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The HUGE Overlooked Marketing Opportunity on LinkedIn

Your Avatar Description Can Sell You!

The description you put in the ‘Professional Headline’ section of your LinkedIn profile can market you, or not!

Here’s why. Regardless of how you’ve set your preview settings, anyone who searches for you and/or your profession within LinkedIn will see your photo and the description you put beside it.

This can be great news if you have crafted a meaningful headline.

 A ‘Title’ Says Everything or Does It?

Too much time is spent crafting the perfect ‘Useless Title’ to put into the ‘Professional Headline’, which is found beside a LinkedIn avatar.  Should I call myself the President or the CEO of my company?

Hey good for you if you are the President or CEO. But here’s the problem. When your name comes up in a LinkedIn search people will see that you have a nice photo, and only know you’re the head honcho of a company.

With little else to go on they are left to wonder, ”What would I hire the President of ABC Company to do for me?”

Be Specific and Descriptive in Your ‘Professional Headline’

Think of your ‘Professional Headline’ as your tagline. It can be a statement, or select words, that quickly tell people how they would benefit from your products or services.

A well written headline can include the following information:

  • What you do/offer
  • How you provide your ideas/products/services
  • How long you’ve been in business and/or doing what you do
  • Types of clients you serve
  • Benefits of your ideas/products/services
  • Successes i.e. Sold $25 million in 40 days!
  • Professional designations or status i.e. Expert or Specialist

Example of  A  Descriptive Headline

LinkedIn Descriptive Headline Example

When in Doubt Work with an Expert

In my experience, most professionals and companies have a hard time describing what they do and how they do it.  People like me know how to translate your services into compelling descriptions that attract clients to your marketing materials, your website and social networking profiles. So when in doubt, turn to an expert!

Hi, I’m Kelly McCormick, a Business Growth and Marketing Strategist. I help entrepreneurs & companies to identify opportunities for growth. Plus, I develop targeted branding, marketing & sales strategies. I can help you too!

5 Responses to “The HUGE Overlooked Marketing Opportunity on LinkedIn”

  1. Russ Knight says:

    Great point Kelly!

    I’ve been beating this drum for a couple months with job seekers in Tulsa. You have 120 characters in the headline to sell yourself so why not get your best message higher up in your profile?


    • Kelly says:

      Hi Russ,

      It’s great to hear that you’ve also been educating others on the benefits of ‘selling’ yourself [skills, abilities, results] at the top of Linkedin profiles. Thanks for passing on yet another ‘benefit’ to this approach. Not only could you get business, you could get a job!!

  2. Allan says:

    Great article Kelly. I think the problem is that when people fill out their profiles for the first time they don’t know how it’s going to look when it’s completed. They get so focussed on trying to find connections they forget to go back and re-look at how their profile looks to others.
    I just checked mine again – I think it looks ok!

    • Kelly says:

      Hi Allan,

      Agreed. While in a hurry to make ‘connections’ on Linkedin, people often rush through the ‘fill in the blanks’ process. Good point, “go back and re-look at how their profile looks to others.”

      In my experience, a good profile can really increase traffic, build trust and lead to business. As a matter of fact, as part of their marketing strategy, I just put staff profiles together for a company. The increase in their views has been incredible. Now they are quickly building connections and relationships.

      Btw, I’m glad you think your profile looks ok. That must take some pressure off. 🙂 Now send me an invitation to connect!

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