The Secret For Turning Your LinkedIn Profile Into A Lead Magnet

How to use LinkedIn to position yourself as the go to expert and have prospects coming to you, pre-sold ready to buy.

James Rostance speaks with LinkedIn profile expert Naomi Johnson of TheProfile.Company to find out the secret behind turning your profile into a true lead magnet.

Content Covered:

  • Where people normally go wrong in preparing their LinkedIn Profile
  • What a well designed LinkedIn profile is capable of
  • What goes into creating a profile which acts as a lead magnet
  • Key things you need to fill out on your LinkedIn profile

– – This week, on The 414, learn how to use LinkedIn to position yourself as the Go-To expert and have prospects coming to you pre-sold and ready to buy.

Hi, I’m James Rostance and welcome to The 414, each week, with some of the greatest minds in marketing. And joining me today, is the lady who helps people turn their LinkedIn profile into a true lead magnet. Welcome, Naomi Johnson.

– Hi. – So, where do people normally go wrong in preparing their LinkedIn profile?

– Well, most people start from talking about themselves and talking about their CV and what they’ve achieved, which actually, nobody cares about you until you become relevant to them. So, we need to actually switch it all around and make it about the problem that you solve and the value that you bring, not about your previous achievements.

– Done correctly, what does a well-designed LinkedIn profile capable of?

– Of bringing you new prospects, or coming to you pre-sold and ready to buy. The reason is that if you’re actually able to take a prospect from not knowing they had a problem and not looking for a solution all the way through to, “My goodness, this is a big deal in my life, “and I can’t fix it for myself. “I must invest in a solution.” LinkedIn statistics show that 88% of people will actually end up buying from you.

So, where a lot of people compete for the same marketplace and same people with keywords, people who already know they have a problem and looking for a solution, and therefore using keywords, we can create an entirely new marketplace by awakening people in the first place, to the fact that they have a problem.

– So what goes into creating a profile that acts as a lead magnet? But what else would a person need to have in place?

– Sure, so, in order to make the LinkedIn profile really work, it’s about the design of the business and how you’re actually going to bring leads in to work with you. And one of the critical points is actually the sales conversation and their opportunity to speak with you and actually discover whether your solution is right for them. And also, whether they’re the right client for you.

So I always tell people to design a diagnostic, which helps you to learn from each other what the problem is and if you’re actually the right fit. In order to get a person on the phone, it needs to be a valuable proposition. Nobody will show up for a sales call. They will sign up for a diagnostic. Some way of learning about themselves, and the extent of their problem.

So you need to position it well on the LinkedIn profile. You might be giving it away for free, but it’s not free to the other person. It’s their private information and it’s also their time. So in order to get to that person to the point where they’re really grateful to speak to you and what an honour it is, we actually have to work on all of the content that goes into it before. We need to work on what the problem is you solve, why you’re valuable and why you know the answers to what you do and that’s in how we write the summary and the experience section.

– So what are the key things you need to fill out on your LinkedIn profile?

– Well, firstly, you wanna make sure you fill in most of the sections, but I wouldn’t rate the All Star rating that LinkedIn has. It’s actually about the quality of what you write. So you wanna have a headline that draws people in and makes them pay attention, because obviously, there’s so much going on, and people will only stop and read something that feels relevant to them.

So the headline’s really important. When they arrive on your LinkedIn profile, you wanna start with the problem that you actually solve in a way that your ideal market will go, “Oh my gosh, that’s me.” And then they want to read on through the profile. And like I said, you wanna finish off with that call to action, inviting people to get in touch.

When someone knows that they pretty much sure they have this problem and they’re thinking of working with him, with you, don’t leave them hanging and go, “Well, how would I work with you? “What would that look like?” Because that’s either gonna make that person go, “Ah, forget it, never mind.” Or it’s gonna take them to a Google search where your competitor might come up. So we actually need to answer it all in the profile.

So, in the entry for the experience, we actually wanna write out how you work with people, so people can say, “Ooh, yeah, I can see myself doing that”. “Let me get in touch.”

And that just takes you a bit further down that buying cycle with somebody and has them come to you presold on the solution, on you, on the fact that they’ve got a problem and that they actually are ready to invest. Therefore, they’re presold and ready to buy.

– Naomi, thank you very much for joining me today.

– Thank you for having me.

– If you would like to learn more about how to turn your profile into a lead-generator, then visit the414.net to watch extended content in The 414 Extra.

I’m James Rostance, thank you for watching.

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The 414 EXTRA

This is where we get the chance to look a little deeper into the most interesting elements of the content that we’ve just covered in the main show

Naomi shares with us in detail, the journey people go through in making a buy decision and correlates that to a properly designed profile.

She also give Naomi’s favourite success example of well designed LinkedIn profile.

– – Hi, I’m James Rostance and welcome to The 414 EXTRA.

Now this is where we get to deep dive a little more into the content we’ve just covered in the main show. And joining me still here is Naomi Johnson. Now Naomi, in the show just now, you mentioned about the journey that people go through in making a buying decision. Can you tell me a bit more about that?

– Sure, so a lot of marketing experts with start off like, “What are your key words?” In order to get your website up the SEO, and to get found on maybe LinkedIn or Facebook, but that assumes that the person already knows they have a problem and looking for a solution. When actually, and if you go in at that point, you will be up against a number of other people who are all selling the same service as you, and you’ll be competing on price because you’re a commodity.

I know I have a problem, I’m looking for a solution, it can be one of you three, compete for it. But actually we can actually setup a whole new marketplace and we appreciate how people actually buy, and create our own unique marketplace. So what do I mean by that? There are a lot of people who need the solution that you’re offering, but they don’t actually yet know it.

So a perfect example of this, is that in the recruitment industry, the rec-to-rec number, in the rec-to-rec’s, of recruitment-to-recruitment, those companies are having a 65% turnover of staff every single year and they think it’s normal, and they account for it in the budgets and constantly getting staff in. There’s a continuity plan for the constant turnover of staff.

They think it’s normal because it’s always been that way. And that’s the industry normal, norm, but actually there’s someone out there who’s now managed to get that down to 15% consistently every year. As soon as you hear, “15%? “I’m on 65%.” you instantly know they’re gonna be way more profitable, they’re gonna have way better relationships with their clients, and it’s all just gonna be amazing. So you go, “Oh my goodness.” And you wake up to the fact that it could be better.

So they wake up to the fact that actually, “I have a problem, how do I fix it?” So what we’ve done there is the person who didn’t know they have a problem, went looking for a solution, they’ve gone, “Oh my goodness, maybe I’m doing something wrong.” And they identify with it. So then they do their research and find out, “Oh why is this, what are they doing that I’m not doing?” And they’ll start to diagnose exactly the reason why they have that problem. At that point, they start to do their own research, and they will Google things, they will read books, they’ll watch YouTube videos, they will try and do it for themselves.

For those people who can solve it for themselves, I say let them get on with it. Let them take your content for free and just fix it because if they’re fixing it for themselves, and that’s all they need, then the problem and the solution wasn’t big enough in the first place to actually require your services. What you want is the really juicy projects. The projects that are gonna keep you on your toes, keep you challenged, keep you fulfilled, and keep you at the coal face, to stay and explain your industry. So what we want, and also they’re gonna have a budget, and go, “Do you know what, this is a 10 thousand pound “investment for a million pound solution. “We can’t do it on ourselves, this has to happen.” And no ones gonna argue with it. They’re gonna really value you.

They’re gonna listen to everything you say, and the solutions gonna get implemented. Rather than someone who says, “If I need this I can do it myself, surely.” It’s a very different working relationship. So we can cultivate our own marketplace, create awareness, have the person identify with us, start to diagnose their own problem, start to implement their own solutions, go, “Oh my goodness, this is a really bid deal. “I’ll invest in a solution. “Who should I invest with?” And as I said before 88% of people who started that journey with you, will stay with you as their trusted expert. They’ll look at your credentials, who are you, and go, “Yeah, I like this person. “How do I get in touch?” They’ve got this diagnostic, AKA a sales appointment, “I’ll sign up for one of those.”

Then you have the opportunity to speak to that client. And I always, I train people to actually structure that phone call, to contain it within the half an hour, or an hour, whatever time period, to stay in control of that conversation, so you’re leading it. Also set it up so you have permission at the end of it to actually ask the buying question. ‘Cause if you haven’t got permission at the start, you can’t say, “Can I pitch you my solution?” So it’s a really big deal of how it all goes together, and in that sales conversation, you’re actually walking people right back up, I’m pointng around in a circle ’cause I’ve got it as a wheel.

You’re actually going, “Okay, tell me about it.” And you’re actually making sure, is this actually the problem they have? Have they diagnosed it properly? What have they tried already? How big a deal is it to them? Then you’re checking in all those things and sometimes people are misdiagnosed and they’ll be wrong. And if they’re wrong? Cool, point them to another expert.

Point them in another direction, but you’ve helped them, you’ve added value. The great thing about doing this, aside from the buying journey though, just to throw this in, the great thing is if you’ve added that kind of value to someone, they’re going to talk about you. They’re gonna understand your problem to tell other people about it. So your name is gonna come up in all the right conversations and leads will come to you effortlessly. And they’ll come presorted and ready to buy.

– So out of all of your recent success cases, what would be your favourite, that you’d give as an example? – I think, you know a lot of people are in process of making this happen, and I love seeing them get their first client in, or get those first kind of leads in, and then having the conversation, and we pace it out a bit more.

I work with people over a quite a journey, but one of my clients, Stacey, she came to me and she just nailed it, she just went at it, she had too. She’s a communications agency up in London, who’d worked a lot with European countries and companies, and Brexit happened, and they all decided it wasn’t a good look for them to be associated with a London agency and they just disappeared. She had some warning. So she had like six months to get on the phone, and call people, and try and win new business.

Where cold calling had worked for her just fine until a year before, it now wasn’t working, and she was absolutely desperate. She has members of staff, she didn’t know what she was gonna do, and she called me and we went through everything together. She came on my training programme and she did the intensive coaching with me.

We identified exactly what it was she was doing that was different to any other designing communications agency. So it’s still graphic design and it’s still words, but it was what was unique about her and why should she be doing it. We put together a really nice case study, we got her profile all sorted out, we made some adjustments on the website, to really create the scene of what it is that she actually does.

Then she started inboxing people on LinkedIn, connecting with them and sending them messages. But we did templates, very genuine templates, so you wouldn’t actually know that it would gone to the same people all the time. I think we all hate it when you connect with someone and they instantly get hit by some sales message.

She actually, within a couple of weeks, she secured about four or five contracts, with about 35,000 pounds. She had 200,000 pounds on the pipeline, and then in February, which was just four months in, she forwarded me an email from a company that’s a household name, we both would know it, and she said, “I can’t believe it. “I was trying to phone these people in my cold calling, “and get through to them again, and again, and again, “and I couldn’t get anywhere, and now I’ve got “this email, out of the blue, saying we’ve got a project “that needs working on, I’ve looked at “all of your content online, “you seem like the perfect agency for us, “we want to work with you. “So the question is, can you deliver this project “by this date?”

So pre-sold and ready to buy, to a company that previously should couldn’t get her foot in the door. So that was pretty-

– That’s the power of having-

– That is the power. They knew what her principles were. They understood her methodology, why she takes the approach that she does. They could see that she stood out against anyone else. So when they’re thinking, “Should we give to this agency, “or that agency?” They all just appeared quite generic. Whereas this one, Stacey, is like, “Great, you understand us. “You know what we’re trying to solve. “I like your approach, and I’m gonna submit “to that approach, and let’s do it.” Rather than going, “Well I could do this, I could do that. “Why are we doing that?” You know that’s actually where the worst clients come from. Is when they don’t really wanna invest, they don’t really wanna buy, and they don’t trust you to actually deliver the solution. So yeah, a really powerful example.

– So just finally then, how would someone get in contact with you if they wanted to speak further?

– Sure, so there’s the website www.theprofile.company, and on there we am putting up lots of blogs and helpful information about how to write your own profile. And you can download a few helpful things on there.

So use LinkedIn to find my persona profile, it’s UK.LinkedIn.com/in/NaomiJohnsonUK.

Really important to get that mixed with my photo, there’s another Naomi Johnson in social media. that’s the best place to make contact to be honest. Send me a message and we can book you in for a LinkedIn profile review.

– Brilliant. Naomi, thank you for joining us today.

– Thank you for having me.


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