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.

___________

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?

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.

My first work day after leaving my job began with a blank computer screen and the self-directed question, “so now what?” With a mountain of possibilities ahead of me, I wasn’t sure where to start.

I knew how to build a business plan and a marketing strategy. I knew I wanted to start a blog. I knew I had to get out there and network. But I didn’t know how to “chunk” my days into getting all these tasks done.

In Corporate, my days had consistent structure despite the variety my job offered: rush to work; sit in traffic; calm down, check my hundreds of emails, and respond to priority ones; update my daily/weekly action plan; prioritize tasks for the day; and then off I went.  Working at home without the same structure posed some problems. Here are some steps I took to overcome this and start my business.

1. Create an action plan

I am a visual person. I started with a blank white sheet and, using circles, categorized all my business ideas. I had a “blog” circle, a “publish magazine articles” circle, a “communications consultant” circle, and so on until I had a page full of bubbles with many business ideas.

I then used Excel to transform the bubble page into an action plan. Columns included: priority, action item, details, resources required, and deadline. I mapped out all my business set-up tasks (hire accountant, create email account) then added the ideas from my circles. I inputted marketing tasks (create on-line portfolio, develop blog site,) and networking ideas (attend networking event, arrange lunches). I mapped everything out, categorized it, prioritized it, and got started.

2. Speak to people in the same boat

People love to talk about their work. Just by asking simple questions, you can learn loads from those who’ve paved the path before you. I sought out successful business friends and acquaintances and, armed with questions, invited them for coffee and took copious notes.

Another great idea came from a friend of mine who also recently started her own business. She suggested we meet once a week to keep each other on track and brainstorm. This turned into a strong partnership. I feel accountable to her, which keeps me productive, and she also gives me business ideas and contacts. I do the same for her, which helps me add value and is great for my self esteem in these early days.

3. Enroll in a career course

Now’s the time to ask, “What do I want to be when I grow up?” One of the best things I’ve done so far to move forward and refine my focus is enroll and complete a career course. The facilitators walked us through interests, abilities, personality characteristics, and values. We then researched potential careers that supported these findings and built strategies to pursue them. The course introduced me to the idea of teaching as a side activity to my business, which I am currently investigating.

4. Don’t just sit there … network!

I attended a workshop on face-to-face and social media networking. It reminded me networking is really just planned socializing. It isn’t something to do only when you want a new job; it’s about meeting people and holding conversations. A lot of people think networking is scary. Walking into a room full of strangers, introducing yourself, and admitting you need a job is no one’s idea of a great time. Finding people who are inspiring and helpful and sharing your ideas for a successful business with them can be uplifting.

I started networking again by attending business workshops and events, calling up former colleagues and asking them to lunch, and developing a linkedin and twitter strategy to promote myself. I’ll outline more details about networking in my upcoming post: Networking 101.

5. Find and use all the resources available to you

Did you know the Canadian government offers free business coaching to people starting a small business? Government websites are full of information. Spend some time sifting through them to find available resources. Also, talking to people in the same boat as you will expose you to the resources they used that may also help you.

I took over a month off between my corporate role and starting my new business. It was important to have that down time, to catch up on errands, and focus on the family. It also helped me develop new routines and gave my family time to adjust. The biggest hurdle is developing that new structure and getting started. For me, it was about taking pieces of my “corporate” way of doing things and incorporating them into my new world. And it’s been amazing!

With a nod to Frauline Maria, today’s Design Life at home feature is “a few of my favourite things” … er … blogs. The following blogs qualify as favourites not just due to content, but due to the design of the blog itself. So take a look when you have a second…

 Design*Sponge

Grace Bonney’s Design*Sponge has been around since 2004, giving Grace and her team time to perfect the consumer blog in my opinion. Here’s why:

Branding: the homes, items and people Design*Sponge features are unique, eclectic, casual, and often a bit bohemian. It’s exactly what you expect when you see the blog for the first time. The linen-like background, lace framing, lack of capitals and use of colour all set you up to see the casual and comfortable designs within. Even when you read about Grace and her contributors, the writing is casual, fun and light, reflecting the overall style Design*Sponge exudes.

Organization: Design*Sponge is very user friendly. Sure, many people have great personal style and design ideas … but their audience may never know it if their blog isn’t easy to navigate. Design*Sponge has simple headings along the left-hand side with catchy names like “sneak peak” and “mini trends” that draw you into the features. It’s very easy to subscribe to the site or follow Design*Sponge on twitter and the search feature is clearly visible right at the top right. I love how each section is separated with little squares and rectangles that look like cut fabric. Those shapes and colour give the overall site an organized but casual feel.

Consistency: I follow Design*Sponge on twitter and I admire their consistency. They have set days for different features (you can see that influence on my blog). I can count on them to follow their editorial schedule and manage my expectations as a user because the blog is always up-to-date.

Content: I love the fresh, modern homes that are obviously “do-it-yourself” environments oozing with personal style. I love the homeowners’ creativity and the unique way in which Grace and her team present the features. While the style isn’t for everyone (I have a modernist friend who gasps at all the ‘clutter’) I think there is something for everyone in each design.

Here are a few of my other faves:

House & Home blogs :

Michael Penny is probably my favourite of all the House & Home bloggers, found on the Canadian House & Home magazine website, but there are other worthy ones as well. These entries are great for Canadians because there are source lists so you can buy what you see.

Apartment Therapy:

Any blog whose tagline is, “saving the world, one room at a time,” is worth reading at least once. And this one will keep you coming back with it’s low-key, easy to emulate, fresh style. One thing I love about Apartment Therapy is their top 10 lists – top 10 bathroom towels, chairs, white kitchens, you get the picture.

desire to inspire:

From a blogging perspective, this site is unique in that it is a collaboration between two people, one in Australia and one in Ottawa, who’ve never met but together have created an extremely popular blog on interior design. What I like most about it is the fantastic photos. Go to the archives, click on the name of a photographer and enjoy!

 There are many others out there. Share your favourite design blog in the comments below.