If you go and look at my LinkedIn profile right now, the Experience section says I have four jobs at the same company, all with the same start date, all still running.
That is not a mistake and it is not keyword stuffing. It is one of the most useful things I do to my profile, and almost nobody else is doing it.
First, the part everybody already agrees with
More than anywhere else online, the riches really are in the niches on LinkedIn.
People do not search LinkedIn for what matters to you. They search it for what matters to them, in the exact words they would use. Somebody looking for help does not type “marketing consultant.” They type the thing they do plus the problem they have.
So if you are the CEO of a video marketing company, “CEO, Company Name” is close to the worst headline you could write. It tells the search engine nothing and it tells a human being less. We covered the fix in detail in the service plus audience headline formula, and everything below assumes you have done that part.
And when you niche down, you stop competing with everyone. “Video marketing for dental practices” beats “video marketing” every time, with the exact people you want, because it makes them feel like you already understand their world.
If you try to be everything to everyone, you end up being nobody to no one.
Then somebody always asks the obvious question
Fine, but I serve three completely different types of client. Which one do I pick?
This is where most people get stuck, and the advice they usually get is bad. They are told to choose one, or worse, to write something so general it covers all three, which lands them right back at “video marketing services” and helps nobody.
You do not have to choose. LinkedIn will let you speak to each of them separately, on the same profile, at the same time.
Here is what my own profile looks like
Under Experience, my profile has one company, Nemo Media Group, with the years I have been running it. Grouped underneath that company header sit four separate positions, every one of them still current:
- “Done For You” LinkedIn Lead Generation for 6&7 Figure Consultants
- “Done For You” LinkedIn Lead Generation for Franchise Consultants & Brands
- “Done For You” LinkedIn Lead Generation for Business Owners
- “Done For You” LinkedIn Lead Generation for Accountants, Bookkeepers & CPAs
Same company. Same service. Same me. Four different audiences, each one addressed in its own language.
The franchise entry talks about tire kicker portal leads, because that is what keeps franchise consultants up at night. The accountant entry talks about a year round pipeline instead of whatever referrals happen to send, because that is the accountant’s version of the same pain. A franchise consultant reading my profile does not have to translate anything. It is already about them.
How to build one
The mechanics take about fifteen minutes per entry.
Add a position, not a company. On your profile, use Add profile section, then Experience. Enter the same company name and the same start date you already have. LinkedIn recognises the company and stacks the new role underneath the existing one rather than creating a second employer.
Put the audience in the job title. This is the whole trick. Not “Founder.” Not “Principal Consultant.” Write what you do and who you do it for, in their words. “Fractional CFO Services for SaaS Founders” is a job title as far as LinkedIn is concerned, and it is a search result as far as your buyer is concerned.
Write the description to one person. Their problem, in their vocabulary, then what changes when they work with you. If you have a testimonial from somebody in that exact niche, this is where it goes. A dentist reading a quote from another dentist is worth more than any adjective you could use about yourself.
Attach media to that specific entry. Every position carries its own media slots. Put the case study, the sample, the one page PDF that belongs to that niche and nothing else. Mine each carry a different free book and a different client case study, and they never mix.
Add the skills that belong to it. Each position has its own skills list too. Use it, and keep the skills as niche specific as the title.
Two rules that keep this honest
This works because it is true, and it stops working the moment it is not.
Rule one: every entry has to be real. If you have never worked with a plumber, you do not get a plumber entry. Somebody will book a call on the strength of it, ask you about their industry, and the conversation will end badly. You are not inventing niches, you are unpacking the ones you already serve.
Rule two: two to four, never eight. Four is where I have landed and it is close to the ceiling. Past that the profile stops reading as focused expertise and starts reading as a man who will do anything for money, which is the exact opposite of the impression you are going for.
If you are not sure which ones to pick, do not agonise. Look at where you have already made money and where you already have proof. That is your list.
Why this works so well
Two reasons, and the second one is the bigger of the two.
The first is search. Each entry gives LinkedIn’s search engine another honest, specific reason to surface you when somebody in that niche goes looking. It is the same reason your summary section needs to be written for your buyer rather than about you.
The second is what happens after you send an invite. Somebody gets a connection request from a stranger, clicks the profile to decide whether to accept, and finds a line that names their exact industry. That is the moment the invite stops feeling like spam. It is the same mechanism behind the strategy that took me from thirty five thousand dollars in debt to a real business in ninety days, which was, at bottom, just going properly niche and refusing to be generic.
What to do with this
Open your profile and count how many audiences you actually serve and can prove you serve. If the answer is more than one, you are currently making all of them read past two thirds of your profile to find themselves in it.
Pick your strongest second niche. Add one Experience entry for it today, under the same company, with the audience in the job title and one piece of media that belongs only to them.
Then leave it two weeks and watch who starts showing up in your profile views. That is the fastest read on whether you have described them correctly.
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