To truly stand out and take control of your success on LinkedIn®®, it is essential to create each element of your personal profile and company page with your audience in mind.
Your profile is written ‘about you’ but it is not written ‘for you’ – it must resonate
with your audience in order to have any level of impact on them.
Whether you are focusing on finding a new position, looking to develop B2B connections, interested in growing your client base or open to collaborating with peers and industry experts, understanding their expectations is the key to making meaningful connections.
Tailored Messaging Leads to Relevance
Your audience will dictate the story your LinkedIn® profile tells about you. A recruiter scanning profiles for a marketing role expects and requires a completely different narrative than a potential client searching for a consultant. When you know your audience, you can position your skills, experiences and achievements to align with their needs.
Think of your headline, summary and experience sections as a professional and powerful conversation starter. Tailoring these elements to your audience ensures your message resonates, making it easier for the right people to see your value.
By knowing your audience, you can highlight the right achievements and skills that instantly capture their attention.
Maximised Discoverability Through Strategic Keywords
LinkedIn® operates as a search engine for professionals. Recruiters and potential collaborators often use specific keywords to find candidates, industry experts or partners. By understanding your audience, you can identify the keywords they use - and strategically embed them throughout your profile.
A generic or limited profile risks frustrating your reader and blending into the crowd, while a tailored one can establish you as a credible expert in your field. Think of it as aligning your value proposition with the needs of your audience.
This approach enhances your profile’s ‘searchability’, ensuring it appears in searches relevant to your growth needs.
Building Authentic Connections
Knowing your audience goes beyond attracting views; it’s about fostering genuine relationships. A profile aligned with your audience's values and priorities attracts like-minded professionals. This alignment creates opportunities for meaningful conversations, mentorship, or collaborations.
Defining and Addressing Your LinkedIn® Audience
Step 1: Identify Your Audience
Who are they? Recruiters, clients, industry leaders or peers?
What do they value? Skills, experiences or insights?
What are their goals? Are they hiring, seeking solutions or exploring collaborations?
Step 2: Align Your Profile with Their Needs
Once you’ve identified your audience, fine-tune your profile:
Headline: Use keywords and phrases that immediately and clearly signal your expertise and goals.
About Section: Craft a compelling summary that addresses their pain points, while showcasing your unique value.
Experience and Skills: Highlight achievements and skills that directly align with their priorities.
Step 3: Showcase Thought Leadership
Your audience is not just searching for skills – they are looking for insight. Post content, share articles and engage with discussions that align with their interests. This positions you as a trusted voice in your field, strengthening your professional brand.
Step 4: Keep It Evolving
Your audience’s expectations may shift over time. Regularly review and update your profile to ensure it remains relevant and aligned with current trends and demands. This will also have a net positive affect on the LinkedIn® algorithm and the reach of anything you post/share/comment on (points, which will need its own essay to explain).
The Competitive Edge of Audience-Centric Profiles
In a world where first impressions are often made online, your LinkedIn® profile is your virtual handshake. By deeply understanding your audience, you not only enhance your profile’s appeal but also position yourself as the answer to their needs.
Whether you're launching your career, pivoting to a new field or establishing your presence as a thought leader/partner of choice, your audience must dictate your LinkedIn® strategy.
Optimise with intention, connect with purpose and watch your opportunities flourish.
Your audience is out there - now it’s time to speak their language.
Please reach out if we can help you to optimise your personal profile or company page on LinkedIn®
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