These days, Account-Based Marketing (ABM) is a much smarter and more strategic approach than ever before.
Specifically, this tactic measures marketing success based not on the number of leads generated by a campaign, but instead the number of leads that actually result in profits—and it’s being used wisely by businesses looking to maximize their marketing budgets and grow their companies.
In fact, according to a Forbes article, “as much as 70% of a B2B marketer’s budget went to ABM in 2016, and this number is expected to grow exponentially.” On top of this, more than 90% of B2B marketers outright agree that account-based marketing is highly important.
It’s no secret that social media can be a powerful tool when it comes to optimizing your ABM strategy, but many marketers overlook the power of platforms such as LinkedIn in this regard.
And when you consider the fact that LinkedIn now has more than 500 million users, it’s easy to see how this powerful social media platform can be used for social selling with potential target accounts. And according to a study, 80% of B2B sales leads now come from LinkedIn.
Not sure where to begin when it comes to optimizing your LinkedIn for ABM? Don’t worry— we’ve got some tips and tricks you can do today to make your profile look amazing.
First, a Bonus ABM Pro Tip!
Wait, a bonus tip? Don’t those usually come at the end?
Yep. But we’re gonna talk about it first instead.
At this point, you’re probably very familiar with designing landing pages for your various ad campaigns. And you know that when building a landing page, you want to make it with as little clutter as possible. The main point of the page (ideally, the offer and form) should be the only thing a viewer can focus on.
Well, the same rule of thumb more or less goes for your LinkedIn profile as well. You should limit the distractions on your profile as much as possible, so the only things people focus on when they view it are the awesome things about yourself you highlight.
One easy way to clean your profile up is to hide the “People Also Viewed” section. Realistically, this section won’t offer potential clients any value, and it adds unnecessary bulk to your page.
First, go to your profile and click the icon in the top right with your photo on it. It should give you a drop-down menu with an option for “Settings & Privacy.” Select that.
Then, toggle over to the “Privacy” tab and scroll to “Viewers of this profile also viewed.” When you click this, it should give you an option to turn the feature off.
And there you go. Just 30 seconds in settings and you’re already improving your LinkedIn for ABM.
Alright, now back to your regularly scheduled 5 tips.
1. Make Your Profile Photo Reflect Your Brand
When was the last time you really updated your profile photo on LinkedIn?
If you hastily chose a headshot back when you created your account and haven’t given it much thought since, it’s definitely time to re-visit. Specifically, you’ll want to go out of your way to make sure your profile photo isn’t just a random picture of you, but one that can be easily tied back to your brand.
Think of your profile picture as an opportunity to get a little creative (while remaining professional, of course). You might consider, for example, incorporating some of your logo colors into your profile photo to help users make that connection to your business.
When taking a new photo, you should also pay attention to your pose, background/backdrop color, and your outfit as it relates to your target audience. And of course, don’t forget to use white space carefully.
When uploading your photo and cropping (if needed), carefully consider how it will look not just when viewed on a desktop device, but on mobile as well. Will it stand out enough surrounded by other profile photos belonging to your competition?
Chances are your photo is the first thing someone will see when they view your profile. Make sure yours is high-quality, up-to-date, and giving you the best first impression.
2. Optimize Your Profile for SEO
Just as search engine optimization is important for your company’s website, you should also have an SEO strategy for your social media pages. And of course, LinkedIn is no exception here.
When focusing on SEO for LinkedIn specifically, there are a few things to keep in mind. For starters, think about the types of keywords your target audience would be searching on LinkedIn when trying to find you or a company in your industry. Wherever possible, incorporate those keywords into your profile. This includes places such as:
- job title
Keep in mind that your headline on LinkedIn doesn’t have to be your job title, despite the fact that many people use it to list their job title; you can include anything you want in this field as long as it’s descriptive enough to capture your audience (up to the 120-character limit).
And if you’re using a keyword anywhere on your profile that allows for a link, take advantage of this backlink opportunity by linking to a relevant page on your website.
3. Rearrange Your Profile
Just like you would when creating or editing your professional resume, when you’re designing your LinkedIn for ABM, you’ll want to carefully arrange your profile so that you’re putting your best foot forward!
This may mean changing up the order of the sections on your profile. For example, if your honors and awards are the most relevant part of your profile but are currently listed towards the bottom (as they often are by default), then move them up. Keep in mind that you can also add and delete sections where you need to (remember the “People Also Viewed” tip?).
Another great way to optimize your profile on LinkedIn for ABM is to rearrange your profile sections so that they form a story of sorts.
Craft your profile in such a way that encourages your target audience to actually read through it section by section, rather than skimming it in bits and pieces. This will allow them to really learn about you and your brand, and it could be the thing that gets you a sale.
4. Make Your Profile Easy to Digest
On the flip side of the same coin, you’ll need to be careful not to over-do it. While it may be tempting to type out your life story, remember that there’s a time and a place for these things.
Your target audience wants to get to know you, but they will also be turned off by a profile that is too wordy or crowded. After all, who has that much time to read through so much content?
When writing out your LinkedIn profile, you should really follow the same guidelines as when writing website copy. Be sure to use appropriate formatting to break things up visually. This includes using bullet points, headings, and lists wherever relevant. Ultimately, your goal should be to get your main point across but to leave your readers wanting to know more (and thus encouraging them to contact you).
And of course, always remember that you will likely have some (or many) viewers reading on their mobile devices. Keep this in mind as you craft and format your profile.
5. Offer Click-Worthy Content
Finally while including links back to your website is always a good idea when it comes to optimizing LinkedIn for ABM, you might also consider offering some information directly on your profile, where applicable and possible.
Of course, you don’t want to give away your best stuff for free, but this can be a great way to show potential clients a little bit of your expertise while also getting them interested in working with you by establishing yourself as a credible source within your industry.
Some examples of content that you may want to consider embedding directly on your LinkedIn profile include:
- white papers
- videos (how-to, webinars, etc.)
LinkedIn also offers the option of creating LinkedIn sponsored content, which may be worth looking into if you’re serious about reaching your target audience.
The Bottom Line on Optimizing LinkedIn for ABM
It’s not a secret that account-based marketing can be a powerful tool for any business. Not only does it allow you to increase your revenue and maximize your marketing budget, but it can also bring on new opportunities and help align your sales and marketing teams (when used correctly).
Social media is no doubt a powerful step in creating and carrying out a successful ABM strategy, but it’s important to look past just using the standard, popular social media platforms (such as Facebook and Twitter).
More than likely, you have target audience members and prospective clients using LinkedIn on a daily basis, so failing to optimize your profile for ABM on LinkedIn could mean missing out on some great opportunities for business growth.
Optimizing your LinkedIn profile for ABM will take some time and effort on your part, but by keeping some basic tips in mind, you’ll be well on your way.
Start by revisiting your profile and finding the best way to optimize your page for SEO. From there, you can focus on rearranging your profile and rewriting it in a way that makes your prospective clients want to know more about you. All of this, on top of posting click-worthy content on a regular basis, will help you make the most of your LinkedIn profile from an ABM standpoint and be on your way to successful social selling.
And if you want some more guidance on ABM best practices for LinkedIn, or ABM in general, we’re here to help. Get in touch with us today and see what a full-service digital marketing agency can do for your ABM strategy.