Ever heard the expression “they’re we’ing all over the internet”?
It’s when a business says we do this, we do that, we’re good at delivering, we are award winning, we offer great service etc. etc. They’re “WE ing” everywhere. People do it with their LinkedIn profiles too, only this time they are “I ing”. I did this, I ran that, I deliver exceptional service. Get the picture?
It’s not about you
Well, the bad news is, it’s not about you. It’s actually about your client, your customer, your prospect. They want to know what you can do for them. What the benefits of working with you might be. What it is that you bring to the table.
Deliver some value
So whether it is your website or your LinkedIn company page or your LinkedIn profile, start out by delivering some real value. Offer your prospect or your client some of your best stuff. Some real inside knowledge. Some insight into how you work and how you deliver benefits to the people and companies you work with.
If you can generate some interest, some engagement by delivering real value you will have earned the right to explain how you can help them by delivering more of that value for them, but this time with them as paying customers.
Get that message right, and back it up with case studies and customer testimonials and you are over half way to making the sale – and you haven’t even spoken yet.
The power of LinkedIn
This ethos of speaking to your prospects needs or pain, to the benefits you bring applies to all of your marketing channels but never more so than on LinkedIn.
LinkedIn is your personal shop window. Whatever your role in the business, be it owner, sales, marketing etc. people like to do business with people. So prospects will check you out. Yes, they will check out the company website too, but there’s an expectation that that will be all about the products or services the company offers. But they want to do business with another person – you. So they will check you out.
Is your profile up to the scrutiny? Does your profile explain what you and your company do for your clients? Let’s look at an example.
My son is looking for a new job so we’ve been updating his profile. His summary started out saying what he had done for his clients in his last role. It was good, but it was about him. So we turned it around to describe how a consultative approach allied to appropriate market research could deliver effective propositions for clients. A valuable structured approach to delivering benefits for clients. He went on to elaborate more on this before explaining how he had used these approaches to delivering value for the clients he worked with. It’s a subtle change of emphasis, but much more engaging for the end reader.
Such an approach, backed up by a case study and suitable customer recommendations makes for a hugely powerful profile summary. It’s not about him, it’s about what he delivers for his clients.
A well-crafted LinkedIn profile is a hugely powerful tool for you to demonstrate your credibility and that of your company. LinkedIn’s recommendations amplify that credibility many times over. What somebody else says about you is so much more powerful than anything you say about yourself.
So LinkedIn should be a part of every businesses strategy whether you sell B2C or B2B. It should be a place where you deliver value to prospects and have that backed up by the recommendations of your clients. And if you are selling to other businesses, really smart companies leverage LinkedIn to find connect and engage with the ideal target customers.
If you want to leverage LinkedIn in your business, you need the LinkedIn Business Advantage programme.
Click on the link or the image to find out more.