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.

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 kelli@pixelpointpress.com

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 (wordpress.org) 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 (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

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 kelli@pixelpointpress.com