“Your LinkedIn profile is your sales pitch, but you have to transform it from being a resume into a personal brand.”
Tyler Kemp is a marketing strategist and the founder of VentureTactics.com where helps entrepreneurs and B2B Sales Professionals fill their pipeline, build an audience, and become influencers on LinkedIn.
THE IMPORTANCE OF FOCUS
Like many business owners, when Tyler started his business, he had an idea of where it would go and what he would offer. However, as time went on, he found himself doing things outside of his defined scope because clients were asking him for help.
Tyler realized that he couldn’t be everything to everybody, which was the direction the company was moving. He took a look at where he was headed, realized it was unsustainable, and pivoted his company to focus on the one platform where he was seeing the most benefit for his efforts, LinkedIn.
Once he chose to focus solely on LinkedIn, it became much easier for him to not only determine his target audience but also to build an audience for his company without spending any money on advertising.
YOUR LINKEDIN PROFILE
Everyone knows your LinkedIn profile is essential. Articles have been written about it by countless people, myself included (I even have a chapter in my book dedicated to it), but Tyler has a slightly different take on your profile.
Tyler considers your profile your sales pitch. He espouses all of the same things you hear from others, such as have a great picture, headline, and summary, but he also recognizes the importance of your profile as a sales tool.
The number one mistake Tyler sees his clients make with their profile is they make it about themselves, not about their customer. He suggests your profile should discuss the problems or challenges your clients face and how your product offering can resolve their issues.
LINKEDIN SALES NAVIGATOR
I’m often asked about upgrading membership levels within LinkedIn. Every time the answer is the same, it depends on your goals. For the vast majority of LinkedIn users, the answer is no.
However, if you’re using LinkedIn to generate business or you want to, at some point, you need to evaluate the benefits of paying for the upgraded service.
I recently upgraded to Sales Navigator, so I asked Tyler about it and how it can be used to generate leads. For those not familiar, Sales Navigator is an advanced search tool that you can use to find your target audience on LinkedIn.
The advanced search features of Sales Navigator go above and beyond the standard search criteria by allowing you to target your searches by job titles, function, seniority, geography, company size, etc.
Narrowing your search with these additional parameters allows you to really hone in on just the specific people who fit inside your niche.
When you’ve completed a search using Sales Navigator, LinkedIn will return a list of potential clients based on your criteria. With the list in hand, you can now view the people in the list and reach to them with connection requests if there is a proper fit.
Tyler discusses several strategies you can use when reaching out to your ideal prospects in the podcast.
ATTENTION IS THE NEW CURRENCY
Tyler not only believes attention is a currency, but he also believes that if you can grab attention, you can own the market. The best way to earn attention today is by producing content and providing value.
On the LinkedIn platform, posting content is a great way to nurture potential clients.
Tyler uses a methodology he refers to as the F.I.R.E. Formula when posting content to LinkedIn. F.I.R.E. stands for frequency, intimacy, relevancy, and efficiency.
As for your posting frequency, Tyler believes more is better, but posting some is better than none. Ideally, you should be engaged on LinkedIn daily. Whether by posting your own content or liking, sharing, or commenting on someone’s else’s content, using the platform daily will help you garner attention.
This strategy will help you stay top of mind with your prospective clients. When posting, make sure your content is intimate meaning be real, be human, be authentic like Kyle Elliott is with his audience.
Relevancy to Tyler is making sure your content matches the mindset of the person or audience you are talking to. You can do this by talking about the pain points and challenges you know they struggle with.
When it comes to efficiency, Tyler recommends repurposing your content in as many ways as possible using leverage. As an example, he recommended taking the podcast we were doing and break it down into smaller bite-sized portions.
You can also break down video and long-form content into micro-content as well. The point is not to create a bunch of one-time use pieces of content, instead take those pieces of content and consider how else it can be used to benefit your audience.