Profile Optimization: The Key to a Successful LinkedIn Presence

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LinkedIn continues to be financial advisers’ favorite social media platform. Aside from ranking high in the most popular search engines, such as Bing and Google, there are some compelling statistics that validate LinkedIn popularity. Here are just a few (as of 3/31/12 from LinkedIn Press Center):

  • 161 million members in 200 countries and territories
  • Professionals join the platform at a rate of 2 new members per second
  • In 2011, members performed nearly 4.2 billion professionally oriented searches
  • Includes members from all 2011 Fortune 500 companies

This is clearly a social media powerhouse that cannot be ignored. Due to its highly professional nature, LinkedIn offers advisers the ability to select their target audiences and promote their knowledge and expertise in a very targeted manner.

Establishing a successful presence on LinkedIn begins by attracting attention and traffic to your Website. This can be achieved by creating an accurate and thorough profile.  The more “complete” your LinkedIn profile is, the higher visibility you will achieve on search engines. A complete profile significantly increases the odds that your name and/or that of your practice will show up in online searches.

Given the utmost importance of this process, here are some suggestions that you can follow to optimize your profile and achieve higher Internet visibility:

Basic Information: This section will feature your name, title, photograph, location and industry. This is the first line of information that anyone reviewing your profile will read. Consequently, make sure it is accurate and that information is articulated using appropriate key words. Clearly state your name, title, name and location of your practice, avoiding the use of abbreviations. Upload a good quality, if possible high-resolution, picture for maximum effect. The Headline window in this section allows you to use only 140 characters to describe your expertise. Be mindful to craft a concise message that includes carefully selected and relevant industry keywords.

Summary: Here you’ll have the opportunity to articulate who you are, your vision and your mission. When filling out this section, employ a crisp and clear language that will help viewers attain an immediate understanding of your expertise and aspirations. Be specific, but do not go overboard with details.

Experience: Post a resume that provides specific information regarding current and previous positions ensuring that details, such as titles and dates, are correct. Remember that this is public information, hence it should be truthful. Make sure you list all your past positions, as they are all potential sources for professional connections. Spend some time identifying specific keywords that will easily be recognized by search engines.

Volunteer Experience & Causes: Leverage this section to list your social interests, community activities, passion for and involvement with specific causes. This will enable you to achieve two key strategic goals:

  1. To establish with your current and prospective clients an emotional bond based on trust, credibility and respect
  2. To enhance the completeness of your profile.

Claudio Pannunzio
i-Impact Group Inc.
Greenwich, Conn.

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