A professional and relevant LinkedIn profile can be a powerful tool in your marketing campaign.

When it comes to social media, says Jay Palter, principal with Palter Social Media Strategies in Edmonton, you are your own publicist. And that includes what you post on LinkedIn. Every piece of information you place online, including the language you use in your posts and the articles you share, all contribute to your personal brand.

Follow these tips to create a LinkedIn profile that enhances your marketing strategy:

> Use descriptive language
Write a profile that describes your strengths instead of simply listing your achievements.

Tell about your accomplishments in previous roles in a more “friendly” language than you would use in a resumé, Palter says.

For example, in describing a particular role, you might outline how you worked with a diverse range of clients or provided a high level of customer support in that role.

> Select relevant work experience
Be choosey about the past jobs you list on LinkedIn.

“If you’re a practice professional and your objective is to connect with clients and make new connections to prospects,” says Palter, “you don’t necessarily need [to list] every job you ever did, going back to your teenage years when you worked in retail.”

> Give more than a title
Use the “title” field on LinkedIn as an opportunity to promote your business.

Your title appears every time you post a link or comment on LinkedIn, Palter says — so your should make the most of it. Make your title a part of your marketing strategy by using a one-line description of what you do instead of simply listing the name of the position.

For example, you could write that you “help small business owners save for retirement.”

> Make yourself available
Be sure to list your contact information on the profile so clients and prospects know how to reach you.

“Make sure there are as many channels as possible,” says Palter. Provide your phone numbers and email address, and post links to your blog or Twitter account, if you use those media.

Not only do these channels allow people to find you, they also tell people how they can get to know you more.