LinkedIn Optimisation – Four Steps to Stand Out and #LinkedWIN

LinkedIn has huge potential for experts and specialists. However it’s getting tougher to Stand Out in LinkedIn, and to get results with limited resources.

The LinkedWIN approach to LinkedIn Optimisation is a blueprint to help experts and specialists to develop a solid platform for ongoing business success.

The Challenges for Experts and Specialists

The THREE that come up from my contacts and clients most often are around:

  • How to communicate their specialism and expertise in a way that effectively gets the attention of their intended audience.
  • The best way to identify, find and connect with people who they’d like as clients.
  • How to be productive and effective with limited time and resources when there are so many option, tasks, techniques and things to do. 

Maybe you can recognise these issues yourself.

These challenges are not new. But they are more pronounced in the modern, digital era.

  • Buyers now have far more access to information.
  • There are more tools and techniques available.
  • Competitors can reach into new markets as barriers to entry are far fewer.  

Thank you for reading this far, and I hope the following helps you understand how I can help.

Who is this LinkedIn Optimisation approach designed for?

The #LinkedWIN LinkedIn optimisation blueprint has been designed for individuals who are experts, specialists, subject matter experts and trusted advisors who are looking for clients.

Who is a Trusted Advisor?

Essentially anyone who helps others to make decisions in a professional capacity. But more than that. It’s been designed to guide those who also have a business development role, to attract, find and win new clients. 

And there are several remuneration arrangements they may be in, such as:

  • Independent, Freelance, Self-employed
    • such as consultants, technical specialists, Non-Exec Directors
  • Employed specialists and advisors
    • such as senior solution sales people, professional services specialists
  • Business Owners and Business Leaders
    • The Rain-makers who bring business in for a team to deliver

If these challenges and role examples resonate with you then what follows should be very helpful. 

LinkedIn Optimisation – 4 steps to LinkedWIN

I’ve used my knowledge and experience to develop a simple 4 step approach to help experts and specialist to optimise LinkedIn and be more successful in finding new clients.

I’ve been a LinkedIn specialist since 2011.

I have a Business Development background going back 35 years.

Many clients have already found this approach to be very helpful, easy to understand and apply. I hope you find it useful too.

As you read this, it may be helpful to visualise a 3-legged stool, where Goals is the platform and the other 3 elements are the legs.

The value of a stool is that we can stand on it, in order to be seen, and also to see further. 

Here are the 4 steps:

0. Goals

– you’ll know lots about the importance of goals. You’ll probably start by understanding your clients goals, and maybe help them to define them better. So too do I.

The story about Alice and the Cheshire Cat by Lewis Carol provides great insight for Experts and Specialists, and is an amusing and educational way to introduce these 4 steps to LinkedIn Mastery.

The encounter starts with Alice (the Client) asking – “Which way should I go from here?”

To which the Cheshire Cat (the Expert) replies – “That depends on where you want to get to.”

My approach is to look at Goals at 4 levels. The top level really contributes to building Trust. And all 4 together mean that whatever we do we are far more likely to be successful.

Goals are equivalent to the seat of the stool – or the platform to stand on.

Find out how to set realistic and achievable Goals for LinkedIn and Business Development here…

The following 3 elements are the 3 legs.

1. Work-it

– When Alice replied that she didn’t much care where she went, as long as she got somewhere the Cheshire Cat replied: “Oh,you’re sure to do that, if only you walk long enough.”

We all need to ‘walk’ in order to get somewhere, but we can also be smart about this. If we don’t ‘walk’ in LinkedIn we’re not going to achieve much if anything. And if we ‘walk’ on LinkedIn in the wrong direction we are likely to fail make progress, nevermind get to where we intended, and it’s easy to get frustrated.

Results will be far more assured and predictable through LinkedIn if a structured plan is followed, generating results through a mix of outreach, referrals and enquiries.

Find out how to Work LinkedIn to get far better results for your time here…

2. Identity

– at a basic level our Identity starts with our LinkedIn profile. But that’s just the first level as LinkedIn provides farmore potential to establish a powerful identity as an expert,specialist, and go-to person.

There is an art and science to developing an effective, optimised LinkedIn profile. And additional strategies and techniques available to support referrals, outreach and enquiries.

Find out how to Build a Powerful Position on LinkedIn here.

3. Network

– it’s said that “Our net worth is a function of ourNetwork”. And increasingly it’s not what we know, or who we know,but who knows us, and what they know us for.

LinkedIn is a fantastic platform and community within which we can each develop and cultivate our network. I’ve identified specific groups of people who we should connect with and develop relationships with as experts and specialists in order that we can be more successful.

Find out how to develop a valuable Network on LinkedIn here:

How to STAND OUT on LinkedIn

Having identified the 4 areas above, I believe there’s more power when they are inter-related in a particular way.

Being in an elevated position has two major benefits.

  • people can see us more easily
  • we can see further

Developing ALL 3 LEGS means the stool is stable and results are optimised.

  • without the Work-it activity the profile will have few views and the network will not be engaged
  • If our Identity isn’t clear our Network contacts won’t know our value and our Work efforts will not convert well.
  • without a Network of relevant people our Profile will yield less, and we’ll have to Work much harder.

Find out more about the value of this approach, and why it builds a stable sustainable structure here:

Graphically their inter-relationships are represented in the following Image

What next?

If you’ve found this article, and the supporting ones, useful and would like to take things further I invite you to take THREE STEPS:

  1. Take the LinkedWIN Self-Assessment – identify what’s stopping you from achieving more
  2. Book an introductory call with Mark Stonham – ideally once you’ve done the Self-Assessment, let’s have an initial ’Discovery Call’ to explore how you can improve your LinkedIn and Business Development results
  3. Sign up for #FunnelFriday – for weekly LinkedIn Business Development Tips

About Mark Stonham

My purpose or mission is to help experts and specialists to be more successful by helping people in trusted advisor roles to deliver more value to more clients.

I do this primarily by helping experts and specialists to improve their approach to Business Development and their use of LinkedIn.

I work with self-employed independent consultants and coaches and also with business leaders and their teams in knowledge industries such as IT solutions, Agencies, Professional Services firms and similar.