Hyped! Health Marketing

I like to call the LinkedIn profile page your unique landing page because it’s what people check (read: land on) to find out more about you. This then becomes a great opportunity to make a great first (or second) impression and establish yourself as a thought leader – someone they can trust will give them valuable content they are interested in.

In order to grow your following and establish yourself as a LinkedIn thought leader, your LinkedIn landing page needs to:

• Show you can give resonating insights
• Be unique and show your personality
• Be up-to-date
• Connect with the intended audience

LinkedIn is a powerful social media platform for professionals and businesses to connect, network, and build their personal and professional brand. You need to build a strong network of connected individuals who trust you and are ready to buy into what you are saying or to buy from you.

In our previous blog, we looked at the profile photo and banner so if you are still struggling with those, you can find some extra tips here.

In this blog, we will be looking at optimising that landing page.

Step 1: Optimise your LinkedIn Profile

You want to optimise your LinkedIn profile for search and for people.

Optimise for LinkedIn search = making sure that people can find you in the first place. i.e. you have the exact words that your ideal client would put into the search box.

Optimise for people = making sure that people like you and resonate with what you say.

Optimising for both people and LinkedIn search will help you stand out amongst the 875 million members.

Here are some steps you can take to make sure your profile is optimised:

1. Do your keyword research, and your ideal client research. Find the words which would (a) resonate with the pain points of your audience, in their own words and (b) that they would type into a search box
2. Make sure your profile picture is a recent friendly photo, with one of you smiling. Bonus points if you crop out the background and add a coloured backdrop in line with your brand.
3. Add a banner which briefly (or even just through pictures) contains what you want your audience to know about you and/or a call to action.
4. Add a headline/tagline which clearly states what someone would type into LinkedIn to find you.
   • For example, rather than writing ‘Sales representative’, you could write ‘Selling bespoke IT solutions to the healthcare industry’.
5. Add an ‘About’ section which clearly states how you will help your audience. Make sure to add a hook at the beginning to stop them just scrolling past.
6. Ensure your Tagline, Banner and About us section have sprinkles of your keywords throughout.

Step 2: Make sure everything is up to date

Make sure your experience and education are up-to-date and that they provide a comprehensive overview of your professional background. Again, phrase it in a way which shows what skills you have that will help your ideal client (unless you are job hunting, in which case phrase it to how you would help your future employee).

Don’t forget to highlight your achievements and the skills you’ve gained throughout your career and add in any new courses to your profile. If you are struggling to think of your achievement and skills, ask your manager or a friend/family member about your strengths.

Step 3: Make your LinkedIn posts relevant and engaging

1. Pick a few content pillars that you would like to center your content around. One of them should always be something personality-related, and another to do with the work you would like to sell/are selling to your ideal client.
2. Decide on a reasonable posting schedule which is easy to stick to. You may want to start small first and then increase the frequency as you get more into the habit of posting.
3. Learn best practices for posting on LinkedIn (Follow the blog for more on that).
4. Set the posts which you feel resonate the most with your audience or are gaining a lot of traction as ‘Featured’ posts.
5. And finally, post!

Good luck

By consistently sharing valuable content and having a landing page which sings to your ideal client, you can establish yourself as a thought leader in your industry and attract like-minded followers.

For more tips on how to skyrocket your personal branding and stand out from your competition, follow: