You may have noticed that we at Marketing Intent have been using LinkedIn a lot more to stay in front of our target audiences, as well as our clients. LinkedIn can be a really powerful connection tool.
How do you optimize your LinkedIn profile to connect with both your prospects and your clients?
Use the Tagline
There’s an area underneath the name on your LinkedIn profile, and a lot of people use that for their job title, but we think there might be better ways to use that real estate.
One great thing you can use is a tagline. It can be a tagline on what your company does but stay away from any jargon or messaging that may be confusing. It should be quick and to the point. It’s a great way to advertise exactly who you are. And a tagline can allude to your title and what you do, so you don’t need to have a title featured.
There is another place, as well, that a lot of people don’t use and that’s the banner. You can do the same thing there and include your tagline or feature another point about what your firm does or what you focus on.
Include Your Target Audience
We suggest making sure you include your target audience in the two areas outlined above and highlight who they are. For example, “We help single women better prepare for retirement.” That way prospects clearly understand who you serve.
Something we want to point out is that it is okay to be repetitive, because we all know that everyone skims. The key is ensuring your target audience is highlighted – it will quickly grab their attention.
How can advisors help build trust with prospects and clients on their LinkedIn profile? Trust is huge, especially for advisors. There is so much going on these days and during rapidly changing market conditions, building trust is very valuable. We think it serves advisors further than most people realize.
One thing you can do to earn trust is to feature content you create. Don’t just repost other people’s content. Feature content you create. It shows your personality, how you communicate and who you are.
It also gives people a glimpse of what it’s like to work with you because they can see your perspective and what you’re trying to get across to your audience.