LinkedIn is becoming key to how potential clients evaluate business professionals they’re thinking of working with. Here’s how it works.

Let’s say that “Rachel,” a potential client for your firm’s flagship service, has met at an industry event “Jefferson,” who’s one of your firm’s leading lights for that service. Or it could be that Rachel has been referred to Jefferson by a colleague.

In both cases, Rachel is going to do what most people do these days when considering a decision – she’ll go online to find out what she can about Jefferson. And almost certainly, despite all the work your firm has put into SEO, the first mention of Jefferson online will be his LinkedIn profile.

Now, ask yourself – would Rachel be impressed with what she finds there? It’s not just about Jefferson’s academic qualifications. Does his profile exude subject-matter expertise – showing him to be someone Rachel can take to her colleagues and say, “We’ve got to call this guy in for a meeting”?

An impressive LinkedIn profile is one that shows expertise, largely seen in the number of articles and other content that Jefferson displays.

But if you’ve been trying to get the “Jefferson” in your life to up their game regarding their LinkedIn profile, one of their verbal responses might be, “It’s too much trouble,” which is really just a disguise for “I don’t know how to do it.”

Well, that doesn't need to be a problem. I’ve put together a video that shows the steps involved in posting content to LinkedIn, three different ways: Under “Publications,” as an Update, and as an “Article.” Feel free to forward this link to anyone who needs to know how to post content to their LinkedIn profile.

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