by Aidan Callery
LinkedIn has become a very important platform for professionals looking to advance their careers, build their personal brands, and connect with industry peers. This is especially true for marketers: 65% of global marketing professionals regularly use LinkedIn (Source: Statista). Whether you're new to marketing or seasoned, optimizing your LinkedIn profile can significantly boost your visibility and attract valuable opportunities.
Source: Unsplash
Start with a professional headshot
Your profile picture is one of the first things people see when visiting your LinkedIn profile. It sets the tone for how professional and approachable you appear.
Here are some tips on creating an impactful and professional headshot:
Use a high-resolution image where your face is clearly visible.
Dress appropriately. For marketing professionals, this could mean a blend of business casual with a creative twist.
Use a clean or neutral background to keep the focus on you.
Try to look natural and smile.
Keep your photo fresh, if possible, and update every 3-5 years.
Headshots can be expensive, but there are some more cost-effective online solutions that leverage AI.
Pro Tip: Some in-person marketing conferences offer free headshots - check the event schedule and arrive early because lines can be long.
Create a compelling headline
Your headline is prime real estate on LinkedIn. It’s what appears next to your name and, along with your photo, follows you all over LinkedIn—from posts to comments and searches.
Make it strategic. Quite a few people list their job title, but as a marketing professional, use this space to highlight your unique value proposition.
For example:
Instead of: “Marketing Manager at XYZ Corp”
Try: “Growth Marketing Manager | Specializing in Data-Driven Campaigns & Customer Acquisition” Or: “Strategic Marketing Leader | Brand Builder and Revenue-Driver”
OR Instead of “Marketing Student at XYX College
Try: “Marketing Student with a Passion for AI and Data” or “Marketing Student | Coursework Includes Analytics, Graphic Design, Branding, Social Media”
Incorporate Keywords: Think about the terms recruiters or potential clients may be searching for. Words like “Digital Marketing,” “Content Strategist,” “SEO Specialist,” or “Growth Marketing” can help improve your profile’s visibility in LinkedIn searches.
Optimize your LinkedIn summary (About section)
Your LinkedIn summary is your elevator pitch. It’s a 2,600-character space where you can expand on who you are, what you do, and what makes you stand out as a marketing professional.
You only have a few seconds to grab attention, so start with something engaging. You could start with a bold statement, a statistic, or a rhetorical question that connects with other professionals.
For example: “In today’s digital world, attention is the new currency—and I help brands capture it.”
Talk about your marketing skills, but in a way that speaks to the value you bring to potential employers or clients.
For example:
How you’ve leveraged data to improve campaign results.
How you’ve managed successful content marketing strategies.
What kind of innovative approaches do you bring to digital marketing or social media.
Your experience with SEO, paid advertising, or business-to-business marketing.
Sprinkle in marketing-related keywords like “lead generation,” “content creation,” “email marketing,” “brand strategy,” and “analytics.” This helps your profile get noticed in LinkedIn searches.
End with a call-to-action (CTA). Encourage readers to reach out for networking, collaboration, or job opportunities:
“Looking to collaborate on digital marketing projects? Let’s connect!”
“Reach out if you want to discuss how I can help grow your brand!”
Enroll in a mentorship program
Groups like Marketing Mentors offer ways for mentees to connect with more experienced professionals. Marketing Mentors offers free 1:1 marketing mentorship to help you grow both personally and professionally. Marketers can connect with marketing experts from various backgrounds and specializations and schedule a session to learn how to advance your marketing career.
Work experience – Tell a story with metrics
While it may be tempting just to copy and paste your resume, your LinkedIn profile should go beyond basic job descriptions. It should tell the story of how you’ve made a difference in each role. With that being said, take care to make sure the information, including job titles, start and end dates, and broad responsibilities, are consistent with your resume.
Use Active Language. Instead of saying “Responsible for managing digital marketing campaigns,” rephrase it as “Led a cross-functional team to develop and execute a digital marketing strategy that increased website traffic by 35%.”
Include Metrics. Numbers speak volumes, especially in marketing. If you helped increase social media followers, drove conversions, or improved email click-through rates, make sure to include those metrics.
For example:
“Boosted organic website traffic by 50% in 12 months through SEO and content marketing strategies.”
“Increased email click-through rates by 20% using A/B testing and personalized messaging.”
Highlight Key Achievements. Consider bolding the most impressive figures or accomplishments so they stand out. Include any awards you or your team won or key goals or milestones you contributed to, for example “I was part of the team that achieved $1 million in revenue for X product.”
Add Media. Adding campaign assets and presentations is a great way to showcase your work. You can upload images and videos to each job on your profile. Why not pick your favorite creative work or most impactful campaigns and show them off? See more on how to build a marketing portfolio in our blog article: The Power of Marketing Portfolios: Why You Need One and How to Build It Right.
Include Volunteer Experience. There is a dedicated space on your profile to add volunteer experience. This is a great opportunity to showcase your work, even if it’s not marketing related. Showing you have the passion and drive to volunteer your time may help you stand out and can highlight skills and experience that aren’t part of your professional career.
Source: Unsplash
Highlight Skills and Endorsements
LinkedIn allows you to list up to 50 skills, but not all skills are created equal. Make sure your top 3 skills are the most relevant to marketing, your areas of specialization, and your career aspirations. You want skills that are in-demand and aligned with the jobs or clients you’re trying to attract.
Prioritize Marketing-Specific Skills. Consider including skills like “Content Marketing,” “SEO,” “Google Analytics,” “Social Media Strategy,” “Email Marketing,” “Paid Advertising,” or “Brand Management.”
Endorsements and recommendations
Reach out to colleagues or industry peers to endorse you for the skills you excel in. This increases your credibility and helps you to stay connected. You should also endorse others, which may prompt them to return the favor.
LinkedIn recommendations are like testimonials or mini case studies that showcase your marketing expertise from the perspective of others. They add a layer of authenticity and trust to your profile.
Who to ask?
Seek recommendations from supervisors, colleagues, clients, or collaborators who can speak to your marketing skills. Ideally, you want people who have witnessed the impact of your work firsthand.
How to ask?
Be specific about what you’d like the recommendation to focus on. For example, if you’re trying to position yourself as an expert in social media marketing, you could ask a client or supervisor to highlight the results you achieved in that area. Like all online platforms, LinkedIn can get very cluttered with messages and updates. If you meet someone in person, why not ask them first, “Do you mind if I ask you for a recommendation on LinkedIn”.
"Open to work" badge
There has been a lot of discussion about the “Open to Work” badge. It’s obviously an individual choice about whether you use it or not. On one hand, some experts say that you might be in a better bargaining position if you don’t display the badge and that recruiters sometimes desire professionals who are not actively looking for a change.
On the other hand, you are more likely to get messages from the LinkedIn community at large-some from recruiters-with the badge displayed, according to LinkedIn.
In addition to this, some smaller organizations may not have the budget for the premium recruitment tools from LinkedIn and may have a better chance of finding job seekers who have the badge.
Use LinkedIn’s Creator Mode
LinkedIn’s Creator Mode is designed to help you build a personal brand by encouraging content creation and engagement. For marketing professionals, this is an excellent way to showcase your expertise in real-time.
Turn on Creator Mode
When you switch to Creator Mode, you’ll be able to add hashtags to your profile that are related to your industry. For a marketing professional, you could include hashtags like #MarketingStrategy, #ContentMarketing, or #DigitalAdvertising.
Be active - it's worth it!
Regularly post content
Share industry insights, blog posts, campaign results, or even personal reflections on marketing trends. Ask questions and create polls to increase engagement. If others comment on your posts, like or comment back. They will appreciate it!
Engage with Your Network
Don’t just post—interact with others by commenting on their content, sharing their posts, or starting conversations in relevant groups. This helps increase your visibility and positions you as an active participant in the marketing community.
Join Marketing-Related LinkedIn Groups
LinkedIn groups are a great way to connect with other marketing professionals, share knowledge, and stay up to date with the latest industry trends.
Find Niche Marketing Groups
Search for groups that focus on specific areas of marketing like content marketing, digital strategy, SEO, or social media. Here are some that I find valuable:
Digital Marketing: Social Media, Search, AI Marketing, Mobile & more
Business Analyst Professional - BA, Analysis, Data Analyst, Data Scientist, AI
Analytics and Artificial Intelligence (AI) in Marketing and Retail
Marketing Communication: Digital Advertising Online SEO/SEM Internet Search Mobile Apps Social Media
Remember, don’t just join—participate! Share your insights, ask questions, and contribute to discussions. This helps establish you as a thought leader within the group.
Last but not the least - Keep your profile updated
LinkedIn is not a “set it and forget it” platform. The marketing industry evolves rapidly—your LinkedIn profile should too.
As you gain new skills, complete projects, or achieve new milestones, be sure to update your profile. Keeping your profile current shows that you are active and engaged in your career. Every few months, revisit your summary to ensure it accurately reflects your latest skills and accomplishments.
Final Thoughts
Optimizing your LinkedIn profile as a marketing professional is not just about filling in the blanks—it’s about telling a compelling story that showcases your expertise, passion, and unique value. By following these tips, you’ll be well on your way to building a strong LinkedIn presence that attracts the right opportunities and connections.
Remember, LinkedIn is more than just a job search tool; it’s a platform where you can build a personal brand, network with industry professionals, and stay ahead in the ever-evolving world of marketing.
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