BLOGGING & LINKEDIN
A CALAMOS SPONSORED WEBINAR
Heather Lutze, CEO/Founder, Findability Group
Search Marketing #GetFound
2
3
Heather Lutze, CEO & Speaker
Findability Consulting & Speaking
FINDABILITY
55
HOW MANY PEOPLE READ BLOGS?
33%
348
million
66
Setting Up Your
Blog for Optimum
Findability
77
BLOG PLATFORMS:
WORDPRESS IS THE BEST. WHY?
• Change the Look and
Feel? Skins Vs Themes
• It’s a super simple
interface...
8
BLOGS ARE ABOUT CONTENT
Readers First and Search Engines Second
Do Not Spam Your Posts
Include Pictures, videos and Vivi...
9
OPTIMIZING YOUR BLOG POST
Titling the Blog: Keyword Focus
Every Post
Example: Findability Articles:
Content that Makes S...
10
OPTIMIZING YOUR BLOG POST
Keyword Density: Twenty Percent
Keyword Density is Perfect
“Sprinkle” VERSES “Flooding”
Link ...
11
COMMENTS ON YOUR BLOG POST
• Be Patient
• Encourage Comments
• Stage them First
• Plug-In Spam Filter
• Invite Prospect...
1212
Company Events
Press Releases
Corporate and Annual Meetings,
or Conventions
Announce New Products, or
Products in Dev...
1313
Conventions and Conferences
Consider Doing Guest Interviews
Create Podcasts with Speakers
Post the MP3 of the Intervi...
1414
Blogs Are Informational Tools
for Your Customers
How to Pick a Vendor
How to Vet Different
Offerings
Pitfalls to Watc...
1515
Don’t copy your website content
into a blog post.
Stay away from hard salespitches
No promotions, promotional ads
and...
16
THE BLOGGING ACTION PLAN
1. Establish Your Blogging Platform
2. Have the Blog Installed Into Your Website
3. Add a Tab ...
17
THE BLOGGING ACTION PLAN
5. Train Whoever Will be Doing the Actual
Posting
6. Write Good Posts
7. Use a Keyword
8. Add ...
1818
FINDABILIT
1919
1
Viveka von Rosen
2020
1
225
million
3
million
2
new/sec
2121
1
47%
decision
makers
103K
average
income
15years
average
experience
41years
average
age
22
Unparalleled searchUnparalleled search
engine (fields)engine (fields)
Exponential NetworkExponential Network
Visible 1V...
Following
First Impressions
“Findability”
Name Recognition
BEST PRACTICE PRINCIPLES
LURKING IS NOT STALKING
1. MAKE A GOOD FIRST
IMPRESSION
PHOTO
PROFESSIONA
L
HEADLINE
YOUR PHOTO SHOULD REFLECT
Choose a photo that reflects your
business persona
Don’t include other family members
Don’t incl...
YOUR HEADLINE IS AN ELEVATOR
SPEECH
Tell Them Who You Are
Tell Them What You Do
Tell Them How You Can Help
120 Characters ...
2. MAKE SURE YOU ARE FINDABLE
LinkedIn is like Google – your
profile must be optimized if
you want to be Found in a
search...
OPTIMIZING (BRANDING) YOUR
PROFILE
Optimize Your Header
Optimize Your Content
Your Name
Business Name “ITRA”
Product or Se...
NINJA TRICK: Make sure
your name, your location
and your competition are
keywords you use (in
Interests)
NINJA TRICK: PEOPLE SEARCH
See how other people are positioning
themselves if you need some ideas
OPTIMIZING (BRANDING) YOUR
PROFILE
Skills and Expertise - Found under the More
tabUse the Skills applet for keyword
inspir...
OPTIMIZING (BRANDING) YOUR
PROFILE
Title Fields
100 Characters
More Important Than Ever Now That They Are
Not visible “Top...
SUMMARY SECTION
Format: White space, Capitalization, Bullets &
Special Characters
2000 Characters With Keywords
Why Should...
INTERESTS AND ADD SECTIONS
Customized LinkedIn URL
Customized Websites
MAKE SURE THEY REMEMBER YOUR
NAME
CUSTOMIZE YOUR LINKEDIN URL
Edit Profile
Click on Edit next to LinkedIn URL
Click “Customize LinkedIn URL”
Add your name –...
CUSTOMIZE YOUR WEBSITES
Edit Profile
Expand Contact
Info
Click Edit next to
website
Choose “Other”
option
Website name, CT...
WRAPPING UP
Are you portraying the right image?
Are you using your keywords in the
right places?
Are you customizing your ...
Free Custom Findability Snapshot
15 Page Findability Web Site Report Includes:
Custom Keyword Targets, Heat Map of Home Pa...
HEATHER LUTZE
CEO, Speaker, Trainer
Findability Consulting & Speaking
303-909-6710
888-588-9326
www.Findability.com
Heathe...
LinkedIn Marketing Webinar - It's Not Just About Jobs! It's Real Business
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LinkedIn Marketing Webinar - It's Not Just About Jobs! It's Real Business

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This presentation was done for a Financial Organization called Calamos Investments. I have been working for them for 3+ years now and Financial Advisors especially need to have ways to prospect effectively online and still remain compliant. I think this will be beneficial to all who watch but this is customized for Financial Advisors.
Heather Lutze, Marketing Speaker
Findability.com
888-588-9326

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  • Creating these together is what makes this a social network. There are different types of social networks Tell us why you are out here on the site and what you are looking for. The rules vary from site to site as well. ________________ Put Business Cards into boxes
  • Creating these together is what makes this a social network. There are different types of social networks Tell us why you are out here on the site and what you are looking for. The rules vary from site to site as well. ________________ Put Business Cards into boxes
  • Creating these together is what makes this a social network. There are different types of social networks Tell us why you are out here on the site and what you are looking for. The rules vary from site to site as well. ________________ Put Business Cards into boxes
  • Creating these together is what makes this a social network. There are different types of social networks Tell us why you are out here on the site and what you are looking for. The rules vary from site to site as well. ________________ Put Business Cards into boxes
  • LinkedIn Marketing Webinar - It's Not Just About Jobs! It's Real Business

    1. 1. BLOGGING & LINKEDIN A CALAMOS SPONSORED WEBINAR Heather Lutze, CEO/Founder, Findability Group Search Marketing #GetFound
    2. 2. 2
    3. 3. 3 Heather Lutze, CEO & Speaker Findability Consulting & Speaking
    4. 4. FINDABILITY
    5. 5. 55 HOW MANY PEOPLE READ BLOGS? 33% 348 million
    6. 6. 66 Setting Up Your Blog for Optimum Findability
    7. 7. 77 BLOG PLATFORMS: WORDPRESS IS THE BEST. WHY? • Change the Look and Feel? Skins Vs Themes • It’s a super simple interface and very easy to use • Open source technology
    8. 8. 8 BLOGS ARE ABOUT CONTENT Readers First and Search Engines Second Do Not Spam Your Posts Include Pictures, videos and Vivid Imagery Ask for Comments, Shares, Likes and Subscribers
    9. 9. 9 OPTIMIZING YOUR BLOG POST Titling the Blog: Keyword Focus Every Post Example: Findability Articles: Content that Makes Sense! Keyword Tools: Google Keyword Tool and KeywordDiscovery.com
    10. 10. 10 OPTIMIZING YOUR BLOG POST Keyword Density: Twenty Percent Keyword Density is Perfect “Sprinkle” VERSES “Flooding” Link Out: Experts Link to Experts & Sources Tags & Descriptions
    11. 11. 11 COMMENTS ON YOUR BLOG POST • Be Patient • Encourage Comments • Stage them First • Plug-In Spam Filter • Invite Prospects and Clients to Subscribe
    12. 12. 1212 Company Events Press Releases Corporate and Annual Meetings, or Conventions Announce New Products, or Products in Development Respond to Events in Your Industry
    13. 13. 1313 Conventions and Conferences Consider Doing Guest Interviews Create Podcasts with Speakers Post the MP3 of the Interview
    14. 14. 1414 Blogs Are Informational Tools for Your Customers How to Pick a Vendor How to Vet Different Offerings Pitfalls to Watch Out For
    15. 15. 1515 Don’t copy your website content into a blog post. Stay away from hard salespitches No promotions, promotional ads and fliers
    16. 16. 16 THE BLOGGING ACTION PLAN 1. Establish Your Blogging Platform 2. Have the Blog Installed Into Your Website 3. Add a Tab to Your Website’s Primary Navigation 4. Have Your Web Team Create a Skin or Theme
    17. 17. 17 THE BLOGGING ACTION PLAN 5. Train Whoever Will be Doing the Actual Posting 6. Write Good Posts 7. Use a Keyword 8. Add Other Media 9. Post and Monitor Comments Weekly
    18. 18. 1818 FINDABILIT
    19. 19. 1919 1 Viveka von Rosen
    20. 20. 2020 1 225 million 3 million 2 new/sec
    21. 21. 2121 1 47% decision makers 103K average income 15years average experience 41years average age
    22. 22. 22 Unparalleled searchUnparalleled search engine (fields)engine (fields) Exponential NetworkExponential Network Visible 1Visible 1stst , 2, 2ndnd and 3and 3rdrd level connectionslevel connections WHY USE LINKEDIN?
    23. 23. Following First Impressions “Findability” Name Recognition BEST PRACTICE PRINCIPLES
    24. 24. LURKING IS NOT STALKING
    25. 25. 1. MAKE A GOOD FIRST IMPRESSION PHOTO PROFESSIONA L HEADLINE
    26. 26. YOUR PHOTO SHOULD REFLECT Choose a photo that reflects your business persona Don’t include other family members Don’t include your hobbies Don’t use a logo Do add a photo!
    27. 27. YOUR HEADLINE IS AN ELEVATOR SPEECH Tell Them Who You Are Tell Them What You Do Tell Them How You Can Help 120 Characters Including Special
    28. 28. 2. MAKE SURE YOU ARE FINDABLE LinkedIn is like Google – your profile must be optimized if you want to be Found in a search Your LinkedIn Profile is much easier to optimize than your website Use “Skills and Expertise” applet to find great keywords!
    29. 29. OPTIMIZING (BRANDING) YOUR PROFILE Optimize Your Header Optimize Your Content Your Name Business Name “ITRA” Product or Service “Technical Rental” Niche Market “Event Planner” Your Industry
    30. 30. NINJA TRICK: Make sure your name, your location and your competition are keywords you use (in Interests)
    31. 31. NINJA TRICK: PEOPLE SEARCH See how other people are positioning themselves if you need some ideas
    32. 32. OPTIMIZING (BRANDING) YOUR PROFILE Skills and Expertise - Found under the More tabUse the Skills applet for keyword inspirations and explanations…
    33. 33. OPTIMIZING (BRANDING) YOUR PROFILE Title Fields 100 Characters More Important Than Ever Now That They Are Not visible “Top of the fold”
    34. 34. SUMMARY SECTION Format: White space, Capitalization, Bullets & Special Characters 2000 Characters With Keywords Why Should Someone Hire You? Benefits – Not Only Features
    35. 35. INTERESTS AND ADD SECTIONS
    36. 36. Customized LinkedIn URL Customized Websites MAKE SURE THEY REMEMBER YOUR NAME
    37. 37. CUSTOMIZE YOUR LINKEDIN URL Edit Profile Click on Edit next to LinkedIn URL Click “Customize LinkedIn URL” Add your name – no spaces
    38. 38. CUSTOMIZE YOUR WEBSITES Edit Profile Expand Contact Info Click Edit next to website Choose “Other” option Website name, CTA or Description
    39. 39. WRAPPING UP Are you portraying the right image? Are you using your keywords in the right places? Are you customizing your web links? Are you finding and connecting to the right people? Are you building relationships? Are you positioned as a thought leader (or at least as a Go-Giver?)
    40. 40. Free Custom Findability Snapshot 15 Page Findability Web Site Report Includes: Custom Keyword Targets, Heat Map of Home Page, Technical SEO Recommendations, Custom Word Clouds and More! 1 Hour with Heather’s Production Team to Review Insights To Put To Work Immediately! Write this down to Start! http://bit.ly/Findability
    41. 41. HEATHER LUTZE CEO, Speaker, Trainer Findability Consulting & Speaking 303-909-6710 888-588-9326 www.Findability.com Heather@Findability.com

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