Photo: Victoria Ipri
By now, most of us have LinkedIn profiles. But it’s not enough to simply park your resume there, says Victoria Ipri, CEO of Modello Media, a strategy firm that offers LinkedIn consulting.”I think we’re going to see in 2012 people engaging in the platform the way it’s supposed to be. The power isn’t the profile, it’s the people,” Ipri told us.
“I think there’s so much emphasis on creating a dynamic profile that people forget LinkedIn is about outreach. It’s about sharing information, viewpoints and becoming a thought leader in your own community.”
As the author of eBooks “Social Media for the Clueless” and “LinkedIn for the Clueless,” Ipri established her reputation as a LinkedIn expert by getting out there, sharing her information with others and getting to know people, which she says is the “secret” to how people conduct business since most are more likely to interact with someone they know rather than someone they’ve never heard of.
“It’s easier to sell a software when you have 10,000 connections. In other words, you just look more credible. People are weary of connecting with someone who has no connections.”
By putting her knowledge and information out there, Ipri says her followers can seek her out, bookmark her materials, follow her RSS feed, spread her materials and, eventually, her name.
“I stopped ‘selling’ my services some time ago, because the entire notion of selling is passé. I want to help by providing knowledge I have in an area someone else may not. That’s it. If by doing so, that individual follows me, downloads a report, joins my group, buys my book or eventually pays for my services, what a fantastic bonus.”
According to Ipri, LinkedIn members need to improve in the area of engagement — only 20% of people on LinkedIn participate on discussion forums and use the platform correctly. Starting at $150, Ipri offers profile makeovers and also provides one-on-one coaching, webinars and 90-day marketing programs at varying prices.
Here are some of her tips:
1. Groups that are similar to you are your competitors and you won’t get any business by just connecting with them. You want to join groups that are similar to you so that you can network and participate in discussion panels, but you don’t want those groups to be your only connections because essentially those are your competitors.
“The main goal is to not stick with the pack because there’s no business within the pack.”
2. Just because LinkedIn allows you to join 50 groups doesn’t mean you should. You can’t actively participate in 50 groups. Ipri says eight to 10 is plenty.
3. Always write your summary in first person, not in third person. Write it like you’re speaking directly to your readers.
4. Always include your contact information. Most people say they want to be contacted, but a lot of people don’t tell people how to contact them. They leave no contact information. Ipri says a lot of this is fear and that people are afraid, but this is pointless because your contact information is probably already accessible through a quick Google search.
5. When choosing a headline, use words that are relevant to your skills and words people would use to search for you.
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