LinkedIn Strategy for the Professional

LinkedIn is an important platform for all professionals, and especially for those who need to build their own contacts. People who work in insurance, financial planning, personal training and more need to build a base of connections.

Once primarily a platform for professionals seeking their next position, LinkedIn is now a key place used for both personal and business purposes to validate the credentials of professionals, find professionals for key services, and to understand professional networks.

Know Your Keywords

Before you work on your LinkedIn presence, you need to know your keywords and your messaging. What words and phrases do people search to find people like you? What are your key differentiators.

Your profile needs to be an extension of your online brand. That means you need to have a laser focus on the keywords and message that represent you best.

LinkedIn Company Page

Creating a company page is helpful even if you are the only person on your team! A company page expands your presence and branding on LinkedIn.

Setting up a page is quick and easy. You will need to complete the following fields

  • Company name
  • Background image
  • Logo
  • Company Description
  • Specialties
  • Address
  • Website URL
  • Company size, industry, year founded, and type
  • Select up to three featured groups

Personal Profile

When you create an account on LinkedIn, you create a personal profile by default. However, you need to take steps to create a complete, compelling profile.

Profile Image

Use a professional head shot of you. This will help people to know they are connecting with the right person. Save the family shots, kids and pets for Facebook!

Background Image

Change the LinkedIn default photo! Use a custom photo that better represents your business and expertise.

Intro Section

  • Create a headline that goes beyond your title and company. Highlight your expertise using your keywords.
  • Use your keywords and messaging for your professional summary

Experience Section

  • List all your relevant jobs. No need for a complete work history. List the jobs that contribute to the expertise you use in your current position.
  • Connect your current job to your company page.

Skills Section

  • Add as many skills as you can find that are relevant to your expertise and your activities
  • Make sure your settings allow connections to endorse your skills

Accomplishments Section

  • Make sure that all relevant accomplishments are listed.


Ask for clients to write a recommendation. Few people will think to write a recommendation, but most will be happy to do so if asked.

Contact Info

List all the ways that people can reach you. Make it easy for them to connect.

Next Steps

This effort will help you to have a more robust, findable presence on LinkedIn that is in concert with your website and other online marketing efforts.

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