Inbound marketing presents an incredible opportunity to communicate your brand messages to a broad audience that can become advocates to help share your message. LinkedIn has emerged as the must-have online professional presence and a key component for an inbound marketing initiative, especially for B2B marketers.

Your LinkedIn profile is your professional identity, your autobiography and your personal brochure. An optimized personal profile has proven to be an effective way to connect with prospective clients and allies. With a few adjustments, your personal profiles can become a powerful tool to reach businesses seeking you and your company’s products or services.

Follow these steps to make your profile inbound ready:

Use your company keywords

LinkedIn profiles appear on Google searches, so be sure to include some of your company’s keywords throughout your title and description, but remember, don’t keyword stuff.

Share the benefits of your past experiences

Show how your experiences and abilities can benefit potential clients; write about the value you added and your unique skills.

Change your default title

LinkedIn defaults to your latest title. Modify your title to convey the main benefits you can offer a future client. You are allowed 120 characters.

Use a professional photo

Use a close up of your smiling face. You should appear engaging and approachable. Don’t include anyone or anything else in the photo and do not use your company logo.

Use the Summary section to expand on your profile information

Talk about you and your company. Include appropriate company keywords in this searchable section.

Start your summary in a Word document, so you can edit it. You are allowed 2,000 characters in this power-packed section.

Use LinkedIn Skills function

LinkedIn Skills highlights your skills and expertise level.

Create your own unique skills and bring the section toward the top of your profile.

Change the link in the public profile

Update your Public Profile link to include your name, your company or a keyword describing your expertise.

Promote your profile

Include a link to your LinkedIn profile on every appropriate company digital asset.

Your email signatures, business cards, company website personal bio page, and other marketing collateral.

Invite every business connection to your network.

Join Relevant Groups

Groups are a great place to connect with like minded professionals, learn and develop thought leadership.
Join relevant groups and make sure to listen before you speak. Don’t just use groups as a way to broadcast your content, use them as a way to build relationships; if there’s a natural way to share your content then go ahead.

Follow Helpful Influencers

Linkedin’s influencer program is a great way to follow people at the top of their field. Get informed and inspired; find some influencers in your field to follow.

Publish Content

Linkedin gives you the ability to publish content for your connections to see. Don’t put this to waste, get publishing! Need guidance on how to get the most out of publishing content? Check out this guide: Everything You Need To Know About Linkedin Publishing.

Do you have a B2B inbound state of mind? Please share your methods and success stories leveraging your LinkedIn profile.