The First Steps
I changed just two things about his LinkedIn account.
First, I changed his LinkedIn tagline. This is the one line that appears under your name when you post. Also, it is the first thing on your profile after your name.
Some people call it the bio headline.
I have seen multiple ideas of what this bio headline should be used for. And as a marketing strategist, I have tested all kinds of bio headlines — the general, the broad, the specific, etc.
From my research and experimentation, the best use of the bio headline is keywords that are consistent with your content.
Your LinkedIn content must be niche. You can’t just be writing about anything and everything you like. If you do, your post won’t go far.
Your content must be consistent around certain topics. The keyword that is strongest for you in your niche must appear in your bio headline for maximum visibility.
This connection may change in the future, but this is the best result I have seen around the bio headline recently.
For example, my niche is content. And the word “content” does appear in my bio headline.
Every time I add a new client, the first thing I seek to optimize is the bio headline. And this was the first thing I did in this case.
The second thing was that I gave him some instructions on what to post based on his niche and experience. This is distinct to each person, and I can only share with you if I am familiar with your niche and expertise.
And then the real work began.