The Tale of Two LinkedIn Profiles: Why Optimization Matters

I'd like to tell you a story about two small business owners - Amanda and Ryan. They both run thriving boutique consulting agencies helping companies implement CRM systems.

Amanda was an early advocate for using social media to generate leads. She set up a LinkedIn profile years ago but never did much with it. She uploads a professional headshot and includes her job titles and a bare-bones description of her company services. The profile has been sitting there untouched for ages.

Ryan, on the other hand, is intentional about optimizing his LinkedIn presence. He regularly spends time updating his profile, connecting with new people, publishing articles, and engaging with content.

His profile headline clearly defines his specialty. His background summary sells his expertise and client results. He also links to his company page featuring client testimonials.

Ryan posts educational content about CRM implementation which helps establish authority. He joins relevant industry groups to connect with an audience that would value his services. Overall, he positions himself as a thought leader.

Over time, Amanda noticed that most of her consulting firm’s leads come from referrals or her general company website. Meanwhile, Ryan sees a steady uptick in inbound inquiries directly from LinkedIn, generating over 30% of his new business last year alone.

What Ryan realized is that an optimized LinkedIn presence can amplify lead generation and business growth in several key ways:

• Firstly, a strong profile serves as a 24/7 sales rep, constantly working to attract ideal prospects. Unlike a static company website, a LinkedIn profile that is regularly updated surfaces in more searches and suggestions. This expands your reach to your target audience.
• Secondly, insightful content and engagement help educate potential customers on the value you provide. By establishing thought leadership, you build trust and credibility. This makes prospects more likely to choose you over competitors when ready to buy.
• Thirdly, expanding your network and connections increases referrals and word-of-mouth promotion. The greater your visibility and relationships on LinkedIn, the more people interact with and share your brand across the platform.

In today’s world, most B2B buyers are doing research online before making purchasing decisions. An optimized LinkedIn presence puts you front and center ahead of that research. Just like Ryan, you can leverage your profile to demonstrate expertise, provide value, and build familiarity and preference.

So take inspiration from Ryan’s approach. Put in the work to regularly enhance your personal and/or company LinkedIn presence. Some best practices to focus on include:

• Craft an eye-catching but professional headline
• Show off credentials and achievements in the background summary
• Highlight client successes and testimonials
• Publish regular educational or thought leadership content
• Engage meaningfully with content and other people
• Join industry-relevant groups and discussions

By optimizing these areas over time, your LinkedIn profile can pay continuous dividends. Just an hour a week goes a long way. You’ll attract more prospects who already know and trust you even before initial contact. And that makes selling your services or products that much easier!

So what’s your LinkedIn game plan? Are you leaving leads on the table with an outdated profile like Amanda? Or will you take steps to strengthen your presence like Ryan?

I hope this tale provides some motivation. Because the time and effort you put into LinkedIn today can directly impact your pipeline and business growth for years to come.

Start now with the Profile Power-Up Guide. Download it for Free Here!

"Your Success Is OUR Success!"

Carlos Batista

Business Transformation & Growth Specialist

CarlosBatistaCoaching.com