Category Archives: Marketing

Branding, networking & promoting your business

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LinkedIn Profile Refresh

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Happy Year of the Dragon!  The New Year vibe is still rolling,  so I wonder if you’d like to keep-up the self-improvement kick and take a fresh look at your LinkedIn profile?  Usually,  I revisit mine about once a year.  Last year,  I pared down my rather long and complicated summary section. 

 I realized that in certain instances,  less is more and simplified my statement.  About  every 12-18 months,  I think it’s useful to make sure that my LinkedIn profile aligns with how I’m positioning myself and what I’m saying in the verbal package that is my elevator pitch.   So let’s do a little housekeeping.

Purge the clutter

Comb through your job history and weed out or streamline whatever does not support and enhance your professional goals.  Retain several years of your employment history,  but limit non-aligned jobs to title,  company and a one-sentence description of your responsibilities.  Use you employment and volunteer experience to reflect your brand and professional aspirations.

Add keywords

The headline of your profile is the critical factor in search results.  Choose your most relevant keywords carefully and add to your headline.  Be mindful of the subtle difference between keywords that are vital for your business / career and terms that are frequently searched.  If you provide services for a select market those keywords should reflect that market,  even if they are searched less often. 

 Judiciously embed relevant descriptive keywords that are associated with your business category into your headline and summary sections.   Visit Google Keywords Tool and identify popular keywords that will attract a sufficiently broad audience in local searches and then drill down to target your niche by discovering keywords that industry insiders might  search.

Add apps

Install Slide Share and upload a Power Point presentation to your profile that will communicate more specific details about your services.  I use WordPress Blog Link to invite connections and visitors to my page to read weekly blog postings.  I always write an excerpt that I hope connections will find tempting when LinkedIn Updates announces the arrival of a new post.

As of last week,  visitors to my profile will now find the app that was rolled out just a few months ago,  the Skills App.  The nice feature about  Skills is that you’ll receive data on groups that focus on that skill;  companies where that skill is common;  posted jobs requiring that skill;  and the size and growth trends of other professionals who hold that skill. 

Other free apps that may serve you well include Events,  that will let connections know the meet-ups and conferences where you will speak;  Portfolio Display,  that allows creative types to showcase their work;  and Reading List,  that allows you to share with connections the professional development books you’ve read and get ideas on additional books that you might find useful.  All of the apps will appear on your profile page.

Get recommendations

Recommendations are testimonials that provide third-party verification of your expertise and further support your professional goals and brand.  Ask a professional colleague who can vouch for your work to detail your contributions to a project that went especially well. 

 Specific,  quantifiable information that highlights your impact on company objectives enhances your credibility and is more believable than effusive compliments that merely tell people how talented you are.  Always return the favor and write a recommendation for those who produce testimonials for you.  In fact,  get the process started by  “spontaneously”  writing a recommendation for a colleague so that you can receive one in return.

LinkedIn is about creating and nurturing relationships,  so do your part and engage in conversations.  Congratulate your connections when an update comes through that heralds an achievement.   When you invite someone to join your network,  tell that person why you’re inviting them.  When someone invites you,  take the time to thank that person for his/her consideration.

Join groups appropriate for your skill set and goals and become known for posing good questions,  leading discussions and sharing timely and useful information.  Visit the  “Answers ”  forum and contribute thoughtful responses to questions that will allow you to showcase your judgment and expertise.  Utilize the free resource that is LinkedIn to position yourself as a go-to resource in your niche.

Thanks for reading,

Kim

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Make the Most of Prospect Meetings

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Lucky you!  You networked your way into a meeting with a prospective client.  Now make sure you don’t blow the sale.  Here’s a sales meeting checklist that will help you prevail:

1.     Do your homework.  Beyond the information about the prospect’s needs and priorities that you learned in early conversations,  be sure to supplement client info with a visit to the company website.  Familiarize yourself with products and services,  identify benefits that your services are positioned to bring and formulate the value proposition you will articulate in the meeting.  While on the website,  check out the CEO and other top officers.  If it’s a not-for-profit group,  check out who’s on the board. Perhaps you know or have done business with a VIP?  Finally,  do an internet search and read any articles that have been written about the organization in the last 12 – 18 months.

2.     Set realistic objectives for your meeting.  At the minimum,  verify your understanding of the prospect’s need for your services and learn if there is an upcoming project for which you may be considered.  If a project has been scheduled,  inquire about the timetable and what you must do to obtain the contract (like submit a proposal).  Further,  it’s also wise to  inquire as to whether others will be invited to submit proposals,  so you’ll know the competitive landscape and know how hard you’ll have to work to land the assignment.

3.     Have the right presentation materials.  Have color-coordinated,  good quality printed collaterals that communicate not only the necessary information that a client will need to evaluate your products and services but also a professional image that will reinforce your brand and sell for you after the meeting ends.  If you’ll present a Power Point,  make sure your slides are easy to read,  clear,  concise and relevant.

4.     Rehearse your presentation.  If possible,  videotape yourself as you practice using your printed materials and/or Power Points,  to perfect your pacing and make sure your tone is appropriately upbeat.  Moreover,  be sure to anticipate questions and/or objections and practice answers that will reassure your prospect.

5.     Notice your surroundings.  Are there golf or tennis trophies in the office,  or good art on the walls?  If you can comfortably weave in an element or two,  it will be a good way to personalize your presentation and acknowledge and validate accomplishments or items of which your prospect is obviously proud.

6.     Notice your prospect.  Does your prospect appear to be paying attention to you?  Are there smiles and nods of agreement,  or a bored look,  or even a scowl on the face?  If it’s the latter two,  then you must stop and ask your prospect to tell what he/she finds troubling,  because you clearly have an objection to resolve and you’re nowhere until you do that satisfactorily.

7.     Ask qualifying questions.  Make your presentation a conversation and not a monologue.  Ask questions along the way to discover and confirm your prospect’s needs and listen to the answers.  Incorporate those answers into the rest of your presentation.  Remember to confirm that your prospect is the real decision-maker:  “Are you the person who will make the final decision?”

8.     Present case studies.  Case studies demonstrate the ways in which you can successfully meet client needs.  Prepare two or three that you can discuss and in the process,  build confidence in your capabilities.  Case studies are also a wonderful way to position yourself against competitors.

9.     Summarize your key points.  Place special emphasis on issues that are dear to your prospect,  as revealed in the answers to the qualifying questions you asked earlier on.

10.    Take action.  Ask for the business!  “I’d like to work with you.  Have I answered all your questions and put any reservations you might have to rest?  Do you feel ready to move forward?  When can we get started?”

Thanks for reading,

Kim

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The Remix: How to Win the Consulting Game

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The greatest truth about Freelance consulting is that it is a marketing business.  If we expect to be successful,  then we must  artfully package ourselves and our services and promote to those with the money and motive to award us high-paying projects.  The ability to view yourself as your ultimate product,  creating and executing self-marketing strategies,  requires a good amount of self-esteem and a dollop of fearlessness.  Not everyone has what it takes.  To be successful in this business,  it is necessary to model yourself as a consulting company of one and learn to swim like the big fish do.

Let’s first get our self-esteem on track.  Learn to fully own and value your skill set and communicate your self-worth to one and all  (in a healthy way).  You’ve acquired an impressive array of competencies over the years.  That knowledge base is your calling card,  your brand,  your intellectual property.  Never position yourself as subordinate to the client.   The Freelance consultant is a peer.  We have a particular expertise that the client does not possess.   That is why we’re needed.

Second,  let your business practices reflect your self-worth and stop billing hourly for your work.  Alan Weiss,  author of  “The Consulting Bible” (2011),  recommends that Freelance consultants bill on a project basis only and avoid billing hourly.  In fact,  Weiss advises that you not work with a prospective client who insists upon an hourly rate,  because the amount of time it takes to produce the deliverable is not the issue.  The impact of that deliverable on the organization is the issue and the two must not be confused.

So when you’re in your next prospective client meeting and you’re talking turkey,  reach a mutual understanding with the client regarding the project’s objectives and clarify how your success will be measured.  Ask your prospect to explain the impact that meeting those objectives will have on the organization.  Let the answer determine your project fee.

Weiss also says that if your intellectual property,  i.e. your work,  will help an organization save a significant amount of money or measurably improve its marketing position and/or sales,  then the Freelance consultant should receive 10%  of the value of the gain.  In other words,  billing on value = billing on outcomes + impact,  hours be damned.  If your client is too obsessed with hourly rates,  nickling and diming on costs,  then find another client.

Third,  let’s take a look at marketing and promotional strategies.  Revisit my May 10 post and get inspired to write a book,  whether you create your own book deal and self-publish,  or manage to finagle a traditional publishing agreement  (Weiss did the latter).  Weiss insists that a book deal does wonders for your credibility and gives your consulting career a major boost.

He also claims that it doesn’t matter how many copies you sell,  just get your book into print.  I’m afraid that I must respectfully disagree on that last point,  however.  Being on The New York Times best-seller list has got to make a huge difference in more ways than one!

Additionally,  Weiss points out that speaking at a trade association meeting is yet another consulting career-booster,  as are teaching,  blogging and writing a newsletter (as I’ve mentioned countless times).  All of those strategies give a competitive advantage,  leading clients to view the published Freelancer as a thought leader and a cut above.  Clients will consider you an expert and they’ll be more likely to seek you out to discuss upcoming projects.  The axiom  “publish or perish”  is no longer limited to academia.

Finally,  do not be shy about approaching friends,  family and former co-workers to discuss new business opportunities.  Spell out to folks what it is you do,  the clients you usually work with and the projects you like to take on.  Always keep in touch with your network and remember to help them out,  too,  because it’s good karma.

Thanks for reading,

Kim

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What Consulting Companies Know

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There are certain similarities between consulting companies and Freelancers.  The firms work on a project basis, as we do. They submit proposals and compete for clients, as we do.  Like us, the firm’s consultant comes to the client’s organization as a hired gun, takes on the assignment, produces the deliverables and gets paid.  The similarities seem to end there, however.

The fact is,  consulting companies get a lot more respect and a lot more money than Freelancers.  The consulting company’s value-added is perceived as more valuable than the Freelancer’s value-added.  Most clients have a great deal of trust and confidence in consulting companies (well, at least the person who hired them does).  As a result,  consulting companies are awarded the most lucrative projects.  Their calls and emails are always returned.

Likewise,  Freelancers who have worked for consulting companies are held in higher regard by clients and prospects.  Anecdotal evidence leads me to believe that they receive more lucrative contracts,  billing more hours and commanding a higher rate. Freelancers with a consulting company background appear to know a secret code,  know all the right moves.  I came to realize my knowledge gap through a series of casual meetings with an acquaintance of mine named Erika.

Erika once worked for a mid-size consulting company,  first in their LA office,  then in NYC.  Like me,  she facilitates strategy meetings in the for-profit and nonprofit sectors,  but we cannot call each other competitors.  Erika stands head and shoulders above me in terms of consulting savoir-faire and client list.  Next to her,  I am the country cousin!  Erika is a very cool girl and over time she took pity on my poor, untutored self and shared a few consulting company secrets.

Primarily,  the advantage gained from consulting company experience is that one learns how to build value into all client interactions.  The perception of adding value starts with the very first client meeting.  A consultant’s job is to deliver comprehensive,  data driven analysis,  insights and answers that produce the desired results. Those analyses,  answers and insights form the basis of the strategies that the client will be advised to implement,  so that key goals and objectives will be reached.

Erika lets it be known that she will deliver the goods.  In the client meeting,  she asks questions that reveal what the client wants and help her discover what the client needs–that information forms the essence of Erika’s value-added.  Next,  she confirms with the client that she’s accurately grasped the project scope and understands all priorities and timetables.  She follows up in writing and in fact boasts that she does not so much submit proposals as send confirmation letters.

Erika isn’t awarded every assignment she’s invited to discuss,  but her track record is very good.  Before she starts work on a project,  she also takes a few important actions to keep her value-added rolling:

I.  Recognize,  and if possible meet,  the organization’s senior management team: the CEO, ED and other key staff.  Their names and sometimes also photos are probably listed on the company website.

II.  Learn the thought process that led to the project’s initiation and approval.  If possible,  read the project proposal and review any preliminary work that may have been done.  Find out who supports the project and who opposes it if you are able, to learn who your friends and detractors will be.

III. Know the organizations’ basic financial data.  Read the most recent annual report and examine the P & L to learn the annual operating budget,  total annual revenue,  gross profits,  profit margin and operating margin.

IV.  Know your client’s top five competitors: key products and services,  annual operating budget,  total annual revenue and gross profits.  Know what differentiates each main competitor from your client and know each main competitor’s strengths and weaknesses.

V.   For nonprofit organization clients, know which agencies within a 10-20 mile radius deliver similar services or compete for a similar constituency.  Know where and how those agencies offer services that complement or compete with your client’s mission.

VI.   Cultivate good relationships with your project sponsor and other key project supporters.  Identify a couple of good restaurants near your client’s geography and invite your sponsor and/or those with whom you work most closely out for coffee or lunch,  as applicable.

VII.  Become a resource for useful information to your client.  Sign up for Google Alerts and stay current with industry news and competitor’s activities.  If an item looks particularly intriguing or urgent,  send the link to the right people.  This practice can continue after project completion,  as can the above strategy, to extend relationship building and value-added.  Your objective is to entice the client to engage you for repeat business and to refer you to others.

Thanks for reading,
Kim

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Give Yourself a Book Deal

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I’ll probably not do this for myself anytime soon, but since I’ve mentioned the topic several times in this column,  I decided to finally do some research and figure out how one goes about getting a book in print.  Note that I did not say “how to write a book”. You’ll have to figure that one out for yourself!  Hint: first,  have something relevant and compelling to say and second, money and sex are two very popular topics.

However in this post,  I will dare to assume that readers will produce a business-themed book on a subject in which they’ve acquired considerable expertise. Writing a book is a marketing tool that can carry a Freelancer for years.  A book gives its author gravitas. The author will definitely be  positioned as an expert,  considered a more attractive conference speaker or panelist,  a more credible source to quote by journalists.  You are an author,  an authority.

The original method of getting a book into print was to write up a book proposal and shop it around to publishing houses that specialize in books in your subject.  If the proposal looked strong enough to generate sales that would justify the time and money involved in editing,  printing  and distributing the book,  then the author would receive a letter inviting him/her to discuss the proposal.

That is still done,  but not nearly as often.  There are far fewer publishing houses now and competition by aspiring authors looking to get in the door is intense.  It would be almost impossible for the average Freelancer to publish a book conceived to be used for self-and business promotion to succeed in the traditional manner.

Self-publishing houses and similar operators have stepped into the breach and opened the doors wide for those who have a business to promote,  a story to tell,  or a family history they’d like to document in print and pass on to future generations.  Self-publishing is most suitable for authors who are unlikely to attract a traditional publisher and who will sell directly to  readers from the author’s website,  at seminars or at other gatherings.

So let’s get started on your book deal.  Begin by visiting the websites of self-publishers to compare services and prices.  Createspace and Lulu are two outfits to consider.  When evaluating services,  pay attention to exactly what it is you will pay for and watch out for hidden fees.  Look for non-template, customized cover design charges;  editing and copy editing (i.e., typos) charges;  and distribution and renewal fees.  Expect to pay $1500.00 – $4500.00 to edit, design and print your book.

Examine with great care (and perhaps with the assistance of an attorney who specializes in the field) the subject of author rights.  True self-publishing means that all rights to the book lie exclusively with its author.  Furthermore,  clarify whether you are able to terminate your publishing agreement at will and without penalty.

You’ll need to decide if you’d like your book to appear in print or as an e-book.  Maybe you can do both eventually?  In 2010,  e-book sales accounted for 9%  of the overall book market,  according to the Association of America Publishers.  The e-book trend is upward,  spurred on by Nook and Kindle.

How your book will look (print style, lay-out, etc.) and the design of the front and back covers are another big concern.  You may want to hire a graphic artist with experience in book production to do art and design work.  Chances are that your money will be well spent. Your book must look professional and represent your brand well.  Also,  be sure to use the appropriate paper stock.

Do yourself another favor and hire a copy editor and a proofreader.  In fact,  this will be among the most important investments in your book’s production.  It is absolutely crucial to ensure that your book has no errors.  Your professional reputation depends upon it.  Your publishing service may offer copy editing,  but they may not be especially diligent.

Becoming a published author is a much more attainable achievement today than ever before.  Your book will be a useful marketing tool,  a door opener and a confidence builder for both you and prospective clients.  A significant amount of work must be done to bring the book to life and it will be necessary to carefully research available options—just like any other major goal you plan to reach.  Additionally,  it will no doubt be useful to seek out the blogs of self-published authors for more information and the real inside scoop.

Good luck and thanks for reading,

Kim

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Optimize Online Multimedia

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Because the February-March session sold out,  I have been invited to reprise my three-part workshop  “Become Your Own Boss: Effective Business Plan Writing”  at Boston Center for Adult Education 122 Arlington Street Boston MA on three Mondays,  May 9, 16 & 23 from 5:30 PM – 7:30 PM.  For more information or to register please visit http://bit.ly/becomeyourown59  or call 617.267.4430.

A picture is worth 1,000 words and a good online multimedia presentation can help prospective clients connect the dots on why it’s smart to bring you in.  To that end,  many Freelancers,  small business owners  and countless other organizations and individuals have added video to their websites or posted online. 

Unfortunately,  many presentations do not achieve the expected objectives.  It’s necessary to think strategically about how online multimedia might draw in prospects and promote business and additionally,  determine what aspect of your talents or services will do the trick.

What can you say and do in three minutes or less that will persuade prospects to follow up?  Should you demonstrate a product or discuss a service,  show yourself in action as you conduct a workshop or give 3-4 pieces of advice that will validate your understanding of client needs?

Whatever you decide,  deliver a simple,  uncomplicated experience for viewers to ensure that your message is understood.  Produce a presentation that focuses on what’s in it for the customer and you’ll have their attention.  Be aware that a little multimedia goes a long way.  In other words,  use audio,  visual and animation effects judiciously and always in service of your business strategy and customer priorities.  Make sure your content delivers what prospects want to know.

Hire a professional videographer to ensure presentation quality.  Expect to pay $500.00 – $1500.00,  depending on what you do and who you work with.  Get references and see examples of their work before signing a contract.  You want expert production,  lighting that flatters and flawless editing.  Remember to confirm that your website has the bandwidth necessary to support video.

Location,  location  Place the video link on your website home page at eye level,  so those with smaller screens will not need to scroll down to find the link.

Control  Give website visitors the choice to opt in to your multimedia.  Avoid presentations that play automatically.  Indicate the length of the video and include play,  pause and stop buttons.  Make the viewing experience interactive and easy.

Context  Let potential viewers know what they’ll learn from your video clip before they click “play”.  Do not leave it to your audience to figure out its purpose and how they will benefit from taking the time to have a look and listen.

Short & sweet  Produce a video that runs no longer than three minutes.  The clip is an hors d’oeuvre and not a banquet.  Your objective is to whet the appetite for more of what you know and do.  Keep your message clear and easy to absorb as you demonstrate a core capability or service and spell out what’s in it for the viewer when they work with you.

Call to action  Tell viewers to take the action that you want them to take.  As you close the presentation,  advise viewers to contact you for more information.  Tell them how to leave a comment,   order your book or sign up for your newsletter.

Distribution deals  Upload your video at Tube Mogul http://tubemogul.com , a free site that will not only send your link to a wide range of social media and other hosting sites,  but will also allow you to track the number of views,  clicks and comments received.

Thanks for reading,

Kim

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Making Use of Online Video

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Because the February-March session sold out,  I’ve been invited to reprise my three-part workshop  “Become Your Own Boss: Effective Business Plan Writing”  at Boston Center for Adult Education 122 Arlington Street Boston MA on three Mondays,  May 9, 16 & 23 from 5:30 PM – 7:30 PM.  For more information or to register,  please visit http://bit.ly/becomeyourown59  or call 617.267.4430.

Communicating with prospective clients (and others) by way of video has become an accepted practice and the phenomenon continues to grow by leaps and bounds.  Digital media tracker ComScore reports that YouTube had 12.2 billion videos viewed by 129 million unique visitors in November 2010 and growth shows no sign of abating.

In addition to adding a video clip to one’s own website or posting video on YouTube,  nearly all major social media sites provide the option to add either photos or video content.  So maybe you’re sorting through a decision tree,  trying to figure out your place in the multimedia revolution?  Here are four ways that video can make sense for your business:

Demo a new product or service

Create a video to demonstrate a new product or introduce your new service—or make a  personalized case for what you’ve been doing all along.  The video will allow you to show how your product works or explain how and why your services bring important advantages to your target market. 

Initiate a conversation with prospects as you tell a story that illustrates when and why it is wise to use your product or service.  Describe key features and benefits and demonstrate how they will make life or work less complicated and expensive or more effective and rewarding.  Define your target audience by describing who will benefit most by using the product or service.  Differentiate your video from traditional advertising by including a viewer comments feature and making the video about sharing relevant information and not a sales pitch.

Smarty-pants

Maybe you wrote a book,  or perhaps you gave the keynote address at a prestigious conference?  Can you obtain the footage from the ceremony when you stepped on stage to accept a coveted award and make a speech?

Or maybe you’d like to share your business acumen and offer prospective clients three or four pieces of valuable advice that will stoke their appetite for more of your expertise?  The right video will present you as the go-to guy or girl who knows how to solve problems and get the job done.

Promote an event

Use a video promo to create excitement around and build the audience for an important event that will showcase you,  whether it’s a book signing for your latest tome or the seminar that you’ll conduct.  Include highlights from a previous event,  with testimonials from those who attended.  Tape the proceedings of this year’s event to provide juicy content for the following year.

Create buzz

The best online videos avoid an overt sales pitch.  A clever video can do wonders for your reputation and your business,  especially if it goes viral.  At the very least,  a well-conceived and produced video clip will raise your profile and create good word-of-mouth for your new service,  your expertise or your upcoming event.  Next week,  we’ll get into video best practices.

Thanks for reading,

Kim

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Tweet to Build Buzz for Your Business

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Because the February-March session sold out,  I have been invited to reprise my three-part workshop  “Become Your Own Boss: Effective Business Plan Writing”  at Boston Center for Adult Education 122 Arlington Street Boston MA on three Mondays,  May 9, 16 & 23 from 5:30 PM – 7:30 PM.  For more information or to register please visit http://bit.ly/becomeyourown59  or call 617.267.4430.

As you develop strategies to promote your services,  be mindful that the goal is to package yourself in a way that makes clients feel that hiring you is a smart move.  Keeping your name visible by publishing good content across various media outlets and platforms is a strategy that will support your goal. 

When under consideration for an assignment,  you want to be certain that an internet search of your name brings up links to postings that demonstrate your bona fides.  The savvy Freelancer creates an online footprint that portrays a knowledgeable and capable professional,  one worthy of trust and lucrative contracts. 

Today,  we’ll take a closer look at how Twitter can support your online presence and brand,  help you build relationships,  connect with peers and portray yourself as a familiar and trusted source of useful information.  Let’s start the process by considering these three questions:

  • Who do you want to reach?

Since your tweets will focus on business,  it’s  safe to say that you’re looking to connect with current and potential clients and perhaps also peers with whom you do not directly compete.

  • Will your tweets be interactive?

Will your stream be public  and will you allow followers to post comments?  I suggest that you say yes to both and post comments to other’s tweets as well.

  • Do you have time to create good content?

In the allotted 140 characters,  it’s important that your tweets be relevant and timely and a conversation,  not a one-way sales pitch.

In the beginning,  try spending a few days  following the stream of someone whose tweets you find relevant,  then join conversations and answer questions.  When you feel ready,  start tweeting. 

Give updates on conferences you’ll attend,  on items in your newsletter,  on the workshop you’ll conduct.  So that your stream is not just all about you,  share links to articles you think your group might like to read and re-tweet interesting updates that you’ve received.

When it comes to followers,  focus on quality over quantity.  Your objective is to connect with key influencers and not everyone.  Share relevant stories that highlight your expertise.  Be helpful and informative.  Make a point of commenting on what others are doing.  Give your brand a voice and personality.

Tweeting is an ideal way for in-the-moment info sharing and that also includes listening.  In other words,  Twitter can play a role in market research and competitive intelligence.  Use Twitter to learn what your clients say about services they find useful and are willing to pay for;  about new trends and priorities that may help you identify potential business opportunities;  and to learn what competitors are doing and saying. 

Visit http://search.twitter.com to find out what’s being said about topics in your industry.  Add the Company Buzz app to your LinkedIn profile and find out what’s being said about your business.  You’ll be able to view tweets and learn the top key words associated with searches of your company.  Use what you learn to refine your brand and sharpen your sales pitch.

While you’re on LinkedIn you can also add the Tweets app to your profile.  This app will allow you to tweet,  reply and re-tweet all from LinkedIn and will also display your latest tweets on your page.

Along the way you’ll no doubt make some Twitter friends,  but remember that true relationship building requires personal contact and virtual connections are not necessarily reliable.  So use Twitter to encourage face-to-face activities. 

Invite your group to networking meet-ups and to your workshops and other speaking engagements.  In return,  be sure that you likewise support the activities of those in your group.

Social media platforms can make your name and business activities familiar to many and might even lead you to discover new business opportunities.  Consider it “free” advertising,  as you let the online community know of your capabilities.  Just remember to factor in the cost of your time.

Thanks for reading,

Kim

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Twitter for Your Freelance Practice

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Because the February-March session sold out,  I have been invited to reprise my three-part workshop  “Become Your Own Boss: Effective Business Plan Writing”  at Boston Center for Adult Education 122 Arlington Street Boston MA on Mondays May 9, 16 & 23 from 5:30 PM – 7:30 PM.  For more information or to register please visit http://bit.ly/becomeyourown59  or call 617.267.4430.

I don’t know about you,  but I’ve made a point of avoiding Twitter.  It appeared to be a total waste of time,  unless you plan to either start a revolution or take your band on tour.  Tweeting on subjects like what I decide to have for lunch is way too much information sharing.

Although it’s been easy to dismiss Twitter as just so much noise,  the microblogging platform is nevertheless rapidly gaining traction among businesses.  A convincing case can possibly be made for using Twitter to benefit a Freelance consulting practice.  So maybe I should reconsider?

Twitter is now five years old and growth trends for both business and personal use are upward, despite a reported 60%  dropout rate among users.  According to the tech marketing research firms BIA/Kelsey and ConStat,  nearly 20%  of businesses currently include Twitter in online marketing strategies and nearly 50%  indicate that in 2011 they plan to increase the use of online social media as a means to connect with current and potential customers.

Data from both research firms show that newer businesses and younger business owners are more likely to embrace online social media,  rather than traditional print media,  and to incorporate its use in marketing and customer outreach.  Businesses less than seven years old are more likely to use Twitter and less likely to advertise in the Yellow Pages,  for example.  Money is also a determining factor,  since other than time spent updating content (and time is money),  online social marketing is free.

But how effective is Twitter and the other social media platforms in helping to spin straw into gold and generate billable hours?  I’ve read a handful of anecdotal success stories,  but in my experience LinkedIn has not brought me a single contract in four years of active membership.  Come to think of it,  two years of blogging hasn’t brought me any money,  either (but hope springs eternal).  However,  there is a prospective client who follows my posts and has complimented me on what I produce.  There’s  no contract yet,  though (hint, hint!).

One thing I do know is that it’s entirely possible to build a lucrative consulting practice without either ad budget or Twitter,  LinkedIn,  blog or newsletter.  The most successful Freelance consultants with whom I’m acquainted—client lists to die for!—spend no money on promoting their services and have no social media presence.  An internet search of their names yields nothing.  That’s because in our business,  it’s not only who you know,  but also who knows you.  The highest paid Freelancers are known by the right people and they’ve successfully monetized those relationships.

Most of us will never dwell in that Valhalla,  but we know that Freelance consulting is a referral business.  We know that  to keep the cash flowing,  we must continually demonstrate to those who matter that we are capable,  reliable experts who will get the job done every time.  To be successful,  we must create and sustain positive word-of-mouth  (always the best form of advertising),  primarily by doing a first-rate job for our clients.

Beyond that,  we must establish good relationships with those who possess the money and motive to contract for our services.  The smartest Freelancers know to build relationships  before  they are needed. 

In theory,  social media help narrow the gap between the regular folks and the fortunate few by allowing us to share expertise and information,  announce our successes,  learn what is being said about the types of services that we provide and learn how to effectively communicate our value.  We have a forum in which to portray ourselves as  a knowledgeable,  trustworthy,  familiar known quantity,  which is precisely what our highest paid colleagues have done.  We also learn to get smarter about how we do business overall.

So maybe tweeting might be worth your time?  Next week,  we’ll discuss practical tips for how to create buzz for your business by way of Twitter. 

Thanks for reading,

Kim

Marketing , 2 Comments

Key Words, Long Tails and DIY SEO

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Let’s take a look at what the average Freelancer may want to consider before taking on a do-it-yourself search optimization project.  The hard part is to identify the key words that will cause your business name to appear in an internet search.  The easy part is to embed those beneficial key words into your website, newsletter or social media.

We know that key words are popular search terms and that they are often general: shoes–hotels–flowers–books.  General,  single,  key words are dominated by the corporate whales and they do not favor the Freelancer or small business owner.  When such key words are used,  the little fish land on something like page 32 of a search,  drowned by the likes of J.C. Penney,  Barnes & Noble,  FTD and Sheraton.  Little fish need key words with long tails,  that will help us swim to the top of the page.

Long tail key words are actually phrases,  ideally 3–4 words in length.  The term was coined in 2004 by Chris Anderson of Wired Magazine.  Long tail key words tend not to be dominated by the big guys and using them sometimes allows little guys to appear on the first page of a search.  They are less popular because they are more specific and those who embed those phrases will attain a more favorable page rank.  Think quality over quantity.

The trick is to figure out which long tail key words generate adequate search volume.  You need that tail to be long enough to pull in prospects who are searching for what you sell and so they’re typing in those key words.  ComScore reports that in the month of April 2010 alone,  Americans conducted 15.5 billion internet searches.  At least a few of them are your target customers.

Google data shows that the top five names listed in a search receive 75% of the clicks.  Page one listings in total receive 98% of the clicks.  But how might your prospective clients express what they want when searching for your product or service?  To find out,  check out two free Google tools: Key Word Tool and Wonder Wheel.

To begin,  bring up Google,  search key word tool and click on Adwords Key Word Tool.  Scroll down,  type in a phrase that describes your business and click search.  You will receive perhaps 50-100 variations on your description,  each one a potential long tail key word.

On the right,  see two columns of numbers.  The inner column gives the number of monthly searches  for each phrase done globally and the outer column gives the number of monthly searches for each done locally.  It’s the local column that you want.  Do the math.  If a phrase gets 2000 searches each month,  I recommend that you avoid it.  If a phrase gets 200 searches each month,  I recommend that you give it some thought.

You’re looking for your sweet spot: long tails that get adequate action,  but for which there is not competition that will overwhelm your page rank.  BTW,  if you’re thinking of adding a new service or product to your line,  this is a good way to measure the demand in your locale,  because you’ll learn how many prospects are searching for it.

To access the Wonder Wheel,  bring up Google and type in your proposed long tail key word phrase.  When you get the results,  look to the left column and see the Google name.  Scroll down, see “Wonder Wheel” and click.

You will then see a graphic shaped like a sun with rays.  Your phrase will be in the sun and the rays will contain your variations.  Click on a variation and that will become the sun and you’ll get more variations. 

Once you’ve chosen your preferred long tail key word,  own it.  Incorporate that phrase into your elevator pitch,  advertising,  LinkedIn page,  website,  blog and newsletter.  But always remember that good content rules,  so think sprinkle and not slather.

What will identifying and embedding a long tail key word actually do for your page rank?  No one knows until it’s done,  not you and not the SEO experts for hire.  If nothing else,  you’ll find a better way to describe your services and that’s a plus.  So if you have the time and inclination,  why not DIY and find out?

Thanks for reading and good luck,

Kim