The MarCom Strategist: A Free B2B Marketing E-Newsletter

April, 2009
Published by Dianna Huff
Volume 10, Number 04

Welcome!

Do you have a LinkedIn profile that you set up months or even a few years ago – and now you’ve pretty much forgotten about it? Do you think LinkedIn is a “dry” social networking site – full of buttoned-up business people who aren’t having any fun?

If you haven’t been to LinkedIn lately, you’re missing out on some serious action! In this month’s article, I give you seven tips for using some of the really cool features LinkedIn now offers. LinkedIn a great place to make new business connections and build those you already have.

And speaking of making connections via social media, read how the Director of Marketing for Tourneau found me via Twitter – and how we ended up meeting for lunch in NY. Is that cool or what?

Regards,
Dianna's signature
Dianna Huff

Develop a Website that Makes the Telephone Ring (Even in this Economy)

When Dr. Helaine Smith, a cosmetic dentist, first started working with me in 2005, she had a Website that did not effectively sell her high-end dental expertise -- nor did it generate traffic from search engines.

Today, however, Dr. Smith's site regularly brings in $5K to $20K a month in new business. In fact, she's gone from being a great dentist no one had heard of to a million dollar dentist! Of course, she is thrilled.

Dr. Smith is successful because she understands that her Website is her number one marketing asset. Not only does it help sell her services to prospective patients, it also helps bring in these prospects through online search.

If you want a Website that makes the phone ring (even in this economy), then my eight-week Website Makeover Coaching Program is for you.

This one-on-one coaching program will help you develop a site that sells your expertise, gets found in the search engines, and includes content that attracts site visitors and inbound links.

For expert one-on-one coaching that will turn your Website into a powerful sales generator, email me today at dianna@dhcommunications.com or call 603-382-8093.

Seven Tips for Getting More Out of LinkedIn

By Dianna Huff

When I give talks about social media marketing, I refer to Facebook as the “BBQ party at your friend’s house,” and LinkedIn as the “professional networking meeting.”

However, despite having a reputation as being a bit stuffy – ok, let’s say it, boring – LinkedIn has added lots of new features in the past few months – features that have made it quite the
happening place of late.

Whether you’re a consultant, freelancer, business owner or corporate employee, LinkedIn is a great place to meet people, forge solid business connections, and showcase your expertise. To get more from LinkedIn, follow these seven tips:

1. Beef up your Profile Summary – According to Jason Alba, who wrote, I’m on LinkedIn, Now What???, the number one biggest mistake people make is neglecting their Profile Summary. As the name implies, the Profile Summary should include a pithy summary of your career experience, and it should be more than one sentence. My good friend, Derek Gordon, has an excellent Profile Summary:

Results-oriented marketing leader with 20 years experience serving extraordinary organizations. Expert across all disciplines, including PR and the field of social, conversational and viral marketing. Strategic product marketing expert skilled in competitive and creative go-to-market execution. Proven leader, respected advisor and excellent communicator.

2. Continually add Connections – After you’ve added people in your address book to your LinkedIn network, you can begin adding people you meet through LinkedIn Groups and other online and face-to-face networking activities.

This doesn’t mean you add people you don’t know. As you meet people, connect with them on LinkedIn. I also connect with those people whose blogs I read, as well as people I’ve met on Twitter. Adding connections grows your network – and it shows you’re active as your “connection status” is updated via the Status feed which everyone in your LinkedIn network sees.

3. Ask for and give Recommendations – It is okay to ask people with whom you work or have worked with to recommend you on LinkedIn. One way to get recommendations is to recommend others. Often the people you recommend will recommend you in turn.

4. Add your blog to your Profile – LinkedIn now has cool applications that allow you to add your WordPress or TypePad blog to your profile – a welcome feature for consultants or freelancers. Once you post something new on your blog, your LinkedIn Profile and Status feed is updated, too. Thanks to this application, I’m now seeing people who view my blog on LinkedIn subscribing to my e-newsletter.

5. Join or start a Group – In my opinion, Groups are one of the most under-utilized feature of LinkedIn. One, LinkedIn features hundreds of groups for all types of interests – from entrepreneur moms to MEMS engineers. You can even find “positive thinking” groups!

Instead of joining groups willy-nilly, however, join those that match your job, career, expertise or interests. Then, once you become a member, participate by posting news or blog articles, taking part in discussions, and posting job notices or events of interest to the group.

By participating in a just a few groups, you’ll end up meeting dozens of people within your industry – and you’ll learn lots of new information, too.

It’s also very easy to start your own Group (it takes all of two minutes) – as I did with the B2B Social Media Group.

6. Gather info with the Polling feature – Need some quick on-the-fly feedback from your target audience? Use LinkedIn to conduct a poll and advertise the poll to targeted industry Groups for great on-the-ground feedback. (Hat tip to Billy Mitchell, Sr. Creative Director at MLT Creative, who posted this tip on LinkedIn.)

7. Answer and ask Questions – No matter what your question, you can get an answer to it on LinkedIn – which features Answer categories ranging from Conferences and Event Planning to Start Ups and Small Business.

By answering questions, you also showcase your expertise – and in the process, end up meeting people who will email you to either thank you for your answer or to ask a follow up question. If your answer is particularly good, the person asking the question can rate it as the “best answer” which then gives you a star – an indication that you are indeed an expert.

As you can see, you can use LinkedIn to build your network, your career, and your business without too much effort. And best of all, you don’t have to send marshmallow Peeps to people or learn how to talk like a pirate (two popular Facebook applications).

Why Content is (Still) King When It Comes to B2B Websites

I recently did a podcast with SEO expert Jill Whalen, President of High Rankings, about how she started her business. You can listen to the podcast here: http://cli.gs/jill-dianna-podcast

In Jill’s latest High Rankings Advisor e-newsletter, you can find my article, “Why Content is (Still) King When It Comes to B2B Websites.” In it, I talk about why creating content that helps move people along the sales cycle is superior to “spider bait” or content developed for search engines.

And if you have a minute, be sure to check out her SEO Workshops – which are held locally at Jill’s Framingham office throughout the year.

To learn more about my services, take a look at my B2B Website Consulting Services to see how you can put my award-winning expertise to work for you -- or call 603-382-8093.