LinkedIn profiles have quickly become a key career branding tool for job seekers, but they're equally powerful for business owners looking to promote their products and services. If you're a business owner, your personal LinkedIn profile is a great (and free!) marketing tool. However, there are subtle differences to keep in mind as you develop your content.
Below are a few LinkedIn profile tips to help business owners and entrepreneurs optimise their personal profiles and engage the right audience.
Know Your Audience
As a job seeker, your LinkedIn profile should speak to recruiters and employers and reinforce the concepts in your resume. Your goal is to showcase your skills in action and explain how you can make a positive impact on the prospective employer's operations.
As a business owner, your audience is current and potential customers or clients. You must speak to their needs and desires. To help, here are a few questions to identify your audience and determine the appropriate tone when writing the content for your profile:
Who benefits most from your products or services?
Is your product or service more traditional or cutting-edge in nature?
What is the age range of people who might use your products or services?
Depending on your answers, the tone of your profile might change. For instance, if your products or services cater to millennials, you might use a more casual, colloquial tone. Pinpoint your key demographic and make sure your profile addresses their problems or needs.
Clearly State Your Business' Value
Much like a job seeker, you need to be able to define your business' value to customers. Prospective customers and clients need a clear picture of the services and products you offer and why they should choose your business over others. Here are a few questions to help clarify your business' value:
What is the problem your business addresses?
What makes your product or service different from your competitors'?
Don't Neglect Your LinkedIn Profile Headline
This is a HUGE element in a LinkedIn profile that many users disregard. Your LinkedIn profile headline is the first piece of information someone will see in search results, yet many members ignore it. The LinkedIn platform automatically populates users' headlines, pulling the most recent job title and company name if left in default mode. Take advantage of the headline area and integrate keywords / phrases relevant to your business, industry and expertise. Here are a few memorable, punchy and original examples: