How to turn LinkedIn Connections to Customers with the right profile positioning

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Do you desire to turn your LinkedIn connections to customers?
Are you getting leads and opportunities but with the wrong people?
Do you have connections but don’t know how to turn them to leads and sales opportunities?
Are you generating some leads but not enough and not consistently?

 If you answered yes to any of the above, you’re in the right place.
 
There is one chief reason you may struggle to get clients on LinkedIn without knowing it.
And that is your LinkedIn Profile Positioning.
 

In my recent post I asked the question  “Is your LinkedIn profile magnetic and marketable?

While that gives you some insight into some mistakes you could be making and how to correct it.
This shows you how your LinkedIn profile positioning could rob you of sales and clients.
 
The danger with a poor LinkedIn profile positioning is this;
It lives under the radar.
You hardly know that it exists.
It sets you up to fail before you got started.
You remain completely ignorant and think your marketing approach is wrong.
Often it’s responsible for your inability to turn LinkedIn connections to customers.

What does LinkedIn profile positioning mean?

 Your LinkedIn profile positioning means how your profile projects who you are.
It’s your message, content, story, media shared across Linked.
It attracts your target market to help you turn LinkedIn connections to customers.
 It can also repel your target market and potential clients.
 It’s 100% responsible for your first impression with those interested to work with you.
 
In the rest of this post, I’ll show you three terrible LinkedIn profile positioning and how you can squash it.
 
For now, let me share why do your profile positioning matter and why should you care.
 

This is for those interested to turn your LinkedIn connections to customers?

 
In the past several years, Nigeria LinkedIn members have grown to over 2.4 million people. Arguably, the biggest business focused social media network.
 
Even though that number doesn’t come remotely close to the 130 million members in the United States.
 
Nor is it close to the over 4 million people from South Africa, that’s still a lot of people. And with that it means more stiff competition.
 
Take for example a sales professional in the image below.
This guy/gal has to make sure his/her LinkedIn profile stands out amongst over 120, 000 people with same job roles, titles, skills and in the same industry.
 
Highlighted by the orange rectangle in the image below, can you see that your competition is on LinkedIn.
 
And the only way you compete is by having a super awesome LinkedIn profile positioning.

 

LinkedIn connections to customers - Nigeria sales audience

Let me help you understand how you really compete within LinkedIn:

The way LinkedIn works you first have to deal with being found in search. If that’s not happening organically, you have to rely on active prospecting to get in front of your target market.

You have to compete in “LinkedIn Search”

There is a way to figure out how you’re being found in search and if you’re being found for the right opportunities you really seek.

Let’s do this: go to your notifications on LinkedIn scroll through till you find the notification that tells you the number of times you’ve been found on search within a 7 day period as seen in the image below.

Linkedin connections to customers - total weekly search result

 

Click on “see all searches.” so it will give you a complete break down of your search results for that week.

First, LinkedIn tells you the companies your searchers work for like you see below:

Linkedin connections to customers - total weekly search result 2

 

Why does this matter?

You can use this to measure if you’re being found by the people in the companies you intend to work with, consult for, collaborate with, advice or in whatever else capacity you desire.

It’s really key to measure what market your profile visibility is gaining grounds in.

Another key thing is the search breakdown also shows you what your searches do just like this:

Linkedin connections to customers - total weekly search result 3

Just like above, measure if you’re being found by your target market based on their job roles and titles.

Let me also note here, that there is a way to influence the how visible your profile gets in front of your target market.

If you find that you’re been searched for by people who don’t qualify as your target market, use the visibility Strategy I teach in my LinkedIn Profit Masterclass to be seen and found by the right people.

And lastly, LinkedIn tells you the keywords that were used to discover you via search results. See an example right below.

LinkedIn connections to customers - total weekly search result 4

Are those the opportunities you really want to be known for, contacted for or do work for? Ask yourself!

The second way you compete is on your audience perception and “first impression of you.”

Now, going beyond search you also have to compete with your audience first impression of you based on how your LinkedIn profile projects and positions you within the same thousands of people within the same industry.

Whether you know it or not you're up against thousands of similar people in your industry within LinkedIn. You compete on your audience perception of you and in the search results. Click To Tweet

Do you now see why your LinkedIn profile positioning matters?

Have I made a case for why you need to take this very seriously?

If that’s a “Yea, Ify” then let’s take this further and dive into some of the hidden but terrible LinkedIn profile positioning happening under your radar and causing you leads, sales and clients.

The reason it’s terrible and dangerous to you is because it’s all happening under the radar. You may never know except if you seek the advice of a Marketing Genius and expert who can help you point it out.

If you must turn LinkedIn connections to customers, you must get rid of these terrible positioning so you can attract your ideal target, and move them to take the action steps you desire. And that could be moving them closer to a sale, a collaboration or partnership.

Ready to get rid of some positioning bugs? Let’s do this.

(1) Terrible Positioning one – The LinkedIn profile that encourage skepticism.

Are you sharing big deals that stand in contrast with your profile?
 
Do your updates, articles and posts support and align with the kind of authority and expertise to command big talk?
 
I’ve seen this happen a lot.
 
Someone posts on LinkedIn about a business opportunity and the first comment throws skepticism right into it.
 
You’re even lucky if you get those comments.
Most people who find those “too good to be true” kind of profiles tend not to say nothing at all and just go their merry way.
 
I can’t tell you how often I find a post with a ton of promise but when I visit the individual’s profile, nothing that suggest, that they can pull it off.
 
No authority, expertise, experience and even enough skin in the game that matches the promise.
 
If you fall into this category, you just may be kissing potential clients goodbye.
 
Don’t be quick to say, “oh, well it’s social media, everyone is skeptical…” because that would be untrue.
 
Alternatively, I found some great posts of big deals and people couldn’t wait to jump in on it.
 
Some do suggest their solutions, refer someone or even inform the individual about their interest.

How do you solve this type of LinkedIn positioning problem?

Remember, your positioning is framed by your content, message, media and story that you share on LinkedIn via your LinkedIn summary, profile headline, and your regular LinkedIn posts and articles.

So what you need to do is to ensure that your LinkedIn profile content, message, media and story shows off that you have the authority, expertise, ability, experience to birth the transformation you promise potential clients and the big deals you post.

 

(2) Terrible LinkedIn profile Positioning two –

The LinkedIn profile that screams “jack of all trades, master of none…”

Being multi passionate or invested in so many ideas, industry or skills is not such a bad thing.
 
But if you decide to use your LinkedIn profile to serve as a directory, your profile will scream “jack of all trades”.
 
Sadly, when people think about the phrase “Jack of all trades”, it’s immediately echoed by the rest of it…
“master of none”
 
This suggests that you don’t seem to be a master of any of those skills.
 
Imagine your potential client says, “I’d rather seek someone who’s lived his/her life mastering the expertise I need.
 
Do you get it?

How can you squash this “under the radar” profile positioning bug so you can turn connections to customers?

One word…

Focus!

Yes, you may have a ton of adventures and rodeos into so many skills, passion and work.

But you should focus your LinkedIn profile on one core business value.

It doesn’t mean you should discard your other work, dreams or passions but it’s better not to confuse your connections and have them perceive that you’re a jack of all trade… because they would subconsciously assume you’re a master of none.

 

Finally, the last one.  Terrible LinkedIn profile Positioning three –

The LinkedIn profile that says “This one fell from the sky”

Do you only concentrate on being active on just LinkedIn?

If yes, you may be doing yourself great injustice.

Using LinkedIn as a marketing channel will not succeed as it should if you use it as a silo-ed platform.

You’ll be able to scale your results better if you recognize that LinkedIn is an important piece of a bigger marketing structure.

If you’re not already thinking this way, you should begin to.
This one fell from the sky simply means that outside LinkedIn there seem not to exist any solid content, media and recognition of your online presence.

What can you do to squash this?
Try and Google yourself, what results do you see?

Is your content rich enough to convince and convert buyers?
If not, you’d fail the biggest litmus test potential clients take companies through before they buy.

And what’s that litmus test?

The “Google search test”.

I can’t tell you a number of times, LinkedIn contacts have searched and found me on Facebook.

Connect with me via multiple channels and engage with my messenger bot.

How did they get there, via Google search.

In today’s world, buyers research solutions, vendor, ideas and people before they buy.

Feed their curious mind.
Go beyond LinkedIn to establish credibility, trust, authority and expertise.

Do this and you’ll easily turn your LinkedIn connections to customers.

GOOGLE-ABLE, SEARCHABLE CONTENT IS GREAT TO HELP YOU TURN CONNECTIONS TO CUSTOMERS.

Don’t expect connections to click on your profile link to buy in one swoop.

Buyers go through a process which is known as the buyer’s journey.

Your first engagement may not result in a sale but if you planned and tailored the next step actions within your engagement, you’ll have a higher chance to move interested prospects through the buying journey and eventually bring them to the sale.

That should be your goal as you engage in using LinkedIn to create marketing and sales opportunities.

This is why your profile matters.

And now is the time to take a critical look at the kind of LinkedIn profile positioning you’re projecting.

Take a curious look at your content, media, updates, message and story.

Do they fit?

Or do they fall into any of the under the radar positioning pitfalls?

Good News!!!

To help you achieve a super stellar LinkedIn profile that positions you as trust worthy, credible and worth doing business with, I’m offering a few open slot for a free “LinkedIn Profile Audit”.

The audit is a review of how your profile positions you.

We’ll discuss how well your current profile project authority, expertise, authority and credibility.

This is a complete overview of how you stand within your market, against competition and before your ideal target market.

And we do this through connecting online for 30 minutes session.

During which I’ll break down the things that are right or  wrong about your profile.
I’ll also provide insights on how you can construct a proper LinkedIn Profile Makeover.

I’ll walk you through how to position your profile to evoke trust, reliability, confidence, authority and expertise.

You LinkedIn profile should educate prospects, shows off your differentiation, challenge norms and provide real world examples of your expertise and what you’re capable to achieve for clients.

The question is are you doing it right?

You don’t have to rack your brain to figure it out.

The LinkedIn Profile Audit can help. Click the image below to sign up now.

Apply for LinkedIn profile audit

Ifeoma Illoh is a data driven growth marketer. As a senior digital marketing and PR consultant she works with businesses to activate and grow consistent revenue using digital channels and online media platforms so they can attract leads, maximize sales and grow exponentially. This is ultimately so that business owners can make impact, have influence and build the legacy they desire. She wears many hats as a serial entrepreneur. She's the Founder of WiredInn Digital agency and Chief Content Officer here at OnlineMarketingIntelligence.com. You can connect with her via Twitter.

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