From Profile to Position: How LinkedIn Strategy Secured Business
London Forbes
Objective: To strengthen the client’s LinkedIn profile as a lead generation funnel, enhancing their visibility and credibility to attract business opportunities within their sector.
Project Steps: The How
Client Goals and Initial Assessment
Objective Setting: Established a clear objective to use LinkedIn as a tool for generating business opportunities, positioning the client as a thought leader within their field.
Profile Audit: Conducted a detailed review of the client’s LinkedIn profile, including the headline, summary, and experience sections. Identified gaps in brand positioning and areas where visibility could be improved.
Profile Optimisation
Keyword Integration: Researched industry-specific keywords and strategically incorporated them across key profile sections (headline, summary, and experience) to increase searchability and visibility.
Headline and Summary Update: Refined the client’s headline and summary to highlight their advisory expertise and distinct value within the industry, making it clear to connections what niche expertise they offer.
Visual Branding: Added a professional profile photo and designed a customised background banner to reinforce the client’s brand and make a memorable first impression.
Skills and Endorsements: Updated the skills section to reflect key competencies and requested endorsements from relevant contacts, boosting credibility and trustworthiness.
Content Strategy Development
Audience Targeting: Defined primary audience segments, ensuring that all content was tailored to attract relevant professionals and decision-makers within the client’s industry.
Content Pillars Creation: Developed focused content pillars, including industry insights, personal reflections, and actionable advice. This established the client as a knowledgeable authority in their sector.
Top Voice Goal: Structured content to drive high engagement, aiming to achieve LinkedIn’s “Top Voice” recognition within their industry, elevating visibility and credibility.
Content Creation and Execution
Format Experimentation: Tested various content formats, such as carousels, infographics, articles, and short posts, to identify what resonated most with the target audience.
Visual Cohesion: Ensured a consistent brand aesthetic across all visuals, creating a professional and cohesive look for carousels and infographics to enhance engagement.
Engagement Focused Techniques: Used calls to action and conversation starters to encourage audience interaction, creating a more engaging and interactive profile presence.
Data Analysis and Optimisation
A/B Testing: Experimented with different post formats and content lengths to find optimal engagement, continually refining the approach based on performance insights.
Weekly Performance Tracking: Monitored key metrics, such as engagement rates, follower growth, and impressions, allowing for timely adjustments and data-driven improvements.
Results and Advisory Role Achievement
Profile Growth: Achieved notable increases in profile visibility, new connections, and engagement rates, positioning the client’s profile as an industry authority.
Top Voice Recognition: Earned LinkedIn’s “Top Voice” status, significantly boosting the client’s credibility and influence in their sector.
Business Outcomes: With an optimised profile and established thought leadership, the client successfully attracted interest from industry leaders, leading to meaningful business opportunities.
Conclusion
Through strategic LinkedIn profile optimisation and a focused content strategy, we transformed the client’s profile into a high-impact platform that attracted industry recognition and generated valuable business opportunities. By combining effective keyword use, a refined brand image, and engaging content tailored to the right audience, the client not only achieved "Top Voice" status but also positioned themselves as a sought-after expert in their field. This visibility and credibility boost resulted in increased inquiries and partnerships, successfully fulfilling the goal of leveraging LinkedIn as a business development funnel.
