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KEY ELEMENTS: A PROFESSIONALS
GUIDE TO BRANDING
LAURA VIRILI
Keynote Speaker, Consultant, Coach
Social Media & Relationship Management
www.LauraVirili.com
@LauraVirili
LauraVirili.com
YOUR LINKEDIN PROFILE IMAGE
Your Photo Tips:
 Professional photo
 Business casual
 Engaging & friendly
 From waist, chest or shoulders up
 Cropped & sized correctly
 Great background, outdoor shots are fabulous!
Profiles with photos get 16x
more views than profiles
without photos. Check out
cheat sheet for tips & tricks.
Source: LinkedIn
!
Images: Stan Kaady Photography
YOUR NAME & HEADLINE/TITLE
Name: Add designations, certifications and advanced degrees: MBA, CPA, CFP®, CRPC ®,
etc. - 60 characters
Title: Shortened version of your profile - 120 characters
LauraVirili.com
NAME & HEADLINE/TITLE
Headline/Title:
 Keyword Headline – professional keywords with personal interests/activities.
EXAMPLE: Influential Marketing Professional | Google Analytics Guru | World
Traveler | Yoga Enthusiast
 Power Statement Headline – tells your story, compels people to want to read more!
EXAMPLE: Tech Specialist Devoted to Creating Stable, Scalable Solutions for
Businesses | Vice President Technology Manager XYZ Corp.
LauraVirili.com
YOUR CONTACT INFO
Because ‘Contact Info’ is only visible
to your 1st degree connections, be
sure to add the Additional Info/Advice
for Contacting section for anyone
visiting your profile to see that info:
LauraVirili.com
CUSTOMIZE YOUR URL
LauraVirili.com
LinkedIn will assign you a random
URL. To make your profile more
easily searchable on Google and
for others looking for you, change
the URL to something that better
matches your name.
In edit mode, click on the gear icon
next to your name. If available, use
just your first and last name. Be sure
to ‘Save’ once complete.
!
YOUR SUMMARY
 Personal feel
 Humanize yourself
 Written in the first person
 This is what I do
 This is why I do it
 This is how I do it
 “I welcome a connection if…”
 Contact Info
 Common misspellings (your name,
company, etc.)
Hire a professional writer
who can convey what makes you “you” –
and your services unique and desirable.
Check out the cheat sheet for more
insight.
T: 804-750-2555
bob@andersadvertising.com
LauraVirili.com
YOUR EXPERIENCE
 Describe your current position
 List your previous experience
Rule of Thumb: For your current and
previous experience keep text concise
and to the point. No more than a
sentence or two, no more than 2-3
paragraphs per position. Remember to
use keywords!
LauraVirili.com
Ask for ‘Recommendations’ for each of position
you have held. You get what you give – so give
endorsements, easiest way, use Endorser, it does
the work for you: http://endorser.org/
JOIN GROUPS
 Branding & Search-ability
 Join up to 50
 Displayed on your profile
 Networking
 Niche Markets
 Hobbies
 Alumni
 Professional Designations
 Charitable
35.5% of LinkedIn Users are in
1-9 Groups.
Source: SmartInsights Inc.
!
LauraVirili.com
SKILLS/ENDORSEMENTS
 Showcase your top 10 skills
 Demote the rest
 Remove irrelevant skills
 Ask for endorsements –
increases SEO
Receive more recommendations,
which helps you be found & relevant,
by using the steps found in the
appendix.
LauraVirili.com
GROUPS
 Branding & Search-ability
 Exponentially expands your network
 Join up to 50
 Displayed on your profile
 Networking
 Niche Markets
 Hobbies
 Alumni
 Professional Designations
 Charitable
35.5% of LinkedIn Users are in
1-9 Groups.
Source: SmartInsights Inc.
!
LauraVirili.com
GROUPS: ATTRACTING IDEAL CLIENTS
 Consider joining groups:
o Comprised of like-minded individuals
o Focused on the services you provide
 Attract ideal clients by:
o Initiating insightful dialogues
o Demonstrating your subject matter expertise by answering questions posted
by other participants
Attract Ideal Clients thru LinkedIn
Groups! Then stay active in the most
relevant Groups, 3-5 is ideal &
manageable.
LauraVirili.com
GET INFLUENCED
 Follow Your Company’s
Influencer (if applicable)
 Follow People You
Admire Both
Personally/Professionally
LauraVirili.com
Act like an Influencer… You
can post like one thru
LinkedIn Publisher!
ACT LIKE AN INFLUENCER
 Share Content
 Publish on
LinkedIn*
 Get Noticed
 Stay Top of Mind
& Tip of Tongue
LauraVirili.com
STAY ‘IN GOOD COMPANY’
 Follow Your Company
 Follow Companies Related
to Your Clients and Prospects
 Follow Your Competition
 Follow Companies of Interest
LauraVirili.com
YOUR COMPANY PAGE
 Picture – Importance of
 Promote your speakers
 Promote your speakers posts
Post updates & track performance
 Ask your speakers/clients to ‘Follow’
page thru posts and/or email
 Ensure content is SEO friendly
 Add a ‘Follow’ button to your
website/email signature
LauraVirili.com
KEY ELEMENTS CHECKLIST
* Details including sizes (in pixels), character limits, availability, etc. as of June 2015
LauraVirili.com
Top LinkedIn Elements Specs* Details
Photo 200x200px Professionally taken, business casual, friendly, engaging, approachable.
Name 60 chars Display your name as people know you. Include designations, certifications, advanced educational
degrees.
Headline/Title 120 chars Shortened version of what you do. Choose a keyword headline or a power statement headline.
Contact Info Complete your contact info. Note: Only visible to 1st degree connections.
Custom Website URL 256 chars Customize your LinkedIn URL. You have 29 characters after “www.linkedin.com/in/”.
Summary 2000 chars Differentiate yourself, written in the 1st person. Opportunity to make the right people ‘feel’ a
connection to you. Humanize yourself. Add keywords!
Experience 2000 chars A paragraph or two for each position you have held. Include only relevant positions.
Skills/Endorsement Showcase your top 10 skills, ask to be endorsed for your top 5, demote the rest
Groups Up to 50 Join Groups. Order them so the 7 most important show on your profile. Stay active with your top 3-5
groups thru relevant contributions.
Influencers 500+ There are 500+ LinkedIn Influencers. Follow the ones that you admire from a personal and professional
perspective.
Companies unlimited Follow your company, your competition, your client’s companies and companies of interest.
Publisher 40k Publish on LinkedIn just like an ‘Influencer’ – share your subject matter expertise and thoughts. Check
with your firm’s compliance group regarding e-communications created in support of you and your
practice. FINRA may classify it as adverting.
Printable Version
HOW TO EDIT YOUR LINKEDIN PROFILE
LauraVirili.com
From the LinkedIn menu go to
‘Edit Profile’ option. Once there,
simply click on the pencil icon
associated with the section you
would like to edit. Don’t forget
to ‘Save’ each section.
TIP! When making a lot of
changes to your profile turn
your ‘notifications’ off.
!
APPENDIX
LauraVirili.com
INCREASING YOUR SKILLS/ENDORSEMENTS
Step 1: Craft the Message to Your Connections
Hope this message finds you well! I would love to endorse you for your skills,
however I only want to endorse you for the ones you want highlighted. I know this
feature on LinkedIn helps when you are Googled and when HR reps and
recruiters are viewing your profile.
If you have a second, could you in turn endorse me for only these 5 skills:
1. Social Media
2. Marketing
3. Public Speaking
4. Coaching
5. Social Networking
Trying to give these 5 a lift. Please let me know what you would like me to
endorse you for!
Best,
Laura
www.linkedin.com/in/lauravirili.com
LauraVirili.com
Step 2: Select Your Connections
1. Go to
Connections on
menu bar
2. Sort by > Last
Name
3. Filter by >
Connections
Only
LinkedIn defaults to Sort by >
Recent Conversation, Filter by
> All Contacts
1
2 3
INCREASING YOUR SKILLS/ENDORSEMENTS
LauraVirili.com
Step 3: Send the Message to Your Connections
1. Check Connections you want to endorse & request to
endorse you (50 recipients max)
2. Select ‘Message’
3. Populate Subject / Body with your message
4. Un-check ‘Allow recipients to see each other’s names…”
1
2
3
4
LinkedIn
default: the box
is checked!
INCREASING YOUR SKILLS/ENDORSEMENTS

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LinkedInLauraViriliKeyElementsFINAL

  • 1. KEY ELEMENTS: A PROFESSIONALS GUIDE TO BRANDING LAURA VIRILI Keynote Speaker, Consultant, Coach Social Media & Relationship Management www.LauraVirili.com @LauraVirili LauraVirili.com
  • 2. YOUR LINKEDIN PROFILE IMAGE Your Photo Tips:  Professional photo  Business casual  Engaging & friendly  From waist, chest or shoulders up  Cropped & sized correctly  Great background, outdoor shots are fabulous! Profiles with photos get 16x more views than profiles without photos. Check out cheat sheet for tips & tricks. Source: LinkedIn ! Images: Stan Kaady Photography
  • 3. YOUR NAME & HEADLINE/TITLE Name: Add designations, certifications and advanced degrees: MBA, CPA, CFP®, CRPC ®, etc. - 60 characters Title: Shortened version of your profile - 120 characters LauraVirili.com
  • 4. NAME & HEADLINE/TITLE Headline/Title:  Keyword Headline – professional keywords with personal interests/activities. EXAMPLE: Influential Marketing Professional | Google Analytics Guru | World Traveler | Yoga Enthusiast  Power Statement Headline – tells your story, compels people to want to read more! EXAMPLE: Tech Specialist Devoted to Creating Stable, Scalable Solutions for Businesses | Vice President Technology Manager XYZ Corp. LauraVirili.com
  • 5. YOUR CONTACT INFO Because ‘Contact Info’ is only visible to your 1st degree connections, be sure to add the Additional Info/Advice for Contacting section for anyone visiting your profile to see that info: LauraVirili.com
  • 6. CUSTOMIZE YOUR URL LauraVirili.com LinkedIn will assign you a random URL. To make your profile more easily searchable on Google and for others looking for you, change the URL to something that better matches your name. In edit mode, click on the gear icon next to your name. If available, use just your first and last name. Be sure to ‘Save’ once complete. !
  • 7. YOUR SUMMARY  Personal feel  Humanize yourself  Written in the first person  This is what I do  This is why I do it  This is how I do it  “I welcome a connection if…”  Contact Info  Common misspellings (your name, company, etc.) Hire a professional writer who can convey what makes you “you” – and your services unique and desirable. Check out the cheat sheet for more insight. T: 804-750-2555 bob@andersadvertising.com LauraVirili.com
  • 8. YOUR EXPERIENCE  Describe your current position  List your previous experience Rule of Thumb: For your current and previous experience keep text concise and to the point. No more than a sentence or two, no more than 2-3 paragraphs per position. Remember to use keywords! LauraVirili.com Ask for ‘Recommendations’ for each of position you have held. You get what you give – so give endorsements, easiest way, use Endorser, it does the work for you: http://endorser.org/
  • 9. JOIN GROUPS  Branding & Search-ability  Join up to 50  Displayed on your profile  Networking  Niche Markets  Hobbies  Alumni  Professional Designations  Charitable 35.5% of LinkedIn Users are in 1-9 Groups. Source: SmartInsights Inc. ! LauraVirili.com
  • 10. SKILLS/ENDORSEMENTS  Showcase your top 10 skills  Demote the rest  Remove irrelevant skills  Ask for endorsements – increases SEO Receive more recommendations, which helps you be found & relevant, by using the steps found in the appendix. LauraVirili.com
  • 11. GROUPS  Branding & Search-ability  Exponentially expands your network  Join up to 50  Displayed on your profile  Networking  Niche Markets  Hobbies  Alumni  Professional Designations  Charitable 35.5% of LinkedIn Users are in 1-9 Groups. Source: SmartInsights Inc. ! LauraVirili.com
  • 12. GROUPS: ATTRACTING IDEAL CLIENTS  Consider joining groups: o Comprised of like-minded individuals o Focused on the services you provide  Attract ideal clients by: o Initiating insightful dialogues o Demonstrating your subject matter expertise by answering questions posted by other participants Attract Ideal Clients thru LinkedIn Groups! Then stay active in the most relevant Groups, 3-5 is ideal & manageable. LauraVirili.com
  • 13. GET INFLUENCED  Follow Your Company’s Influencer (if applicable)  Follow People You Admire Both Personally/Professionally LauraVirili.com Act like an Influencer… You can post like one thru LinkedIn Publisher!
  • 14. ACT LIKE AN INFLUENCER  Share Content  Publish on LinkedIn*  Get Noticed  Stay Top of Mind & Tip of Tongue LauraVirili.com
  • 15. STAY ‘IN GOOD COMPANY’  Follow Your Company  Follow Companies Related to Your Clients and Prospects  Follow Your Competition  Follow Companies of Interest LauraVirili.com
  • 16. YOUR COMPANY PAGE  Picture – Importance of  Promote your speakers  Promote your speakers posts Post updates & track performance  Ask your speakers/clients to ‘Follow’ page thru posts and/or email  Ensure content is SEO friendly  Add a ‘Follow’ button to your website/email signature LauraVirili.com
  • 17. KEY ELEMENTS CHECKLIST * Details including sizes (in pixels), character limits, availability, etc. as of June 2015 LauraVirili.com Top LinkedIn Elements Specs* Details Photo 200x200px Professionally taken, business casual, friendly, engaging, approachable. Name 60 chars Display your name as people know you. Include designations, certifications, advanced educational degrees. Headline/Title 120 chars Shortened version of what you do. Choose a keyword headline or a power statement headline. Contact Info Complete your contact info. Note: Only visible to 1st degree connections. Custom Website URL 256 chars Customize your LinkedIn URL. You have 29 characters after “www.linkedin.com/in/”. Summary 2000 chars Differentiate yourself, written in the 1st person. Opportunity to make the right people ‘feel’ a connection to you. Humanize yourself. Add keywords! Experience 2000 chars A paragraph or two for each position you have held. Include only relevant positions. Skills/Endorsement Showcase your top 10 skills, ask to be endorsed for your top 5, demote the rest Groups Up to 50 Join Groups. Order them so the 7 most important show on your profile. Stay active with your top 3-5 groups thru relevant contributions. Influencers 500+ There are 500+ LinkedIn Influencers. Follow the ones that you admire from a personal and professional perspective. Companies unlimited Follow your company, your competition, your client’s companies and companies of interest. Publisher 40k Publish on LinkedIn just like an ‘Influencer’ – share your subject matter expertise and thoughts. Check with your firm’s compliance group regarding e-communications created in support of you and your practice. FINRA may classify it as adverting. Printable Version
  • 18. HOW TO EDIT YOUR LINKEDIN PROFILE LauraVirili.com From the LinkedIn menu go to ‘Edit Profile’ option. Once there, simply click on the pencil icon associated with the section you would like to edit. Don’t forget to ‘Save’ each section. TIP! When making a lot of changes to your profile turn your ‘notifications’ off. !
  • 20. INCREASING YOUR SKILLS/ENDORSEMENTS Step 1: Craft the Message to Your Connections Hope this message finds you well! I would love to endorse you for your skills, however I only want to endorse you for the ones you want highlighted. I know this feature on LinkedIn helps when you are Googled and when HR reps and recruiters are viewing your profile. If you have a second, could you in turn endorse me for only these 5 skills: 1. Social Media 2. Marketing 3. Public Speaking 4. Coaching 5. Social Networking Trying to give these 5 a lift. Please let me know what you would like me to endorse you for! Best, Laura www.linkedin.com/in/lauravirili.com LauraVirili.com
  • 21. Step 2: Select Your Connections 1. Go to Connections on menu bar 2. Sort by > Last Name 3. Filter by > Connections Only LinkedIn defaults to Sort by > Recent Conversation, Filter by > All Contacts 1 2 3 INCREASING YOUR SKILLS/ENDORSEMENTS LauraVirili.com
  • 22. Step 3: Send the Message to Your Connections 1. Check Connections you want to endorse & request to endorse you (50 recipients max) 2. Select ‘Message’ 3. Populate Subject / Body with your message 4. Un-check ‘Allow recipients to see each other’s names…” 1 2 3 4 LinkedIn default: the box is checked! INCREASING YOUR SKILLS/ENDORSEMENTS