nick here.
