Over the past 5 years I have looked at ten of thousands of LinkedIn profiles (really, I have) and maybe you have too! The more of them that I see the more I wonder, “What’s the point?” By this mean, what is the creator of the profile trying to accomplish?
Many times it seems like parts of a resume have been pasted to impress upon the reader that significant achievements have been accumulated over time. The intention, perhaps, is to help the reader assume that a history of success will predict more of the same.
Other times the profile seems to have a purpose to convince the viewer that thisindividual is the BEST in a given space or profession. This type of profile will emphasize the most books, the most connections or the most whatevers. I’m certain that you’ve seen examples of this approach.
But the ones that remain the most confusing to me are those that just present gobs of evidence of knowledge or experience with very diverse topics. Perhaps this is a shotgun attempt to impress and sometimes the information is impressive. Yet my question often remains: “What’s the point?”
Another group of profiles–a small group at that–contains at least one CTA. These offerings have an intended outcome. Some examples are:
Download my eBook
Download this Report
Sign up for my Newsletter
Join my LinkedIn Group
Call for a FREE Consultation
Follow this link
Go to my website.
The Face Book CTA options list is slightly different: Book Now, Contact Us, Use APP, Play Game, Shop Now, Sign Up or Watch Video.
Because I don’t much believe in hoping for results I think that having a good CTA is an essential element in the quest for a predetermined outcome. This is especially true if the intended result is business-related interaction (i.e. increased business, leads, sales, etc.). LinkedIn is, after all, widely recognized as the world’s largest professional network.
What makes for an effective CTA? Here is my TICKS list of ingredients for a winning CTA recipes follows below. See if any of these points ring true for you….
- T = Test. I start with this because I think it is necessary to know from the beginning that there is no perfect CTA. There is no one-size-fits-all CTA. CTAs serve to direct the reader to a specific and intended course of action or pathway. Testing and retesting various CTAs against each desired outcomes is the only way to win with a (or many) CTAs.
- I = Impart Value. The reader needs to perceive or agree that their opt-in will return something that is useful or informative. An eBook about the Top Ten Classic Cars might be interesting to some but those looking for more quality leads might quickly ignore that CTA and move on. Many professionals suggest that an actual dollar value should be assigned to the offering to add attraction to it. ..$47, $97, $147 etc.
- C = Clear Instruction. There is a sales adage that applies here. It is: A confused customer doesn’t make a purchase.” Too many CTAs or a complicated set of instructions should be avoided at all costs. Keep it simple.
- K = Known Audience. Seems obvious but not everyone thinks this through. An effective CTA needs to be crafted to engage your ideal clients–not everyone. Some personalities like factual information, others respond to more of an emotional or “feeling” message. Talk the language of your flock and anticipate how they like to respond.
- S = Specific Outcome. Are you building an email list or do you want to sell books? Subscribers to a newsletter want continuous information while report readers are more interested in a one time engagement. Each outcome requires at least one unique CTA designed for specific action(s). Focus upon the end game.
At the very least, give those that are interested in your skill set the opportunity to know how you want them to further engage with you. Don’t leave them “hanging” in zero gravity space or drifting off to a competitor’s profile.
My CTA for YOU: Become part of my LinkedIn community by connecting with me. My email address is firstname.lastname@example.org (if you need it for the connection message).
2nd CTA: Like or share this article if you enjoy doing so.
Thanks for reading my posts! I love growing my network and helping professionals gain MORE SUCCESS on this platform—–Gary.
By Gary Kissel | LinkedIn Strategist | Speaker | Author
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