3 simple tweaks to optimize your LinkedIn profile

Did you know that your LinkedIn profile will most likely show up as one of the top links when someone googles your name?

Yup, that means potential clients, hiring managers, colleagues, and exes have probably checked out your profile at some point to get the scoop on you.

Now the opinion of your stalker ex may not matter, but how you come across to others when your goal is to elevate your personal brand should.

Here’s the thing: You must have a magnetic LinkedIn profile if you’re interested in using it to access opportunities that will attract more media—and MONEY.

A good profile is not a nice to have if you want to stand out and be known as a credible expert in your industry; It’s a requirement.

I've had so many of my clients initially underestimate the value of LinkedIn until they started to see the results for themselves.

Just by leveling up their presence on LinkedIn, I've helped them attract high-caliber opportunities including a CNBC.com feature, multiple podcast interview requests, and a steady stream of client referrals. 

The two things that surprise them the most are that…

1. Being on LinkedIn doesn't have to take a lot of time.
2. They instantly felt more confident after they updated their profiles—and people started reaching out to them.  

If you’re not sure where to start, here are some tweaks you can make to optimize your LinkedIn profile—easy-peasy. 

1. Pick a Good Photo

Does your LinkedIn profile photo accurately show your personality? Well, it should.

The picture you choose can make or break your profile because it's one of the first things that people notice. So, it goes without saying that it should be your best “hello.” (Remember, it can take as little as seven seconds to make a first impression.)

You may have put up an initial photo and think you’ll update it with a better picture later. But then you know what happens?

Time passes and you still have the same old photo up. However, it doesn’t do your personal brand any justice, so it doesn't work in your favor.

A good picture clearly shows your face (ideally 80%) in a non-distracting background. You should look confident, natural, and be the only person shown (because while your kids are cute, you can save those pictures for holiday cards).

A picture is worth a thousand words. So, ultimately, your LinkedIn profile photo should mirror your personal brand. Make sure it's reflecting the right image.

2. Shine With Your Headline

Your headline is one of the most important parts of your LinkedIn profile. It’s your brand in a snapshot, which should be catchy and descriptive. Someone should look at your headline and think, “Hmm…sounds interesting.” Not, “Hmmm…next.”

It’s important to incorporate keywords so that your profile can be found by others. You may have heard of the phrases keyword-optimized or search engine optimization (SEO) floating around.

Both are strategic ways to include sought after industry skills and terms that help your profile show up higher in search results.

Some people unknowingly use their headline as a way to show that they’re the “Founder of Elite Envelopes” or a “Badass Ninja Warrior Taking Helping You Feel Empowered.” 

But what do these descriptions mean to total strangers?

Both examples are not a good use of space because they don’t give a clear picture of the "who" and "what" of a brand.  

Unless you know your target audience is searching for your company (or ninjas), it’s better to be more descriptive. 

Let’s take a look at these headline examples and I'll show you how to take your headline from “nah” to “ahh.”

• Nah: Founder of Virtual Assistants for Hire Inc. 
• Blah: Online Business Manager | Founder of Virtual Assistants for Hire Inc. 
• Ahh: Online Business Manager | Business Matchmaker | Virtual Assistant Services - Stress less. Do more! 

Do you see the difference in the examples? Use your headline to make people want to instantly learn more.

3. Talk About Your Story 

Your LinkedIn “About” section (formerly known as “Summary”) is where you can share your brand story.

You have the freedom to write it in a way that will talk directly to your target audience and highlight what makes you different from the next person in your industry. 

In fact, you have 2,600 characters to use for this very purpose.

Don’t settle for a quick paragraph summarizing your business or career.

The most common mistake made with the About section is that people keep it brief or just a highlight of achievements. And that’s it. But this leaves a missed opportunity to connect with your audience.

While there's no set “rule” on how to write your profile, there's proven guidance that can make it better.

The question you should ask is this: “Does my profile capture that I understand my target audience’s needs, and I am the best person to solve their problems?”

As you look at your LinkedIn profile, think about what updates you can make that'll leave a lasting impression with the people you want to connect with and help.

When you put these elements together, you’ll see that your LinkedIn profile is more than just a “page”—it’s a gateway to endless opportunities.

Want help optimizing your LinkedIn profile?

Check out THE LINKEDIN LEVEL-UP WORKSHOP >>> A online workshop on how to quickly learn LinkedIn & write a magnetic profile—and easily attract brand-building, money-making opportunities, in 15-minutes a day.

Marietta Gentles Crawford is a writer and personal brand strategist who helps small business owners, consultants, and professionals leverage LinkedIn—so they can establish their authority, make valuable connections, and attract brand-building, money-making opportunities. Get your free LinkedIn Guide and stay connected.