Optimizing Your Personal and Company LinkedIn Pages

Optimizing Your Personal and Company LinkedIn Pages

Why is LinkedIn important?

  • 4 out of 5 people on LinkedIn drive business decisions
  • 59% of sales professionals count on LinkedIn to sell
  • 89% of B2B marketers use LinkedIn for lead generation
  • 303 Million Active Monthly Users

Optimizing Your LinkedIn Page

Take time to craft your profile – it is often the first impression

  • Write it for your target audience
  • Fill out every area and use all characters
  • Write it for a person and for a computer – LinkedIn has search algorithms
  • Review on desktop and mobile device

LinkedIn Profile Hit List

  1. Photos – Pleasant and clear Profile Picture and Background Image
  2. Headline – Descriptive and appealing
  3. Contact Information – make it simple with email, website and phone number
  4. About – Focus on the first 3 lines, describe how you can help your audience
  5. Experience – Link company pages
  6. Skills – Focus on top 3, but get as many as possible on there
  7. Recommendations – Give and receive

Engaging Audiences with LinkedIn

Finding Your Leads: Utilize the search tool to find target audiences – define a potential customer

Refine search with all the filters

Tips – use personal information during search

  • College
  • Past Companies

Contacting your Leads

Identify a strategic target:

  • Don't connect in this screen
  • Click on the individual
  • Learn more
  • Customize your message ALWAYS, use
    • Hi
    • Have you met or not
    • Mention something about their profile or a recent item they posted
    • Let's connect
    • Closing – your name
  • Do you have a contact in common? Can you ask for an introduction?

General Guidelines:

  1. Connect: Make it all about them
  2. Engage: Once connected, share how you can help them
  3. Dialogue: Answer questions, share content, and then ask for a meeting

Posting Content

  • The profile is for selling, but posts are for telling.
  • Minimum once a week, ideally once a day.
  • Posts drive profile views and ultimately engagement with targets.

Drafting an Effective Post

  • Book time to engage on LinkedIn
  • Like, comment, share
  • When commenting use 5+ words – Algorithm
  • Comment to build relationships
  • Use reactions to differentiate yourself
  • Tag people and companies in your post
  • Use hashtags where appropriate

Sales Navigator?

You do not need Sales Navigator to effectively use LinkedIn.

Benefits of Sales Navigator

  • Can send messages to those outside of your network (more than premium)
  • More robust search engine
  • Alerts - more easily monitor leads
  • It stores leads separately; tracks activity
  • Recommends leads based on your criteria/profile

To realize the benefits you must commit to using it daily - $780/annually

Maximizing your Company Page


  • Share information about your company
  • Position it as a thought leader
  • Drive traffic to your website
  • Attract leads and talent


  • Create a page (if you don't have one)
  • Create a strategy – what to share
  • Post at least once a week
  • Comment/like as a member
  • Reply to comments
  • Invite connections
  • Encourage employees to share
  • Use the Analytics page to generate leads