In this episode of “Marketing Demystified,” host and Growgetter’s co-founder and CEO Jenn Mancusi talks with Neal Schaffer, a globally recognized digital marketing expert and author of “Maximizing LinkedIn for Business Growth,” about transforming basic LinkedIn profiles into magnetic platforms that attract professional opportunities. So if you are asking yourself “how to improve your LinkedIn profile,” You are in the right place.
A LinkedIn profile serves as a critical touchpoint for professional networking, creating first impressions when others discover the profile through searches or comment interactions.
Key elements for a good LinkedIn profile
Creating an effective profile starts with visual elements. The cover image, positioned above the profile photo, offers valuable real estate to establish professional focus.
“Similar to Facebook, LinkedIn gives you the ability to have a cover image, which really gives you a chance to visually set the stage for what you are about,” says Neal.
The featured section, typically appearing near the About section, provides another opportunity for visual impact. This space accommodates embedded visuals and directs profile visitors to key resources like newsletters, free downloads, or introduction videos. Neal emphasizes the strategic value of this section for guiding visitors toward specific calls to action.
Keywords play a crucial role when incorporated naturally. The professional headline deserves particular attention, as it appears in search results and alongside comments. While relevant keywords matter, Neal cautions against overdoing it.
“When I see a request from someone that has a headline that says, ‘I help consultants automate their business,’ when it’s very clear that you’re being targeted, I tend to avoid those people,” Neal said.
The About section works best as a natural introduction written in the first person.
“If you were going to meet someone for the first time, how would you introduce yourself?” Neal suggests. This section should welcome visitors while incorporating storytelling elements that highlight unique value propositions and professional journeys.
Beyond static elements, Neal emphasizes regular profile maintenance. Monthly or quarterly reviews ensure all information remains current and relevant, including featured content, images, and messaging aligned with the current professional focus.
The podcast discussion reveals how LinkedIn has evolved significantly, though many professionals still treat it merely as a job search platform. This outdated view misses the platform’s potential for relationship-building and thought leadership.
“LinkedIn should be more than that,” Neal explains. “It really is the place where you show your personal brand, the place where you do business.”
Professional profiles work best as dynamic tools for relationship building rather than static documents. Strategic optimization creates profiles that attract visitors and guide them toward meaningful professional connections.
So when are wondering “how to improve my LinkedIn profile,” these tips can help you get started. And if you have any questions, drop us a note.
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