How to build a personal brand using LinkedIn

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David Petherick

How to build a Personal Brand using LinkedInDavid Petherick

Who is David Petherick?LinkedIn Profile WriterThe Digital Biographer Born and bred in EdinburghSpeaks Russian, SpanishCo-Founder at NewsBase, 1993BBC: Worlds first Digital Biographer 2007Ex UK Editor for The Next Web 2008-9Head of Digital at EnergySys, FVL, 2011-14I make you visible, legible, credible@petherick on Twitter

Whats on for the next 30 minutes?Why does LinkedIn even matter?Why does Personal Branding matter?Ten Tips for a better LinkedIn profileFive Tips for better LinkedIn networkingConsistency, consideration, and crapTakeaway: vip@mzs.esYour questions answered

1: Why does LinkedIn even matter?400,000,000 reasons worldwide19,000,000 UK Business Professionals hereYou need to be in the same room, and talkingWhat can I do there?Showcase your expertiseGrow a network of customers, suppliers, friendsFind jobs, opportunities, contacts, advocatesWhy should I spend time with it?Learn about topics you dont know aboutShare your news and content with engaged audience

1.2: Why does LinkedIn even matter?

1.3: Why does LinkedIn even matter?

2: Why does Personal Branding matter?Still 400,000,000 reasons330,588 people with job title of Manger on LinkedInYou need to be visible and be legibleTry a Google Search for your nameIf youre not on page one, youre invisibleIs there a consistent, controlled presence?What do people know you for?Single idea of what you offer and the benefitsEasy ways to contact you or buy what you sell

2: Why does Personal Branding matter?

2.1: Why does Personal Branding matter?

2.2: Why does Personal Branding matter?

LinkedIn is now responsible for a staggering 64% of all visits from social media channels to corporate websites.Source: Econsultancy

3: Ten Tips for a better LinkedIn profile1: Forget your CVYour summary is key. Brevity, clarity, simplicity.Youre selling yourself as a useful product 2: Look goodGet the best headshot that you can. Pay a pro.Look like you mean business. Dress the part.3: Show me the benefitsTell me why it will benefit me to do business with you - precisely, measurably, and specifically

3.2: Ten Tips for a better LinkedIn profile4: Talk to meUse sound or video! Talk. The pitch and quality of your voice let me connect with you as a human being. 5: Use recommendations effectivelyHave other people tell me why it benefited them to deal with you. I can believe them immediately: it's credibility. 6: Be human...People buy people, and they buy their loves and passions. Show people what makes you tick.

3.3: Ten Tips for a better LinkedIn profile7: Tales of the UnexpectedSurprise people with something unusual and fun in your profile. I can teach you how to read Russian in 75 minutes. 8: Talk to strangersGet someone you trust to check your profile. Ill do this for you, free. Book a time at 9: Don't bury the leadUse your headline to introduce your story - and make the reader want to read the full story.

3.4: Ten Tips for a better LinkedIn profile10: Call for actionIf you want people to do something, ask them to do it.For example: If you found my tips useful, buy me a beer: If you want to talk, free, book a call at

All ten tips are explained in full detail on LinkedIn at

4: Five Tips for better LinkedIn networking1: Always personalise connection requestsId like you to join my network on LinkedIn NOFor example: I enjoyed your presentation, and would like to connect to share informationIm interested in expanding my network, and was impressed by the story you told.Weve not met, but I follow you on Twitter and would like to benefit from your ideas

4.2: Five Tips for better LinkedIn networking2: Add comments, dont just like thingsGreat article!I agree, this is so important David3: Tag people (appropriately)I enjoyed your presentation, @David and appreciated what you said about building a network. @Angus also made a great point about connecting4: Dont just share your own stuffBe generous and pay attention to others Updates that are only about you will turn people off

4.3: 5 Tips for better LinkedIn networking5: Use Advanced SearchYou can be laser-targeted in who you approach. And do this over and over by saving your search.Dont spam or bulk-message. Business is personal.

5: Consistency, consideration, and crap1: ConsistencyAlways ensure your updates are self-contained and make sense standing on their own.Its OK to repeat yourself. But not too often.Set up a Company Page. All you need is your own domain. See 2: ConsiderationMake your information useful, worth sharing, concise, and present it well. Dont be an amateur, be a pro.Mention others, acknowledge them, value them3: CrapDont publish self-promotional sales crap. Add value.

6: Takeaway: Get all this in your inboxSend one email to Youll instantly get links to everything mentioned here (plus some bonus material)You will not be added to any crappy mailing listYou will also get 12% off any of my servicesFrom monthly coaching at 30 a monthTo Full Classic Profile Makeover at 319Full information at or, of courseConnect with me on LinkedIn at

Im David Petherick. It was nice to meet you.I will be around to talk afterwards

LinkedIn: @petherick Lets Web:amazes.meEmail:

Tweet and share:Just saw @petherick present about #LinkedIn and he was brilliant.

Questions? Dont be