Having an optimized, up-to-date LinkedIn profile can help local media sellers ensure credibility and build trust. LinkedIn is much more than a social media site for jobs. It’s often the first place that potential customers check you out. If your profile is incomplete or lacks details, they may have second thoughts about replying to your email or phone call.

In just a few easy steps, you can enhance your LinkedIn profile. Investing the time to do this with these six steps below is absolutely worth it.

Why Does Your LinkedIn Profile Matter?

Like many in the industry, local media sellers do a lot of cold or lukewarm prospecting. The person on the other end doesn’t know you yet. If they are interested, one of their destinations is LinkedIn. The site reported that 49% of buyers do this, and 50% of people will avoid you if your profile is incomplete.  

You must build credibility early with local advertisers, starting with a well-developed and active LinkedIn profile.

6 LinkedIn Profile Tips for Local Media Sellers

These recommendations can help you improve your profile.

Make Sure Your Profile Is Searchable

LinkedIn has a search option just like any other platform. Be sure that your profile is public so you show up in results.

Select Privacy & Settings. In the Privacy section, click “Edit” your public profile. Under Edit Visibility, choose “On” for your public profile visibility.

You can also personalize your profile URL using your first and last name.

Use a Professional Photo

Your profile picture may be the first impression a prospect encounters. It should be a shot that shows you as a professional, not a cute selfie from your last vacation. Some tips for photos include:

  • High-resolution pictures only with a 400×400 pixel size
  • An image that clearly shows your face (no sunglasses or hats!)
  • Soft, natural lighting
  • An image only of you and not one cropped from a group shot
  • No excessive filtering
  • Professional attire

One idea is to use the portrait mode of your phone’s camera. Also, the picture should be recent and not one from five years ago.

Upload a Custom Cover Photo

In addition to a profile picture, you can also include a cover photo. It could consist of your tagline or be related to your station. It should be simple and not too busy because the space is small. It adds more interest to your profile versus having nothing in the background.

Create a Meaningful Headline

Your headline is also part of that first impression. Many still use their current job title, but this is an opportunity to make a mini pitch. In crafting a headline, consider what you do and who you help. Other influences could be the value you provide, your differentiators or proof of your expertise.

Here are some examples:

  • Helping local businesses reach and target customers with effective ad campaigns
  • 15+ years of experience partnering with local advertisers to reach their desired audience
  • Delivering radio and digital ad campaigns to local businesses that drive their revenue
  • A local media sales pro who understands your market and advertising goals

Continue Your Story with a Personal Summary

Beyond the headline, you also can include a personal summary. You can elaborate further on the promise of your headline. Some things to include that showcase your value and expertise are:

  • Your background and experience as a local media seller
  • Specifics on how you’ve helped businesses like theirs
  • What you’re passionate about in terms of working with advertisers
  • How they can reach you if they’d like to learn more

These sentences should be clear and concise. It’s not an advertisement but rather the start of a conversation. It’s not that different from the pillars of a valid business reason (VBR).

Add Skills and Get Endorsements

Your work history is less important than the skills you list. There may be things a potential customer looks for that would set you apart, such as your digital advertising acumen. They want to work with someone who knows the ins and outs of digital advertising so they don’t have to.

Endorsements are crucial in highlighting your expertise as well. These can be from co-workers, sales managers or actual customers. You can request recommendations from those you trust.

Beyond Profile Enhancements: More Ways to Leverage LinkedIn

LinkedIn can be a great hub for social selling. Once you find contacts, messaging them via LinkedIn could be an easier way to get a response than their standard inbox. Personalizing this outreach improves your chances of a reply, so always take that into consideration.

Using LinkedIn to build trust or sell socially also means you need to be active on the site. Sharing content that’s relevant to your audience is one of the best ways to do this. It could be content from a radio industry publication, a local news source or your station’s blog.

When posting this content, be sure to tag those involved and add some commentary. Simply doing this a few times a week demonstrates how well you know the industry and market.

Activity also involves commenting on posts where you have some expertise and reposting content in groups where it may be helpful. Lead with educational articles and stories versus anything overly promotional.

Remember, LinkedIn profile enhancements are ongoing. You should refresh it at least a few times a year. Prioritizing this as your digital storefront can be essential to your sales strategy.

For more tips on what to post, read our post on what station social media profiles should look like.