Using Social Media to Promote Your Business: Blogging and LinkedIn


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An introduction to using social media to promote your small business. The tools discussed include blogging and LinkedIn. This presentation was originally delivered at the Israel Translators Association Conference in Jerusalem on Feb. 10, 2010.

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Using Social Media to Promote Your Business: Blogging and LinkedIn

  1. 1. Getting Started with Social Media Marketing<br />Israel Translators Association Conference<br />Kelli Brown | February 2010<br />
  2. 2. About your presenter<br />Decade of experience:<br />Web development and design<br />Print and digital graphic design<br />Web marketing<br />Search Engine Optimization (SEO)<br />Send questions to<br />
  3. 3. Promoting your business<br />How the social web complements your CV<br />Why you need a web presence<br />What to do to position yourself<br />Action items: What to do now<br />Questions and answers<br />
  4. 4. Resume 2.0<br />Web doesn’t replace traditional business marketing<br />Traditional elements:<br /><ul><li>Business card
  5. 5. Brochure
  6. 6. Resume/CV
  7. 7. Portfolio (if applicable)
  8. 8. References
  9. 9. Networking in real life
  10. 10. Employment ads</li></ul>Web elements:<br /><ul><li>Website
  11. 11. Blog
  12. 12. Searchable resume (LinkedIn)
  13. 13. Gallery (if applicable)
  14. 14. Social networks
  15. 15. Networking online
  16. 16. Industry groups</li></ul>Most traditional elements have a corollary element online<br />
  17. 17. Goals of your web presence*<br />Leverage your strengths, overcome weaknesses<br />Demonstrate industry expertise<br />Promote a hidden skill set<br />Help you stand out from other applicants<br />Know your competition<br />In short, to answer the question:<br />“Why should I hire you instead of someone else forthis position?”<br />* And to make it all searchable on Google so potential clients find you<br />
  18. 18. What you need<br />Website with a blog<br />Simple and easy to navigate<br />Content to share<br />Which means you need industry knowledge<br />Completed profile on LinkedIn<br />Networks to leverage, groups to connect<br />
  19. 19. Targeting a market<br />Select a specific niche for web marketing<br />“Hebrew-English medical technical writing” instead of “Hebrew-English-Hebrew” translation<br />Cater to the needs of users in that niche<br />Provide content that helps them<br />Answer questions when possible<br />
  20. 20. What to do<br />Before writing, explore your target market<br />Use blog posts to expand beyond your CV<br />Broadcast your content wide and far<br />Consider using other social networks<br />Combine your web and real-life networks<br />Target customers in their native language<br />
  21. 21. Your website<br />Up-to-date resume: clear and concise<br />Make links and email addresses clickable<br />Link to your university, employers, etc.<br />Link to work samples posted online<br />About page: anticipate client questions<br />Contact info: phone, email, network URLs<br />Updated blog: post at least once a week<br />Site should be your own domain name<br />
  22. 22. Your blog<br />Update regularly: shows consistency<br />Communication skills<br />Comment on news within your target market<br />Expand on your skills<br />Projects you’ve managed – other hidden talents<br />Awards and achievements (and why they matter)<br />Market yourself – your elevator speech<br />
  23. 23. What is a blog?<br />Web page displaying chronological posts<br />Supports photos, video, audio, presentations<br />Can be part of a larger website or standalone<br />Organized into categories<br />Indexed by tags<br />Followers subscribe via email or RSS<br />
  24. 24. Blog posts should be<br />250 to 600 words in length (for English)<br />Related to news when possible<br />Written in a conversational (yet professional) tone<br />Organized neatly into categories, tagged<br />
  25. 25. Your first five blog posts<br />Who you are<br />What you do – get specific<br />Your successes and strengths<br />Your work history<br />Why you’re the best fit for your clients<br />
  26. 26. What to post about<br />New clients or projects<br />Ongoing education<br />Articles that justify your services<br />Q&A with potential/current clients<br />Your opinion on relevant topics<br />
  27. 27. LinkedIn (<br />Create an account and complete profile<br />Profile picture: simple, clear headshot<br />Not a comic avatar, kids, pets, pint of beer<br />Use the same image across networks<br />Add your blog/website feed (maybe Twitter too?)<br />Join industry groups, connect with other members<br />Comment and answer questions in “LinkedIn Answers”<br />
  28. 28. Myths about social networks<br />They’re just for kids<br />They’re only for networking between friends<br />People don’t use them for business<br />My connections can’t help me get clients<br />
  29. 29. Finding a Hebrew translator<br />
  30. 30. Common responses<br />“But I have pictures of my kids on there…”<br />In social media, you’re allowed to be a real human<br />“But I don’t want them to see my FB page…”<br />You can’t prevent them from searching Google<br />“But a lot of my profile is personal – favorite books, music, hobbies, etc.”<br />And it might complement what you do<br />
  31. 31. International industry-related groups: latest news<br />Israeli industry-specific groups: find potential colleagues, job openings, networking events, conferences<br />Company-specific groups: learn more about what your clients do and need<br />Networking groups: where jobs are often posted first<br />Industry Groups (Yahoo!)<br />Don’t forget to find out if they have blogs, sites, Facebook groups, etc.<br />
  32. 32. Stand out from the crowd<br />Have video? Post a short video to YouTube introducing yourself<br />Have a portfolio? Post it to Flickr and embed it as a slideshow into your site<br />Given presentations? Upload your PowerPoint files to and embed in your site<br />Remember the goal is to stand out in a good way<br />
  33. 33. Homework: Your action items<br />Create a website or blog for your work<br />Create a section with content updated regularly<br />Join LinkedIn and begin building connections<br />Join industry groups and connect/learn<br />Consider going the extra step – rich media<br />
  34. 34. Questions and answers<br />Think of a question later? Email me at<br />Want to learn more?<br /><br />