Want to be a LinkedIn superstar? Why not, who wouldn’t? 

LinkedIn is the world’s largest professional networking platform with 467+ million members, so you ought to look good whether you’re promoting your personal or professional brand, or building a sales funnel, online and offline.

The basic version of LinkedIn is a no-cost marketing and PR tool that you can create, modify and save 24/7, 365 days a year. That is, for now. I’m not sure what Microsoft will do in the future.

You know the LinkedIn basics, but I’ll reiterate them.

Complete the entire profile, first. Post a professional high res picture that looks like you, today, not 50 pounds ago. Create a profile title using strategic keywords and add the bar key – that’s shift forward slash – to get the biggest bang for your space. Create a LinkedIn cover photo for free on  Canva.com. Customize your URL with your name; ie, www.LinkedIn.com/in/RobinSamora.  Use all 2000 characters in the description, attach your blog, a book chapter or special report. And don’t forget to include your accomplishments. It’s not bragging, it’s promoting.

Now for more advanced LinkedIn tips.

  1. Include your city in your profile title which helps your profile stand out 20+ times more.
  2. Consider using a colorful background for your photo. Your image will pop and not be boring.
  3. Structure your company page to convert customers. Include an image with a call to action.
  4. If you’re prospecting, save your searches. After all, why re-create the wheel?
  5. Download your LinkedIn contact’s email addresses to build or mirror a potential Facebook Ads list.
  6. Start a LinkedIn group to gain authority and build your networking capability. This puts you in control.
  7. Publish lengthier content (around 2000 characters) on LinkedIn Publisher (formerly Pulse) on a consistent basis. Create titles 40 – 49 characters long. Include images to attract attention.
Thinking about sponsored ads on LinkedIn? Check out their lead gen form to easily collect info from 500+ million professionals, without clunky forms. Sales just got easier.  So did ROI. On mobile phones, for now. Take a look.

 

  1. Use How-to and list style headlines, but not questions. They typically perform poorly.
  2. Don’t embed YouTube videos. They also lack performance.
  3. Test publishing long content on Thursdays. It seems to be a high-traffic day.
  4. Write so that an 11-year-old can read your content. Make it easy to get through, not a thesis.

Take a look at Boston University’s #BUGiving Day and their social toolkit. I’m not sharing this just because it’s my alma mater. I like how it’s put together.  It’s a content-rich example on how to develop your own communication tool to share news, special events and promotions.

I signed up to help support their event and received an email follow up asking me to be a social brand ambassador for the cause.  “Sure,” I thought.  “Why not.”

First, here’s the email that I received:

Hi Robin:

Thanks so much for signing up to receive email reminders about BU Giving Day 2017.  The big day is now just two days away, and we couldn’t be more excited!

I’m reaching out today to remind you to save the date for Wednesday, and to spread the word to your fellow Terriers that #BUGivingDay is coming.  We’ve put together this social toolkit to help get you started.

We’d also love it if you joined us as a social ambassador.  When you sign up, you can link your favorite social accounts and receive emails with easy one-click sharing when we have new content.  You also have the chance to win some great prizes just by signing up.

Thank you for your support of Giving Day – you help us make a huge difference in the lives of BU students today, and for years to come!

Thanks,
Phil

When I saw their social toolkit, I was intrigued. When I opened it up, I loved how it was organized with easy to read headlines and sections.  Giving Day Basics. Examples of Facebook posts and Tweets. Facebook Cover Photos. Instagram Pictures.

Great job BU.  Not just cause I’m from COM. It’s good work.

If you think that email marketing is dead, you’re dead wrong.

Email marketing is alive and well and growing every year.  As a marketer, you can use email 24/7 for distributing a variety of content – offers, photos, coupons, links to where you have been published and so much more.  In fact, you can share personal stories, testimonials from clients, blogs, articles, surveys, press releases and almost anything you think of that will be of interest to your subscribers.

But, to build a viable email list, and turn prospects and customers into raving fans, you must get their permission before you hit send. You definitely don’t want to be known as a spammer! Whether you use Constant Contact, where I’m a brand ambassador or another email provider, you’ll want to learn best practices on how to grow an audience who like, know and trust you.  Why?  So your target market will eventually buy from you.  You have to attract, convert, close and then delight your customers.

Marketing is a process, not a race. Prospects consider buying your products and services, they don’t have to.  They first have to gain your trust. Creating and distributing valuable educational content via email marketing is a fantastic way for people to see what you’re all about. Email marketing attracts strangers through content, keywords and social sharing.

What can you do with email marketing to grow your business?  Check out my YouTube video to find out.

Engage your target market, create a lasting bond, get feedback, inform, entertain, share news and accomplishments. Let them see you as a human, after all humans do business with humans.  Again, just be sure you have your reader’s permission and offer an opportunity to opt-out or unsubscribe at any time. No questions asked!

The power of marketing is greater than you probably ever thought. Here are some stats from HubSpot where I’ve recently been accredited as an Inbound Specialist.

  • 3 billion+ email accounts send 196 billion emails every day
  • 91% of consumers check their email every day
  • You own your email channel; (I call it your ‘owned’ media)
  • 77% of consumers prefer email for marketing communications
  • Email has a marketing ROI of 4,300% — Wowza!

Want more info? Check out these links on email marketing:

A Quick Guide (and Infographic) on Email Etiquette from Entrepreneur.com

The One Word You’ll Want to End Your Emails with to Ensure They’re Read from Inc.com

How to Add 128 New Subscribers to Your List Every Day from Neil Patel.com

Promethus, best known in Greek mythology as the Creator of Mankind said this:

“Big things have small beginnings.”

Thousands of years later, a Greek marketer from Boston concurred. “Start small, think big,” she said.

We’re both right.

 

Facebook is the rage – and why not?  You can target niche audiences, spend as little or as much money as you want for advertising and create look alike audiences with your email lists. Another option is to download your LinkedIn contacts onto an Excel file and import the data. I wrote about a few of these ideas in a recent Facebook marketing article.

But how can you use Facebook events to grow your business?

Think about creating and promoting events like these to connect with your target audience:

  • Trade Shows
  • Demonstrations
  • Pop up Events
  • Webinars
  • New Classes
  • Speaking Gigs
  • Book signings
  • Ticket Sales
  • Grand Openings
  • Unboxing your product

Sure, you can offer discount offers to your community, invite people to your sporting events, job fairs and auctions too. Think of what’s coming up on your calendar and create a Facebook event to share the news!

If you’re looking to promote your business and keep pitching, content and social media organized and on topic, consider using editorial calendars.

Editorial calendars can be used in several ways.  One way to use them as part of your PR and marketing plan is when you’re looking to pitch a publication a story.  You’ll want to see what topics the media covers over the course of a year, and that’s usually outlined month by month.

Let’s say you were pitching an article about brides, you typically wouldn’t pitch a story in June at the height of the season, you’d approach editors up to six months in advance when they were featuring brides. Editorial calendars can also be used to make sure your pitch topic is in synch with the publication’s calendar and hasn’t been covered recently.

Another way editorial calendars work is when you create them for your own PR and marketing planning.  You can keep track of your own content, blogs, articles and social media and know when everything is running and have the option to move content around.

As a small business marketing expert and PR Mentor, I like editorial calendars because you can create your own, use a digital form or any variation of the two. You can also create them with an excel spreadsheet or use popular templates, a few of which are below.

Want to know more about editorial calendars?  Take a look at the articles below:   

Here’s a Sample of the Wall Street Journal Editorial Calendar for 2017

And, one for InStyle Magazine Editorial Calendar 

Lastly, Forbes Media 2017 Editorial Calendar

Want to see a few editorial templates?  Check these out for ideas:

Editorial Templates for Blogs, Social Media and Content by HubSpot

105 Types of Content to Fill Up Your Editorial Calendar by Convince and Covert

Editorial Tips, Tools and Templates by the Content Marketing Institute

By using editorial calendars to get press and organize your content, you can be more organized, see what’s popular on social media platforms – and keep your audience engaged!

If you’re looking to gain visibility, leadership position as an influencer and build a niche target audience, think about podcasting.  It’s a PR and marketing tool that clearly shows you have authority in your industry and helps you to gain credibility. It also builds your reputation as a thought leader and allows you to connect with your audience and fans who want to know more about you.

What’s unique in today’s world is that you don’t just create the media – you are the media!

Podcasting is your content, your show and your brand. Clearly, you have an unbridled advantage to inform, educate and entertain – as you like. And, it’s an affordable platform to share your message and build a base of raving fans.

Remember, you can start a podcast on your own or you can opt to be a guest on a podcast too. Both work to build your social media platform. You just need to do it!

Here are a few easy ways to start podcasting:

First, find influencers and experts in your field who inspire you, or who you learn from. Check them out online and see if they’ve started podcast. Search the iTunes Directory for podcasts by categories and see what you find.

Pick out a few podcasts that seem interesting, then start listening. Make notes. Is there a subject       that’s not being covered? Do you have a new twist on a topic and want to attract an audience –   that’s not being served?

As a small business marketing mentor, I want all of my clients to stand out in a crowded marketplace and get the publicity and attention they deserve. Podcasting is just one of the 100’s of ways you can market your brand, gain free PR, improve your Google rankings and show the world you’re an expert.

Plus, you can use free tools like Audacity to record and edit your podcast. This keeps costs low while you experiment and get more comfortable with the platform.

Remember, you’ll need to promote your podcast too. It’s important to get listed on the iTunes Directory but there are other PR and publicity tips to maximize your visibility:

  • Include the podcast link in your Google profile which is great for SEO
  • Put a link on your social media profiles
  • Create a behind the scenes video for YouTube or upload photos to Instagram
  • If you’re an author and have an Amazon Central account, include your podcast link there
  • Interview other experts who want publicity and ask them to co-promote to their lists too

PR and Marketing doesn’t have to be a chore. It can be fun and grow your business at the same time!

As part of pushing past my comfort zone and experimenting with YouTube, I’m creating a series of videos on How to Market Your Small Business on a Dime.

They’re intended to be short and provide insight on a particular PR or Marketing strategy that’s either free or cost effective.

Here’s a YouTube video about the importance of blogging for anyone who wants to be a small business marketing expert. Blogging allows you to be the media and speak in your own voice. It’s a PR and marketing tool to gain credibility, build your reputation and increase leadership position so you can sell more products and services.

As a small business marketing expert and PR mentor, here’s how I recommend you start blogging:

  • Think of topics, questions and problems your target audience wants to know about.
  • What keeps them up at 3am? What do they need to know? How can you help them solve their problems?
  • Start a swipe file where you can collect your ideas, other’s emails, blogs, articles, quotes or graphics for inspiration. Some people call this a folder. It can be both physical and digital.
  • The more you write the better you’ll be. Not sure how your blog post sounds? Read it out loud to check that’s it has a conversational tone. Think about writing to your best friend or best customer.
  • Own your URL or website name. You can post your blog there, plus you can buy another URL specific to the blog’s topic. You can also buy several keyword phrases and direct all traffic to one site.

If you want to learn more about blogging or are just starting out, check out WordPress.com
and the free blogging and website platforms there. They’re user-friendly, mobile ready and customizable.

Looking to see if a URL is available?  For fast results, I like GoDaddy. You may be eligible for a 99-cent deal too if you enter via Google.

Want the insider scoop on social media marketing? Read the blogs and articles from SocialExaminer. They also have a podcast for information on the go.

Another great site to get all kinds of tips and tools for bloggers who want useful customizable templates is CoSchedule.  You’ll find tons of free information about marketing online there.

Lastly, Neil Patel is an online wiz and a world renown marketing expert. Learn from this master at NeilPatel.

Blog to get authority and increase your visibility. And, try to write at least once a week if you can. Every inspired action you take to build your brand, also builds your like, know and trust factor. You need that to make sales.

For other videos about small business marketing and PR, check out my YouTube channel. I’ll be posting as frequently as I can!

A few months ago, I met Kim Lundgren at the Unmask the Greatness in You Conference, sponsored by the Center for Women and Enterprise. I was a featured mentor and she booked time with me for a half-day marketing intensive.

What does Kim do? Her company, Kim Lundgren Associates creates sustainability dashboards for local governments.  She’s on a fire. In a good way. Busy booking business and growing her brand on multiple platforms.

Kim and her team met with me last week. What did the day look like?  Here’s a glimpse. 

Four (4) hours of high intensity training on how to foster deeper relationships with clients, increase visibility, secure speaking gigs, gain PR, generate leads, build out your brand, promote your podcast, get free press, maximize upcoming events and then not go crazy.

Here’s what Kim had to say:  

“Robin opened my eyes to the vast opportunities and resources available to not only promote my brand but to actually grow my business. In just 4 hours, I have a renewed sense of excitement and a clear set of priorities to focus on.”

If you’re looking to get clarity, where to focus and spend your time and PR and marketing resources effectively, consider a VIP Day. Don’t get blinded by your blind spots.

Find Out How a VIP Day Can Grow Your Business

I’ve had the pleasure of working with Phill Naylor who produced my YouTube channel.  In addition to being a YouTube expert, he also owns a digital marketing agency, Xtralarge Media.  What’s his insight about Facebook Marketing? In short, explore the possibilities creating look alike audiences to expand your reach.

10 Ways to Attract New Business with Facebook Marketing (and Creating Look Alike Audiences) 

  1. Set up a Facebook Business page to connect with your audience. It allows you to gain the like, know trust factor, build a community and show a behind the scenes look at what you’re doing on a day to day basis.
  2. Use Facebook groups as a way to showcase multiple products and services — if your brand has different branches and audiences. With one business page, you can speak to all of your customers and fans without them scrolling through every post.
  3. Learn Business Manager/Power Editor. You can download the application for free if you have a Facebook Account. This allows you to explore far more marketing options than inside the traditional Ads Manager.
  4. Upload your email list to Facebook and create an ad targeted to just them. This allows you to market to people who are already receiving your information.
  5. Create a look alike audience of your email list to market to. This expands your own email list powerfully.
  6. Install a Facebook pixel on your website. With this pixel or line of code, Facebook will track everyone who visits your website and you can extend your reach.
  7. Create a look alike audience of people who visit your website. Keep testing to monitor results.
  8. Ask Facebook to track anybody who visits or likes your Fan Page and advertise to them.
  9. Create a look alike audience of your Facebook Fan page traffic. See what that delivers.
  10. Lastly, ask Facebook to create an audience of anyone that has viewed your videos (and then create a look alike video audience). You can track multiple analytics, like how long they’re watching, where they stop and so on.

Although I understand Facebook as an important marketing and PR tool, I wasn’t aware of all the look alike marketing possibilities and the power of email marketing, taken to a whole new level. And, we haven’t even discussed retargeting!

Phill has a new Facebook group, Local Ads Academy where he’s hosting free classes. If you want to learn more, email him at [email protected] and ask to join.

About Phill:

Phill Naylor is Founder of XtraLarge Media | 10 Ways to Attract New Business with Facebook Marketing Phill Naylor is Founder of XtraLarge Media, a digital marketing firm that focuses on helping clients get the biggest bang for their buck with video and social media advertising. He is an expert in Facebook marketing and works with small business owners to power up their brand, rank high on YouTube and influence prospects to buy. He believes video and Facebook will reach more customers than any other platform combined.

Have the Do’s and Don’ts of Social Media changed about sharing your political views? I guess it depends on how you heated up you are personally (or not) over the current state of affairs—and if you want to share that publicly as a business or brand.

Brands have a core message and stand tall for what they believe in. They can also influence, motivate, alienate or outrage prospects, customers and audiences. We see that in a big way today with swings to the left and to the right in Washington, and all over the country.

As a PR Mentor, I suggest to my clients that they keep their brand or company comments on target to their core message and core values. If your brand is a political one, that’s a completely different story.

In the past, there were 5 Subjects we never talked about on Social Media:

  1. Sex
  2. Politics
  3. Money
  4. Sports
  5. Religion

Today, each of us is the media.

We can share our opinions openly and for free. I honor that and am grateful for that right. But, how will your message affect your brand if you are the spokesperson – or you are the brand?

  • Do comments about sex, partying and boozing it up online affect a job search?
  • In a divided society with emotions high, do political comments help or hinder your ability to be a leader, get a promotion or win a prize client?
  • Does talking about having lots of money alienate you in a world where many are struggling?
  • Are you infuriating fans of one sports team (and possible customers) when you are obnoxious about a recent win of your rival?
  • In a world of many religions, faiths and beliefs are we helping or hurting our brand with off the cuff or insensitive comments?

Ultimately, it’s up to you how to position your brand, and what to say or not say on social media.

Before you post ask yourself two questions. What’s my intention? What’s my end goal?

Whatever message you share, be sensitive to how it will be perceived.

It does matter.