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An introduction to using blogging and LinkedIn to market your small business - including how to use groups and LinkedIn Answers. This presentation was originally given at the Kishor Social Media ...

An introduction to using blogging and LinkedIn to market your small business - including how to use groups and LinkedIn Answers. This presentation was originally given at the Kishor Social Media Conference in Jerusalem.

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    Blogging and LinkedIn for Business Blogging and LinkedIn for Business Presentation Transcript

    • Blogging and LinkedIn for Business
      Kishor Social Media Conference
      Kelli Brown | February 2010
    • About your presenter
      Decade of experience:
      Web development and design
      Print and digital graphic design
      Web marketing
      Search Engine Optimization (SEO)
      Send questions to kelli@pixelpointpress.com
    • Blogging and LinkedIn for Business
      Tech setup – what you need online
      Getting started with blogging
      Making the most of your LinkedIn profile
      Building connections
      Demonstrating expertise – LinkedIn Answers
      Leveraging LinkedIn Groups
    • Why you need a web presence
      Leverage your strengths, overcome weaknesses
      Demonstrate industry expertise
      Promote a hidden skill set
      Help you stand out from other applicants
      Know your competition
      In short, to answer the question:
      “Why should I hire you instead of someone else forthis position?”
      And to make it all searchable on Google so potential clients find you
    • What you need online
      Website with a blog
      Strongly recommend: WordPress (wordpress.org)
      Simple and easy to navigate
      Content to share
      Which means you need industry knowledge
      Completed profile on LinkedIn
    • Getting started with a blog
      Before writing, explore your target market
      Use blog posts to expand beyond your CV
      Broadcast your content wide and far
      WordPress plugin syncs blog with LinkedIn
      Combine your web and real-life networks
    • Your site should have…
      Up-to-date resume: clear and concise
      Make links and email addresses clickable
      Link to your university, employers, etc.
      Link to work samples posted online
      About page: anticipate client questions
      Contact info: phone, email, web addresses
      Updated blog: post at least once a week
      Site should be your own domain name
    • Your blog
      Update regularly: shows consistency
      Communication skills
      Comment on news within your target market
      Expand on your skills
      Projects you’ve managed – other hidden talents
      Awards and achievements (and why they matter)
      Market yourself – your elevator speech
    • What is a blog?
      Web page displaying chronological posts
      Supports photos, video, audio, presentations
      Can be part of a larger website or standalone
      Organized into categories
      Indexed by tags
      Followers subscribe via email or RSS
    • Blog posts should be
      250 to 600 words in length
      Related to news when possible
      Written conversationally (yet professionally)
      Organized neatly into categories, tagged
    • Your first five blog posts
      Who you are – distinct from your CV
      What you do – get specific
      Your successes and strengths
      Your work history
      Why you’re the best fit for your clients
    • What to post about
      Balance good content with self-promotion
      Relevant news from your industry
      New clients or projects – case studies
      Ongoing education
      Articles that justify your services
      Q&A with potential/current clients
      Your opinion on relevant topics
    • LinkedIn (linkedin.com)
      Create an account and complete profile
      Basic account is fine – no need to pay
      Profile picture: simple, clear headshot
      Not a comic avatar, kids, pets, etc.
      Use the same image across networks
      Add your blog feed using an application
      Begin networking
    • Building connections
      Import existing contacts from email
      Find fellow/former colleagues and classmates
      Find your competition
      Recommend others
      Only approach contacts you “know”
      Remind them how they know you
      One invitation is enough, thanks
      LinkedIn penalizes people who abuse this feature
    • LinkedIn Answers
    • LinkedIn Answers
      Show what you know – answer questions
      Answer them correctly
      Best answers make you an “expert”
      Recommend other experts from your network
      Connect with those you’ve helped
      Ask educated questions
    • LinkedIn Groups
      Industry-related groups: latest news
      Local industry-specific groups: potential colleagues, job openings, networking events, conferences
      Company-specific groups: learn more about what your clients do and need
      Networking groups: where jobs are often posted first
      Don’t forget to find out if they have blogs, sites, Facebook groups, etc.
    • LinkedIn Groups
      Participate in discussions
      Pure marketing is not a “discussion topic”
      Answer questions when possible
      Connect with group members when relevant
      Post relevant news articles
      No spamming
      Extra credit: Create a group for your niche
      Keep it “open” if possible or respond quickly
    • Homework: Your action items
      Create a website or blog for your work
      Update your content regularly
      Join LinkedIn and begin building connections
      Join industry groups and connect/learn
    • Questions and answers
      Think of a question later? Email me at kelli@pixelpointpress.com