My tagline is “Don’t Be the Best Secret in Town” and it’s no secret that I love to teach small business owners, experts, authors and professionals how to promote your business and brand. Why? I’ve studied and practiced PR and promotion for over two decades and it comes naturally to me.  I also love to see people succeed and share their gifts so they can sell more products and services.

Even though there are hundreds of ways to promote yourself, there are a few timeless principles that I’d like to share.

1)  Go outside your comfort range and step into the brand you want to be. If that means faking it until you make it, go for it. The feeling is what you’re going for, hand in hand with inspired action. Determine your core values and make every decision from there. You won’t go wrong.
2)  Keep moving forward. We all get discouraged and may want to hide in bed, but that’s precisely when you have to jump back up and restart the engines. There isn’t one flower that I know of that blooms 365 days a year.
3)  Make a dedicated effort to learn. There are countless videos, programs, articles, webinars, classes, and experts in your subject field that know more than you. That’s a good thing. If you’re not growing, you’re dying. I’d rather grow today, thank you.
4)  Acknowledge that you’re an expert in training. We can all learn from one another and even the smallest piece of advice that you take, digest or tweak can move your business in the right direction. Sometimes these experts are disguised and are at networking meetings at 7am. Set your alarm clock for 5:30.
5) Hang with, hire or be a part of a group that’s smarter, richer and more successful than you. You’ll get to where you want to go quicker when you listen to the voice of experience. It’s worth the time, effort and money to hear how others have accomplished goals.
I would add that you want to be accountable to yourself, a group you’ve put together or a Mastermind. But, don’t underestimate the power of a mentor or coach who you trust. Find the right one and they can transform your life and business. You still have to do the work though!
Oh, and write down your goals. When you follow these timeless principles and put pen to paper, or pen to pictures, you’ll become a manifesting machine.

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!

I’m a big believer in using events to grow your business. Events provide a forum for you to showcase your expertise, grow your database, make new contacts and attract new clients.  And, if you’re in the front of the room as the expert and love engaging with the audience, it’s also fun!

In this article  5 Ways to Grow Your Business with Events by Eventgenioso, you’ll find events other than tradeshows to increase your ROI. Some examples? Experiential events for brand activation or product launches which pique the media’s attention. Training or seminars with high profile speakers in your industry, that even the fussiest client can’t refuse. And, incentive travel for new prospects and to jazz up your sales team. Fuel prices are low, everyone loves to travel and you can mix and match programs to target your goals. Have the courage to make it a mystery trip? 

As an INBOUND Guest Blogger (blogging is a great way to get media mention BTW), Joel Comm talks about using live events to drive business. In his post Live Events: The Fastest Way to Grow Your Business, he discusses the importance of meeting new people and building rapport with your audience. First, there’s getting to the like, know and trust stage. Then comes the opportunity to do business. Yes, live events can be fun and should be – but don’t forget the value of finding out what’s new (and trending) from vendors and starting conversations with strangers, who may one day be your client! 

Lastly, Constant Contact’s UK blog lists 7 Events to Grow Your Business with content definitely worth mentioning. You may be thinking networking or throwing a party right off the bat, but what about an Open House? I’ve suggested this to hospitals to Meet the Doc. There are also events to Get a Taste of “your subject”, expert/customer panels where advice and testimonials can be shared openly (great PR) and of course, Breakfast n’ Learn, to start the day off right. Make your own waffles, anyone?

Events work to build business, expert status, reputation and credibility.

I’ve been promoting for most of my life. Ideas, interesting concepts, friends, schools, my kids, favorite consignment stores. You name it, I’ve always found a way to accentuate the positive. I learned it from my Dad, the ultimate promoter and influencer.

“When there’s a will there’s a way,” he would tell me.  By learning marketing, PR strategies and how to maximize ROI, he beckoned us to take advantage of every opportunity, live life – and live it up!

In How to Get Great Free Publicity from WikiHow.com, we get more than a few ideas to grab attention and get through to the media without spending a fortune.

  • I love the tip if a journalist “blows you off” tell them you’re new at this and ask for help.
  • Or, how about getting the right phone number for a journalist by researching Hoovers.com

 Click here to find other Free PR strategies.  

Lisa Furgison, from VerticalResponse.com shares 7 Tools to Get Free Publicity for Your Business for small business owners.  I’ve been a fan of  free online directories  for quite some time, but Lisa sweetens the pot adding these tips: 

  • Use a shortened version of your bio to create a resource box at the end of articles or guest blogs. Make every word count and include a call to action; Grab Your Free Report. Download this Checklist. Contribute to my trip to Bora Bora. (Why not?)
  • Sign up for a 7-day free trial to Contact A Celebrity and see for yourself how your brand or cause aligns with a potential 60,000 celebrities. See if they participate in a “gift program” where they’ll review your product. No guarantees of course, but why not try?  

 Find other Publicity Tips here that won’t cost you a dime.

I’ll add my name to the hat with a free report I’ve created called the ABC’s of Free Publicity. Discover how you can mix and match PR strategies with an alphabet of tips and tricks to choose from to maximize your visibility, credibility and expert status. Download the Report Now and Promote Your Business or Brand – Even Without a PR Budget.

Take advantage of all of these Free Publicity strategies and learn to market your business or brand on a dime.  Why not, Bora Bora might beckon you too!

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! 

It’s not magic.  It’s resourceful PR strategy.

Last week, on the night before a big speaking gig, I created a checklist to giveaway as a brand reminder and resource for my audience.  Since my topic was ‘How to Use Free Publicity to Grow Your Business’, it seemed like the perfect fit.

How to Turn a 900 Word Article into 36 PR Opportunities

>>You can download this free PR resource here

I stayed up late racking my brain for marketing ideas and clever ways to repurpose copy.  My thoughts are always the same. You should be getting the biggest bang for your buck, especially when it comes to PR and promotion!

Yesterday, one of my favorite clients picked five ways she’ll promote her brand. She already has articles on LinkedIn, pitches, a few interviews and blogs galore. She’s knows exactly what to do to get more PR!

Why reinvent the wheel when you don’t have to?

Take Advantage of this Free PR Resource Now!

Then, write, tweet @RobinSamora or send a smoke signal on what you’ll use to reach new audiences and share great content. I’d love to hear from you!

PS – If you’re in the Greater Boston area, I’d like to invite you as my guest to an upcoming Boston Women Connect, Building Business Connections Networking Event. In fact, I’m speaking there on Tuesday, April 26 at the Marriott Courtyard in Woburn. My topic?  How to Market Your Business and Brand. For details and registration click here, and use the promotional code power for your complimentary ticket.

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!

First, check out this awesome tool that analyzes and scores the headlines you’ve written.  It’s a free headline analyzer from Co-Schedule.com. If you’ve never used it before, definitely give it a try. The goal is to come up with a score as close to 100% as possible.  Mine rated a 72%.  What I should do (note to self) is write a page of headlines and in my free time, analyze them.  Better yet, I’ll invite a few friends to come over and we’ll come up with titles over a bottle of wine. I bet they’ll rock.

There’s also another tool that analyzes the emotional marketing value analysis of a title. This fascinates me (as many things do) and I’ve included the link here.  It’s another perspective on how your headline is viewed and it’s available online at the Advanced Marketing Institute.

Next up is an article on how to tweak your headline using specific words and punchy phrases.  Author, Tamsin Henderson gives her advice in this article which was featured yesterday in HARO (you gotta love HARO). Read How to Tweak Your Headlines for Success and see what changes you can make in your copy. And yes, we do recognize that character counts do count.

HubSpot always has great information and articles on a variety of marketing and public relations topics. Here are more guidelines on How to Write Catchy Headlines & Blog Titles Your Readers Can’t Resist from Corey Wainwright. Be clear, accurate, brainstorm with others – and don’t forget to be a little bit sexy.

Lastly, let’s look at Megan Marrs’ article 19 Headline Writing Tips for More Clickable, Shareable Blog Posts from Wordstream.com. She asks her readers to think about adding numbers, digits and lists, educating your audience, breaking convention – and also suggests writing about breeding distrust, indicating we’re a pretty cynical society!

There you have it.  A variety of sources on ‘How to Write a Kick Ass Headline to Market Your Brand’.

I’d add to this with the following advice.

Practice makes perfect. Go to a supermarket and look at the headlines on tabloids and magazine.  Think about eliciting a response from your reader. And, try to use key words that align with your brand. Vary it up though. You don’t want to build on boring.  Remember, you can’t always use the headline alone to drive traffic. It’s just part of the mix. Write great content, be relevant and use free SEO tools, tactics and plug ins to help as well.

We’re not trying to be perfect here – we’re all learning as we go.  We’re also building our brands in ways that express who we are and how we can help others.

 

PS – I’ll be speaking about ‘How to Get Free Publicity for Your Brand and Grow Your Business’ in Cambridge, MA on Saturday, March 26th at Sleek Marketing University.  The theme of the event is Digital Marketing For SkyRocketing Growth – What’s in Your Arsenal?  Join me and fellow speakers Christina Inge, Kai Chung, Jamie Bradley, Chuck Goldstone and Craig Carpenter as we dig deep into online marketing and how you can ramp up your business in a big way. Use the code SOCMED for 40% off.

Today I’ll be speaking at Constant Contact about PR Power on a Budget. There should be about 100+ people in the room and I’m on first. All good with me.  I sent in my presentation last week, practiced and decided on an outfit, with a backup just in case.

Does What You Wear Make an Impression on Your Audience?

If you said no, I’ll beg to differ. If you said yes, you’re right! I always tell audiences, “you are your brand wherever you go” and it’s no different on stage. There could be a roomful of prospects that are interested in what you have to say and perhaps wonder what you could do for them. In my case, they want to see me at my best, and I want to give them my best. The total package. I’m also speaking about my passion, “How to Market Yourself” or a variation of the PR theme.  Clothes do count so wear them well and smile for the camera!

Here are 5 Tips on Styling for the Stage or Giving a Presentation and Elevate Your Brand:

  1. Always dress a few steps above your audience. You are the expert and should dress like one. If you’re speaking from stage and are any good, the audience wants to aspire to be like you. Confident and successful. And if you’re selling, it’s even more important. Play the part with your dress, attitude and aura. You’re probably not selling a $49 service.
  2. Many years ago, I made the huge mistake of wearing a red jacket with a leopard collar to a blue chip law firm for a Ryder Cup Event meeting.  I thought I looked jazzy, but the client apparently didn’t think so.  I should have worn a more stylized ‘dress code’ selection, but I didn’t even think about it.  If you’re going to give a presentation to a conservative client or firm, don’t wear the leopard collar. Find something appropriate and accessorize gently. Learn from my 5 figure mistake.
  3. If the audience can smell your cologne, perfume or moth balls from the stage, that’s bad. I’ve been in elevators where I’ve held my breath and the ride to the 30th floor almost did me in. Everything you do has to be brand on, and that includes how you smell.  It seems foolish to even have to mention, but I’ve been at 2 events lately where it mattered.  I suppose I didn’t have to sit in the first row.
  4. Shoes count, especially with women. Women check out other women’s shoes. In fact, women check out everything.  And ask questions like, who cuts your hair and other sometimes personal questions you might think off limits.  My advice, answer at your own risk, or not. You were brought up to answer questions, but you don’t always have to.
  5. Tight dresses and short skirts. Men check out how tight dresses are and how short skirts are, but women take it all in too. Needless to say, refrain from daisy duke dresses and ladies, wear Spanx. Also walk in from the side of a room if you have the chance.  I talk about it in my upcoming book, why. Hmmm.

A few other suggestions.  Men, be sure that your pants are zipped because there’s nothing more horrifying than to have your fly open on stage.  No joke, not that I look, but I saved two speakers from a very embarrassing moment and let’s just say they were grateful.  And ladies, make sure that you have extra pantyhose, because runs really do look bad on stage. And the pink polish to stop the run, is so yesterday.

Wake up extra early too and get to your location well ahead of time. Have 3 copies of your presentation in different places or devices. As another piece of advice, just keep the most recent version. I once delivered a presentation to 300 people and it was a near final draft with notes I made to myself.  When I realized it on stage, I covered my mouth in horror then laughed. It was the most authentic presentation I ever gave and one of the most successful.

Go figure.

Style up your brand. Speak to build an audience. And have fun.

Life is short and you can’t be working all the time.

PS – Remember I gave 2 talks to University Students in Puerto Rico? The University of Puerto Rico had a television crew before my event and did a news segment on me, in Spanish and English.  I never expected it, but it was fun.  You can snag publicity while you’re on vacation! I’ll post the interview on Twitter. Follow me @RobinSamora.

Having a solid intention lights a fire of purpose and power.  And, in PR and marketing, it’s no different. How you do anything is how you do everything, so why not start strong at the get-go with PR that will help you build your brand and business, make a real difference in the way you’re presenting yourself and bring in results!

I love this article by Cheryl Conner, The 7 Keys for Purposeful Public Relations in 2016. She refers to her friend and colleague Val Hale, who’s written a book, “Living a Life that Matters” and uses his same principles as it applies to public relations. Here are a few that make total sense and are rules to live a life by: Be a doer not a spectator, make a difference in other’s lives and be a lifelong learner. The others are here. (worth a read)

Marijane Funess, gives us her recommendations for a masterful LinkedIn strategy in Top 10 PR Best Practices for LinkedIn. Even if you think you’re a superstar, you may want to skim the article. Are you telling journalists who you are? Are you asking questions and answering them for others? Are you seeking recommendations from others? According to the author, recommendations beget more recommendations.  Check out her other tips to get out there purposefully.

And finally, are you using your own team and employees to maximize your brand? How often do we all forget that communication leads to consistency – and ultimately more business! Read Maurizio Tiberi’s article for Online Branding Best Practices and check out your Brand Smarts.

PR on Purposes starts with making a decision to get involved.

It doesn’t have to be a chore, make it fun!

PS – Are you interested in learning in a group setting?  I’m thinking of starting a PR mastermind of six (6) entrepreneurs and small business owners who want to take their business and brand to the next level. Let me know if you’re interested or know of someone who is. Write me at Robin@RobinSamora.com or call (617) 921 – 3448. More details to come.