linkedin marketing webinar - it's not just about jobs! it's real business
DESCRIPTION
This presentation was done for a Financial Organization called Calamos Investments. I have been working for them for 3+ years now and Financial Advisors especially need to have ways to prospect effectively online and still remain compliant. I think this will be beneficial to all who watch but this is customized for Financial Advisors. Heather Lutze, Marketing Speaker Findability.com 888-588-9326TRANSCRIPT
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
55
HOW MANY PEOPLE READ BLOGS?
33%348
million
66
Setting Up Your Blog for
Optimum Findability
77
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
11
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
1212
Company EventsPress Releases
Corporate and Annual Meetings, or Conventions
Announce New Products, or Products in DevelopmentRespond to Events in Your
Industry
1313
Conventions and Conferences Consider Doing Guest
InterviewsCreate Podcasts with
Speakers Post the MP3 of the Interview
1414
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
1818
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