Does your LinkedIn profile position you to win new business?

by Kirsten Hodgson

Image courtesy of Renjith Krishnan @ Freedigitalphotos.net

It's all very well having a complete LinkedIn profile BUT does it position you to win new business?

Using your LinkedIn profile to DEMONSTRATE why you are the right person for the job is critical if you are to position yourself for new business before someone has even met you.

It needs to reflect the key things that clients say they look for when selecting a lawyer or other professional services adviser. Based on interviews I have conducted with over 200 clients of professional services firms since 2009 these are:

Someone with the necessary technical competence/expertise as defined by:

  • their past experience working on similar projects/matters/cases
  • their reputation, including their ability to influence decision makers
  • their knowledge of their subject area
  • their level of professionalism.

Someone who is the right fit: 

  • at both a personal and a team level (including the wider team of consultants and other experts).

Someone who understands, or shows they are willing to learn about, the client's business: 

  • an adviser who will anticipate needs and protect the client's interests.

If this is what they look for, then think about how you can showcase this in your LinkedIn profile:

For example:

  • Including results and past work in your summary section as well as in job descriptions helps to showcase your expertise.
  • Including a short paragraph about your working style and approach helps people begin to understand how well you will fit with them and their team as do recommendations (if you are allowed to get these in your market).
  • Adding additional apps to your profile such as Projects, Google presentation, Slideshare presentation or Box.net allows you to display presentations, videos, case studies or other information relevant to your prospects (again this will help to demonstrate your expertise and/or your understanding of an industry sector).
  • Adding the Blog link app means you can display your latest blog posts within your profile, which is another great way to showcase your knowledge.
  • Including some personal information about your hobbies and interests enables people with similar interests to connect with you.
  • Regularly sharing valuable information via your network updates helps to position you and demonstrate your knowledge of your subject area and your client's industry. The latest posts appear on your profile.
  • A good headline can inform people, at a quick glance, whether you have the expertise and industry sector understanding they need and can encourage them to read further. For example, imagine a construction company that has a dispute with another company on an international project. They need an arbitrator and see an arbitrator's headline which reads 'International Arbitrator specialising in the Construction and Infrastructure sectors'. They're likely to investigate further and that person will almost certainly stand out from someone else who merely has the headline 'arbitrator and mediator'.

If you want to increase the likelihood of prospective clients requesting a meeting with you and winning new business, make sure your LinkedIn profile positions you in the best possible light. Doing so could mean the difference between a prospect contacting you to find out more and moving on to the next person.

Take a look at your LinkedIn profile. How well does it position you? 

Look out for my forthcoming book 'Lawyers: LinkedIn made easy. Learn how to grow your business using LinkedIn'. It's packed with information like this and is a step-by-step guide to leveraging LinkedIn to achieve your business development and marketing goals. It will be available by June 2012.

What other ways could professionals enhance their LinkedIn profiles to better demonstrate the key things that clients say are important to them? 

Specialising in professional services and law firm marketing. I help firms to retain and grow existing clients and attract more of their ideal clients. My core services include social media for lead generation, voice of the client programmes and tender strategy and development. Outside of work I love to run. I’m a bit like Forest Gump in that I’m not that quick but can keep going for ages. I also enjoy coming up with new inventions. Unfortunately, most of them have already been invented! | * Professional services marketing consultant | * Legal marketing consultant | * Law firm marketing consultant