Are you sleeping on LinkedIn?
Or maybe you're on there, but you're not maximizing it?
I've been a LinkedIn sleeper. It just doesn't attract me to it. But... this year I've been working with 4 clients and one of my companies to improve conversions from content.
Today I want to share what we've learned about creating a profile funnel.
LinkedIn is the only social media platform that gives you a micro-website to sell yourself. Features that were built to get people employment also works great for getting clients to hire you.
Let's start with a guy who's crushing it...
I heard about Jay on a podcast earlier this year where he used LinkedIn to build his marketing agency, which added coaching and now has a membership site. He might even have a couple of products (hint, hint... Clients, Members & Customers).
The key lesson from his profile is ONE CTA -- join his community. Only flaw I see is he's missing clarity about how to join the community since the LI provided button says "Visit my website."
Going down the profile he has his services section. I don't know how well these convert. My clients and I have not tried it yet. We don't yet have enough traffic to the profiles to test another feature.
But the one thing we have tested is the Featured section. This is the most powerful section on your profile because you can send profile visitors to your most important conversion funnel.
Jay stays focused on getting members for his community.
Lesson: your Featured content can be external links (my preference) or it can be posts. You should not have more than 3. Giving too many choices lowers clicks. One choice is best if you've got a targeted offer like Jay.
I recommend getting people to subscribe to your email list so you can own your audience. This is what the next example does...
Here's a health and fitness trainer/coach I follow. I'm showing him because an expert service provider is an expert service provider doesn't matter if you're B2B or B2C like Dan Go.
Dan has been rapidly expanding his social media game. He's on Youtube (crushing it), on X (growing fast), IG (dominating) and is doing amazing on LinkedIn.
Because social media platforms change their algorithms often, you can be crushing one day and then lose 90% of your views the next.
Focusing on getting people onto your email list makes sure that all the energy you put into content (and even DM outreach) turns into a sustainable business.
Below in Dan's Featured, he has 2 ways to join his newsletter. I would have gone with one since LI actually owns the list in the first featured newsletter. Dan has a book a call CTA for his third featured content which goes with the two links at the top of his profile.
He also has a fourth featured content which is a link to a fitness training course. My guess is it gets almost zero clicks.
Now, here's what I'm doing with my business partner, Pedro Moreno, the founder of Lumencasts.com.
Here's our starting point...
The big message here is what he does. It's actually fine (maybe a little wordy), but is missing a clear reason to DM.
Also, there's no branding. I don't mean logo. It's fine to not have a logo on your profile, but it should convey a feel. Does the swirling colors convey the message he does award-winning videos? Nope. Both his banner and his profile pic should coordinate and convey the quality he does.
I made a simple mockup for a new subscription video editing service we are rolling out to show what a branded banner could look like.
His current red t-shirt with grey background would coordinate with the red accent in the sample work. Though I'd prefer a new profile pic that conveyed "creative video producer."
For the featured content, I'd do a lead magnet on Scaling Social Video so that I could build a prospect list and pitch the subscription service.
Converting views and engagement from your LinkedIn content requires you to have a funnel ready otherwise they've got nowhere to go.
As a personal test of the tactics I've been doing for clients, I made a post after having not posted in a year and got 4000 views that sent people to a landing page and added subscribers to this newsletter.
Your LinkedIn strategy shouldn't be complex. It should be easy for people to go from engaged audience to prospect within a couple of clicks.
I hope you got some inspiration from this and will go check your profile funnel to make sure it is leading page visitors directly to the outcome you want.
t
PS. Click my LinkedIn banner to connect with me. I'll be showing how my businesses and clients are growing there with my content.
PPS. On my profile you'll notice I'm still showcasing AgencyOps (my main coaching offer) while shifting to The Monetize. I'm going to do like Dan Go and focus on getting email subscribers to this newsletter.
From here, I'll be able to sift, sort and screen to get clients, members and customers.
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