Consulting Blog

Using LinkedIn to Promote Yourself and Build Your Personal Brand

This month, we're focusing  the MBO Partners Consulting Blog on simple steps you can take to build the brand of "you" by developing your online reputation.

LinkedIn is the world’s largest professional network with over 50 million members, and has become an essential networking and business development tool for consultants, freelancers and entrepreneurs. LinkedIn represents the "serious side" of social networking: it connects you to your trusted contacts and helps you exchange knowledge, ideas, and project opportunities with a broad network of professionals.

According to Anderson Analytics, the LinkedIn community consists of 28% executives with an average household income of $109,000 and 30% consultants with an average household income of $93,000. The average age of the LinkedIn user is 41. Aside from expanding your personal and professional connections, LinkedIn allows you to establish a credible web presence. When someone wants to learn more about you, prepare to be Googled. Building a solid LinkedIn profile allows you to set the stage for your first contact with potential new clients. It can show that you are a subject matter and industry expert with deep connections. Be sure to write recommendations for people whose work you admire. Many will reciprocate, adding a wealth of credibility to your services.

LinkedIn guru Chuck Hester, director of corporate communications with iContact, is considered a LinkedIn "power connector": he has more than 7,000 direct connections to business contacts. He started using LinkedIn in 2005 when he was looking for a new job, which he landed through 37 connections. Chuck now preaches and practices the "pay it forward" philosophy; he has helped 20 other people find jobs through his LinkedIn connections. Whether you are contemplating setting up a LinkedIn profile, or if you have one that could use a little fine-tuning, this interview with Chuck Hester will help you to understand the site's full potential for growing your consulting business.

If you're new to - and perhaps a little intimidated by - LinkedIn, be sure to visit LinkedIn's overview for new users. LinkedIn has even developed a tutorial specifically for Consultants  and Entrepreneurs to help you expand your network and land your next client. Lindsey Pollack wrote a terrific article on the five essential elements of a fantastic LinkedIn profile. Personal Branding expert Dan Schawbel posted a more in-depth article on establishing your business presence on LinkedIn.

Helpful Tips

Keywords: Remember that recruiters search LinkedIn looking for contract talent, and use keywords to find people with the right skills. Make a list of the top 10 terms someone might type in if they were looking for someone with your expertise, and use those keywords in your profile.

Networking: Belonging to relevant groups can enhance your search rankings in LinkedIn by adding additional keywords to your profile, and also make it easier to grow your network. Join groups in your field of expertise and geographic location, and also join the MBO Partners LinkedIn group to network with other independent consultants.

Updates: Update your status on a regular basis. Your LinkedIn status updates bring you into greater visibility among your network, and also can demonstrate that you're actively involved in your industry.

Headshots: Have a professional photo taken, and use that photo consistently wherever you interact online. The investment of $150 for trustworthy and friendly-looking business headshots is well worth it when you’re using it as a tool to build clientele and win contracts.

New Contacts: Use LinkedIn as way to reach out to new business contacts. It’s a soft way to follow up and keep connected to the people you meet at conferences and networking events. For more tips on real life networking to complement social networking, check out our blog post.

Get started on LinkedIn today! If you already have a profile, the new year is a great time to update your profile and touch base with contacts that you haven't spoken to in a while. 

After you've set up your profile, don’t forget to join the MBO Partners group on LinkedIn. You can also find us on Twitter, Facebook, Vimeo, and Slideshare. Click here to check out our social networks.

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