HOW TO MAKE YOUR LINKEDIN PROFILE COUNT

We all know about the social networking phenomenon that is Facebook but when it comes to online business networking, LinkedIn is leading the way.
 
With nearly 120 million users globally, LinkedIn is presently the ultimate network for business professionals because it offers users (both individuals and firms) the chance to present themselves as competent, competitive and desirable commodities to a much vaster audience than could be dreamed of just a few years ago.

For the job seeker or employer (and those who just want to keep their options open), LinkedIn is like an online business card, resume, power mixer and digital handshake that can lead to valuable employment and commercial opportunities. And, though many see it as mainly a job seeker’s resource, it is also proving itself as an engine for business development by allowing you to connect to an ever expanding number of professional contacts.

TAKE A BUSINESS-LIKE APPROACH TO LINKEDIN

That’s why it’s a shame that so many otherwise skilled professionals make such a poor presentation of themselves or their firms through their LinkedIn profiles. You see, unlike Facebook and other forms of online social networking, LinkedIn is a much more sober place (imagine yourself in business professional attire while on LinkedIn) where you should be especially conscious of managing your professional brand. After all, LinkedIn at its heart is about building business opportunities, not about amassing scores of largely superficial “friends.”

Each day, millions of people comb through LinkedIn looking to connect with business peers and get answers to problems. These people could be potential clients, prospects, salespeople, recruiters or even that highly qualified employee you need to hire.

If they connect to your profile and find anything less than your professional best, you’ll be leaving them with a bad impression that you may never have another chance to fix. That’s why it’s wise to think of your LinkedIn profile as the digital equivalent of you attending a trade show, job fair or meeting with a client in a business setting. In each of those cases, you would strive to leave them with a positive impression that would win you new business, qualified employees or a good job.

DON'T MAKE THE BIGGEST LINKEDIN MISTAKE

Probably the biggest mistake made by LinkedIn users is the failure to create a compelling or even accurate profile. For starters, too many people open a LinkedIn account only to neglect doing the most basic things such as uploading a good picture, writing a strong, descriptive headline or filling out a relevant work history that highlights their main accomplishments and greatest professional strengths. They also fail to take advantage of some of LinkedIn’s most powerful features like obtaining referrals from other professionals that extol their virtues, products and services.

To be persuasive, a profile must be more than a bare bones page littered with a few rudimentary facts. To grab attention, you’ve also got to be interesting, using key words and well turned phrases that arouse curiosity and give others an incentive to check you out.

It should go without saying that your LinkedIn information be kept current. One of the biggest complaints is that profiles are not maintained in a timely way. If you want to hinder your success on LinkedIn, expired data will certainly accomplish that. The good news is that with a little bit of initial thought (followed by proper maintenance), your LinkedIn profile can be the powerful tool it was meant to be. Here are a few simple tips to help you make that happen.

• Full name, good photo – It may seem obvious, but include a first and last name along with a good picture. Simply putting “John D.” won’t cut it and neither will a haphazard, “shoot’em at dawn against a brick wall” smartphone mugshot. Remember, profiles with pictures get more views and you don’t want people checking out your LinkedIn page to guffaw at an embarrassing photo.

• Good headline – A good newspaper editor will tell you that it’s the headline that gets readers hooked. It’s the same on LinkedIn. Make your headline a strong one, usually something that incorporates your job description such as “CEO of Widgets, Inc.” Also, make sure your summary section is sharp and describes you or your firm’s abilities and client list. Use key words to help you stand out from the crowd.

• Concise history – List your most recent positions under your work history. Don’t go into nauseating historical detail and also avoid lists of clubs and organizations unless they clearly speak to your strengths and potential. Instead, emphasize your professional accomplishments with attention grabbing specifics like how you boosted 4th quarter sales by 35%.

• Get referrals – Without a doubt, this is one of the most attractive and powerful features of LinkedIn. Each contact can open the door to dozens more and requesting referrals from contacts is as easy as sending a message. If you can, try to get authentic referrals (actually composed by the referrer) rather than the built-in ones provided by LinkedIn; they’re much more powerful.

• Complete a company page – If this applies, create a page to promote your firm but remember that it must exude professionalism and polish. Using LinkedIn’s tools, be sure to include basic information about your company, post job openings (under careers), include your products and, under Admintools, you can even advertise your company via a LinkedIn ad campaign.

written by SCOTT WIGTON

Take the “Clunk” Out of Customer “Clicks”

Five Guidelines for Better Website ROI

The dawn of the Internet less than two decades ago was revolutionary. But do you remember those first websites? They were often ugly, ungainly and hard to use.

The stunning fact today is that many businesses still operate websites that are the equivalent of a clunker (Think Edsel or Yugo) instead of a sleek, efficient and consumer-friendly model with a sustainable ROI.

Worse, poorly thought out redesigns often result in websites with more bells and whistles, but which still retain the same underlying problems that drive customers and clients crazy.

To make your website pay, you’ve got to turn it into a 24-hour-a-day sales rep, able to handle customer inquiries, provide solutions and turn clicks into cash.

So how can you turn your website clunker into one that generates a respectable ROI?  The following tips should help you:

1) Make It Easy ­– This sounds obvious, but many websites are too complicated and frustrating to use. By its very nature, the web is a place where most people want (and expect) to dash in and dash out. The job of your website – and your web designer – is to make that dash as easy and trouble free as possible. Your website navigation, therefore, should be straightforward and uncomplicated – so easy that a child could use it. Too many drop-down menus and too much clicking can stop transactions dead in their tracks. From the beginning of the design process, place a premium on clarity and simplicity. Think like an end user.  If there are certain attributes you don’t like on other people’s websites, don’t repeat their mistakes and put them on your own!

2) Build Trust – For many people, there is still a lot of skittishness about online transactions and about the reliability of information found on websites. Ensure all your information is accurate and current, especially about products and services. Include an FAQ that anticipates and answers client/customer concerns. Include the logos of third parties that might be involved in transactions in order to allay fears prior to purchase. Offer guarantees and include a verifiable testimonial or two from satisfied clients. Also, make sure your return policies for products are clearly stipulated.

3) Good Pictures – Never underestimate the power of a good picture, especially when it comes to your products! People want to see what it is they’re buying and a tiny, low-res image just isn’t going to cut it. Yes, online shoppers or service seekers generally are in a hurry, but if you’ve gotten them to the decision point, they’ll want to see clearly what it is they are about to buy. That’s why you’ll need a higher quality, bigger image available when they click on the smaller one. Sure, it takes a little longer to load, but at this point most people won’t mind the short wait. Having good pictures goes a long way toward calming fears about a purchase and allows customers to more easily compare products. If you’re not operating an e-commerce site, good art can still make a powerful impression, so be extra selective during the design/redesign process.

4) Good Writing – This is a big one for websites. The writing has to be web centric – punchy, brief, accurate and action oriented. People aren’t seeking an hour of relaxing reading on the Web. They are surfing at high speed, and they’re out to get something done as fast as they can. When writing for the web, you don’t have the time or space afforded in a newspaper, newsletter or magazine. The editing must also be top notch so that copy is clean, lean and strong. If you want to spread out and offer information in a more narrative (storytelling) style, make use of a downloadable newsletter (discussed last month). A newsletter, in fact, is one of the top ways to build customer/client interest, loyalty and a sustained ROI.

5) Accommodate Seniors – According to the U.S. Census, nearly 40 million Americans are 65 or older, making up 12 percent of the population. And, guess what? By 2050, seniors will number 86 million and make up 21 percent of the population. But even more importantly, these Baby Boom seniors control vast amounts of wealth. The median net wealth of those over 65 averages $108,000 while for those under 35 it’s just $8,000. Retired and with time available, seniors present an enticing and growing online market. Two things are critical for them: First, your website must be easy to use. Second, your information and follow through must be credible (see number 2 above). If you do these things, seniors will reward you with loyalty for a long time.

Don’t let your website be the 21^st Century version of the Ford Edsel. You will be surprised at the ROI if you adopt these guidelines during the design process.

Written by Scott Wigton