JUNE’S BEST – LinkedIn, Trust, and Making The Most of Your Content

July - Celebrate!

July – Celebrate!

July is upon us, and we here in the States are getting ready for our annual tribute to patriotism, fireworks and barbecues!
June was a bumper crop month for quality content across the digital marketing industry, and I’m only too happy to share the top articles I’ve read:

LinkedIn Ninja Tricks!

LinkedIn Ninja Tricks!

 

 
Facebook seems to get the attention from online sources (granted, cracking the 2 billion users mark is noteworthy…), but many of the businesses I speak with are still kind of scratching their head when it comes to LinkedIn. This top list of tips and tricks from Melonie Dodaro will get you to that next level of skill in using this great professional channel.

Sincerity

Sincerity

 

 
Sincerity and Trust have been the key components for strong customer and business relationships since forever. Building them online isn’t impossible, but it is different. This article introduces some areas of consideration about communication and how you do this. The line between communication and action is pretty clear.

Credibility

Credibility

 

 
Beyond getting found, your website needs to build and maintain your professional credibility. If you’re wondering how a website can do that, then you will find this article Laura Forer of MarketingProfs very, very valuable.

My Community

My Community

 

 
When I speak about online relationships, I refer to the mental model I call VACC (Visitors / Audience / Customers / Community). In this insightful article, Irfan Ahmad digs into how a business can approach this with Facebook Groups, an underutilized resource for most businesses. If you take this on, you’re ALREADY in the lead, since chances are your competition ISN’T doing it!

Social Media Posts

Social Media Posts

 
 
So, that post from last Tuesday blew the doors off in Shares and Comments! WOO-HOO!!!!! Now, how can you leverage what was obviously a Great Piece of Content again and take advantage of it’s quality and virality? Here are 5 ways to look at….

 

Reuse That Content!

Reuse That Content!

As a follow-on to the previous article, how do you take that premier article you’ve written and reuse (or “slice & dice”…) it in such a way that you can make the most of it. Here are nine ways you could repurpose it and reach oven more of an interested audience. Remember, everyone has a preferred way of communicating, and by doing this you are making practical use of that fact!

The Integrity and Priorities of Place

The Priority of Place

The Priority of Place

I recently wrote about how the things you actually spend time on uncover your priorities. A colleague of mine noted that what you spend money on does the same thing, which is partially true. There are a number of things you spend money on that are not discretionary, like food (if you are fortunate enough to have the money for food…).

Other interesting indicators of priority are your decisions made in the midst of radical change.

I recently read an article in the Guardian by a professor at Saint Joseph’s College in Rensselaer, Indiana. I should say ‘former professor’, as the college just closed after operating since 1889. Rensselaer, IN has a population of just under 6,000 souls and is definitely NOT a place you might expect a college to be.  Ranked as a “Best Midwestern College” by the Princeton Review and U.S  News, it nonetheless announced on February 3, 2017 that it will temporarily suspend operations at the end of the 2016-2017 academic year. The article’s author, Jon Nichols, rightly interprets that to mean “Students: transfer now; Faculty & employees: you will need a new job soon.”

Mr. Nichols doesn’t want to move.

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Time Is Truth

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Time And Truth

Time And Truth

Time is Truth.

What that means is you invest time in the things that you feel are important. Work, play, rest, whatever…..time is a consumable and limited resource. Each of us gets 24 hours a day, and none of us knows EXACTLY how much of it we get in total. It’s limited. It’s also a most unpredictable predictable commodity, because there’s no telling, at any one time, when “life will intervene” and you will lose out on how you planned to use the time.

There’s a lot here about life and values, but let’s focus on business and profession.
Whether you go into an office of some kind or are working in some kind of structure for your work that doesn’t include an office, you likely spend more time in that work than almost anything else you do. This is particularly true of entrepreneurs and small business owners. Tack on all the “thinking / worrying about work” time to that, and it’s even more all-consuming.

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White Knuckle Deadlines

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Deadlines

Deadlines

Deadlines for your business are driven by different things.

Sometimes they’re built-in, more or less. That is, the In-Real-Life (IRL) aspect of making a delivery date, or cranking out a report, or arriving at a service appointment on-time make a deadline almost immaterial.

There are a lot of times when it’s a bit squishier than that. Think of all the business and planning work you need to do to stay ahead of your competition, the industry, your profession and just “regular business” (think updating your CRM, or doing your books, or building out a marketing campaign…). You may create deadlines for yourself, and even set aside time periodically to get them done, but so often you are sabotaged by life. You get an emergency call from a customer, or a big order comes in that you HAVE to fill, or you get sick (or someone in your family does…). These all keep you from doing what needs to be done.

Then, of course, there’s the fact that you’re usually a lot more enthusiastically engaged in doing what you love to do (the part of the business that drove you to start a small business in the first place!) rather than the dull, gray “business grind” that you KNOW needs to be done, but is pretty uninspiring and, frankly, easy to put off until tomorrow….or later.

There’s a great quote by Leonard Bernstein:

“Two things are necessary for Great Achievement: a Plan and Not Quite Enough Time.”

Taking these thoughts together, what does this mean for you and your business?

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Keeping Up With The Raging Stream of Content

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Raging Stream of Content

A Raging Stream….of Content!

How can you possibly keep up with the constant stream of content you need to publish so you can attract new visitors and satiate the the existing ones? Oh, and it has to be really valuable, interesting, entertaining, and, you hope, draws them to you in a way that leads them to hire you or buy your stuff eventually.

First, have a strategy and plan.

How much content do you actually require to meet your business and marketing goals? That depends…..typical answer, but it’s true. Here are some sample goals you might have:

  • Raise awareness for your business
  • Increase sales or leads
  • Establish and maintain professional credibility with your audience
  • Provide helpful “How-To” content to your audience

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What Are You Really All About?

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blind men and elephant

The blind men and the elephant

Remember the old fable about the blind men and the elephant? Each one of them touched a different part of the animal and conjured up a description of it that was wildly different from the others’, based on their personal experience.

Stay with me….

I have had an experience like this with my business recently. Instead of being blind, though, it’s more like I was up-close-and-personal with my section of the elephant. All I could see clearly was the bit right in front of me. In my desire to really get a good look at where I am and where I’m going, I tried stepping back a bit, but really only got a wider view of the broadside of the elephant, though. I needed to back WAAAAAAAY up to really see it as an elephant….er, as my business.

I am fortunate. I just got back from almost two weeks’ worth of vacation on a lovely tropical island. Lots of beach time, lots of “spare room” for my mind to unwind, and little to no “screen time” to distract me (THAT was nice!). It took most of the vacation for my mind, at all levels, to unwind and back-off enough to not only see the elephant, but discern if this was the elephant I wanted and have been working for / toward for years.

This is humbling, and an eye-opener…

One consideration I confronted was “What do I consider success?” This is a tougher-than-you’d-think question. It is beyond revenue, recognition, client-lists, board and committee memberships, or mission statements. It is “What am I about?” and “Why do I do this…..really?

This requires me to go deeper into my reason for being. If I truly believe the importance of mindfulness and the present moment, this must be reflected by my business. As a consultant (which holds for any small business owner…), I really AM my business. So, again, what am I about?

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3 Things You Tell Yourself to Keep Your Business Off of Facebook

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No Facebook

No Facebook

A few years ago I wrote an article providing “Three Reasons Why Your Business Shouldn’t Be On Facebook.” With the acceleration and change that has taken place online in the intervening period, I feel this needs updating and a slightly different point of view, so here are 3 Things You Tell Yourself to Keep Your Business Off of Facebook:
  • “Facebook is nothing but fake news, selfies, pictures of food (and cats…) and vile comments about politics, religion and the like. I don’t need that!” – Why are there Facebook Business pages? Why are over 65 Million businesses on Facebook? Why do over 85% of all US companies over 100 employees use Facebook? Businesses are driving awareness, building credibility, selling products and services, getting referrals and recommendations, delivering customer service, and engaging in a meaningful and valuable way with their audiences. Since Facebook users are human beings, and these people are holistic (that is, not living in pretend silos of personal / professional), they may have opened Facebook to check on a friend or to keep up with a favorite cause, but they are also a potential customer for your business at the same time. With the right strategy, aligned with your business and marketing plans, you can deliver a digital experience on your Facebook page that will boost your business…even without fake news or cat photos!

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