LinkedIn has so many opportunities to showcase your skills, expertise and talent. And, one of the most underutilized PR and marketing opportunities is publishing on LinkedIn Pulse. It’s a platform to write about your expert topic, repurpose your blogs and presentations and engage an eager audience who want to learn more. Posting on LinkedIn Pulse increases your credibility, reputation and ability for others to like, know and trust you, as well as share and comment on your work.

Publishing Articles on LinkedIn is Easy – Here’s How You Do It

  1. First, you need to have a LinkedIn account which can be as simple or complex as you want, but please make it key word rich and complete in all categories – highlighting your experience. Thumbs up to everyone who takes more than 30 minutes to create a compelling profile and posts a professional headshot. (A high resolution photo is always preferred for when you’re picked up by the media.)
  2. There are two ways to publish on LinkedIn Pulse, but the easiest is to post an article from your home page where you see “Publish A Post”. You’ll have an opportunity to write about your signature topic in depth, create a catchy headline, upload a recent image (or create your own graphic on Canva) and then post your The format is user-friendly and whether you know anything about WordPress or not, it should be a breeze. (this is the end)
  3. Consider writing at least two times a month, but weekly is even better. A longer article with about 500 – 750 words is preferred to provide valuable information and insight on your expert topic, and aim to pen at least five paragraphs. Remember, this isn’t a sales pitch. Publishing on LinkedIn is all about showcasing your knowledge.
  4. If you’re short on time, it’s possible to repurpose older blogs and change up the titles, intros and outros, but only if they’re not already posted on Pulse. You probably have a wealth of digital assets and information in your head, so plan to get it all on paper/online and create an editorial calendar to stay on target and for tracking success. Be sure to vary up the times and platforms posting your articles so there’s consistency but not duplication.
  5. Need Inspiration? Even the best writers get stuck for ideas. Feel free to check out topics that are trending on LinkedIn and Twitter, research BuzzSumo, refer to questions clients and prospects are asking, dive into Quora to see what others are inquiring about – and always be listening to what’s going on in your industry and what your target audience should know to stay ahead of the game.

One of my clients is having great success with LinkedIn Pulse. She blogs regularly and writes a weekly article about her expert topic. I love how she’s built her credibility and reputation from writing and engaging with her readers, as well as networking to the max. She’s taken what’s in her head, put it on paper and tweaked it multiple ways to reach a wide and growing target audience.  Always improving her analytics to match leads and sales, she pays attention to the various groups she’s a part of, listening then writing.

Now, if you’re wondering what days are best to post, recent research has shown that it’s typically Thursday and Sunday, but you should check with your own industry trends. Again, don’t send your blog and post your article the same day.  Mix it up to get the max.

Be strategic in your thinking, writing, and sharing.

You’ve worked hard to write outstanding content. Now promote it via LinkedIn Pulse and other social media platforms to reach your target audience, and turn prospects and customers into raving fans.

And the good thing is, it’s all free!

Hopefully, wherever you are, it’s spring and a perfect time to clean out (or as my stylist says) edit your closet. Take advantage of this newfound energy and direct it to your online assets.

Online assets are properties you’ve created on social media platforms you’re using (or not).  My recommendation is that you’re always consistent with your branding, message and voice. That may seem like a given, but you’d be surprised at what we still have “out there” but may have forgotten!

 5 Tips to Refresh Your Online Presence

1)  Keep Your Website Current As You Grow Your Brand. Many entrepreneurs are ahead of their website by at least nine (9) months because change is a constant. Some have had websites from 2008 without even a refresh. Consider moving to a Word press format for updating copy, blogs, photos and simple SEO. Keep your look and feel current with where you are now. Change happens. You either go with it, or it goes without you.

2) Get a List of All Your Digital Assets and Passwords. Yes, you have a website, but what about your owned media (blog) and other social media channels? LinkedIn, YouTube, Google+, Facebook, Instagram, Pinterest. Should I continue? Keep this list updated and handy and every once in a while, consider refreshing passwords. If you do, please tell your team!

3) Make Sure to Have Consistent Profile Information. When you look on LinkedIn or Google+ do you cringe when you read your old profile? It happens. Getting into the zone of writing about yourself takes time and effort. And your photo? Lose or gain 20 pounds? Sporting a shaved head or gone red? Now’s the time for a new headshot. And make it, high res, please. The media will love you and so will I.

4) Look at All Your Landing Pages and Autoresponders. If you work by yourself or on a small team, it’s almost impossible to keep track of everything you do. Look back at your marketing and PR calendars to see the projects you’ve worked on. Where do you have links? Are they all working or are some broken? Do your autoresponders need a rewrite? Now’s the time for spring cleaning!

5) Give Your Email Signature Permission to Work 24/7. I was just featured in Fit Small Business for contributing top ideas for email signatures. Since you’re always updating your image and work, your email signature should keep pace as well.  Are you a new author? Share a chapter. Have a freebie? Provide a link. Work globally? Include your time zone. Won an award? Tell the world. It’s easy peasy and free!

Refresh. Renew. Revitalize. And maybe even – Reinvent yourself.

I’m all for it!

PS. I’ll share some great news next week about a new partnership I have that can help with your marketing and provide even more tips, tricks and tools to engage your audience. Stay tuned for the announcement and keep promoting yourself and your brand!

Want More tips for Spring Cleaning Your Personal Brand?  Email me here! 

This morning, I got up at 6:00 am to launch my Q2 PR and marketing strategy and attend a Boston University Alumni breakfast networking event.  It’s part of a heavily promoted month-long career month to bring alums and professional together – and connect recent grads with seasoned professionals. (Did you like how I said that)?

It was my first networking event sponsored by BU, other than going to cheer on the Terriers in hockey, and I’m glad I went. Why?

Networking Opens the Doors for Opportunities

  • First, how great to see someone who knows and respects your work. A genuine smile and hug in a room full of strangers is almost always welcome. I’m a hugger, but if you’re squeamish, keep in the comfort of your own boundaries.
  • Networking gives you a chance to hear what others are doing in the marketplace and notice opportunities to connect, partner, refer, work or collaborate together. There were quite a few COM (communications) grads there and possibilities are brewing!
  • Meeting face to face with a brand new circle extends your promotional reach in ways you can’t imagine. It also reinforces your expert status with a whole new group that may one day –become raving fans.
  • There are no rules to revising your elevator pitch. Modify your message according to what you need in the present moment, and the crowd. The elevator pitch police won’t have a warrant out for your arrest if you change it up.
  • Talk with people who may not be your target audience, because they might know someone who might be the perfect fit. Profiling isn’t always in your best interest.

My colleague, who I met while speaking at the Small Business Expo and at the Boston Business Journal enthusiastically endorsed me in front of a room full of strangers. Love that! Thank you, Joy! She’s involved with a new venture working with entrepreneurs and small business owners, and it happens that I’m speaking with her mentor on a national level this week.

From my meeting this morning, I already got invited to speak on a panel in early April and begin preliminary discussions of a potential world-wide tour.

If I didn’t get up at 6 am I would have missed this. Will other opportunities to increase my PR and marketing expertise show up?  Definitely.

Say yes more often than you say no and see what happens.

Oh, and set your alarm clock.

PS:  Sign up now for the Digital Marketing Weapons Event at  Sleek Marketing University on Saturday, 3/26. I’ll be speaking about How to Get Free Publicity for Your Business and Grow Your Brand. Use the code CONTACT for 50% off – since many of you were at the Constant Contact event where I spoke on March 1.

Want more info? Read these other articles on improving your online presence. 9 Cool Free Publicity Tools and Tactics,7 Easy Ways to Get Attention Without Selling Your Soul and How Do I Get More PR and Online Visibility  We’re all experts in training!

This is a story about an amazing 15-year old girl who wanted to go to private school. Almost everyone told her she couldn’t do it. She’d never get it in and it was way too much money. Impossible and unrealistic they told her. “What was she thinking?”

It was late July. Summer vacation was in full swing. She had no transcripts, notes from her teachers or experience in applying to a coveted school.

One thing she did have though – was a dream.

Two or three times a week, my niece took her boat to town and walked up a long hill to say hello to the Admissions department. Piece by piece she hand delivered her application and asked what she needed to do next. Day by day we talked about what she wanted to accomplish, not worrying about obstacles.  They were clear – lack of financing, tight deadlines and fear of the unknown. “Don’t worry about the how,” I’d tell her. “Anything is possible.”

Our next door neighbor had children attending the same school and offered to talk with Admissions on her behalf. My niece didn’t know this. She went on her merry way visiting, collecting letters from teachers and pursued her dream.  I went to visit the school, to say hello as an unofficial ambassador for the cause and it was clear, they were impressed with her initiative, determination and cheery can do attitude.

You know the “Little Engine that Could”?

It wasn’t a total surprise that “The Teenager Who Could” was funded last minute by an incredibly generous scholarship that made attending possible. Bright and bold, this 15-year old who had never slept away from home got accepted.  She knew she wanted something big for her life – and wasn’t afraid to go for it.

In her first semester as a sophomore, my niece made MVP in JV soccer. In the second, she was asked to join the Varsity Ski team.  She’s a part of a vibrant community and loving it.

PR and Marketing lessons from a 15-year old.

If there’s something you want, give it your best shot. Meet people in person. Get to know them. Just be you. Surround yourself with believers who will go to bat for you, because they want to, not because they have to. Freedom lies in bold actions. You never know what’s going to happen. The power of intention can be magical. Make your follow through rock.

On Spring break she’s going to meet Donald Trump in Florida.

Who are you going to meet?

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Save the Date: Tuesday, March 1 – Join me and #branding experts, Christina Inge, Jeannette O’Neil and Heather Jackson at a Mastermind Workshop on How to Develop and Manage Your Online Brand at #ConstantContact Headquarters, Waltham MA.  Here’s the link to register. It’s from 10a – 2p. Attend one session or all 4.  Let me know if you’re coming! PS – it’s also free.

Ah, the year in review! I thought it would be interesting to take a look at the Top 10 of a few categories in 2015.

The top 10 business lessons compiled by Fastcompany, top 10 leadership stories by Entrepreneur.com and for visual learners in the public relations and marketing world – a look at the top 10 infographics by Marketingprofs.

In this article from Fastcompany staff, top business lessons from 2015 are shared from a variety of leaders and entrepreneurs. What were they? Calling yourself a freelancer might not be such a good idea, world travel can teach you how to expand your comfort zone and stepping back from the CEO position may actually prove to be the best leadership move.  Other lessons? Alone time works, crisis can help your company and more.

Could you have improved your leadership this year? Entrepreneur.com’s Laura Entis shares top 10 leadership stories worthy of mention and each has a valuable lesson. What’s important to note is that successful entrepreneurship starts with successful leadership and we can all learn to be better communicators and more effective leaders.  Worth reading — 50 Rules to Be a Better Leader, 7 Toxic People to Avoid When Starting a Business, 10 Examples of Companies with Fantastic Cultures. All here.

And where would we be without visual stimulation? Marketing Prof’s Editor, Veronica Maria Jarski gives us insights of her company’s top 10 infographics of 2015. Take a look at 12 Secrets of Human Behavior to Use in Your Marketing, The Only 10 Slides You Need in a Pitch and Best Days and Times to Post Content  — and how could we forget the Ultimate Cheat Sheet for Social Media.  These are great infographics to post on the wall (if you like doing that sort of thing).

A year in review by observers, seasoned marketers and entrepreneurs.

All good for your business. All good to keep in mind for the New Year!

As a business owner, your website is your ‘hub’. It’s where you show off your goods, products and more importantly – yourself. The more people see your website, the more they know about your awesomeness!

Are you thirsty for web traffic? Let’s explore the concept of SEO juice, especially with 2016 just around the corner!

The first way to get more SEO juice is to squeeze more juice out of your current content.  That means you should always be linking back to the content you’ve written or shared before. It’s called internal linking and should be done deliberately and often.  KissMetrics wrote the Seven Commandments of Internal Linking.  According to the author, “It’s not overwhelming, complicated or difficult.”

So, what are you waiting for? Start learning the rules of internal linking and may the traffic begin!

Besides linking to previous content, there are several other tactics to rev up your SEO juice. Here’s an article by Hello Spark’s, 4 Important SEO Tips for Your Website. It’s easy to read, to the point and actionable.  Their tips are really call to actions and everyone who owns a site can benefit from these suggestions.

And, marketing veteran Carrie Morgan shares 3 Ways to Transform Your Blog Into a SEO Machine.  She talks about installing a great SEO plug-in like WordPress SEO by Yoast and using keywords efficiently. By choosing one keyword and including it in your post permalink, title and first sentence, you’re sure to get more juice. There’s more of course and you can read it here.

Lastly, what happens when you move or overhaul a site? SEO juice can and will spill all over, without a plan.  James Archer writes about the importance of the ‘301 redirect’ in this article on Forty.co. Read, bookmark and apply when needed!

Squeeze the SEO juice so traffic flows to you!

Talking with small business owners and entrepreneurs as often as I do, I’m interested in their plans to promote and market themselves.

There may be a vision for a year at a time – or what they’d like to accomplish in 2016, but it often grows to a stage of overwhelm. It’s easy to do – especially when you are in charge and want to “do it all.”

News flash. You can’t do it all and certainly not all at once.

My recommendation is that you map out a general strategy for 2016, where you want to go, where you want to be seen, heard and noticed, and where you see your business coming from. Then in 90 day increments, plan it out.

Sure, highlight important conferences, meetings, deadlines, speaking engagements on an annual calendar – but work on chunks at a time. Even if that means focusing on 10 items a day to get your work done to meet your short term goals. Short term goals don’t create as much overwhelm as long term goals and worrying how you’ll get there.

We choose to worry. We choose to dream. We choose to focus on the next step.

Your next step is Firing Up your 90 Day Marketing and PR Plan. I can help with that.

It’s the beginning of December. Where will you be on March 1? I’ll be speaking at Constant Contact headquarters with Jeannine O’Neil and Christina Inge.

Is your PR plan for 2016 all wings and bones or a comprehensive program built on certain key elements and well prepared strategies?

In Developing a PR Plan, Rachel Meranus of Entrepreneur.com explains the importance of assessing and planning a Public Relations plan – reaching out six months, but realistically looking at three with room for plenty of tweaking. She also recommends examining the tools and tactics you’ll be using — including editorial calendars, speaking opportunities, bylined articles, blogs and social media.  Are you following these same guidelines?   Compare yourself here.

John Jantsch, who writes a terrific blog at Duct Tape Marketing shares a 5 Step Small Business PR Plan for Today.  Why is this valuable?  Because it’s simple and makes sense. Listen. Network. Pitch Curves. Release and Amplify. Follow these guidelines for your 2016 public relations plans and tie it into targeted marketing for great success.  I’m all into roadmaps.

How about When Your PR Goes Really Right (Or Dead Wrong)? Contributor Cheryl Conner writes about innovative PR ideas – and in this Forbes.com article talks about creating Irish Stew Tacos and attracting traffic to a local animal shelter, with a not so friendly dog. What story can you position to get attention and use the media to promote your cause?

Finally, let’s look at Become a Press Magnet by Following this 5-Step Blueprint by Jonathan Long.  Again, solid advice to maximizie your media exposure. One of his points?  Be sure to answer HARO or other media requests often. This, and being active on social media, puts you in front of journalists.

With years of hard work to create a strong brand, marketing and visibility, why would you ever create a PR plan on wings and bones?

I love the phrase, “I’m an expert in training!” I heard it before I went on stage at Blogcamp Boston last weekend and asked to use it. Aren’t we all collaborators in the learning process?

Getting more online visibility and PR  is no different. We teach each other.

Here’s a short list to get more online visibility and a bigger bang for your buck!

  1. Be authentic in who you are and in your brand. Be consistent in your look, feel and marketing messaging. You are your brand wherever you go.
  2. Write a blog, share your expertise and do it often. I write a Robin’s Rainmaker once a week, but also write for PayItForwardRetreats.com, which is very important to me. Getting your name and brand out there for what you know and believe in will help raise your visibility.
  3. Share your content on all social media platforms. Don’t know the latest on Periscope? Don’t have a nervous breakdown about it. Use the tools you know and what works for your target audience. Are you in B2B? Then LinkedIn is a good choice and offers more than you can ever imagine. Does your crowd hang on Facebook? That’s the place to be.  Go where your market is.
  4. Create graphics and get them for free – or for a buck ($1.00) at www.Canva.com.  It doesn’t cost a fortune to be creative and compelling. It’s a must for marketing and PR, and honestly, Canva is easy to use.  Every business can benefit from this cool tool. Sit yourself down and try it.
  5. Reach out to influencers and align with their brands. Did your mother ever tell you, “Birds of a feather flock together?” Same thing here. Get noticed by influencers you admire by connecting with them and commenting on their work. Build relationships online, but in person too. It’s amazing who you can meet on twitter and how you can stay in touch.  A compliment goes a long way.
  6. Be a resource to reporters. OK. Don’t overthink this. If you’re writing about your expertise and reaching out to influencers, and doing it often enough, do you think you’ll go unnoticed? Only if you don’t do this! Use this super cool resource to find reporters in your target industry. If you pass this by, you’ve wasted an enormous tip!
  7. And lastly, Podcast Heaven. Use this cool tool to find podcasts in your industry and pitch yourself as a guest on one, several or tons. Get the recording, ask if you can transcribe it, and create multiple blogs. Don’t forget to use all of your keywords for SEO Juice! Check it out!

Start using these tips and you’re on your way to getting more visibility. Which will you implement today?

I get a ton of emails every day and they build to nearly a thousand a week.  There are newsletters, blogs, podcasts, free books and more. It’s no secret that I love to read and learn new things, especially about marketing and public relations. But, I don’t open every email – unless the subject line interests me – or persuades me to take the chance.

Yesterday, I opened an email and it was about the Art of Persuasion.  It got me thinking about how important persuasion is in business, PR and marketing, and of course, in life.

Do you know how to persuade to succeed?

In 9 Habits of Persuasive Business Leaders, Jacqueline Whitmore tells us that the ‘Art of Persuasion’ really starts with life skills.  Curiosity, honesty and confidence lay the corner stones for leadership and persuasiveness. But, it takes more than just being curious or honest to be an effective persuader. Read here for ways you can be more persuasive.

Naturally, communication is critical for any leader, so it’s no surprise that persuasive business communication is highly valued in the workplace.  Demand Media published this article about effective persuasion which talks about building and trusting business relationships through constant nurturing and a willingness to get feedback. Are you a leader who listens to other’s concerns or are you thinking of your next move (or what to have for lunch)? Be honest….

Lastly, if you’ve already applied persuasion tactics, but haven’t been so successful, check out this article from the Harvard Business Review. With a bold title, Change the Way You Persuade, you may think differently about how to persuade someone. The takeaway?  Determine a business leader’s decision making style and approach them in a way they understand. It’s a must read.

Are you a Charismatic, Thinker, Skeptic, Follower or Controller?

Let me know @RobinSamora. I’m a Charismatic. Always excited about new ideas and concepts!