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Blogging and LinkedIn for Business


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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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  • 1. Blogging and LinkedIn for Business
    Kishor Social Media Conference
    Kelli Brown | February 2010
  • 2. About your presenter
    Decade of experience:
    Web development and design
    Print and digital graphic design
    Web marketing
    Search Engine Optimization (SEO)
    Send questions to
  • 3. 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
  • 4. 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
  • 5. What you need online
    Website with a blog
    Strongly recommend: WordPress (
    Simple and easy to navigate
    Content to share
    Which means you need industry knowledge
    Completed profile on LinkedIn
  • 6. 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
  • 7. 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
  • 8. 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
  • 9. 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
  • 10. Blog posts should be
    250 to 600 words in length
    Related to news when possible
    Written conversationally (yet professionally)
    Organized neatly into categories, tagged
  • 11. 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
  • 12. 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
  • 13. LinkedIn (
    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
  • 14. 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
  • 15. LinkedIn Answers
  • 16. 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
  • 17. 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.
  • 18. 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
  • 19. 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
  • 20. Questions and answers
    Think of a question later? Email me at