This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Creating a Compelling
Online Brand (Which Raises Your Visibility, Enhances Your
Reputation, And Attracts New
Clients... )
Sumi Olson
www.linkedin.com/sumiolson
Facebook:
Olson Sales and Marketing
Twitter: @sumiolson
Skype: sumi.olson
Creating a Compelling Online Brand
(Which Raises Your Visibility, Enhances Your Reputation, And Attracts New Clients... )
CIM Surrey Summer Social Event,
Guildford Thursday 9th June 2011
9th June 2011 (c) Olson Sales & Marketing Services
Online Brand (Which Raises Your Visibility, Enhances Your
Reputation, And Attracts New
Clients... )
Sumi Olson
www.linkedin.com/sumiolson
Facebook:
Olson Sales and Marketing
Twitter: @sumiolson
Skype: sumi.olson
COMPELLING means that what you communicate has resonance and relevance for your target market/ your community CONGRUENCE means that you are in true alignment with your sense of self – in terms of who you are, what you do, what you offer CONSISTENCY you apply your compelling, congruent message in a systematic and uniform way
The Three ‘C’s OF COMMUNICATION
9th June 2011 (c) Olson Sales & Marketing Services
Online Brand (Which Raises Your Visibility, Enhances Your
Reputation, And Attracts New
Clients... )
Sumi Olson
www.linkedin.com/sumiolson
Facebook:
Olson Sales and Marketing
Twitter: @sumiolson
Skype: sumi.olson
AWARENESS - you show you understand your community/prospective client’s needs & wants AUTHORITY - you demonstrate your knowledge, experience, and expertise AVAILABLITY – you offer opportunities for your prospective clients and community to interact or work with you
The Three ‘A’s…
9th June 2011 (c) Olson Sales & Marketing Services
1. The product – this means YOU (not your business)
2. The brand – what makes you different from the others… 3. The market – target audience of potential clients, partners, investors,
suppliers 4. The tools –online platforms, social media, electronic publishing 5. The strategy – how will you market yourself…? 6. Timing – what are your short-term (3m), medium term (6m) & long
term (12m) goals & objectives?
Structure your online profile to make sure that you are selling yourself effectively so your community knows what benefits you offer…
Online Brand (Which Raises Your Visibility, Enhances Your
Reputation, And Attracts New
Clients... )
Sumi Olson
www.linkedin.com/sumiolson
Facebook:
Olson Sales and Marketing
Twitter: @sumiolson
Skype: sumi.olson
9th June 2011 (c) Olson Sales & Marketing Services
www.olsonservices.co.uk
Systemise – manage the potential overload
Link your Editorial Schedule to your work and industry calendar Work to content for 3 month periods Block time to write in bulk and schedule uploads Expand blogs to articles to white papers to book – step by step
process Build audio and videos from your printed content & vice versa Link tweets to blog/article and online/video content Use RSS feeds via Google Reader to redistribute and comment on
relevant content Share and redistribute other peoples’ content if relevant – great for
networking and adds value. Shows you know what’s current and saves time
Make it relevant, pertinent for your community (compelling) Show you understand the needs and desires of your community Make it relevant and pertinent for your own goals & objectives Cross link and keep it consistent across your platforms Write in your authentic voice and in the language of your
community (congruence) Invite feedback and comment – create conversations and dialogue Remember you want to create a relationship of trust and authority Invite expert opinion from others so that you are seen to be part of a
Photo Profile heading that’s optimised for SEO – keyword heavy Make clear the benefits you offer the world Past company history – strip down your CV/resume and put it on your profile Get testimonials from people you have worked with – use LI facility to ask Join groups that reflect your industry and professional interests where you can add value and learn Answer questions and establish your LI Expert credentials Link to your core websites and online platforms – SEO booster Ensure your own business is listed in the company sections with a full profile
When Creating Your LinkedIn Profile Headline consider: 1. Identify what you do 2. Identify what you offer 3. Identify your target audience If you can establish credibility, a call to action, a sense of uniqueness, and show what you have by way of solutions and benefits, then you’ve created a hugely impactful profile line. NB: this part of your profile is searchable by search engines so remember keywords NB: character restriction less generous than Twitter!