How to Optimize Your LinkedIn Profile for Sales and Impact

Your LinkedIn profile isn’t just a digital resume—it’s a powerful business asset that can generate leads, establish credibility, and even close high-value deals. In part one of the Push Reset to 2020 LinkedIn series, Mary Burhani, CEO of Mary Consulting Services, shared her comprehensive strategy for creating a LinkedIn profile that actually works.

Mary’s experience is grounded in results. She has helped clients close over $1 million in sales directly through LinkedIn. Her practical and human approach to personal branding makes her a go-to expert in digital prospecting. This session covered everything from banners and bios to featured content, video posts, and the psychology of connection.

If you’re looking to build trust with your audience, reach decision-makers, or land your next job, this blog breaks down her approach step-by-step.

Step 1: Define Your Goal Before You Build

Mary opened the session with one key principle: have a clear goal before you optimize anything.

Ask yourself:

  • Are you on LinkedIn to get hired?

  • Do you want to grow your followers?

  • Are you selling a product or service?

  • Are you aiming to become a thought leader?

Your goal will shape everything from your headline to your content strategy. Without one, your profile will lack focus and your outreach will fall flat.

Step 2: Create a Banner That Communicates Your Brand

Your profile banner is prime digital real estate. Mary suggests using it to communicate your business, your values, and your digital presence.

Her banner includes:

  • Her business name and branding

  • Social media handles

  • Website URL

You can create your own using free tools like Canva. This simple visual instantly communicates professionalism and purpose.

Step 3: Choose a Professional Photo and Write a Strategic Headline

Your profile photo should be forward-facing, high-resolution, and professional. Avoid side poses or selfies.

Then comes your headline—the most important line of text on your profile. It’s searchable, so Mary includes keywords like “sales” and “social media marketing” alongside credibility builders like her 12,000 LinkedIn followers.

Use the headline to promote what you do and why people should connect with you. Think of it as your elevator pitch.

Step 4: Build a Powerful About Section

The About section is often overlooked, but it’s one of the most valuable sections on your profile.

Mary’s About section:

  • Introduces her business

  • Summarizes her professional background

  • Includes keywords for searchability

  • Highlights her values and mission

Avoid focusing too heavily on your company. Instead, brand yourself. Include an email address you’ll always control, and make sure your messaging remains consistent even if your job changes.

Step 5: Use the Featured Section to Highlight Key Wins

LinkedIn’s Featured section allows you to pin content—posts, articles, videos, and external links—right beneath your About section.

Mary uses it to highlight:

  • Her best-performing posts

  • Career Mingle event info

  • Speaking engagements

  • Service offerings

Choose content that supports your current goals and tells your professional story.

Step 6: Showcase Activity and Keep It Public

Your Activity section reveals your most recent posts and interactions. Mary recommends keeping it public.

She encourages users to regularly comment on and engage with other people’s content to increase visibility and encourage reciprocity. If you’re concerned about privacy (e.g., during a job hunt), you can change your settings to limit visibility.

Step 7: Curate Your Work Experience

Rather than list every job you’ve ever held, focus on your top 4–5 experiences.

For each role, include:

  • Key accomplishments

  • Projects or wins

  • Media coverage or articles (if available)

Mary stresses the value of sharing with your network when you start a new job. This triggers alerts and encourages your network to engage and support you.

Step 8: Include Education, Associations, and Awards

Use your education section to add credibility and common ground with others.

Mary includes:

  • Schools attended

  • Degrees earned

  • News articles featuring her

  • Honors and fellowships

Even if someone doesn’t know your business, they may recognize your alma mater and use that as a conversation starter.

 

Step 9: Highlight Volunteer Work

Volunteer experience isn’t just a nice touch—it’s a conversation starter.

Mary has built relationships and even closed deals because someone noticed her church involvement or nonprofit volunteer work. Include these details to humanize your profile and show shared values.

Step 10: Focus Your Skills and Get Endorsements

Don’t overload your skills section. Instead, choose 3–5 top skills that align with your goals.

Mary recommends prioritizing:

  • Sales

  • Leadership

  • Business Development

  • Social Media Strategy

Endorsements build social proof. If you want endorsements, start by endorsing others—it often triggers reciprocation.

Step 11: Ask for Recommendations

The best time to ask for a LinkedIn recommendation is while you’re still working with someone.

If you wait too long, people may forget the details or become too busy. Mary tries to give as many recommendations as she receives and frames her ask based on shared accomplishments.

 

Step 12: Connect Intentionally

Now that your profile is optimized, it’s time to grow your network.

Mary focuses on strategic connections—executives, COOs, CIOs, and other decision-makers. But she’s also open to sales professionals and collaborators.

Tools like Sales Navigator, covered in part two of the series, can help narrow down ideal leads.

Step 13: Post Valuable Content Consistently

Mary’s LinkedIn growth came from consistent posting.

She recommends:

  • Videos (preferred format)

  • Images with helpful tips

  • Memes with business themes

  • Short text posts sharing insight or motivation

Video is especially powerful, with engagement rates highest among users aged 45–64. Native videos (uploaded directly to LinkedIn) perform better than external links.

Posting Tips

  • Best days: Wednesday and Thursday

  • Best time: 8 to 10 a.m.

  • Use scheduling tools like Hootsuite

  • Tools for content: Canva, Word Swag, InShot

Mary encourages posting early (6 a.m. PST) to reach East Coast audiences and prioritizing authenticity. Her fitness posts and personal stories performed as well as professional updates.

Final Takeaways

LinkedIn is more than a job search tool—it’s a platform for building real relationships, establishing credibility, and growing your business.

By optimizing your profile, posting consistently, and making strategic connections, you create a digital ecosystem where your next opportunity is always just a message away.

Mary closed the session by inviting attendees to future Empowerment Coalition events and reminding everyone to focus on building trust and authenticity over quick wins.

Want to Join the Movement?

If you’re a small business or nonprofit looking to grow, modernize, and get connected to real opportunity—Black Tech Link is here for you.

➡️ Visit blacktechlink.org
📌 Click on the Small Business Mastery Program
🗓️ Book a free session by hitting Talk With an Expert

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