In a Google-centric, information-saturated world, our buyers and customers know they can get a good amount of information online and so increasingly, they expect it. And not just from your Marketing department. They want to know specific information about you, personally, before deciding to return your call.
Multiple studies report that people spend 50% upwards of 70% of the buying process doing online research before ever reaching out to a sales person or business professional.
Therefore, you are at a significant disadvantage if you don’t optimize the way you share your expertise on LinkedIn.
Don’t let potential clients underestimate you. Don’t let potential business fall through the cracks because your competitors’ online brand is more complete and appealing.
You can no longer assume people will know you’re very good at what you do. They expect you to prove it to them online first.
The challenge for sales people
One of the challenges for creating an effective LinkedIn profile, is that you are required to express your credibility and expertise using written words, photos, audio and video. And that is foreign territory for most people.
In the offline world, we express ourselves within the context of a conversation. We sound knowledgeable and helpful by asking the right questions and using the tone of our voice, timing, and storytelling to communicate with prospects. We can respond with the right offer or information based on their expressed needs.
How to imitate the value you share in an offline setting
The path to a successful profile, therefore is to assume what the conversation would be like (or has been) with your dream buyer, and then share the most common and valuable information you might share with your dream buyer during that conversation — except in written word, video, audio and images – appropriately placed in your LinkedIn profile.
Buyers and customers want to read or see something about you that gives them confidence that if they take their valuable time to pick up the phone to call you, or respond to your email, they’re going to take away value from that experience.
In the end, the purpose of your profile is to communicate “I am worth your time.”
In simple terms, you’ll need to provide the following three things in order to accomplish that:
1.WHAT and HOW: Your area of expertise and product or service
2.WHO: Who you help. Be specific – you can’t be all things to all people.
2.WHY: Your value proposition (the “why I am worthy of your time” factor)
By communicating these 3 things in written word, video, audio and images, not only can you get more appointments, you can help your reader qualify themselves before reaching out to you, so you spend less time talking to people who won’t or can’t buy from you.
What are some of your favorite ways to demonstrate you are worth your buyer’s valuable time?