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Agenda
How to increase your brand profile online • What do you want to achieve online? • Who you are talking to online? • How to get found online • How to increase your brand profile, with social media
• How increase your brand profile, by blogging • How to measure success
What do you want to achieve online?
How will you measure success?
Where are you now? Where do you want to be?
SMART objec@ves S Specific M Measurable A Achievable / AcAon-‐oriented R RealisAc T Time-‐related
What do you want to be known for?
What do people say about you when you’re not in the room?
Brand
BRAND is your promise set of percepAons and images that represent your company, product or service
IDENTITY part of your brand
all visual aspects of your overall brand LOGO part of your idenAty
idenAfies your business in the simplest form
Brands and promises
NB: A strapline is not always needed!
Personal branding
Brand profiles
Brand profiles
Brand profiles
Brand profiles
Brand profiles
Brand profiles
Brand you
How others see you…
Your audience
The power of Google
• Google is the first place people look before forming an opinion about you
• Over 1 billion names are Googled every day • 75% of HR departments are required to Google
applicants • 85% of hiring managers solidify their decision to hire
someone based on posiAve Google results • 70% of hiring managers solidify their decision based on
negaAve Google results Source: BrandYourself
The power of Google
How to get found • Do you have a website? • Do you have a LinkedIn profile? • Do you have a TwiVer profile? • Do you have a Facebook profile / page?
Your website
Buying cycle • Customer becomes aware of a problem or need • A product/service specificaAon is developed to
solve the problem • A search starts for the right product/supplier • Products/suppliers are evaluated against the
specificaAon • Most appropriate product/supplier is selected
What problem are you solving?
What are people searching for?
Focus on answering search queries!
Keywords
Your website
• Good design • Simple, intuiAve navigaAon • Great content and copy
• Focused on your audience • Delivers your brand promise • Strong calls to acAon (SMART objecAves)
Your website • If a website is difficult to use – people leave • If the homepage fails to clearly state what you/your
company offers – they leave • If users get lost on a website – they leave • If a website’s informaAon is hard to read or doesn’t
answer key quesAons – they leave
= poor brand experience
Emo@onal engagement
Social media
Your profile photo
Your profile photo
Your LinkedIn profile
Your LinkedIn headline
Your LinkedIn headline
Your LinkedIn summary
LinkedIn profile -‐ skills
LinkedIn profile -‐ skills
TwiTer – handle / bio
Who you like… Who you follow… Who you are connected to… … says something about YOU!
What you say… • Focus on your audience
• What are they looking for? • How can you help?
• Remember your SMART objecAves • Think share-‐ability
Where you say it… • On TwiVer • On Facebook • On LinkedIn • On your website • On others’ profiles/pages/websites
• WHERE YOU FIND YOUR AUDIENCE
TwiTer
Blogging
Blogging • Sta@s@cs – facts and figures demonstrate that you’ve done your homework, give
you credibility and make sense of the content. • Quota@ons – everyone loves a good quote. Include quotes to support your
viewpoint or to provide the counter opinion. • Subheadings/bullets/numbered lists – as well as helping you to structure your
thoughts, these devices make it easy for the reader to navigate and digest your post.
• Links – include links to further resources and related arAcles. This will also help to
get you noAced, as you’ll appear in relevant companies’ Google Alerts. • Call to ac@on – remember that each post is part of a strategy, a plan to achieve an
objecAve. Avoid ‘buy now’-‐type calls to acAon. Instead, lead the post to a natural conclusion – something that leaves readers wanAng more.
Blogging (SEO) • At least 300 words • Headline 70 characters – to include keyword/s • Don’t use the keyword/s more than 5 Ames throughout the arAcle (or Google will
think you’re spamming) • Write a good meta-‐descripAon (include keywords) -‐ this is what appears in Google
search results and is the key to gefng a click-‐through • Include keywords in the URL if possible • Include internal and external links • Include an image (which has good alt tags) • Don’t forget the call to acAon!
And write it down!
Measurement
Measurement
Measurement
Measurement
Measurement
Luan Wise Chartered Marketer
Tel: 07738 122817 E-‐Mail: [email protected] Web: www.luanwise.co.uk TwiVer: @luanwise
