Is your LinkedIn profile implementing a fisherperson or a archer type strategy? Each is extremely different than the other.
A fisherman throws a wide net with the intention of catching something. On the other hand, an archer directs attention to a specific target.
Consider that your LinkedIn profile is either talking to large, general audience or it is purposely directed to an ideal client. From my experience of helping hundreds of members with their profile I surmise that most (75-85%) are choosing the former strategy.
This is not to say that the fisherperson approach is ineffective. It might be the best way for a job-seeker to attract recruiters who are fishing the site for keywords. It might also be useful for a new business that is beginning the process of determining who finds their products or services appealing.
Conversely, some studies show that many businesses have a customer base that is comprised of only 10% of their ideal clients. Yet, this 10% contributes up to 90% of these companies’ revenues! Pretty surprising, right?
Think about the benefits of increasing the ideal client percentage by just 10-20 percent. This illustrates the archer strategy but requires a profile (and overall marketing approach) that speaks directly to a precisely-defined client.
How can this be done?
Simply put, a company needs to analyze and sift through its clients to find those that deserve the ideal client distinction. Here are some suggested questions that assist this course of action.
What is their profession? Age? Sex? Family size?
What are their buying habits?
When are they buying? How many times per month or year?
What hobbies do they pursue? How do they prefer to have fun?
Which method of contact do they prefer? Phone, email, text or other means?
Are they joiners of social, business or civic organizations?
Which LinkedIn groups have they joined?
Where do they live? What kind of transport gets them around?
What is their education level? What is their annual income?
What strong belief structures influence their life?
How is their health and how do they take care of themselves?
What kind of music do they like? What are their favorite colors?
What types of technology do they use, if any? Preferred social media platforms?
What are the five things they value most in life?
Drilling down to identify these consumer attributes help define how a company can stay in front of those that are contributing most to its growth. The time invested can bring into focus that type of client that is most likely to choose your service or product over your competitors.
In short, the archer strategy discovers those clients that choose you over someone else! By aligning with their wants, needs, desires and dreams it becomes a win-win proposition–as well as more profitable.
By Gary Kissel | LinkedIn Strategist | Speaker | Author
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