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Ep#2 – Are you new to LinkedIn Marketing? Ask these two questions first (LinkedIn Profile)

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In this episode I ask you to consider two questions in regards to your LinkedIn profile and to consider your answers to these questions as you update your profile. In the next episode I’m going to ask you similar questions in relation to your LinkedIn company page.

Question one is “What do you want to be known for when you’re on LinkedIn?” 

I don’t ask you this question lightly and I expect it may keep you awake at night if it’s a question you can not answer straight away. If you’ve done the work on your personal brand this will be easier to answer but if you’re struggling a little bit with how to show your experience and background on LinkedIn or you’ve got a side hustle or you’re about to make a career change and you want to showcase your business you may struggle with your answer to this question.

Answering the ‘What do you want to be known for question is really about considering if people are going to recommend you for something, what is it that they’re going to recommend you for. Keep this really simple. When I go to a networking event, if I  am asked what I do I will very simply say I help people with LinkedIn.

So what’s your version of this and what do you want to be the go to for?  If you can answer that question it will help you really think about what you want to be known for. Your answer to this question should really guide how you write your LinkedIn profile, the content that you engage with, who you accept invitations to connect from and what your follow-up rituals are with new invitations to connect.

The second question is “Who do you want to influence when you’re on LinkedIn?” 

I see some people, especially those who are competitive environments who worry too much about what their peers are doing. They might be recruiters, consultants or digital marketers. They’re always looking at what others are doing and engaging with their competitive set on LinkedIn.  I do not think this is a productive marketing strategy for how to engage on LinkedIn from a personal branding perspective.

Instead I want you to get crystal clear about who you are trying to influence when you are on LinkedIn. Deciding who these people are will also help guide how you write your LinkedIn profile and how you engage with others and the type of content that you share in your LinkedIn marketing content plan.

I want you to look at who you are trying to influence from two perspectives. The first is the person who’s been recommended to you. They then look you up on LinkedIn and are researching your profile and they are that moment deciding if you are for them. Your profile is really trying to reduce risk for them during the buyer journey to say yes to your services based on the information that you have provided to them as they read your profile. Your profile should be helping them decide if you look like the service provider or expert or subject  matter person, or thought leader, or however you describe yourself and what’s relevant for you based on your LinkedIn profile. 

The second perspective is considering your community of existing clients and the other service providers who may refer you to their clients and friends.

Today’s bite sized LinkedIn marketing tip is to answer these two questions:

  1. What do you want to be known for?
  2. Who are you trying to influence?

Once you know your answers to these two questions you can more confidently write your LinkedIn profile and think about how you engage on LinkedIn. 

Karen Hollenbach

Karen Hollenbach

As one of Asia Pacific’s Top 10 LinkedIn Experts I share fortnightly news with my global email community and run monthly online Lunch and Learns to teach professionals how to unlock LinkedIn. Sign up to my newsletter to help you learn LinkedIn – the right way!

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