If you ran into a hot prospect at a trade show or conference, got to talking, and he or she showed a genuine interest in wanting to know more about your product or service, I’m guessing you would NOT:
- Refuse to share the URL for your company website
- Refuse to give them your email address
- Refuse to divulge your phone number
We would never behave like that in real life. Why do so many of us do it on LinkedIn?
The LinkedIn contact cnundrum
Allow me to explain.
Long story short: We’re not making it easy enough for prospects to contact us directly when coming across our profiles or posts on LinkedIn.
I’m going to show you what I mean in a moment.
For now, let’s agree on this point:
The more hoops you make someone jump through to contact you, the less likely you are to ever make a sale, let alone even hear from that person.
Now, without further ado, let’s walk through two key places to display your contact information prominently on LinkedIn.
Your profile header
This is an easy one to miss or to use incorrectly.
You’ll notice a small section labeled “Contact Info” at the top of everyone’s LinkedIn profile page.
That box gives you an opportunity to share links to your website, your Twitter handle, and more.
And while many use LinkedIn’s generic “Blog” or “Company Website” settings, it takes just a few seconds to instead choose “Other” and put in a more client-facing phrase that points to a specific landing page on your website:
That way, when a prospect clicks on “Contact Info,” he or she will see some enticing, clickable URLs that are aimed at his or her interests.
Notice in this example how Paul Copcutt makes it clear that he’s all about helping you with personal branding tips/etc.:
Check out bestselling author and speaker Chris Brogan’s clear descriptions of his paid and premium offerings here:
One last example courtesy of Brennen Lukas, who uses LinkedIn to sell a physical product (baked goods) to target audiences in the corporate world:
The idea is to utilize those “Website” listings to give prospects something enticing. Phrases like “Free Tips on XYZ,” “Free XYZ e-book,” or “Learn More About XYZ” work well in directing prospects to specific landing pages on your website.
One of the most read sections of your entire LinkedIn profile is your summary area. It’s the first section of meaningful text prospects come upon when visiting your page, and it’s your first (and sometimes only) chance to make a great impression.
Yet, far too many of us neglect to put our direct contact information into our summary—and that’s a huge mistake.
Think about how fast we scan through information online—especially via our mobile devices.
The goal of your LinkedIn summary should be to give a prospect a snapshot of who you are, the product or services your provide, the audiences you serve, and what makes you different/better/unique when compared to someone offering similar services or products.
Assuming your summary can accomplish that, you’ve already warmed your prospect up, and in some cases he or she might be excited and ready to talk more right now.
After all, he or she is looking at your profile for a reason—likely because he or she has a need for someone like you.
Either way, you don’t want to make it hard for a prospect to figure out how to get a hold of you directly.
What to put in your LinkedIn profile summary
Use a phrase like “Ready to Talk?” or “Contact Me!” at the bottom of your summary. Include a sentence or two about what a direct conversation with you would look like (a free strategy session, evaluation, etc.) or, if you don’t want people calling you directly, share some clear links to your website, work email, or whatever else.
I like how Lisa Anderson has configured the bottom of her profile to make it clear what prospects should do if they want to engage her around her consulting services:
Use something similar to direct a prospect where you want him or her to go.
Here’s a fast and easy example courtesy of David Rodgers:
Another example of how to help walk a prospect further into your sales funnel is using a strategy similar to Ferg Devins:
Again, don’t assume a prospect will take the time to jump through LinkedIn’s hoops to message you, invite you to connect, etc.
Make it incredibly clear and easy for an interested prospect to take the next step in reaching out and either talking to you directly, requesting more information or whatever the next step is.
This article was written by John Nemo from Business2Community and was legally licensed through the NewsCred publisher network.