You can turn quickly improve your chances of selling your training business or coaching on LinkedIn just by getting the basics right….
Are you on LinkedIn most days, some days or every day?
LinkedIn has over 600 million business professionals on its platform. There are prospective clients for you if you know how to find them and engage them for your training business.
But you also need to know how to make your profile and branding stand out.
In this first of a 2-part series, we are going to look at getting the basics right on LinkedIn first.
Petra Fisher is a long-time LinkedIn business expert from the Netherlands and it’s a pleasure to welcome her to the show.
Use the right keywords
Think of LinkedIn like a giant search engine. It’s equivalent to Google. Whereas people use Google to search for things (books, holidays, attorneys, hotels etc.), LinkedIn enables you to search for people.
But you need to stand out from all those other people. Especially your competition! (They’re on here too)
The language you use is crucial because each of these words is indexed and used by the LinkedIn algorithm to decide if what you have typed is worth showing to other people. (Think about that).
You have the power to help LinkedIn to help you. But you must tell it how you wish to be found.
Ask yourself: what would someone looking for someone like you type into the search bar.
“Sales Trainer California”? “Leadership Coach Retail”?
Ensure your profile includes the keywords which your customers would type……especially in your headline.
You have 120 characters. So. make them count.
If in doubt, don’t guess. Ask a client. Then strip out the the rest. Less is more.
Catch the eye immediately
Stop thinking of your LinkedIn URL as a Profile!
Start thinking of your LinkedIn as a LANDING PAGE!
If the first thing people see when they visit your LANDING PAGE is the default, non-descriptive, empty blue banner, you have wasted a golden opportunity! (see below)
Your banner is the most important picture (not your headshot).
Imagine if you visited a hotel website and instead of a nice welcoming picture of the hotel, you saw a blank blue square…what would you think? ….Exactly!
Claim that banner space immediately!
Get someone to make you a banner or make one by yourself as I did for free on canva.
It takes 30 mins or less to do and it’s the best free advertising you can have.
Use all the features
Simply put, there is no business networking site on the planet even close to LinkedIn.
There is a lot that I still don’t know about on LinkedIn. But we need to take steps to learn, right?
For example, your ‘skills’ section and ‘accomplishments’ section contain useful keywords – all of which are indexed by the LinkedIn algorithm.
This helps LinkedIn to return search results of the most relevant training businesses and consultants.
Many people overlook the fact that some of their details e.g. certifications, experience, headline are indexed by search engines as well. Are you sure they are ‘available’ to Google?
Check out whether you are unintentionally ‘hiding’ detail which helps prospects to find you when looking for training businesses and training consultants.
We haven’t even scratched the surface! We haven’t talked about SlideShare and a dozen other ways to get noticed on the platform. More to come in a future episode of the show!
Q: With that in mind, what are your plans to spend more time getting the basics right?
Leave a comment in the section below.
Biggest takeaways you don’t want to miss:
- What kinds of things training business owners usually get wrong on LinkedIn
- Which simple changes can make a BIG difference to your profile
- How Petra created an expert consultancy which makes money
- How to establish yourself as a subject matter expert quickly
- How you can share value in a way that gets you noticed
- What a company page is versus a personal profile
- What ‘Pulse’ is and how it helps your posts perform better
- What Sales Navigator is and why you might want to use it
- Why ‘saved searches’ can help you and how to use them
Some resources mentioned in this episode:
CANVA – Free, super-easy-to-use graphics editor to create your banner (1584px X 396px)
PETRA FISHER – Petra’s website with 1:1 consulting on making LinkedIn work for you
LINKEDIN LEARNING – LinkedIn’s own course on covering the basics [paid]
LINKED IN SALES NAVIGATOR – Premium tool aim for prospecting [paid]