Last night I braved the rush-hour traffic and bitter cold in downtown Toronto to attend an event hosted by the Professional Independent Communicators (PIC) – part of IABC Toronto – featuring local social media trainer and guru Jaime Almond. Jaime introduced us to the social media marketing potentials of Linkedin and how the site can benefit small and large businesses.

Really a network and marketing virtuoso with extensive experience in social media, Jaime educated the sold out crowd of communications experts, sole proprietors, and freelance writers on the importance of developing a Linkedin strategy. More like a bio than an on-line resume, Jaime showed us how to use Linkedin as a beacon to “create an environment that leads our target market right to us.”

Here are 4 steps to getting the most out of Linkedin for business:

1. Improve your profile

The number one most important thing to get right on Linkedin is, in Jaime’s words, a “kick-ass profile” (She says it with an Australian-Canadian accent so it comes across as charming, not crass!).

A great profile should include:

• a professional headshot photo (no cropped shots from the bar last weekend),
• a detailed headline – did you know the headline allows 120 characters? Jaime suggests you put your name, title, target market, their main problem and the result you deliver – which, I’ll admit, is hard to do in 120 characters,
• a video – she taught us how to imbed videos into Slideshare,
• great recommendations – to achieve a Linkedin rated 100%-completed profile we need at least three recommendations. Jaime’s idea is to have a writing buddy interview your clients/colleagues and write recommendations for them to approve and then send through their Linkedin account to you. This way you get stronger, results-oriented recommendations, and it’s easy and convenient for your client – clever! Suggested interview questions are available on her blog.

She also noted that increasing your recommendations increases your likelihood of turning up in Linkedin searches (visible in the lower right side of the screen). It appears that 12 recommendations will more than double the probability of your name  or business turning up in search results.

2. Make connections the right way

The next step to help promote your business on Linkedin is to be deliberate in how you invite people to connect.

Jaime reminded us to approach social networking like you would any networking opportunity: start by asking people about themselves and never, ever, try to “sell” in the introduction stage.  And this is where the video comes in. Create a brief video describing yourself and what you offer. Then invite people to connect so you can learn more about them. She also talks about offering a “free gift” in your video … I’ll get to that in a minute.

3. Always respond to new connections

Always respond to any invitation you receive to connect with someone with a question about that person. A simple “tell me about yourself” is all you need to get the conversation started. In most cases, the contact will finish their overview of who they are and what they do with a question about you. That’s where you can add value (see below).

4. Seek ways to add value for your contacts

Whether it’s displaying your latest blog post, contributing to a group, or answering a question, you can demonstrate value to people who visit your page.

Jaime advised us to present an invitation for “free gifts” – before you think Jaime wants us all to offer perfume samples on our Linkedin pages… hear me out. I’ll be honest, some of us thought this was a bit off the wall when we first heard it but Jaime made us quickly realize that a simple tip sheet, free webinar, white paper, or how-to resource is simple to produce, demonstrates your leadership in a given subject or field, and offers tremendous value to others. I’ve been brainstorming all day on what my free gifts will be.

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Jaime touched on ways to increase traffic, including adding people from your existing network, searching names/companies in your target market and inviting key personnel to connect, hosting and promoting events (or your attendance at events), joining and creating groups, and more. What’s important to remember with your Linkedin strategy is it’s not the number of people you’re linked to, it’s the quality of the relationships and the value you provide that will make the difference for your business.

Jaime did a stellar job demonstrating how Linkedin is a key component of our social media marketing practices. My first step after the event was to update my headline. I’m still editing it but I already feel better about it. Next I’m going to work on increasing – and improving the quality of – my recommendations.

What will you do to maximize Linkedin for your business? Do you have any other tips for capitalizing on Linkedin for business?

I was researching content for a blog on tips to help a new self-employed consultant prepare for tax time in Ontario. It’s something I’ve been procrastinating, because frankly, I’m not prepared and it scares me! And while I strongly agree with Timothy Ferris’s philosophy of outsourcing in his book “The Four Hour Work Week,” and will happily have an accountant prepare my return, there are still steps only I can take to get ready.

As I pull all this together, I’ve learned at least four things I SHOULD have been doing all year to prepare for this moment. I’ll sadly admit I’m about 40% organized. So here are some tips (or personal resolutions) for next year:

1. Write a quick note on all receipts of expenses I plan to claim so I know where/how to categorize them.

2. Purchase an accordion folder for each month; engage (pay??) one of my children once a month to file my receipts in the appropriate category (car, meal, home, education, etc.) – can’t remember who suggested this to me but it’s a fabulous idea!

Or consider scanning receipts into my computer at the end of the month and categorizing them on line to save paper (and home-office space).

3. Conduct regular monthly data entries of all receipts into a spreadsheet or software such as Quicken, Quickbooks, etc. (This has the added benefit of becoming more aware of what my business expenses actually are so I can set future goals).

4. Continue my current method of keeping an envelope in my glove compartment, laptop bag, and home office so receipts can only end up in 1 of 3 places (no pockets, dresser-tops, kitchen counters, etc.).

What am I missing? Have any other tips?

You learn a lot about yourself when you become a freelance writer. As I’ve said a few times, I thrive on structure. And I love “how to” books and people. Not because I’m too lazy to come up with my own ideas. On the contrary, I’m known for “creative problem solving.” But because I like to hear people’s opinions, and either learn from them, or argue the opposite point. Usually it’s a bit of both, and that guides me to a starting point …

Get Clients Now is a great “how to” book for marketing your professional services, especially if you like structure, self-imposed deadlines, making lists, and gaining focus – like me. A friend referred me to the book, and while it’s perfect for me in the early stages of building my business, it also fits with anyone looking to grow their business at any stage.

It is very hands on, with accompanying activity sheets (available for download from their website) to guide you through goal setting and action planning. It suggests a 28 day marketing program to improve the area where you need greatest focus:

• filling the pipeline (me, generating leads),
• following up,
• getting presentations, and
• closing sales.

Clear explanations, related examples, and simple structure makes the process easy to follow. Because I have little ones and work when I can, I had to adjust the 28 day plan across three months. It’s flexible enough that you can make it work for you.

What I love about it is it remains true to traditional marketing plans (establish your brand, define your niche, set your goals and strategies, etc.) but it keeps you on track with a visual of your accomplishments and results (you have to mark “y” or “n” in your worksheet beside each of your daily strategies) and rewards you when you’ve done your job.

I highly recommend it to anyone in business – whether just starting out or trying to grow. I ordered it through Chapters/Indigo online for about $16.00 CDN.

It's time to take control.

I mean do you take control, make your own decisions? For years I was very successful at designing an ideal work life. I chose to work in corporate communications … I love writing, strategy, people and research — so it was an easy decision. After getting married, having children, I “designed” part-time roles at Canada Life, then Rogers that allowed me to do the “mom thing” some days and get paid for my ideas and contributions on others.

When Rogers redesigned itself and I became a box on an org chart that was thrown into a full-time position based 50 kms from home (in a city with, by far, the worst rush hour in Canada) however, I realized the corporation was designing my future. And that’s MY job!

So in November 2009, with encouragement from my husband, family and friends (see below), I went back to designing my own work life. I designed something to balance everything I hold dear: family, personal growth, health, creativity. And that is Jane Reeves Writes – writing and communications consulting (or JRW for short).

I’ll use this blog to share how I am designing my life to work for me once again. From the business I’m creating, to my new “home office,” to balancing family time, staying healthy and more. I’ll also share how others design their life to work for them. Everyone’s design is personal and we can learn so much from one another’s experiences.

Design Life is about more than just designing work life. It’s about tips on creating a design at home that makes you happy, designing life with children, good friends, inside, outdoors, on the road. Wherever design inspires me … and hopefully inspires you.

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Design Life and Jane Reeves Writes would never have started without the tremendous support I’ve received from the following important people in my life. Thanks for enabling me to design what works for me, my family, and my (soon-to-be) clients.

Drew - unwavering patience, support and encouragement … despite the cut in income!

Fin, Max & Jack – so sorry about the deep TV and video discounts but isn’t mom being home a better “perk?”

Pilar – I believe it was over a glass of wine (at lunch on a Tuesday) when you convinced me I could do this, and more importantly, that I could be good at it.

Anne-Marie – although this all had an impact on you personally, you encouraged me to do what was best for me and made me feel GREAT about my decision.

Tina and Allison- truly some of the best examples of strong, female entrepreneurs around (I hope I can feature you in future blogs!)

Blake and Gustavo - who give new meaning to “technical support” – and for loving what you do because I sure as hell don’t!

Linda - for your flexibility that’s helped us keep you as part of our family and ensure a smooth transition for the children, despite my change in job status.

And many more: Lynette, Ali, Sarah, Lisa, Natasha … everyone who listened to me ramble on about this and provided me with contacts or words of encouragement. Thank you all so much.