linkedin marketing webinar - it's not just about jobs! it's real business

BLOGGING & LINKEDIN A CALAMOS SPONSORED

WEBINAR

Heather Lutze, CEO/Founder, Findability Group Search Marketing #GetFound

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Heather Lutze, CEO & SpeakerFindability Consulting & Speaking

FINDABILITY

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HOW MANY PEOPLE READ BLOGS?

33%348

million

66

Setting Up Your Blog for

Optimum Findability

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BLOG PLATFORMS: WORDPRESS IS THE BEST. WHY?• Change the Look and Feel? Skins Vs Themes

• It’s a super simple interface and very easy to use

• Open source technology

• Change the Look and Feel? Skins Vs Themes

• It’s a super simple interface and very easy to use

• Open source technology

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BLOGS ARE ABOUT CONTENT

Readers First and Search Engines Second

Do Not Spam Your Posts Include Pictures, videos and Vivid

Imagery Ask for Comments, Shares, Likes and

Subscribers

Readers First and Search Engines Second

Do Not Spam Your Posts Include Pictures, videos and Vivid

Imagery Ask for Comments, Shares, Likes and

Subscribers

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OPTIMIZING YOUR BLOG POST

Titling the Blog: Keyword Focus Every Post

Example: Findability Articles: Content that Makes Sense!

Keyword Tools: Google Keyword Tool and KeywordDiscovery.com

Titling the Blog: Keyword Focus Every Post

Example: Findability Articles: Content that Makes Sense!

Keyword Tools: Google Keyword Tool and KeywordDiscovery.com

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OPTIMIZING YOUR BLOG POST

Keyword Density: Twenty Percent Keyword Density is Perfect

“Sprinkle” VERSES “Flooding” Link Out: Experts Link to Experts &

SourcesTags & Descriptions

Keyword Density: Twenty Percent Keyword Density is Perfect

“Sprinkle” VERSES “Flooding” Link Out: Experts Link to Experts &

SourcesTags & Descriptions

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COMMENTS ON YOUR BLOG POST

• Be Patient• Encourage Comments• Stage them First • Plug-In Spam Filter• Invite Prospects and Clients

to Subscribe

• Be Patient• Encourage Comments• Stage them First • Plug-In Spam Filter• Invite Prospects and Clients

to Subscribe

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Company EventsPress Releases

Corporate and Annual Meetings, or Conventions

Announce New Products, or Products in DevelopmentRespond to Events in Your

Industry

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Conventions and Conferences Consider Doing Guest

InterviewsCreate Podcasts with

Speakers Post the MP3 of the Interview

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Blogs Are Informational Tools for Your Customers

How to Pick a VendorHow to Vet Different OfferingsPitfalls to Watch Out For

How to Pick a VendorHow to Vet Different OfferingsPitfalls to Watch Out For

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Don’t copy your website content into a blog post.

Stay away from hard sales pitchesNo promotions, promotional ads

and fliers

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THE BLOGGING ACTION PLAN

1. Establish Your Blogging Platform

2. Have the Blog Installed Into Your Website

3. Add a Tab to Your Website’s Primary Navigation

4. Have Your Web Team Create a Skin or Theme

1. Establish Your Blogging Platform

2. Have the Blog Installed Into Your Website

3. Add a Tab to Your Website’s Primary Navigation

4. Have Your Web Team Create a Skin or Theme

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THE BLOGGING ACTION PLAN

5. Train Whoever Will be Doing the Actual Posting

6. Write Good Posts

7. Use a Keyword 8. Add Other Media

9. Post and Monitor Comments Weekly

5. Train Whoever Will be Doing the Actual Posting

6. Write Good Posts

7. Use a Keyword 8. Add Other Media

9. Post and Monitor Comments Weekly

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FINDABILITY

19191

Viveka von Rosen

20201

225million

3million

2new/sec

21211

47%decisionmakers

103Kaverageincome

15 yearsaverageexperienc

e

41yearsaverage

age

22

Unparalleled search Unparalleled search engine (fields)engine (fields)

Exponential NetworkExponential Network

Visible 1Visible 1stst, 2, 2ndnd and 3 and 3rdrd level connectionslevel connections

WHY USE LINKEDIN?

FollowingFirst Impressions“Findability”

Name Recognition

FollowingFirst Impressions“Findability”

Name Recognition

BEST PRACTICE PRINCIPLES

LURKING IS NOT STALKING

1. MAKE A GOOD FIRST IMPRESSION

PHOTOPHOTOPROFESSIO

NALHEADLINE

PROFESSIONAL

HEADLINE

YOUR PHOTO SHOULD REFLECT

Choose a photo that reflects your business personaDon’t include other family membersDon’t include your hobbiesDon’t use a logoDo add a photo!

Choose a photo that reflects your business personaDon’t include other family membersDon’t include your hobbiesDon’t use a logoDo add a photo!

YOUR HEADLINE IS AN ELEVATOR SPEECH

Tell Them Who You AreTell Them What You Do

Tell Them How You Can Help120 Characters Including Special

Characters

Tell Them Who You AreTell Them What You Do

Tell Them How You Can Help120 Characters Including Special

Characters

2. MAKE SURE YOU ARE FINDABLE

LinkedIn is like Google – your profile must be optimized if you want to be Found in a searchYour LinkedIn Profile is much easier to optimize than your websiteUse “Skills and Expertise” applet to find great keywords!

LinkedIn is like Google – your profile must be optimized if you want to be Found in a searchYour LinkedIn Profile is much easier to optimize than your websiteUse “Skills and Expertise” applet to find great keywords!

OPTIMIZING (BRANDING) YOUR PROFILE

Optimize Your Header

Optimize Your Content

Optimize Your Header

Optimize Your ContentYour Name

Business Name “ITRA”Product or Service “Technical Rental”Niche Market “Event Planner”Your Industry Latest Promotion

NINJA TRICK: Make sure your name, your location and your competition are keywords you use (in Interests)

NINJA TRICK: PEOPLE SEARCH

See how other people are positioning themselves if you need some ideas

See how other people are positioning themselves if you need some ideas

OPTIMIZING (BRANDING) YOUR PROFILE

Skills and Expertise - Found under the More tabUse the Skills applet for

keyword inspirations and explanations…

Skills and Expertise - Found under the More tabUse the Skills applet for

keyword inspirations and explanations…

OPTIMIZING (BRANDING) YOUR PROFILE

Title Fields100 Characters

More Important Than Ever Now That They Are

Not visible “Top of the fold”

Title Fields100 Characters

More Important Than Ever Now That They Are

Not visible “Top of the fold”

SUMMARY SECTION

Format: White space, Capitalization, Bullets & Special Characters

2000 Characters With KeywordsWhy Should Someone Hire You?

Benefits – Not Only Features

Format: White space, Capitalization, Bullets & Special Characters

2000 Characters With KeywordsWhy Should Someone Hire You?

Benefits – Not Only Features

INTERESTS AND ADD SECTIONS

Customized LinkedIn URLCustomized Websites

MAKE SURE THEY REMEMBER YOUR NAME

CUSTOMIZE YOUR LINKEDIN URL

Edit ProfileClick on Edit next to LinkedIn URL

Click “Customize LinkedIn URL”Add your name – no spaces

Edit ProfileClick on Edit next to LinkedIn URL

Click “Customize LinkedIn URL”Add your name – no spaces

CUSTOMIZE YOUR WEBSITES

Edit ProfileExpand Contact InfoClick Edit next to websiteChoose “Other” optionWebsite name, CTA or Description

Edit ProfileExpand Contact InfoClick Edit next to websiteChoose “Other” optionWebsite name, CTA or Description

WRAPPING UP

Are you portraying the right image?

Are you using your keywords in the right places?

Are you customizing your web links?

Are you finding and connecting to the right people?

Are you building relationships?Are you positioned as a thought

leader (or at least as a Go-Giver?)

Are you portraying the right image?

Are you using your keywords in the right places?

Are you customizing your web links?

Are you finding and connecting to the right people?

Are you building relationships?Are you positioned as a thought

leader (or at least as a Go-Giver?)

Free Custom Findability Snapshot

15 Page Findability Web Site Report Includes:

Custom Keyword Targets, Heat Map of Home Page,

Technical SEO Recommendations, Custom Word Clouds and More!

1 Hour with Heather’s Production Team to Review

Insights To Put To Work Immediately!

Write this down to Start!

http://bit.ly/Findability

HEATHER LUTZE CEO, Speaker, Trainer

Findability Consulting & Speaking

303-909-6710

888-588-9326

www.Findability.com

Heather@Findability.com