Transcript
Page 1: Creating a compelling online brand

Creating a Compelling

Online Brand (Which Raises Your Visibility, Enhances Your

Reputation, And Attracts New

Clients... )

Sumi Olson

www.linkedin.com/sumiolson

Facebook:

Olson Sales and Marketing

Twitter: @sumiolson

Skype: sumi.olson

Creating a Compelling Online Brand

(Which Raises Your Visibility, Enhances Your Reputation, And Attracts New Clients... )

CIM Surrey Summer Social Event,

Guildford Thursday 9th June 2011

9th June 2011 (c) Olson Sales & Marketing Services

www.olsonservices.co.uk © OSMS 2011

Page 2: Creating a compelling online brand

Creating a Compelling

Online Brand (Which Raises Your Visibility, Enhances Your

Reputation, And Attracts New

Clients... )

Sumi Olson

www.linkedin.com/sumiolson

Facebook:

Olson Sales and Marketing

Twitter: @sumiolson

Skype: sumi.olson

Creating a Compelling Online Brand

(Which Raises Your Visibility, Enhances Your Reputation, And Attracts New

Clients... )

JOIN MY TELESEMINAR

Monday 20th June 2011

8 PM (British Summer Time)

http://InstantTeleseminar.com/?eventid=20412786

9th June 2011 (c) Olson Sales & Marketing Services

www.olsonservices.co.uk © OSMS 2011

Page 3: Creating a compelling online brand

Creating a Compelling

Online Brand (Which Raises Your Visibility, Enhances Your

Reputation, And Attracts New

Clients... )

Sumi Olson

www.linkedin.com/sumiolson

Facebook:

Olson Sales and Marketing

Twitter: @sumiolson

Skype: sumi.olson

COMPELLING means that what you communicate has resonance and relevance for your target market/ your community CONGRUENCE means that you are in true alignment with your sense of self – in terms of who you are, what you do, what you offer CONSISTENCY you apply your compelling, congruent message in a systematic and uniform way

The Three ‘C’s OF COMMUNICATION

9th June 2011 (c) Olson Sales & Marketing Services

www.olsonservices.co.uk © OSMS 2011

Page 4: Creating a compelling online brand

Creating a Compelling

Online Brand (Which Raises Your Visibility, Enhances Your

Reputation, And Attracts New

Clients... )

Sumi Olson

www.linkedin.com/sumiolson

Facebook:

Olson Sales and Marketing

Twitter: @sumiolson

Skype: sumi.olson

AWARENESS - you show you understand your community/prospective client’s needs & wants AUTHORITY - you demonstrate your knowledge, experience, and expertise AVAILABLITY – you offer opportunities for your prospective clients and community to interact or work with you

The Three ‘A’s…

9th June 2011 (c) Olson Sales & Marketing Services

www.olsonservices.co.uk © OSMS 2011

Page 5: Creating a compelling online brand

Creating a

Compelling Online Brand

(Which Raises Your Visibility, Enhances

Your Reputation, And Attracts New

Clients... )

Sumi Olson

www.linkedin.com/sumiolson

Facebook: Olson

Sales and Marketing Twitter:

@sumiolson Skype:

sumi.olson

9th June 2011 (c) Olson Sales & Marketing Services

www.olsonservices.co.uk © OSMS 2011

What is your Strategy?

1. The product – this means YOU (not your business)

2. The brand – what makes you different from the others… 3. The market – target audience of potential clients, partners, investors,

suppliers 4. The tools –online platforms, social media, electronic publishing 5. The strategy – how will you market yourself…? 6. Timing – what are your short-term (3m), medium term (6m) & long

term (12m) goals & objectives?

Structure your online profile to make sure that you are selling yourself effectively so your community knows what benefits you offer…

Page 6: Creating a compelling online brand

Creating a

Compelling Online Brand

(Which Raises Your Visibility, Enhances

Your Reputation, And Attracts New

Clients... )

Sumi Olson

www.linkedin.com/sumiolson

Facebook: Olson

Sales and Marketing Twitter:

@sumiolson Skype:

sumi.olson

9th June 2011 (c) Olson Sales & Marketing Services

www.olsonservices.co.uk

Raising Your Profile

PR

ARTICLES

Offline & ONLINE TALKS, PRESENTATIONS

Offline and ONLINE

NETWORKING

ADVERTISING

Direct mail

REFERRALS

JVPs

BOOKS

SOCIAL MEDIA

BLOGS

© OSMS 2011

Page 7: Creating a compelling online brand

Creating a Compelling

Online Brand (Which Raises Your Visibility, Enhances Your

Reputation, And Attracts New

Clients... )

Sumi Olson

www.linkedin.com/sumiolson

Facebook:

Olson Sales and Marketing

Twitter: @sumiolson

Skype: sumi.olson

9th June 2011 (c) Olson Sales & Marketing Services

www.olsonservices.co.uk

Systemise – manage the potential overload

Link your Editorial Schedule to your work and industry calendar Work to content for 3 month periods Block time to write in bulk and schedule uploads Expand blogs to articles to white papers to book – step by step

process Build audio and videos from your printed content & vice versa Link tweets to blog/article and online/video content Use RSS feeds via Google Reader to redistribute and comment on

relevant content Share and redistribute other peoples’ content if relevant – great for

networking and adds value. Shows you know what’s current and saves time

© OSMS 2011

Page 8: Creating a compelling online brand

Creating a

Compelling Online Brand (Which Raises Your Visibility, Enhances Your

Reputation, And Attracts New

Clients... )

Sumi Olson

www.linkedin.com/sumiolson

Facebook:

Olson Sales and Marketing

Twitter: @sumiolson

Skype: sumi.olson

Blogs and other content

9th June 2011 (c) Olson Sales & Marketing Services

www.olsonservices.co.uk © OSMS 2011

Make it relevant, pertinent for your community (compelling) Show you understand the needs and desires of your community Make it relevant and pertinent for your own goals & objectives Cross link and keep it consistent across your platforms Write in your authentic voice and in the language of your

community (congruence) Invite feedback and comment – create conversations and dialogue Remember you want to create a relationship of trust and authority Invite expert opinion from others so that you are seen to be part of a

crowd of experts and authorities

Page 9: Creating a compelling online brand

Creating a

Compelling Online Brand

(Which Raises Your Visibility, Enhances

Your Reputation, And Attracts New

Clients... )

Sumi Olson

www.linkedin.com/sumiolson

Facebook: Olson

Sales and Marketing Twitter:

@sumiolson Skype:

sumi.olson

9th June 2011 (c) Olson Sales & Marketing Services

www.olsonservices.co.uk © OSMS 2011

Key steps to creating that compelling profile

on LinkedIn

Photo Profile heading that’s optimised for SEO – keyword heavy Make clear the benefits you offer the world Past company history – strip down your CV/resume and put it on your profile Get testimonials from people you have worked with – use LI facility to ask Join groups that reflect your industry and professional interests where you can add value and learn Answer questions and establish your LI Expert credentials Link to your core websites and online platforms – SEO booster Ensure your own business is listed in the company sections with a full profile

Page 10: Creating a compelling online brand

Creating a Compelling

Online Brand (Which Raises Your Visibility, Enhances Your

Reputation, And Attracts New

Clients... )

Sumi Olson

www.linkedin.com/sumiolson

Facebook:

Olson Sales and Marketing

Twitter: @sumiolson

Skype: sumi.olson

9th June 2011 (c) Olson Sales & Marketing Services

www.olsonservices.co.uk © OSMS 2011

Create a keyword heavy profile line on LinkedIn

When Creating Your LinkedIn Profile Headline consider: 1. Identify what you do 2. Identify what you offer 3. Identify your target audience If you can establish credibility, a call to action, a sense of uniqueness, and show what you have by way of solutions and benefits, then you’ve created a hugely impactful profile line. NB: this part of your profile is searchable by search engines so remember keywords NB: character restriction less generous than Twitter!

Page 11: Creating a compelling online brand

Creating a

Compelling Online Brand

(Which Raises Your Visibility, Enhances

Your Reputation, And Attracts New

Clients... )

Sumi Olson

www.linkedin.com/sumiolson

Facebook: Olson

Sales and Marketing Twitter:

@sumiolson Skype:

sumi.olson

9th June 2011 (c) Olson Sales & Marketing Services

www.olsonservices.co.uk © OSMS 2011

Page 12: Creating a compelling online brand

Creating a

Compelling Online Brand

(Which Raises Your Visibility, Enhances

Your Reputation, And Attracts New

Clients... )

Sumi Olson

www.linkedin.com/sumiolson

Facebook: Olson

Sales and Marketing Twitter:

@sumiolson Skype:

sumi.olson

9th June 2011 (c) Olson Sales & Marketing Services

www.olsonservices.co.uk © OSMS 2011

Page 13: Creating a compelling online brand

Creating a Compelling

Online Brand (Which Raises Your Visibility, Enhances Your

Reputation, And Attracts New

Clients... )

Sumi Olson

www.linkedin.com/sumiolson

Facebook:

Olson Sales and Marketing

Twitter: @sumiolson

Skype: sumi.olson

9th June 2011 (c) Olson Sales & Marketing Services

www.olsonservices.co.uk © OSMS 2011

Page 14: Creating a compelling online brand

Creating a Compelling

Online Brand (Which Raises Your Visibility, Enhances Your

Reputation, And Attracts New

Clients... )

Sumi Olson

www.linkedin.com/sumiolson

Facebook:

Olson Sales and Marketing

Twitter: @sumiolson

Skype: sumi.olson

9th June 2011 (c) Olson Sales & Marketing Services

www.olsonservices.co.uk © OSMS 2011

Page 15: Creating a compelling online brand

Creating a Compelling

Online Brand (Which Raises Your Visibility, Enhances Your

Reputation, And Attracts New

Clients... )

Sumi Olson

www.linkedin.com/sumiolson

Facebook:

Olson Sales and Marketing

Twitter: @sumiolson

Skype: sumi.olson

9th June 2011 (c) Olson Sales & Marketing Services

www.olsonservices.co.uk © OSMS 2011

Page 16: Creating a compelling online brand

Creating a Compelling

Online Brand (Which Raises Your Visibility, Enhances Your

Reputation, And Attracts New

Clients... )

Sumi Olson

www.linkedin.com/sumiolson

Facebook:

Olson Sales and Marketing

Twitter: @sumiolson

Skype: sumi.olson

9th June 2011 (c) Olson Sales & Marketing Services

www.olsonservices.co.uk 16

Recommended Reading

Page 17: Creating a compelling online brand

Creating a Compelling

Online Brand (Which Raises Your Visibility, Enhances Your

Reputation, And Attracts New

Clients... )

Sumi Olson

www.linkedin.com/sumiolson

Facebook:

Olson Sales and Marketing

Twitter: @sumiolson

Skype: sumi.olson

9th June 2011 (c) Olson Sales & Marketing Services

www.olsonservices.co.uk 17

Contact details

• You can email me on [email protected]

• You can send a direct message (DM) on any of these Social Media platforms: Twitter, LinkedIn, and Facebook.

• I use Skype so whether you’re based in the UK or overseas, you can reach me on sumi.olson (leave a DM or voice-mail if I'm offline)

Page 18: Creating a compelling online brand

Creating a Compelling

Online Brand (Which Raises Your Visibility, Enhances Your

Reputation, And Attracts New

Clients... )

Sumi Olson

www.linkedin.com/sumiolson

Facebook:

Olson Sales and Marketing

Twitter: @sumiolson

Skype: sumi.olson

Creating a Compelling Online Brand

(Which Raises Your Visibility, Enhances Your Reputation, And Attracts New

Clients... )

JOIN MY TELESEMINAR

Monday 20th June 2011

8 PM (British Summer Time)

http://InstantTeleseminar.com/?eventid=20412786

9th June 2011 (c) Olson Sales & Marketing Services

www.olsonservices.co.uk © OSMS 2011


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