Online Marketing

Facebook, LinkedIn and Twitter are changing the face of business. News, insights and advice on new directions for online marketing.

Sweating over your business card? That’s psycho, America!

LinkedIn is revolutionizing networks for American small businesses. These videos show you how.

Before TMZ released the infamous tape of a foul-mouthed Christian Bale on the set of Terminator 4, our Batman hero had played Patrick Bateman, just your everyday serial killer in the film American Psycho. Say what you will about the story’s controversial message, the scene in which Patrick Bateman proudly displays his new business card is simply classic.

Oh my god, it even has a watermark.

I wouldn’t advise it these days. And I am not talking about the killing.

For all the old school businessmen who are still salivating over the creamy colors and raised lettering of their colleagues’ business cards, there are, thankfully, more savvy professionals today advising their colleagues and clients to run, not walk, to LinkedIn.

I recommend it to people myself. Often.

So, boy, wasn’t I surprised the other day when a client said that she basically doesn’t understand it. And I was equally surprised, after posting a question on Twitter about it, to not be inundated with tons of instructional video links.

Surely someone has created a video on what makes LinkedIn so powerful for small business?

After scouring YouTube for material, I found 9 solid clips to help you learn about LinkedIn and harness its power.

(If you’d like to head straight to the videos, skip to the bottom of this page for the list of links. If you are already lost — LinkedIn??? Twitter??? — I recommend starting with CommonCraft’s video, Social Networking in Plain English.)

Three Keys to Understanding LinkedIn

It’s more than a social space. If you’ve jammed on all the music you can handle at MySpace and learned 25 things about 25 times on Facebook, you’ll see the obvious differences with LinkedIn. While it is technically a social networking space, what distinguishes it from its peers is its target market: namely, an international community of professionals that see the future of business online . LinkedIn’s focus is its asset: it is the premiere portal of its kind, dwarfing Xing, its closest market competitor with 35 million users to Xing’s 7 million.  And, according to a November 2008 report by Anderson Analytics, the majority of LinkedIn users (66%) are “decision makers or have influence in the purchase decisions at their companies.”  While LinkedIn may not have the Internet traffic ranks that Facebook (#5) and MySpace (#8) have, it is gaining considerable ground, rising 52 position points to 149 in just the last 3 months alone, according to Alexa. Want to see aggressive growth for your own business? Ride that horse to the top.

It’s the networking on steroids. If all you have done with LinkedIn thus far is register an account, you’ve overlooked 99.9% of its effectiveness. At its core, LinkedIn is about, well, linking. As before, it’s not what you know, but who you know that creates business opportunities. While the most obvious first step is to connect with old friends and colleagues, do not neglect the next steps: of joining a LinkedIn group, of asking and answering questions in its forums, of inviting the people you meet in those spaces to connect with you. Yes, yes, some purists will deride the open networkers who boast 500+ connections on their profiles. (“What’s the point if you cannot personally recommend someone?”) But there is a middle ground between your 5 most trusted friends and 5,000 anonymous network connections. Find it.

It’s the cold call made a lot warmer. Remember those days when Gertie Gatekeeper stopped you right at “May I speak to the Director of Marketing?” Those days can be placed firmly behind you with the power of just two words: a first name and a last name. On LinkedIn, members within your extended network (i.e. the friends of your friend’s friends) are fully visible by name and title. For example, just 150 strategic connections can connect you with nearly 5 million professionals. That means that the next time you want to reach the marketing director in an Austin, Texas agency, chances are good that you can ask for her directly. Even better, because she has already voluntarily posted the most current information about her duties in the company, you can be sure that she is, indeed, the person with whom you want to speak. Power tip: using a calling list or a lead database? Cross reference it with LinkedIn.

Finding professionals in your target markets has gotten a whole lot easier because of LinkedIn. It is, as one of the video gurus puts it, “the grown-up version of your address book.” That is just the tip of the iceberg. Increasing the visibility of your small business, sharing resources with your industry peers, and leveraging your connections for new business: that’s the power of LinkedIn.

So are you going to get online? Or are you going to continue stroking your business card?

Tammi, who reminds you that hiring ArcherTC to polish your LinkedIn profile is business smart

YouTube video links:

Related shopping:

– Flickr photo credit: Jerry Luk

By | February 23, 2009|Blog, Online Marketing|1 Comment

Landlord adds social media to his toolbox

One Detroit-area apartment owner is connecting online with current and prospective tenants. Interested in a place? Send a text for a floor plan

Forty-nine-year-old Eric Brown is no expert in social media. In fact, he doesn’t believe such a thing exists. For Brown, social media is a question of trying new forms of communication, from blogs to Facebook and Twitter, and seeing what works and what bombs. What he has learned, among many lessons, is that reaching out to the unhappiest customers can sometimes not only make them happy, but even turn them into evangelists for Urbane Apartments, his 500 units scattered through Royal Oak, Mich. “When I explain these things to corporate people, they look at me like I have a horn coming out of my head,” he says.

Brown, who had worked in housing for 25 years, launched his own real estate business in 2003, and started to buy up midsize apartment buildings in Royal Oak, a Detroit suburb. He was reading a lot about marketing and social media, and one day in 2005 he announced plans to open a company page on MySpace. His colleagues worried …more at Landlord Adds Social Media to His Toolbox – BusinessWeek, published 9 February 2009

Flickr photo credit: 60 in 3

By | February 11, 2009|Blog, Online Marketing|0 Comments

SMB’s need more “local” outreach

I spoke at a local Chamber of Commerce here in the Portland area last week, giving a brief presentation on the fundamentals of SEO. Unlike a previous event I’d attended just three months ago in eastern Washington, about 75% of this audience had actually heard the term “SEO” before.

But after my brief synopsis on local search, I still received a couple of questions from the audience related to “claiming your listing” and what that was all about. It seems that even in incredibly savvy small business markets like the one I spoke in, the concept of a local search engine remains foggy for SMB’s… read more at SMB’s Need More “Local” Outreach.

Flickr photo credit: Uncleweed

By | January 30, 2009|Blog, Online Marketing|0 Comments