¿Cómo aprovecha sus relaciones existentes para generar referencias y testimonios?

A great place to find people in your target audience is by reviewing who is in your LinkedIn network. Remember that people change jobs and even make complete shifts in industries - someone you connected to years ago could be a target for you now. The best way to easily review your LinkedIn connections is pull a download of your 1st degree network through the data export in Settings & Privacy. It makes it easy to sort and review in a spreadsheet.

If you’re targeting customers, it’s useful to start this process by identifying your high value customers. These are customers who buy into your reason for existence. They connect with your WHY. They rarely negotiate on price. Instead, they’re more interested in understanding the value they’ll get and how it will be delivered. They don’t ask you to customize. They talk about you to others and refer new clients to you. In contrast, provisional customers are those who don’t completely buy into your WHY. They ask you to customize, to change your offer to suit their specific needs. They tend to ask for discounts and rarely agree to be a reference. They might bring in revenue, but they’re more costly to deliver to than the high value customers.

Another great way to find your target audience is by identifying LinkedIn Groups where your audience hangs out. My experience is that you will have the best success by being selective about the groups you join. Do your homework, understand the rules of the group, and be ready to participate in the group. If you can find 5 groups that are relevant to your target audience, you have a great opportunity to add value and make new connections. Being a member of the group gives you the added benefit of being able to send a DM to a group member regardless of your connection level.

I’d also suggest defining your WHY. Why does your firm exist? This foundational element is internally focused rather than external. It can help in figuring out what values, guiding principles and standards are most important.

Make a connection between your strengths and values with the needs and values of your target audience. When you can align on the approach (values), it's easier to make the case why your skills can solve their challenges.

Totally agree with Rachel and Candace. I would add a cautionary word. Most people have acquired a broad range of skills, knowledge, and experience in their lives. I see so many people trying to be everything to everybody. All of the strengths, values, skill sets that you bring to the table need not be included in your profile. Focus only on those that are relevant to what you are currently offering or working on. If you observe other successful LinkedIn users, you will notice that they are niched down.

And be sure that this value proposition is clearly stated in your LinkedIn profile - particularly in your Headline and About section. You want to make it as clear as possible WHO you are, WHAT you do, WHY you do it and WHO you serve.

In addition to what @Rachel Simon added, I’d suggest incorporating outcomes the client can reasonably expect from the service. Clients buy outcomes, but they also need to see how the outcome is connected to the offering. The example presented here suggests that a freelance designer can create “visual identities that attract and retain customers.” In this case, the outcome that is so distant from the input that it’s not believable and doesn’t enhance the designer’s credibility. A visual identity helps prospects and customers remember the brand. And the designer’s creativity and professionalism don’t lead to that outcome. It’s the designer’s ability to dig in with the client to understand the brand’s personality and value to customers.

Having a unique value proposition (UVP) is how you differentiate yourself from others. You have a unique way of delivering your brilliance. Spend some time reflecting and writing around this. Then, spend some time narrowing and refining. Just for fun, try to get it down to under 220 characters. Once you are dialed in on your UVP, it will help you with every section in your profile, keeping you on message.

Don't be afraid to ask for recommendations, especially from satisfied clients when you have completed a project. People are generally happy to share a recommendation - they just need to be asked. You can also offer to draft some suggested wording for them to edit to their liking. Try to get a few new recommendations a year that speak to the results to help your clients achieve.

As a business person, your personality helps to set you apart in today's noisy world. Think about why people enjoy working with you. Then, list the adjectives that someone could use to describe you. When you talk with customers and colleagues, ask, "My customers say I am reliable and trustworthy, and I'd like to find an exciting way to convey that. Can you help me come up with an example?" Those who love working with you will supply stories that confirm your valuable traits in ways others can relate to. A customer might say, "Sandy set her alarm for 2 a.m. to make sure our post for an international event went out on time." Story-based testimonials shine a light on your personality while being memorable and engaging.

In addition to creating your value proposition, you then need to, as the song states, "Let's Give 'Em Somethin' To Talk About." We can't expect people to understand and remember what we do for a living. It is our job to demonstrate what we do by consistently talking about, creating content, teaching, and demonstrating what we do. Our work then speaks for us so others never have to guess how we can help our clients and potential clients.

Consistency is key! Make sure your messaging matches throughout all your marketing profiles. It's good to review your messaging a few times a year based on your current offers, business goals and strategies. This combined with clear content and client feedback can support your overall business strategy.

Storytelling can go a long way to helping people remember your brand. Every great story incorporates rising action, conflict and overcoming challenges. If you incorporate these stories into your branding and value proposition, you make it easier for your audience to remember you. Once you’ve landed on a few stories targeted to specific audience segments, tell them consistently on your website, on LinkedIn, when you’re speaking publicly, when meeting with clients. The more the story is told, the more embedded it will be in your personal brand.