Pay attention to your keywords. If chosen properly, these will bring you to the attention of people you wish to turn into leads.
You know how to pick the best keywords… but are you aware that you should exclude ones that distract? Because LinkedIn automates so many functions, pulling data from Profiles to second-guess your preferences, it is unfortunately also liable to do things like try to get people to endorse you for “skills” that have nothing to do with your LinkedIn voice.
For example, say you wittily included a joke in your Summary about being a “cheesecake aficionado”. Your original comment might make perfect sense and entertain the reader… within the summary: But because LinkedIn now pulls keywords out of your profile and asks people to “endorse” your skills – their way of making “recommendations” less hard to obtain – your contacts are likely to be asked to endorse the following…
And probably also…
Okay, so that example is a little extreme – but making sure you don’t put any keywords you don’t want to rank for in your Profile is crucial.
You also want to come across with a strong “voice” – your personality. Think about real life. Better yet, go back to the schoolyard. You are thrown together into a classroom with a bunch of other kids your own age, and as a child, you have no inhibitions about who you admire, who you feel comfortable with, who you’re indifferent to – and who actively repels you.
Your dislike might just be due to the fact that your interests are poles apart: Mary Jane is into Barbies in a big way, and you’ve always been a total tomboy. But you know who you want to hang out with.
Little Tara in the corner might be the most amazing person in the world – and if only you got to know her, the two of you would have one of the best friendships ever – but if she stays in her corner, quietly reading books and never talking, you won’t get the chance to find out.
Likewise, if she does her best to impress Mary Jane and her cronies by dressing in pink and conspicuously talking Barbies, you’re going to lump her in with people you don’t like. That would be a shame, because really, she’d much rather hang out with you up a tree or build a mud dam at the little creek behind your house than hang out with Mary Jane. But everyone’s told her that Mary Jane is the person she ought to be like. (Get the picture?)
Be yourself. That way, people most likely to become leads, and convert into loyal fans and clients will be able to identify and gravitate straight to you.
So don’t be a Tara. Forget Mary Jane and everything “they” keep telling you.
Be unique. Be yourself.
Finding Your UPP
You’ve heard of USPs – “unique selling positions”: Now it’s time to find your Unique Personal Position.
For any lead generation strategy to work, it is absolutely vital to create a strong voice on LinkedIn. Topics tend to be less chatty and more business-focused, making it harder to jump in while personality doesn’t often come across. The big mistake many people make, when trying to create a strong LinkedIn presence? Focusing on creating a polished business persona and ending up as yet another generic penguin among thousands of other immaculate, generic penguins.
You do want to fit into the penguin niche, the quintessential penguin in every detail.
But you also want to stand out.
To help isolate your UPP, ask yourself the following questions:
- What do people I know most like or love about me?
- What adjectives do people use most, when talking about me or describing me?
- What do I most love doing in the whole world?
- Why do I love doing it?
- What one skill or attribute do I possess that is different from my competitors’ skills and attributes?
- How do I help the most?
Make no mistake: All the lead generation strategies in the world won’t help you if people expect you to be a certain type of person… and find out you aren’t.