Using Social Media to Promote Your Business: Blogging and LinkedIn

Getting Started with Social Media Marketing
Israel Translators Association 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

Promoting your business
How the social web complements your CV
Why you need a web presence
What to do to position yourself
Action items: What to do now
Questions and answers

Resume 2.0
Web doesn’t replace traditional business marketing
Traditional elements:
Business card
Brochure
Resume/CV
Portfolio (if applicable)
References
Networking in real life
Employment ads
Web elements:
Website
Blog
Searchable resume (LinkedIn)
Gallery (if applicable)
Social networks
Networking online
Industry groups
Most traditional elements have a corollary element online

Goals of your 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
Website with a blog
Simple and easy to navigate
Content to share
Which means you need industry knowledge
Completed profile on LinkedIn
Networks to leverage, groups to connect

Targeting a market
Select a specific niche for web marketing
“Hebrew-English medical technical writing” instead of “Hebrew-English-Hebrew” translation
Cater to the needs of users in that niche
Provide content that helps them
Answer questions when possible

What to do
Before writing, explore your target market
Use blog posts to expand beyond your CV
Broadcast your content wide and far
Consider using other social networks
Combine your web and real-life networks
Target customers in their native language

Your website
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, network URLs
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 (for English)
Related to news when possible
Written in a conversational (yet professional) tone
Organized neatly into categories, tagged

Your first five blog posts
Who you are
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
New clients or projects
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
Profile picture: simple, clear headshot
Not a comic avatar, kids, pets, pint of beer
Use the same image across networks
Add your blog/website feed (maybe Twitter too?)
Join industry groups, connect with other members
Comment and answer questions in “LinkedIn Answers”

Myths about social networks
They’re just for kids
They’re only for networking between friends
People don’t use them for business
My connections can’t help me get clients

Finding a Hebrew translator

Common responses
“But I have pictures of my kids on there…”
In social media, you’re allowed to be a real human
“But I don’t want them to see my FB page…”
You can’t prevent them from searching Google
“But a lot of my profile is personal – favorite books, music, hobbies, etc.”
And it might complement what you do

International industry-related groups: latest news
Israeli industry-specific groups: find 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
Industry Groups (Yahoo!)
Don’t forget to find out if they have blogs, sites, Facebook groups, etc.

Stand out from the crowd
Have video? Post a short video to YouTube introducing yourself
Have a portfolio? Post it to Flickr and embed it as a slideshow into your site
Given presentations? Upload your PowerPoint files to SlideShare.net and embed in your site
Remember the goal is to stand out in a good way

Homework: Your action items
Create a website or blog for your work
Create a section with content updated regularly
Join LinkedIn and begin building connections
Join industry groups and connect/learn
Consider going the extra step – rich media

Questions and answers
Think of a question later? Email me at kelli@pixelpointpress.com
Want to learn more?
http://pixelpointpress.com/classes/

Using Social Media to Promote Your Business: Blogging and LinkedIn

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