Posted on November 16, 2018 by Lisa Phillips
A modern LinkedIn profile must shift from a resume to a resource.
The goal is to create client-centric profiles to position yourself not only as an advisor, but also as a thought leader and subject matter expert, offering value before the conversation begins!
High level sales efforts supported with marketing are becoming obligatory. According to SiriusDecision, “Buyers complete 67% of their decision making before they contact a sales rep.” This means that they are researching solutions on their own, without engaging the vendor. “It is foundational that you are influencing their decisions, through relevant insights that help form their decision.”
The following article focuses on the new buyer journey that everyone in sales can benefit from.
Seven Steps for Turning Views Into Leads
1. Name Your Core Product or Service
2. Identify Your Targeted Prospects
Name ten prospects to begin with. This is a great start!
Use the identities of your prospects to develop your 'Prospect Profile', A.K.A. Customer Avatar. This is who you will be targeting.
Include any pertinent info that defines this person. The key is to be specific. Don't be too broad. Get a clear picture of who your perfect client is. Don't waste time on people who are not really a good fit. Keep this person in mind as you go through all of the following steps to update your profile.
* We’ve provided a worksheet below called Customer Avatar that you can download and use to create your own.
3. Address Your Product Market Fit
* There is a blank worksheet below for you to create your own Product Market Fit as well as an example of what ours looks like.
4. Create your Statement of Value
I prefer this over a Unique Selling Proposition. USP is inherently product centric. Being different is rarely the reason a brand wins.
What makes all the difference in marketing is talking about your product or services’ value after a client has engaged and achieved success using your product or service. That will be infectious and ATTRACTING!!!
Here is the Statement of Value formula:
(Product or Service) enables (Prospect) to experience (Value).
For example, here’s Madheart’s Statement of Value: Empowering CEOs, brands, and thought leaders with the knowledge, support, and expertise needed to replace the pain and mystery of marketing with fun and growth.
5. Have Case Studies on Hand to Share
Case Studies may become a KEY element in your messaging campaigns after you have connected to prospects. They are the single best way a discerning prospect has of quickly qualifying you and your product or service in the evaluation stage of your relationship. This is a critically important component needed to propel a prospect through their journey as a lead in high level service businesses.
What does a simple Case Study look like?
It is a one or two page story of a client you or the company you represent has succeeded with.
It describes the following: PROBLEM. SOLUTION. RESULTS. OUTCOME.
*See an example of a Case Study below.
6. Your LinkedIn Headline & Summary
Once you’ve completed the steps above you’re ready to craft your LinkedIn headline! It follows you around on LinkedIn. You want it to draw your prospects in and motivate them to contact you.
Here’s a good layout for your LinkedIn headline:
[title], [company name] | We help [your avatar] [benefit].
Founder | CEO ~ Madheart Marketing. Empowering CEOs, brands & thought leaders with the knowledge, support and expertise needed to replace the pain and mystery of marketing with fun and growth.
7. Summary – What are you hoping to achieve when a prospect views your profile?
Structure your summary to make it happen.
Taking these steps on LinkedIn is one of the best ways to turn views into leads!
Thanks for visiting!
*Download the Customer Avatar Profile
*Download the Product Market Fit Worksheet (Includes Example)
* A Case StudyMadheart CH Case Study