Episode 706: Use Your LinkedIn Profile to Increase VCP/第706集: 使用你的LinkedIn資料來增加VCP

 第706集: 使用你的LinkedIn資料來增加VCP

May 12, 2021 by Ivan Misner 5 Comments

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可見性:創造良好的第一印象

要特別注意你的照片、標題、橫幅圖片和公司標誌。這些元素結合在一起，向每個點擊你的簡介的人展示你是做什麼的，以及你如何使你的客戶受益。如果他們不喜歡在這裡看到的東西，他們就不會費心去讀你個人資料的其他部分。

信譽：傳達一致的信息

利用 "關於"、"經驗 "和 "特色 "部分，將自己定位為行業專家。講述你如何幫助客戶解決他們的痛點的故事。向人們展示為什麼你是一個好的引薦夥伴。真正的可信度是始終保持相同的語氣，始終教育和告知人們，而不是試圖銷售。提供你在每週演講中所做的相同類型的信息。 LinkedIn是關於開啟對話，而不是試圖向人們推銷。

盈利能力：超越房間的思維

就像BNI Connect一樣，LinkedIn可以讓你考慮 "超越房間"，接觸你的BNI分會以外的人和他們的直接聯繫。與你的BNI推薦夥伴和你通過BNI獲得的客戶在LinkedIn以及BNI Connect上建立聯繫。你的資料越完整，你就越能脫穎而出。

在www.connectcontent.com.au/linkedin，了解更多關於360º品牌故事和使用LinkedIn的信息。

官方的BNI播客由Misner Audio Programs贊助。

第706集的完整文字記錄

Priscilla:

大家好，歡迎回到BNI官方播客。我是Priscilla Rice，我從加利福尼亞州伯克利的Live Oak錄音室為您帶來。今天與我通電話的是BNI的創始人和願景官，Dr. Ivan Misner.。你好嗎，你在哪裡，Ivan ？

Ivan:

能夠從“大暫停”中釋放出來真是太好了。 但是我仍然在做很多在線事情。 我最近參加了BNI匈牙利全國會議。 因此，Zoom仍然進行很多旅行，但是開始從“大停頓”中釋放出來，並希望我們從“大停頓”中邁向“大增長”。 大停頓帶來的巨大加速度。

Priscilla:

太好了

Ivan:

今天我有一個客人。他已經上了第665集，Tom Etherington.。Tom 是一位創意文案和LinkedIn個人品牌專家。他在澳大利亞悉尼成為BNI的成員已有六年之久。你可能會注意到他的澳大利亞口音。他談了很多關於擁有一個傑出的BNI連接資料的重要性，這也是我們上一期播客的主題。

而今天我們要談的是LinkedIn。你們中的一些人可能想知道，為什麼Ivan要談論LinkedIn，因為我們是一個面對面的網絡？Ivan是在LinkedIn上。我認為對我們來說，使我們的網絡多樣化並參與不同種類的網絡是很重要的。而Tom將談論LinkedIn，以及它如何適用於VCP、知名度、信譽和盈利能力。所以湯姆，歡迎回到BNI播客。

Tom:

謝謝你再次邀請我，Ivan。

Ivan:

很高興你能來這裡。我們要談一談你所說的360度品牌故事。我們將從第一印像開始。那麼，你是否想談談這個問題，然後我們再繼續討論？

Tom:

是的，當然。因此，根據360度的品牌故事，因為很明顯，360的一部分是在房間裡，在你的BNI會議上。但360度的部分肯定是一個在線組成部分。當你在房間裡見到某人時，第一印像是持久的，當然是在BNI，但至關重要的是，當人們點擊你的LinkedIn個人資料時，他們可以立即了解你做什麼以及你如何使你的客戶受益。最初，這個故事是在幾毫秒內由標題、個人資料圖片、公司標誌和橫幅圖片講述的。換句話說，就是人們在決定是否向下滾動之前看到的東西。對於標題，它非常重要，它不再僅僅是職位名稱，LinkedIn過去會自動把它放在那裡。但現在你可以使用關鍵詞，甚至是一個關於你如何幫助別人的短句。簡介照片--專業的東西，所以沒有結婚照或任何東西，你看起來不錯

而進一步的圖表的橫幅圖像來說明你在做什麼，它可以包括文字以及一個適當的圖像。而在這個頂部部分的最後一件事將是公司的標誌。因此，即使你是自己的，也要創建一個公司頁面，這樣你就不會有那個灰色的小方塊，看起來好像你的資料中缺少什麼東西。是的，那是第一種介紹自己的部分或時間。

Ivan:

讓我在那裡問你一兩個問題。我的意思是，我現在使用LinkedIn。我們有很多方法可以使用LinkedIn。但我使用它的方法之一是，當人們想知道你到底是誰時，它有點取代了我的簡歷。你是做什麼的？我會把他們送到我的LinkedIn頁面，當然，而不是我的Facebook頁面，因為它是一種更專業的形象。而且這也是一種簡歷。你同意這樣做嗎？或者你怎麼看這個問題？

Tom:

絕對的。而且每個人都知道要找的部分在哪裡。因此，他們能夠告訴，你知道，你能夠在那裡講述你的故事。他們知道 "標題 "將給他們一個快速的總結，"關於 "部分開始講述你的故事，"經驗 "部分也許會講述更多關於公司的情況，以及你在公司內的工作。所以你是對的。這就是為什麼LinkedIn的簡介如此重要，我們為我們的客戶工作，以獲得正確的。而且，你知道，我建議每個人都看一看，看看他們的資料是如何描述他們的。

Ivan:

是的。你想從這個角度看，有一種方法可以讓你看資料，好像它不是你，所以你可以看到公眾看到了什麼。這可能也很重要，我想。

Tom:

是的，當然。因為當你第一次登錄時，你看到的是管理員視圖，顯然這並不能準確反映人們看到的情況。是的，一定要看一下這個。你實際上可以從LinkedIn打印一份簡歷，那裡有一個部分，我們也可以把它打印成PDF格式。因此，如果你確實需要發送那個表格，它實際上是把所有的元素都拉出來。

Ivan:

您是否對第一印像有更多了解，或者準備進入第二個主題？

Tom:

是的，我認為第一印象，你知道，我們已經涵蓋了第一印象，我們曾經稱之為，我曾經在報紙上工作，"折疊上方"是人們看到的第一件事，決定是否購買。同樣的原則。所以這就是關鍵所在。

Ivan:

好的，和我談談如何在LinkedIn上傳達一致的信息。

Tom:

是的，這又是一次，這確實是VCP的信譽。 因此，對於LinkedIn來說，這就是全部，我已經簡短地提到了關於“關於”部分，“體驗”部分以及“特色”部分的內容，很多人不了解或不知道存在，他們真的很努力 將您定位為行業專家。 人們至少想與之建立聯繫。正如我所說，這就是講故事並交流您如何幫助客戶解決他們的痛點。 考慮到這一一致信息的另一件事是，如何定位個人資料以吸引引薦合作夥伴，而不僅是客戶。 因此，有些人直接從其網站進行複制和粘貼，而不必與LinkedIn上的同一個人交談。

而一旦你明確了你想要發送的信息，那麼你所有的常規內容和互動也應該與該信息保持一致。因此，真正的可信度是始終保持相同的語氣，始終教育和告知人們，而不是試圖銷售--這非常重要。所以，這只是建立自己作為一個行業專家的一致信息。這是你在你的30秒推銷中提供的相同信息。

這就是我們得到的，你在BNI每週的推銷。不是完全相同的信息，但有相同的風格。你正在尋找教育和溝通。

Ivan:

在大多數國家，我們稱之為 "每週簡報"。因為它確實在變化，根據分會的規模，它可能是60秒，也可能是30秒。所以，你知道嗎，這是我們遇到的一個增長問題，因為我們的分會平均來說，湯姆，正在增長，我們稱他們為60​​秒的演講。但在一些分會中，當你有50、70人時，你不能做60秒。所以我們改變了它。

Tom:

是的，我們的是50，所以是30秒，我們有幾個專題介紹。

Ivan:

是的，這完全有道理。好的，所以你提到了，你說，"不要讓它成為推銷品，不要賣。" 哦，我的天啊。你是不是被來自LinkedIn的垃圾郵件轟炸了？因為我是。

Tom:

是的，當然。我的意思是，這是一個真正的問題，人們幾乎把他們的全部推銷內容都放在一條信息裡，也是如此。我認為關於LinkedIn的事情是，這個平台是關於開啟對話的，而不是試圖向人們推銷，我認為。這些對話可以在房間裡開始，例如在BNI，然後在LinkedIn上與某人聯繫，然後採取對話，如果他們在那次會議上遇到你。

Ivan:

我非常同意這一點

Tom:

絕對地。 因此，有不同的使用方式。 毫無疑問，對話是必經之路。

Ivan:

準備移到第三個了嗎？ 還是您還有其他需要傳達一致信息的信息？

Tom:

是的，我的意思是，可能會在這個問題上談論一整天。此外，在LinkedIn之外，你的博客，你給人們發電子郵件的方式，你在房間裡交流的方式，都是一致的。我認為這就是從所有這些中得到的啟示，它必須是真實的。你不能試圖成為你不是的人，你不能偽造它；就像BNI，你不能在LinkedIn上偽造它，因為它根本不起作用。人們可以看到，這不是你。這都是關於那種一致的品牌效應。

Ivan:

好吧，你的第三個談話要點是關於超越房間的思考。告訴我們吧。

Tom:

是的，這是一種，我在這裡再次提到它，但它是你所有的網絡接觸點。我們在前一陣子做的播客中談到，在665中，我認為BNI Connect經常被忽視。而你能夠在BNI Connect上講述你的故事，人們能夠，如果他們正在尋找你的服務或引薦夥伴，這是一個找到你的好地方。

因此，這是另一種有效超越房間的思考方式，超越BNI。你知道，你正在創造人們在早上5點起床，進入BNI；這些其他人，你知道，BNI連接和LinkedIn，他們24小時為你工作，他們24小時為你聯網。因此，你知道，如果你做出所有努力進入BNI，創造這些偉大的關係，為什麼不把它們延續到房間之外？因此，在會議中與某人建立聯繫可能會導致LinkedIn的連接，這比電子郵件保持聯繫要好得多，並不斷發展該網絡，形成更深的關係，你知道，真實的方式是唯一的途徑。

Ivan:

你知道，只是對我們之前做的播客的一個小跟進，並談論BNI聯繫資料的重要性。我問，我可能在之前的播客中提到過，當我搬到奧斯汀時，我在這裡找到了一個房地產經紀人，在我們找到永久的家之前幫我找到一個臨時的家。

大約7年前，真的很少有房地產經紀人在BNI Connect上做個人資料；這讓我很抓狂。但那個做了簡介的人，我讓他們給我找了一套房子。有一天，她告訴我，因為我不知道，我沒有計數，她現在已經從我們的關係中直接賣出了10套房子，因為她有一個簡介。

Tom:

當然了

Ivan:

我認為在LinkedIn上有一些相似之處，你必須有正確的個人資料，當你有一個好的個人資料時，它為你是誰和你做什麼提供了一定程度的可信度。

Tom:

100%. 我認為不幸的是，很多人加入BNI，這是你在開始時應該填寫的內容之一。人們不這樣做，他們匆匆忙忙地完成這個過程，而且從來沒有真正回去再做一次。因此，這是一個真正的機會，你知道，當我們與BNI的客戶合作時，我們總是看LinkedIn個人資料，以幫助他們改善，但也是BNI連接，因為它必須傳達相同的信息。

Ivan:

好吧，湯姆，我知道您參加了一些網絡研討會，我將在一分鐘之內將您的網站發佈出去。 你要給我們10秒鐘的時間介紹你的網絡研討會，然後我將其交給Priscilla。

Tom:

是的，我們運行網絡研討會和培訓計劃，並且它基本上只是貫穿如何使您的LinkedIn工作的整個過程。 就這麼簡單。 我們告訴您我們為客戶做些什麼，以及您自己如何做。 正如我們所說的，這是增加個人資料並啟動該個人資料或增強該VCP流程的一種非常好的方法。

Ivan:

如果需要有關此信息，請訪問www.connectcontent.com.au/linkedin. 。 那是www.connectcontent.com.au/linkedin. 。 湯姆，非常感謝您第二次參加BNI播客。

Tom:

非常感謝您邀請我，Ivan 

Ivan:

交還給你Priscilla

Priscilla:

好的，太完美了。謝謝你們，Tom和Ivan ，謝謝你們提供的精彩信息。好了，我們的播客有一個新的贊助商，它是www.misneraudioprograms.com。

這些音頻節目將為你提供工具和靈感，有力地提高你的BNI經驗，幫助你促進你的業務。無論你是新會員還是經驗豐富的會員，這些音頻節目將幫助你釋放網絡的力量。

因此，請查看您在www.misneraudioprograms.com，並使用促銷代碼IVAN50來使所有音頻程序享有50％的折扣（此代碼在有限的時間內有效）。 所有收益將捐給BNI基金會。

非常感謝您的收聽。 這是Priscilla Rice，我們期待您下週再次與我們一起參加官方BNI播客的又一精彩片段。

Episode 706: Use Your LinkedIn Profile to Increase VCP

May 12, 2021 by Ivan Misner 5 Comments

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Synopsis

In his last appearance on The Official BNI Podcast, Tom Etherington talked about maximizing your BNI Connect profile. Tom returns this week to share his tips for maximizing your LinkedIn profile as part of your 360º brand story.

Visibility: Create a Good First Impression

Pay special attention to your photo, headline, banner image, and company logo. These elements combine to show everyone who clicks on your profile what you do and how you benefit your clients. If they don’t like what they see here, they won’t bother to read the rest of your profile.

Credibility: Communicate a Consistent Message

Use the About section, the Experience section, and the Featured section to position yourself as an industry expert. Tell the story of how you help your clients address their pain points. Show people why you make a good referral partner. Real credibility is always the same tone of voice, always educating and informing people, not trying to sell. Provide the same type of information you do in your weekly presentation. LinkedIn is about opening conversations, rather than trying to sell to people.

Profitability: Thinking Beyond the Room

Just as with BNI Connect, LinkedIn lets you think “beyond the room” and reach people outside of your own BNI chapter and their direct connections. Connect with your BNI referral partners and the clients you get through BNI on LinkedIn as well as on BNI Connect. The more complete your profile, the more you will stand out.

Learn more about the 360º brand story and using LinkedIn at www.connectcontent.com.au/linkedin.

The Official BNI Podcast is sponsored by Misner Audio Programs.

Complete Transcript of Episode 706

Priscilla:
Hello everybody, and welcome back to The Official BNI Podcast. I’m Priscilla Rice and I’m coming to you from Live Oak Recording Studios in Berkeley, California. And I’m joined on the phone today by the Founder and the Chief Visionary Officer of BNI, Dr. Ivan Misner. How are you and where are you, Ivan?

Ivan:
It is great to be being released from the Great Pause. But I still am doing a lot of online things. I recently did the National Conference for BNI Hungary. And so traveling around still a lot by Zoom but starting to get released from the Great Pause and hopefully we’re moving to the Great Growth from the Great Pause; the Great Acceleration from the Great Pause.

Priscilla:
Great.

Ivan:
I’ve got a guest today. He has been on Episode 665, Tom Etherington. Tom is a creative copywriter and LinkedIn personal branding expert. He’s been a member of BNI for six years in Sydney, Australia. You might notice the Australian accent. He talks a lot about the importance of having an outstanding BNI Connect profile, and that’s what the topic was of our previous podcast. And today we’re going to talk about LinkedIn. And some of you may be wondering, why is Ivan talking about LinkedIn because we’re an in-person network? Well, Ivan is on LinkedIn. And I think it’s important for us to diversify our networks and to participate in different kinds of networks. And Tom’s going to talk about LinkedIn and how that applies to VCP, visibility, credibility and profitability. So Tom, welcome back to BNI Podcast.

Tom:
Thanks for having me again, Ivan.

Ivan:
It’s great having you here. We’re going to talk a little bit about what you call the 360-degree brand story. And we’re going to begin with first impressions. So do you want to want to chat about that, and we’ll take it from there?

Tom:
Yeah, absolutely. So according to the 360-degree brand story, because obviously, part of that 360 is very much in the room, in your BNI meetings. But the 360 part is definitely an online component. And first impressions last when you meet someone in the room, at BNI of course, and but it’s crucial, when people click on your LinkedIn profile, they can immediately get a sense of what you do and how you benefit your clients. Initially, that story is told in milliseconds by the headline, profile picture, company logo, and the banner image. In other words, is what people see before they decide to scroll down or not. With the Headline, it’s very important, it’s no longer just the job title, LinkedIn used to automatically put that there. But now you can use keywords and even a short sentence about how you help people. Profile pic – something professional, so no wedding pic or anything, you look nice. And the banner image of further charts to illustrate what you’re doing, it can include words as well as an appropriate image. And the last thing in that top section would be the company logo. So even if you’re on your own, create a company page, so you don’t have that little gray square that looks like there’s something missing in your profile. And yeah, that’s the first sort of section or time for introducing yourself.

Ivan:
Let me just ask you a question or two there. I mean, I now use LinkedIn. And there’s many ways we can use LinkedIn. But one of the ways I use it is, it kind of replaces a bio for me, when people want to know who are you really? What do you do? I’ll send them to my LinkedIn page, certainly, rather than my Facebook page, because it’s a much more professional kind of image. And it is sort of a bio. Do you agree with that? Or what do you think about that?

Tom:
Absolutely. And everyone knows where the sections are to look for. So they’re able to tell, you know, you’re able to tell your story in there. They know that the Headline is going to give them a quick summary, the About section starts to tell your story, the Experience tells a little bit more about the company perhaps and what you do, specifically within the company. So you’re right, it’s all there. And that’s why the LinkedIn profile is so important to get that right, and we work our clients to get that right. And, you know, I suggest everyone takes a look and see what their profile is saying about them.

Ivan:

Yeah. And you want to look at it from, there’s a way to look at the profile as though it’s not you, so you can see what the public has seen. That’s probably important too, I would guess.

Tom:
Yes, definitely. Because you see the admin view when you first log in, and obviously that’s not an accurate reflection of what people see. Yeah, definitely take a look at that. You can actually print a bio sheet from LinkedIn, there’s a section in there, we can print it out as a PDF as well. So if you do need to send in that form, it actually pulls all the elements out.

Ivan:
Do you have some more about first impressions or are you ready to jump into the second topic?

Tom:
Yeah, I think that the first impression, you know, we’ve covered that first impression, we used to call it, I used to work in newspapers, and “above the fold” is the first thing people see and decide whether to buy or not. Same principle. So that’s the key there.

Ivan:
Alright, so talk to me about communicating a consistent message on LinkedIn.

Tom:
Yeah, so this again, this is the credibility piece really, from the VCP. So for LinkedIn it’s all about, I’ve mentioned it briefly already about making the About section, the Experience section, also the Featured section, which a lot of people either don’t have or don’t know exists, they work really hard to position you as an industry expert. And someone people want to connect with at the very least. So it’s all about telling that story and communicating how you help your clients address their pain points, as I said. And the other thing to think about that consistent message is, how you position your profile to appeal to referral partners, not just your clients. So some people copy and paste directly from their website, not necessarily talking to the same people on LinkedIn. And once you have that clarity on the message you want to send, then all of your regular content and interaction should be consistent with that message as well. So that real credibility is always the same tone of voice, always educating and informing people, not trying to sell – very important. So yeah, it’s just building up yourself as an industry expert with that consistent message. It’s the same message you deliver in your 30-second pitch.

That’s how long we get, your pitch every week at BNI. Not exactly the same message, but in the same style. You’re looking to educate and communicate.

Ivan:
Which we call in most countries, the Weekly Presentation. Because it does change, depending on the size of the chapter it can be 60 seconds, it can be 30 seconds. So, you know what, it was a growth problem that we had, because our chapters on average, Tom, were growing, and we were calling them 60-second presentations. But in some chapters when you have 50, 70 people, you can’t do 60 seconds. So we changed it.

Tom:
Yeah, ours is 50, so hence 30 seconds, and we have a couple of Feature Presentations.

Ivan:
Yeah, it makes total sense. Okay, so you mentioned, you said, “Don’t make it salesy, don’t sell.” Oh, my gosh. Are you getting just bombarded with spam from LinkedIn? Because I am.

Tom:
Yes, absolutely. I mean, it’s a real problem that people are pretty much putting their entire sales pitch into a message, too. I think the thing about LinkedIn is, the platform is about opening conversations, rather than trying to sell to people, I think. Those conversations can start in the room, at BNI for example, and then connect with someone on LinkedIn, and then take the conversation if they’ve met you during that meeting.

Ivan:
Couldn’t agree more.

Tom:
Absolutely. So there’s different ways of using it. And definitely the conversation is the way to go.

Ivan:
Ready to move to the third one? Or do you have anything else on communicate a consistent message?

Tom:
Yeah, I mean, probably talk all day on that one. Also, outside of LinkedIn as well, your blogs, the way you email people, the way you communicate in the room, is just consistent. And I think that’s the takeaway from all this, it’s got to be authentic. You can’t try to be someone you’re not, you can’t fake it; just like BNI, you can’t fake it on LinkedIn, because it just doesn’t work. And people can see that it’s not you. It’s all about that kind of consistent branding.

Ivan:
Alright, your third talking point is about thinking beyond the room. Tell us about that.

Tom:

Yeah, it’s kind of, again I’ve mentioned it a little bit here, but it’s all your network touch points. We talked in the previous podcast we did a while back, in 665, I think about how BNI Connect was often neglected. And you’re able to tell your story on BNI Connect and people are able to, if they’re looking for your services or a referral partner, it’s a great place to find you. So that’s another way to sort of think beyond the room effectively, beyond BNI. You know, you’re creating people getting up at five in the morning, going into BNI; these others, you know, BNI Connect and LinkedIn, they’re working for you 24/7, they’re networking for you 24/7. So, you know, if you make all the effort to get into BNI, creating these great relationships, why not continue them beyond the room? So connecting with someone in a meeting can lead to a LinkedIn connection, and it’s much better than email to stay in touch, and keep growing that network and forming deeper relationships and I like to say, you know, authentic way is the only way to go.

Ivan:

You know, just a little follow up on the previous podcast we did and talking about the importance of a BNI Connect profile. I asked, and I probably mentioned it in that previous podcast, that when I moved to Austin, I found a real estate agent here to help me find a temporary home before we found our permanent home. And there was really very few real estate agents about 7 years ago, that had their profile done on BNI Connect; it drove me crazy. But the person who had the profile done, I had them find me a house. She told me the other day that, because I didn’t know, I didn’t keep count, she has now sold 10 homes directly from our relationship, because she had a profile.

Tom:
Absolutely.

Ivan:
And I think there’s some similarity on LinkedIn, you gotta have the right kind of profile, it gives a level of credibility to who you are and what you do when you’ve got a good profile.

Tom:
100%. I think unfortunately, a lot of people join BNI and it’s one of the things you should fill in at the start. People don’t, they rush that process, and never really go back and do it again. So it’s a real chance to, you know, when we work with BNI clients of ours, we always look at the LinkedIn profile to help them improve that but also BNI Connect because it’s got to communicate the same message.

Ivan:
Well, Tom, I know you do some webinars, I’m going to give your website out here in a minute. You want to give us like 10 seconds on your webinars and then I’ll turn it over to Priscilla.

Tom:
Yeah, we run webinars and training programs, you know, and it basically just runs through the process of how to make your LinkedIn work for you. It’s as simple as that. We tell you what we do for our clients, and how you can do it yourself. It’s a really good way to boost your profile and start that, or power that VCP process, as we say.

Ivan:
And if you want information on that go to www.connectcontent.com.au/linkedin. That’s www.connectcontent.com.au/linkedin. Tom, thank you so much for being on BNI Podcast for the second time.

Tom:
Thanks so much for having me, Ivan. It’s been great.

Ivan:
Over to you, Priscilla

Priscilla:
Okay, perfect. Thank you, both Tom and Ivan, for that great information. Well, we have a new sponsor for our podcast, and it is www.misneraudioprograms.com. These audio programs will provide you with the tools and the inspiration to powerfully enhance your BNI experience and help you boost your business. Whether you are a new or a seasoned member, these audio programs will help you unlock the power of networking. So, check out the great material available to you at www.misneraudioprograms.com and use the promo code IVAN50 for 50% off all of the audio programs [this code is good for a limited time]. All of the proceeds go to the BNI Foundation. So thank you so much for listening. This is Priscilla Rice, and we look forward to having you join us again next week for another exciting episode of The Official BNI Podcast.

https://www.bnipodcast.com/2021/05/12/episode-706-use-your-linkedin-profile-to-increase-vcp/