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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 |2012-01-05T07:15:25+01:00Februar 23, 2009|Blog, Online Marketing|1 Comment
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Ask an Expert: You’ve got to impress clients from the get-go

Q: Help! I own a small consultancy business. A new client e-mailed me a few days ago but the message ended up in my spam folder, as did her follow-up. Now she won’t return my calls. How can I get her back? — Aaron

A: You probably can’t.

The new client concluded, fairly or unfairly (but fairly, I think) that if things are going wrong already, at the start of your working relationship, it does not bode well for work down the road.

But I suggest that a bigger issue is at play, namely, the value and power of first impressions. And especially in this economy, first impressions are more important than ever.

Back in my UCLA days, I once got a job as at a new pizza joint. My roommate at the time gave me some advice that has served me well ever since. „When you get a new job,“ he told me, „work extra hard the first month. Do extra without being asked. Say yes to everything. They will see what a good, hard worker you are, and forever more will look at you through that lens.“ I must say that I have since found this to be quite accurate. …more at Ask an Expert: You’ve got to impress clients from the get-go – USATODAY.com, published 16 February 2009

Flickr photo credit: cursedthing

By |2012-01-05T06:47:36+01:00Februar 17, 2009|Blog, Small Business|0 Comments
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Small firms resort to freebies and special deals

While the strategy can help lure hesitant customers, high costs run the risk of leaving some companies worse off

Faced with a deepening recession and evaporating sales, an increasing number of small businesses are resorting to a high-risk strategy: costly giveaways and promotions to lure the reluctant consumer.

If the strategies work, these companies could have a powerful weapon in their struggle to weather the economic storm. But if they don’t work, the more vulnerable businesses could find themselves in a bigger financial hole.

„Offering things for free is a very dangerous area to get into“ for little-known small companies, because it threatens to establish the brand’s reputation as cheap, says Barbara Apple Sullivan, managing partner at New York communications strategy firm Sullivan & Co. „Clients or prospects [may see] the product as worth what they’re paying“ during a promotion, she says.

But, she adds, the promotions can give the companies a shot of finding new customers — something in short supply right now. …more at Small Firms Resort to Freebies and Special Deals – Wall Street Journal, published 2 Feb 2009

Flickr photo credit: mitchiru

By |2012-01-05T06:47:36+01:00Februar 11, 2009|Blog, Small Business|0 Comments
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