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Using Social Media to Promote Your Business: Blogging and LinkedIn
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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 …

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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  • 1. Getting Started with Social Media Marketing
    Israel Translators Association 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. 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
  • 4. Resume 2.0
    Web doesn’t replace traditional business marketing
    Traditional elements:
    • Business card
    • 5. Brochure
    • 6. Resume/CV
    • 7. Portfolio (if applicable)
    • 8. References
    • 9. Networking in real life
    • 10. Employment ads
    Web elements:
    Most traditional elements have a corollary element online
  • 17. 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
  • 18. 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
  • 19. 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
  • 20. 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
  • 21. 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
  • 22. 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
  • 23. 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
  • 24. 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
  • 25. 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
  • 26. 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
  • 27. LinkedIn (
    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”
  • 28. 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
  • 29. Finding a Hebrew translator
  • 30. 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
  • 31. 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.
  • 32. 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 and embed in your site
    Remember the goal is to stand out in a good way
  • 33. 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
  • 34. Questions and answers
    Think of a question later? Email me at
    Want to learn more?