With endless amounts of social media platforms out there, it can often seem confusing which ones you should focus on. With this being said, many people normally overlook the power of LinkedIn and either do not bother signing up or simply produce a half-hearted LinkedIn profile.

This mind set can be harmful, especially if your aim is to generate leads via LinkedIn. Simply adding a profile and a company page, then ignoring it for the rest of the year, won’t have much effect. With an estimated 433 million registered users and with 40% of users checking LinkedIn daily – if you take a little care and some effort, you will find that LinkedIn, especially for B2B or networking purposes, will provide you with very efficient leads.

What’s your ideal client? (Prospect Profile)

Firstly, let’s understand a little of the type of client your business needs. This stage is extremely useful because it allows you to think, focus and concentrate all your efforts on obtaining relevant leads. Very important as many users waste their precious time and efforts looking for clients that simply have no interest in what you do or sell. So sit down, pen and paper, and ask yourself “What type of person or business would be interested in what I sell or do? What industry sector would they work in? What department within that sector would they be in? What geographical location would they operate in?”

Once you pinpointed one or a few client types, you will be in a better position to start optimising your profile to attract these very types of users and ultimately converting views into leads.

The LinkedIn profile headline formula

Your headline isn’t just a small area for you to place what your current job title is, but it is the initial “hello” your viewers will see. Use this space smartly and instead of being generic you should look to firstly place your title and followed by your company name. Straight after, simply add “I help…” and add the type of clients you want to convert into leads. For example: “I help maritime businesses to…” or “I help Marketing Directors to…”. Once done, the final step on your LinkedIn headline would be to highlight the benefit your viewer would get from contacting you. For example: “I help maritime businesses grow within their sector” or “I help Marketing Directors achieve their full potential by providing up to the minute industry reports”.

The LinkedIn profile summary section

Again many users do not bother with the summary section of a LinkedIn profile or simply give a half-hearted story of their experiences, but this shouldn’t be the case. Think of the summary section as “Your Elevator Pitch!” Here you should look to sell yourself, your experiences, your skills and the benefits a client would get from doing business with you. The aim here is for you to tell your story and what you do?

Which LinkedIn Groups?

Human nature is such that we sometimes value our sense of belonging on the number of connections, groups and friends we have. Although this is fine, in the world of business you could be wasting much needed efforts on viewers that will never be interested in anything more than being a number on your screen. With this in mind, don’t join more than 3 groups solely based on interest. Look to connect with groups that are within your geographical area and/or industry sector. The prospect profile you created earlier will help you to seek out and join relevant groups.


Thank you for reading this far. It would be great to hear your thoughts so please comment below. I hope this article goes some way to helping you create a perfect LinkedIn profile. Further articles on creating your perfect LinkedIn profile will be published in due course, so I invite you to please subscribe to our free e-newsletter on the right-hand side.
Marco A. Nogueira (BSc (Hons), MA, SAC DIP, MCIM)
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