One of the secrets behind a successful LinkedIn profile is getting as specific and niche as you possibly can with the services you offer and (more important) clarifying the target audiences you serve.
But what happens when you serve more than one type of audience or buyer? What if you have several different industries or professions represented among your LinkedIn connections and followers?
In short, how do you appeal to multiple audiences on LinkedIn using just one personal profile page?
The Secret to Appealing to Multiple Audiences on LinkedIn
It's a common problem, and thankfully there's an easy solution.
In this video I walk you through the exact approach you need to take and how it looks on a variety of different LinkedIn profile types.
The idea is simple: Starting with your LinkedIn profile summary and tagline, you'll want to (A) Explain what it is your do and (B) Name a few of the key audiences you serve.
One of my LinkedIn connections, Lisa Anderson, does a brilliant job of this on her profile page.
Here's Lisa's LinkedIn title: Strategic Business Adviser for Consulting Firms, Government Contractors & Nonprofits | Virtual COO | Virtual CFO.
Notice Lisa names three different audiences - Consulting Firms, Government Contractors and Nonprofits - right away with her LinkedIn profile title and tagline.
Blend Your Summary Text!
After your name and title, the most viewed part of your profile is your LinkedIn Summary.
It's critical that your LinkedIn Summary immediately identifies and appeals to your target audiences and/or buyers.
Here's a simple way to lay out the top half of your LinkedIn profile Summary so people know what you're all about and who you serve:
WHAT I DO: I help [my ideal audiences] achieve [their ideal goals] by providing [my product or service].
WHO I SERVE:
- Audience 1
- Audience 2
- Audience 3
So a real-life example might look like this:
WHAT I DO: I help everyone from Small Business Owners to Universities to Fortune 500 companies alleviate IT nightmares by providing proven, practical and cost-efficient IT solutions and consulting services.
WHO I SERVE:
- Small Business Owners
- Trade Associations
- Schools and Universities
- IT Directors and Managers at medium-to-large sized companies
- Fortune 500 clients including 3M, Honeywell and others.
As for the rest of your LinkedIn Summary, you would then dive into what makes you different or unique from the competition, continuing to build what I call a client-facing profile.
Utilize the Experience Section to Highlight Different Businesses
Remember, your LinkedIn profile title and Summary section are very limited in terms of the number of characters you can use. You can't possibly dive deep into all of the different types of buyers, audiences and sales offerings you provide in those limited spaces. You also won't have much room to identify and explain different types of businesses or companies you run.
A better solution is to go under the "Experience" section of your LinkedIn profile and add in a new section that appeals to each specific audience you want to address.
It doesn't matter if you don't have a separate company or job listing for each of these audiences - the key is that you add in separate sections that appeal to each niche audience and use the types of keywords and descriptions those prospective customers would look for when finding someone like you on LinkedIn.
For example, with my profile, I spend the majority of my LinkedIn title and summary area talking about my LinkedIn lead generation trainings and strategies. That's the business I'm focused on right now.
But lower in my profile, under the "Experience" section, I have separate "positions" (as LinkedIn calls them) listed for my other businesses: Debt Collection Industry Marketing Consultant, Motivational Speaker and so on.
Remember - LinkedIn is a Gigantic Search Engine!
The way LinkedIn's database and Search functionality work, I can be "found" by different target audiences (Debt Collectors, for example, or perhaps organizations looking for a Motivational Speaker) because I have those extra listings - including keywords and client-facing descriptions - in my profile.
As a result, it makes great sense to flesh out and fully explain your specific service offerings to multiple audiences in multiple niches. Just go under the "Experience" section while editing your LinkedIn profile and click "Add a new position" to make it happen.
And there you have it - no need to feel like you have to be a "one-trick pony" on LinkedIn any longer!