Archive | Tips for LinkedIn Profiles & Content

The LinkedIn Profile facility enables us to create a micro-site about us, and about our value to clients, within the Linkedin Network and Directory of over 500m accounts. The tips here will help you optimise your profile.

Identify your Identity - what position is best - Mark Stonham

Identify your Identity – the 1st step to being a successful solopreneur

For those of us who want to run successful businesses on our own the first step that must be mastered is to “Identify your Identity” – according to Roger Hamilton. And, as the entrepreneur behind Wealth Dynamics, Entrepreneurs Institute and GeniusU.com, and a community of over 500,000 entrepreneurs, he’s is a very good place to […]

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LinkedIn Profile Optimisation

LinkedIn Profile Rewrite Banner Image Mark Stonham Wurlwind

Over the years I have reviewed thousands of LinkedIn profiles and completed scores of LinkedIn profile rewrites for clients.

During this time I’ve identified something that many people aren’t aware of. And it is that ..

… many people struggle to communicate what makes them special and valuable in a way that makes an impact on the right people.

Successful people have identified what they are excellent at, and they communicate that expertise to clients.

And one powerful way to do that is through our LinkedIn Profiles.

A professional LinkedIn profile rewrite is a wise investment for experts and specialists for many reasons.

  • First Impressions – We only have a matter of seconds to make a first impression. We owe it to ourselves and to our businesses to make the most of the brief opportunity
  • Getting Found – Showing up for the right keywords gives more visibility for us (and our company page) when potential buyers search LinkedIn
  • Referrals – Being referred to the right people at the right time by our connections can be boosted by a better profile
  • Being shortlisted  – not being eliminated from the long-list can be improved through better profiles for individuals, and for the senior management team of a business
  • Partnerships – other business goals such as partnerships, investment, recruitment and so on can be enhanced through better profiles, especially of the business leader

Our profiles, from the photo, headline and summary, need to work really hard in the following situations:

  • when people look at our profile before a phone call or a meeting
  • when people look to see who viewed their profile
  • when our profile appears in search results (and the right words will make it appear more often)
  • when our profile is included in the list of employees of the company or organisation(s) we work for
  • when we post status updates and they appear in the home feed of our connections and others
  • when we write posts for the LinkedIn Pulse database
  • when we appear in the list of ‘profiles other people looked at’
  • when we appear in the ‘keep in touch’ reminders

Our LinkedIn Profile is the foundation for our online presence, our digital footprint, our online personal brand and professional presence.

When did you last update your profile?

And have you ever gone through a complete LinkedIn profile rewrite?

Take a look at the tips, advice and examples below to see how your profile could have much greater impact.

Or click here to send me an email if you’d like to know more or to discuss next steps.

Creating powerful LinkedIn Profiles

LinkedIn is not just a place for job-seekers and recruiters.

It’s an online network that people in the B2B market can use to find new clients and grow their businesses.

  • It’s surprising how many senior people still have a CV style profile, which people might take as a sign they are looking for a job.
  • Even more surprising are the number of skeleton profiles of business leaders and senior managers. What impression does that give out? Would you turn up for a meeting looking dishevelled and unprepared? And what example or leadership does that set for people in their department?

Another observation is that different people have different roles, different objectives, and different audiences and communities that they work with.

Therefore it’s logical that their LinkedIn profiles need to serve different purposes, to resonate with different audiences, and  meet different objectives.

Would you be impressed by the following LinkedIn Profiles?

Here are some examples of those differences. Take a look at some actual profiles via the links in the testimonials on the following pages.

  • A Consultant (Business Consultant, Management Consultant, Sales Consultant, IT Consultant, HR Consultant etc.) who had a clear specialisation of working with organisations of a particular type and helping them to improve their business performance in some particular way, to identify the starting point, the destination and have a methodology for the transition, and social proof through testimonials, articles, associations, peer approval etc. If that capability matched your requirements wouldn’t you want to meet them?
  • A Business Leader (Chairman, CEO, MD, Business Owner) who has a clear vision and mission for their business, one that spoke to prospects and customers, staff and recruits, suppliers and sales channel partners, investors and the press etc. One that supported the efforts of the sales and marketing team, customer services, production and development and more. Maybe one that highlighted growth and partnering opportunities. And one that inspired confidence in the likelihood that it would deliver, based on a track record of success. If the journey that the business is on was clear, and aligned with your aspirations, wouldn’t you want to know more?
  • A Sales Leader (Sales Director, Sales Manager, Business Development, New Business Sales) who is clearly customer focused, plugged into the customers’ market, connected with decision-maker peers, aware of market trends and issues, and with a track record of heading up value delivery to clients, not just making quota. Wouldn’t you want to find out how you, your department and your company could benefit, reassured by the value you’d expect to get from a conversation, and confident that you could probably refer them to colleagues or clients.
  • A Business Professional (such as Heads of delivery departments, project managers, consultants, fee earners, sales account managers etc.) who was clearly aware of their role and contribution to value delivery to clients, had clear expertise in one or more areas, and evidence of skills development and progression. And more so, would you feel reassured to see a team of specialists who worked together, as part of considering whether to short-list a potential supplier, or recommend them to your colleagues, or your clients.
  • And the LinkedIn Company Page that represents the business vision and ties together the profiles of the key individuals and staff. A powerful image and well crafted description to engage with prospects and customers, recruits and other interested parties creates a really positive tone. It can also support staff endeavours online, as the company page can make a major contribution to the way businesses are perceived, and the actions that visitors take.

This is what the Wurlwind LinkedIn Profile Rewrite service delivers – profiles that create a very positive first impression.

Click here to send me an email if you’d like to know more or to discuss next steps.

Three key objectives for a LinkedIn Profile Rewrite

If you accept the importance of moving beyond a skeleton or a CV profile then these THREE objectives become clearer.

And by the way, this goes way beyond the LinkedIn prompts that get you to 100% and they only cover the foundations.

1. The 180 degree switch – from About Me to About You!

This is fundamental for an effective LinkedIn profile for someone in post or running a business and looking for greater success in that role.

  • A recruiter has a brief for a role they are recruiting for, and they can match and score a CV against that.
  • A potential customer has a business need, a challenge, a problem to overcome or an opportunity or aspiration to move towards.
  • And some potential customers need to have their eyes opened to the needs or opportunities they don’t yet recognise.

Therefore the first challenge for a LinkedIn Profile Rewrite is to make the switch from About Me to About You.

2. Supporting the Know, Like and Trust journey

Trust is pretty important in business and especially in business development, in sales, in partnerships, in recommending and leading change etc.

And although trust will depend on many things there is the potential to be eliminated early on if a competitor has a stronger set of credentials.

Trust is also fairly granular and specific. Beyond the basics like honesty, integrity, keeping confidences and similar there is another level.

This can be conveyed in the expression of being a ‘go-to’ person. Who do people go-to for financial advice, for marketing ideas, for connections, for negotiating a deal, to design systems and so on.

The second objective of the LinkedIn Profile Rewrite is to identify the right area of trust and then to portray that trust.

3. To set up an appropriate response for the reader to take

It would be a shame if, after all the preparation, the reader was left to make their own mind up about whether to take action, and if so what, don’t you think.

If we want someone to do something isn’t it far more effective if we specifically ask them, and their only options really are Yes, or No.

Of course we’ve added our email address and / or phone number to the profile or page, and maybe our Twitter handle too.

But at the end of the Summary, and maybe in the Advice for Contacting section, include a clear and compelling call to action (CTA).

Maybe that’s asking for certain people to connect, or for referrals to particular people, of for a business leader to sign-post people in the company to be contacted for different matters.

How well does your profile meet these THREE objectives?

LinkedIn Profile Rewrite benefits

Business success increasingly depends not just on being visible but moving people through the know, like and trust sequence in ways the buyers prefer.

  • People are finding that with progressive visibility and a positive profile come progressive benefits.
  • The innovators have grasped the potential of the Internet and LinkedIn very quickly, and are forging ahead in their respective markets.
  • Our clients say they feel much more confident as a result of having a very professional, purposeful profile created for them.
  • With our support they are dressed for success online.

Profiles of each person, each company and the key people in management and sales deserve to present a credible and joined up message.

After all, our website, premises, exhibition attendance, marketing and lead generation campaigns and many other expenses could be let down by a poor impression on LinkedIn.

To discuss the benefits you’d like to achieve click here to send me an email.

What triggers people to get a LinkedIn Profile rewrite?

There are several recurring events or business circumstances when people seek help with a profile rewrite including:

  • undertaking a business review and sharpening focus in either the same or a different direction
  • attending an event or conference where there will be a lot of visibility of the LinkedIn profile
  • undergoing a rebrand with potentially a new website and wanting that to flow through, or to be guided by, the LinkedIn profile(s)
  • stepping out of a role as an employee (either voluntarily or not) or the armed services and wanting to research or pursue a new direction
  • undertaking a business or sales team shake-up and wanting to present a clearer and more consistent message to the market

And quite often people make the change having been referred to me by a previous client, often as a result of seeing their profile and the conversation that follows.

Would you like more guidance and help with your LinkedIn Profile Rewrite?

Congratulations if you are still reading. I guess you’re pretty serious about improving your LinkedIn Profile.

You might also be feeling a little daunted or maybe overwhelmed.

But also, wouldn’t it be a shame if in say 3 months you were still feeling you REALLY ought to tackle your LinkedIn Profile.

Imagine instead if you acted now and within 2-4 weeks you and maybe your business and colleagues had a much more professional image on LinkedIn.

Would that make you feel a lot better?

Especially to experience the clarity and confidence that comes from the repositioning that I help people to develop, their purpose, their golden thread, or similar.

This isn’t a high pressure sell but if you would like to discuss LinkedIn profile improvements and see if a LinkedIn Profile Rewrite is right for you and your business click the button below…

If you’ve read this far why not get in touch today. CLICK HERE to send me an email and let’s have a chat very soon.

Mark.

Business Owner LinkedIn Profile Rewrite

LinkedIn Profile Rewrite Business Owner Image Mark Stonham WurlwindWould you be impressed if a Business Owner Linkedin Profile included the following:

  • has a clear vision and mission and ambition for their business,
  • speaks to multiple audiences: prospects and customers, staff and recruits, suppliers and sales channel partners, investors and the press etc.
  • supports sales and marketing, customer services, production, development and more
  • highlights growth and partnering opportunities
  • inspires confidence in the likelihood that it would deliver, based on a track record of success.

If the journey that the business owner is on is clear and aligned with your aspirations, wouldn’t you want to know more?

The challenge of writing a LinkedIn Profile for a Business Owner

We’ve identified some common traits of LinkedIn Profiles of Business Owners:

  • Some have a minimal profile on Linkedin – name, job title, a list of previous roles and companies.
  • Others have copied and pasted content from the “About us” page on the company website.
  • And some have a CV style profile, perhaps listing a portfolio of roles and directorships.

We recognise that it’s not easy to craft a brief message that conveys the essence of the person, the company, the vision and much more. It takes clarity, time and brevity, and busy business owners rarely have all three.

The benefits of a well written Business Owner LinkedIn Profile

A well written LinkedIn Profile will help you and your business in many ways.

  • Customers – and not just the main contact, but others in the organisation checking out their suppliers,
  • Prospects – people researching potential suppliers, short-listing or conducting due diligence,
  • Staff – people in the sales team looking for insight to help them sell, and many others for different reasons
  • Potential employees – skills and talent can be difficult to attract and a good profile could make the difference
  • Suppliers – of course people will try to approach you via LinkedIn, but maybe you can make it clear what you’re looking for
  • Distributors – you never know what you have that might be valuable to others, and this might start with a referral
  • Investors – not applicable to all, but they could be checking out your profile
  • Other people, maybe journalists and regulators for example.

LinkedIn is where Business Owners can represent themselves and their business in a powerful way, for a minimal cost.

The Wurlwind Approach developed by Mark Stonham

Central to positioning the Business Owner powerfully is to uncover and convey the Purpose of the business. Also referred to as the vision, the mission, the passion, the ‘why’, the noble cause, it has value and inspires all the audiences.

At the core of my approach to writing a Business Owner LinkedIn Profile are three perspectives and three time-frames:

  • Three perspectives:
    • Business – summarising key aspects of the organisation
    • Role – summarising what you’re responsible for as the owner
    • Personal – adding interests and emotional aspects
  • Three Time-frames:
    • Future – as an owner a big aspect is looking forward, and sharing that with others
    • Present – outlining the priorities today, that will lead to the future
    • Past – including evidence of success to give confidence in the plan

This approach has proven very successful, and is a very powerful alternative to the minimal profile, the ‘About Us’ page of the company website or the CV approach.

The Rewrite Process for Business Owner Profiles:

This process has been designed to deliver maximum value and optimise time on both sides.

  1. I’ll ask you to complete a 1 page A4 background form to start the process
  2. I’ll then interview you by phone or skype for 45-60 minutes
  3. I’ll draft the key sections of Summary, current and other roles, and more
  4. Then there’s a review process, which may involve an additional conversation
  5. I then post the changes on your behalf and update the settings etc of your LinkedIn Profile.

What’s included:

The deliverable outcome is an updated and rewritten LinkedIn Profile covering the following element:

  • Headline and Summary
  • Current Role and Previous roles
  • Contact Details and How to contact
  • Other sections that build credibility, potentially including: memberships and associations, voluntary work, education and qualifications
  • We know the process works when we post the changes to profiles on behalf of clients
  • Online support and a follow-up phone call is also included.

The investment:

My aim to optimise both the financial outlay and the time you need to contribute.

  • The cost to you is less than the cost of a new clothing outfit (and VAT is not applicable). Ask me for a quote.
  • The time you contribute is about 2 hours.

Sometimes the hardest part of writing the Business Owner Linkedin Profile is actually gaining clarity about just what the business goals are, and the way to articulate the. That’s where my skill and experience come to the fore.

I have a track record of capturing the essence of what makes business owners unique, and to  position (or re-position) them on LinkedIn to make it easier to achieve their goals.

Business Leader LinkedIn Profile Rewrite

LinkedIn Profile Rewrite Business Leader Image Mark Stonham WurlwindWould you be impressed if you read the LinkedIn Profile of a Business Leader (Chairman, CEO, MD, Business Owner) who:

  • has a clear vision and mission and ambition for their business,
  • speaks to multiple audiences: prospects and customers, staff and recruits, suppliers and sales channel partners, investors and the press etc.
  • supports the efforts of the sales and marketing team, customer services, production and development and more
  • highlights growth and partnering opportunities
  • inspires confidence in the likelihood that it would deliver, based on a track record of success.

If the journey that the business is on was clear, and aligned with your aspirations, wouldn’t you want to know more?

The challenge of writing a LinkedIn Profile for a Business Leader

Having reviewed thousands of profiles and rewritten well over 300 LinkedIn Profiles I’ve identified some common traits of LinkedIn Profiles of Business Leaders:

  • Some have a minimal profile on Linkedin – name, job title, a list of previous roles and companies.
  • Others have copied and pasted content from the “About us” page on the company website.
  • And some have a CV style profile, perhaps listing a portfolio of roles and directorships.

Fair to say, it’s not easy to craft a brief message that conveys the essence of the person, the company, the vision and much more. It takes clarity, time and brevity. And busy business leaders rarely have all three.

The benefits of a well written Business Leader LinkedIn Profile

A well written LinkedIn Profile will help you and your business and colleagues in many ways.

  • Customers – and not just the main contact, but others in the organisation checking out their suppliers,
  • Prospects – people researching potential suppliers, short-listing or conducting due diligence,
  • Staff – people in the sales team looking for insight to help them sell, and many others for different reasons
  • Potential employees – skills and talent can be difficult to attract and a good profile could make the difference
  • Suppliers – of course people will try to approach you via LinkedIn, but maybe you can make it clear what you’re looking for
  • Distributors – you never know what you have that might be valuable to others, and this might start with a referral
  • Investors – not applicable to all, but they could be checking out your profile
  • Other people, maybe journalists and regulators for example.

LinkedIn is where Business Leaders can represent their business in a powerful way, for a minimal cost.

The Wurlwind Approach developed by Mark Stonham

At the core of my approach to writing LinkedIn profiles for Business Leaders are three perspectives and three time-frames:

  • Three perspectives:
    • Business – summarising key aspects of the organisation
    • Role – summarising what you’re responsible for as the leader
    • Personal – adding emotional aspects
  • Three Time-frames:
    • Future – as a leader a big aspect is looking forward, and sharing that with others
    • Present – outlining the priorities today, that will lead to the future
    • Past – including evidence of success to give confidence in the plan

This approach has proven very successful, and is a very powerful alternative to the minimal profile, the ‘About Us’ page of the company website or the CV approach.

Central to this is to identify the vision, the mission, the ‘why’, the noble cause, that has value and inspires all the audiences. This has been inspired by the management ideas put forward by Simon Sinek, whose videos on YouTube are well worth watching.

The Profile Rewrite Process for Business Leaders:

This process has been designed to deliver maximum value and optimise time on both sides.

  1. Add notes to a 1 page A4 background form (that I’ll send you) to start the process
  2. An interview, usually by phone or skype for 45-90 minutes
  3. I’ll draft the key profile sections – Headline, Summary, Current Role, and often the previous roles and more
  4. Then there’s a review process, which may involve an additional conversation
  5. When you’re happy I’ll post the changes on your behalf and update the settings etc of your LinkedIn Profile.

What’s included:

The deliverable outcome is an updated and rewritten LinkedIn Profile covering the following elements:

  • Headline and Summary
  • Current role and previous roles
  • Contact details and How to contact
  • Other sections that build credibility, potentially including: memberships and associations, voluntary work, education and qualifications
  • From experience the process works best when I post the changes to profiles on behalf of clients
  • Online support and a follow-up phone call is also included.

The investment:

We aim to optimise both the financial outlay and the time you need to contribute.

  • The cost to you is probably less than the monthly cost of your executive car or a new business outfit.
  • The time you contribute is about 2-3 hours.

Sometimes the hardest part of writing the Linkedin Profile is actually gaining clarity about just what the goals are, and the way to articulate the. That’s where my skills and experience come to the fore.

I have a track record of capturing the essence of what makes business leaders unique, and  positioning (or re-positioning) them on LinkedIn to make it easier to achieve their goals.

If you’d like to know more, or start with just a review of your existing profile, book yourself a Discovery call with Mark Stonham by clicking here or on the banner below.

Mark Stonham Wurlwind Discovery Call

Consultant LinkedIn Profile Rewrite

 Consultant LinkedIn Profile Rewrite Image Mark Stonham WurlwindA Consultant Linkedin Profile is a valuable part of gaining regular assignments and contracts.

As a consultant you could be an expert or specialist in one or many disciplines and contribute to many areas of your clients’ business including as a:

  • Business Consultant
  • Management Consultant
  • Sales Consultant
  • Marketing Consultant
  • HR Consultant
  • IT Consultant
  • Finance Consultant

Reputation and word of mouth through an established network is still really important.

But a good LinkedIn Profile will increase visibility and make it easier to be found and to be referred and introduced to opportunities.

LinkedIn is increasingly valuable for helping us and the companies we work for to be successful, not just for when people are looking for new positions.

A Consultant LinkedIn Profile should go well beyond the All Star score that LinkedIn attributes when certain boxes are completed.

In the knowledge economy, as a specialist in your field it’s increasingly important to stay front-of-mind, which is the power of LinkedIn.

The challenge of writing Consultant LinkedIn Profile

Some Management Consultants they don’t necessarily know what they know, or how to convey it through LinkedIn.

  • They may not have thought about it and broken it down into constituent parts
  • They may assume that their job title is sufficient for others to work out what they do
  • They may be too modest to be specific about their strengths and their contribution
  • They may not have time or knowledge about LinkedIn to write and to make the appropriate changes to their profile

And for teams and firms of consultants a consistent approach to profiles will be a distinct advantage.

The benefits of a well-written Consultant LinkedIn Profile

Our proven approach to LinkedIn Profile Rewrites for Consultants presents individuals and teams in a very positive way.

  • Freelance Consultants will clearly show their specialisation and expertise, with evidence of delivery
  • Fee earners will clearly convey their competence as domain specialists and subject matter experts
  • Agents and others who place management consultants will find it easier to place those with clear, comprehensive and compelling Linkedin profiles.

When combined with a well-written Company Page for the Consultancy this creates a really powerful message to prospective clients.

The Profile Rewrite Process:

This process has been designed to deliver maximum value and optimise time on both sides:

  1. We ask you to complete a 1 page A4 background form and send us a copy of a fairly recent start the process
  2. We’ll then interview you by phone or skype for 30-45 minutes to understand your objectives
  3. We’ll draft the key sections of Summary and current roles and headline
  4. Then there’s a review process, conducted by email and tracked document changes
  5. We the post the changes on your behalf and update the settings etc of your LinkedIn Profile.

We know the process works when we post the changes to profiles on behalf of clients.

What’s included:

The deliverable outcome is an updated and rewritten LinkedIn Profile covering the following element:

  • Headline and Summary
  • Current Role
  • Skills section review
  • Contact Details update
  • Online support

The investment:

We aim to optimise both the financial outlay and the time you need to contribute.

  • The cost to you is £350 (No VAT is applied)
  • The time you contribute is about 2 hours.

Sometimes the hardest part of writing a Linkedin Profile for a Consultant is actually gaining clarity about specialist skills and contribution to clients, and the way to articulate the. That’s where our skills and experience come to the fore.
We have a track record of capturing the essence of what makes professionals valuable to clients and positioning (or re-positioning) them on LinkedIn to make them look really impressive.

Next Steps:

Your time as a fee earner is very valuable, so the sooner you have a really impressive LinkedIn Profile the more you’re likely to earn

To get started simply email me, Mark Stonham, if you’d like to improve your profile, or those of your team or company.

LinkedIn Profile Review

It’s not easy to create a good profile on LinkedIn, so congratulations on making the progress you have.

Now you’ve invested time to develop your LinkedIn profile it can be valuable to have an experienced independent review.

This is much more than a proof-reading service.

We will:

  • assess how you are positioning yourself and how you come across to your intended / target reader, especially if you are a business leader, sales leader or senior professional.
  • identify ways it could be strengthened to achieve the goals you have for your profile and LinkedIn.
  • identify sections and features you may have missed, and any recent LinkedIn features you weren’t aware of.
  • look for any phrasing and tone that could be tightened to resonate with your audience.
  • review the keyword emphasis to improve the way your profile is found within LinkedIn.
  • consider many other aspects too.

See what our customers are saying:

Book your LinkedIn Profile Review Call now