LinkedIn For Business 2021: How to use your Personal LinkedIn Profile to generate leads | Tim Queen

LinkedIn For Business 2021: How to use your Personal LinkedIn Profile to generate leads | Tim Queen

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Hey guys, what's up? Tim   Queen here and today we're gonna talk about  how you can use LinkedIn for your business. Before we get started, let's have a little  chat about what's LinkedIn's main mission. And   this will help you to understand how the platform  was initially designed, and how it is used by a   lot of people still today. And then we can see  how we can tweak some of those features and use   it for business purposes instead. So the main idea  of LinkedIn basically was to have an online CV. So  

companies who are looking to hire some people  can find applicants and people looking for job   can present themselves to the broad world, and  then maybe getting contacted by recruiters or   company hiring managers. So the entire foundation  of LinkedIn is built around jobs and finding jobs,   hiring people, finding people for certain  qualifications, having basically a search engine   for recruiters, they can look for candidates with  specific skill sets, specific qualifications.   This is one of the reasons why you have your  personal LinkedIn profile, it is exactly built   like this, you can upload your profile picture,  you can give yourself a headline, a description   of what you have achieved. You can have a  professional work history, you have your education  

section, you can have all kinds of information  including volunteering experiences, articles,   you have published books you have written,  certificates you have accumulated on your profile,   and the cause of that nature that LinkedIn is  a platform for jobs primarily, there's a lot of   features and a lot of strategies that people are  trying to use LinkedIn for business misunderstand.   Like, you have to understand that certain features  that are made for people looking for jobs,   and people looking to hire people. If you want to  be successful on LinkedIn, you have to completely   ignore all of this and instead focus on the  features that you can use for yourself in order   for you to attract warm leads for your business,  and then turn them from lead into a customer. So   now that we have established that your LinkedIn  profile was initially intended to be an online CV,   it's important that we have to deconstruct the  entire thing and kick out all the nonsense that we   don't need so we can use it for business. A good  frame of mind to look at your LinkedIn profile,   your personal LinkedIn profile, is to see  it as your LinkedIn landing page, your own   personal LinkedIn sales page, which will inform  potential leads who you are, how you can help them   and what steps they have to take in order  for them to start a business relationship.   It's just really like a landing page, or like a  print ad in the newspaper or local magazine. And  

when you can structure the entire page from top  to bottom with exactly that reasoning in mind that   this is your sales page, then you can use a lot of  the features that LinkedIn is primarily offering   for job applicants, and just flip them around  and use them as a business lead generation tool.   So how do you do that? First of all, you have to  make your profile look professional. That means   primarily get a good picture. I can't believe how  many people who have been using LinkedIn for 10,  

20 years still have a horrible picture that  they took with their first generation iPhone,   super blurry, super pixelated, they don't  even smile, there is no good lighting,   there is no shading, it just looks horrible. And  this is really important because when someone is   opening up your LinkedIn profile, the first thing  they're going to see is your picture. So you have   to make sure that you have a good picture there.  And I really recommend that you get a professional  

photographer to take a picture. That's not,  doesn't cost the world. The profile picture   is a really good investment and you can really get  this like it's quite affordable, you can probably   find someone giving you like a profile picture  for your LinkedIn profile between like 50 to $100.   And this is something you can keep for many  years so it will pay off big times, especially   when you consider that when people come to your  LinkedIn profile and they don't like your picture   and just click the back button. A good picture can  convert way more people to scroll down and say,   Hey, the picture looks okay, let's read actually  what the person has to say. So for that reason   it's a really good conversion optimization tool  for your LinkedIn profile. The next thing that   you want to do is you want to get a professional  header image. Now, you could take simple picture,  

if you want to, for example, if you were  speaking in front of a larger audience, you could   put this at the backdrop, the idea, what you  want to use the header image for is kind of you   want to emphasize authority, meaning you want to  communicate some information really quickly with   images. So that could, for example, heightening  your authority, showing that you are a leader,   that you are educating and entertaining your  audience, for example, that you are a sought   out speaker that your opinion is valued. That's  why you could take a speaker picture, you could   also take a picture like in a more intimate place  working with a client, you're sitting together, or   you're getting interviewed by someone. And another  way is you can of course, use like a design   template like if you want to do this yourself,  you can go on canva.com, they have a couple of   pre made templates, specifically for your LinkedIn  header. Or what I would recommend go to Fiverr.  

Find someone to design a LinkedIn header for  you. And then maybe include your company logo,   your slogan, ways how people can contact you,  any website address, and then you can upload   this to your LinkedIn profile. Now, this is the  first step. This is very important. You just,   we basically, think about it like this.  There's someone coming to a LinkedIn profile,   and they have 100 reasons why they want to  go back. And you just kicked off to like,  

there's two very major reasons why people  would click the back button, and you just   have blown them away. There's plenty of other  things, other factors, why someone might not   read through all of your profile. But we're  going to work on the most important ones first,   and most of them are actually at the top. Your  LinkedIn headline is your one sentence sales pitch   for any potential customer. It should clearly  communicate who you are, what's your expertise/how  

can you help someone? And who do you work with?  Who are you? How can you help? Who do you help?   If you can encapsulate this in your LinkedIn  headline, it's really clear, when your ideal   customer comes to your LinkedIn profile, they're  gonna read the headline, they going to see, oh,   he is helping people just like me, because  you're describing your ideal customer, then   you also describing a common challenge/solution.  Now, if the client is facing a similar problem,   and most often they are, then I'll know two  things. One, you can help him or her solve a   specific challenge that they're facing at the  moment. And you specifically work with people   like your ideal client. And then the last bit is,  you can tell them a little bit about what you do,   who you are, because that's the thing they  care about the least, they just want to know,   can you help me? And how can you help me and  then they're gonna want to learn more about you   like in that priority, you have caught their  attention, you have eliminated three reasons   why someone might just go off your LinkedIn  profile and never return again. Now it's time to  

build the trust. Like if you  get over those three hurdles,   you will get a lot more time like the first, the  picture, the header, and the headline, this can   happen like in like in a two to three second frame  when someone is gone. But if you pass that test   from a potential customer, he or she will give you  a lot more time like I would say up to 30 seconds.   To give them a reason to reach out to you to  take some form of action is really important   because now we can use several other features  of your LinkedIn profile to really nail   in trust and motivate them to take the first step,  reaching out to you, writing a message, sending a   contact form or picking up the phone. Now you have  your regular profile description right at the top.   Here, you will only see the first few lines  of your description. So you have to be very   strategic about what you're writing. And because  the text in the first three lines has to trigger  

enough curiosity that someone wants to know more  and clicks the read more button to read the entire   chunk of text. So you have to be very smart about  what you're writing in your profile description.   In your profile description. You can go into way  more detail. You can basically see this as the   full extended version of your headline. Talk about  who you are, what problems and challenges you can   solve for potential customers and then describe  your ideal customer, which industry they're   working in, what is the typical company look like,  what is kind of like the headcount, the annual   revenue, whatever your qualifying markers are.  And then at the end of your description, you want  

to tell them how they can get in contact, this is  basically the entry to your LinkedIn sales funnel.   Now, you will see not, not everyone will  read your description, a lot of people will   just continue scrolling. So you have to have  multiple repetitions of the same information   in order for you to capture most people's  attention, like someone might not read   the description, but they might go to your  work history and and look at your company.   So you can repeat the same information, who you  are, how are you helping? Who are you helping? How   can they get in touch? in the description of your  company page and your work experience section.  

Now that we have your basic information in your  profile description, and your work history,   there is the most important element of  all, it's called the featured section.   And this is one of the most, if not the most  powerful tool on your LinkedIn profile that   you can use to get people to take action.  And what you can basically do is you can   attach any links and social media posts, you could  link to a text post, photo posts, video posts,   you can link to external content, YouTube  videos, a blog article, a contact form.   And what I really recommend is to link to one of  your lead magnets. This is something like a white   paper checklist, a cheat sheet, something that can  help potential customer analyze the situation or   solve a certain challenge, take the first step  towards solving something. And oftentimes what  

you get when you have something really valuable  information, and you putting this behind,   like a email gate, then you can ask people  to submit their name and email address before   they can download this. And this will help you  to build your email list, or you can send this   directly into your inbox if you want, and then  you're getting leads on autopilot with LinkedIn.   That's really amazing. Now we're going to talk  about how to set up an email automation for   your LinkedIn needs in another video. But for  now, let's continue. So what I would recommend   putting your contact form and at least one or  two lead magnets into your featured section.  

So this will quickly fill up your LinkedIn  pipeline on a daily basis on autopilot. Now, the remaining sections of your LinkedIn  profile are actually rather uninteresting. You   have for example, the education section if you  want you can include your education, you can,   for example, highlight what aspects in your  study, align with how you are solving problems   or potential customers today, so that has to  be kind of everything else on your profile has   to be framed: How did it bring you into the  position where you are today, for example,   if you let's say you studied biology,  and then you end up switching over to   engineering, you don't have to explain to them  like if you're looking for engineering customers,   you don't have to tell them too much details about  the biology part like why you change your study.  

There's nobody really cares about it, the  only thing they care about is how maybe   something in your biology study inspired you to  switch over to engineering. So it becomes like   one red thread through all of those life events.  And eventually you ended up where you are today.   So if you are a job seeker, pay way more detail  into the education section, but if you are   a business owner, it's not that important. It's  one of those elements that was built specifically   for jobseekers and recruiters. So you don't really  need this. Just use it as a storytelling element  

which tells the story how you ended up from the  starting point to where you are today and how   everything how all the dots are connected and tell  a coherent story. And the same is true for skills.   Basically, skills are totally useless like they  don't mean anything. Most cases, when you see   people have like 99+ skills. This comes from  people just joining into like an engagement pod  

and then they say hey, can you endorse me for all  of my 50 skills? And the person says Sure, can you   endorse me for my 50 skills too? And I said sure.  And then over all they getting great ratings for   any and all of their skills and we don't know shit  if they know anything at all about this, this is   just you can put whatever keyword in and I've seen  this personally I, there's many people who are not   even qualified to know if I am actually good in  a service here because they have no clue what the   skill actually means and still they endorse me for  it, so this is basically LinkedIn created this as   kind of like an approach for job seekers to put in  the skills, which then will be searchable from the   outside from the LinkedIn recruiter interface to  look for people with certain skills. But basically   anyone can pretend to know anything about it.  And for business perspective, it's completely   useless. Nobody cares about like, what kind of  skills you have, you can still put them in, but   don't expect them to create any results for your  business. Then we have the recommendation section.  

Now, this section, when you look, when you try  to create a recommendation, you will see there   is a lot LinkedIn is trying to guide you into what  kind of recommendations they're looking for. And   in most cases, it's framed in a employee-employer  framework like, did you work with someone,   were you the superior when you're writing the  recommendation? Were you working under someone,   were you working in the same project team? I  mean, the way what I would recommend to use this,   use that for customer testimonials. Ask your  customers, the happy ones first, of course,   to write your kickass recommendation on your  LinkedIn profile, and use that as a tool to   create social proof with potential customers.  This will really help to build trust quickly.  

Now you have a couple of other sections on the  LinkedIn profile, you can add publications, I   would usually use that for link building, creating  links to other resources. For example, if you have   a YouTube channel equal link to some of your most  popular videos, if you wrote a book, you can link   to the Amazon page where people can buy it. This  is like you're using that for trust building and   for additional social proof. You can add anything  you want. There's options to add patents,  

qualifications, again, the main focus here is for  job seekers, but just use it as another form of   generating trust with potential customers when  they come on your LinkedIn profile. And then the   last section, you have the info section, which can  usually contains two information. One is groups   and the second one is companies that you follow  and influencers, those with the blue influencer   batch such as Bill Gates, this section is  quite distracting. So I would recommend to   just unfollow most pages, there's not really  any good information on LinkedIn, anyway,   you can just read the newsfeed and just visit  the page manually every once in a while. But it's not really useful from a  potential clients' perspective to know,   who are you like following, it's just creates  confusion. And we want to eliminate as much  

confusion as we can. So it's like a streamlined  process, someone comes to your profile,   they're reading it, and they quickly understand  who you are, how you're helping, and who your   ideal client is. When you can get, communicate all  those three information, it's really easy to get   like a lot of leads on your email list or to get  people picking up the phones, sending emails. In   order for us to eliminate distractions, we have  to do one more thing, we have to eliminate your   LinkedIn profile sidebar. Now by default, LinkedIn  will display a list of people, which are called  

people who checked out this profile you're just  watching also checked out those other people.   And we don't want that we want to turn this  off, I'm going to put a link in the comment   and the pinned comment where you can turn this  off via direct link. So just switches it off and   will be gone from your profile. And the reason  is, imagine this from a customer perspective,   this is kind of like the Amazon feature people  who bought this book also bought those other   books. Now, why someone visiting your profile,  if you're looking to use LinkedIn for business,   because they are looking for someone  helping them to solve a specific challenge.  

Now, what do people usually do when they do window  shopping, they go into different stores and check   out and want to see like who's the right person.  And what often happens is someone checking out   your profile and checking out your competitors'  profile and your competitors' competitor.   So you might just get like an entire list of  10 other competitors who are offering the same   kind of services. So you just created like a  tempting distraction on your LinkedIn profile,  

which you don't want to have. You just want to  keep people on your LinkedIn profile. And Amazon   does that really well in another context, when  they actually don't want you to get distracted,   the moment you click the Checkout button,  all the menus, you have to check this out,   all the menus like where you can go into different  categories are just gone. There's just the Next   button we can say continue with your purchase.  Because Amazon knows that when you eliminate as   many distractions as possible, actually more  people will complete the checkout process,   add more money for Amazon. And if you can  keep people on your profile, less distraction,  

more likely that they read it. The more they read,  the more trust they build and the more likely they   are to reach out via email to download one of  your email, lead magnets, to send you a contact   form or to pick up the phone that you put into  your contact information. Generally I recommend   to really highlight your contact information  throughout the entire profile. You could put your,   let's say you want to get phone calls, put  your phone number in your header image,   put like a little arrow that say, okay, call  me and then give them like a thicker framework,   what do you want to be called about. You can  also use the contact feature, where you can add   a public email address, if you want, you can  also keep it private. But this would be like an   option where you can reveal your email address  that you want people to send you emails from, you can put a link into your website or to your  contact form. And if you want to share, you could  

also share a public phone number in the contact  section. Because that's quite hidden, and a lot   of people who are new to LinkedIn, won't immediate  click on that, you should also put it into your   description, into your work experience section.  And have another option on your featured section   where you might link to your contact form which  might on your website, which might also contain   your phone number. Now, if you follow this entire  process, you have a very streamlined clean landing   page for your business on LinkedIn, which is very  effective of telling people exactly who you are,   who you're helping, who you're working with, and  how are you able to help? What are the challenges   that you can solve? What are the results that  you can deliver? And then you have plenty of   elements where people can get in touch, they can  connect with you. If you have a follow button,  

they can follow you or if they need some more  time to build trust, they can click your contact   information, whatever information you will share,  your email, your phone number, your website,   you can have your entire contact information  again in your profile description and into   your work experience description. There are so  many ways how you can use that. And of course in   your featured section, my most recommended call to  action feature. And yeah, if you do that it works   really great. So what, what do you need next, is  you actually need to create content in order for   people to get to visit your profile. Now there's  two ways just for FYI, there's two ways how people   can find you. One is for search, someone is going  on LinkedIn search, but the search is quite,  

I don't know, poorly designed, so you will not  get a lot of search traffic because people don't   use that as like a freelancer or experts  search engine, they are most likely looking for   people based on role titles. So if you're running  a business, you will not find people searching,   like for example, I'm looking for someone who's  selling pools, like nobody types this into the   search field. But the more likely case, and  this is the most powerful way where you can   use LinkedIn is by actually creating content. You  can write articles, text posts, photos, videos,   stories, live streaming, articles, newsletter  subscription, group posts, there are so many   forms, how you can share content on LinkedIn. And  this is one of the best tools how you can drive   traffic to your LinkedIn profile. And  how does it work? It works really easy.   You just have to write about topics that potential  customers are interested in. I'm gonna put a  

link up here about another video, I've actually  hundreds of videos about how to generate traffic,   you should really make sure that you hit the  subscribe button and check out my video sections,   how you can create content on LinkedIn to  drive traffic to your LinkedIn profile.   Now if you want to learn more about this, how  you can use LinkedIn for business, how to use   it to generate leads, how to start a conversation,  how to get someone step by step from LinkedIn post   on your phone, I highly recommend you  check out my LinkedIn Accelerator Program,   I'm gonna put the link down in the description  and into the pinned comment below. It is really my   very comprehensive online training program.  It has by now over seven hours of content,  

where I teach you exactly how to build a LinkedIn  sales funnel from scratch, how to get more   followers, how to write engaging content, how to  create viral posts, how to generate leads, I'm   gonna put the link down in the description and the  pinned comment below. And if you want to get more   videos about LinkedIn marketing and how to use  LinkedIn for business, really make sure that you   hit the subscribe button, turn the notification  bell on and I see you in the next one. Bye. Transcribed by https://otter.ai

2021-03-18 19:59

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