hate selling? build profile instead
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2012Build Profile - Susan Abbott
Presented to: QRCA Philadelphia/Delware ChapterMay, 2012 By Susan Abbott
Hate Selling?Build Profile Instead
2012Build Profile - Susan Abbott
Overview2012Build Profile - Susan Abbott
What is profile?
2012Build Profile - Susan Abbott
You have profile when• People you do not know have heard
of you• You have a large internet “web wake” • You get calls/e-mails out of the blue
Prospective clientsProspective associatesPeople who want something from you
• There are many sources supporting your reputation and credibility
Your Golden Chain of Profile2012Build Profile - Susan Abbott
List your top 5 clients
How did you get them?
2012Build Profile - Susan Abbott
Referred by supplier
Heard presentations at conference
Called up “out of the blue”
Was a co-presenter at a
conference
Encountered at previous company
2012Build Profile - Susan Abbott
Why did the top 5 people hire you?
2012Build Profile - Susan Abbott
B2B “Speaks Executive”
Online qualitative
Future trends Customer experience
Innovation
2012Build Profile - Susan Abbott
Be clear what type of birds clients you
want to attract
2012Build Profile - Susan Abbott
All possible clients, including the difficult, the boring, and the broke
People I can reach with profile building
2012
Ideal clients – great projects, great people, lots of money
Build Profile - Susan Abbott
Clients who might want what I’m offering
Who is your target client today?
2012Build Profile - Susan Abbott
Build Profile - Susan Abbott 2012
Build Profile - Susan Abbott
Once someone becomes a client, they are no longer
in prospect territory
2012
Tools and Tactics
Building Your Golden Chain
2012Build Profile - Susan Abbott
2012Build Profile - Susan Abbott
www.theideastudio.com
Sponsorship
Directory Listings
Publish a newsletter
Public Profiles
Expert Networks
Web site
Speaking
Publish articles
Real people networks / associations
Blog
Publish a Book
Write an e-book
Make referrals
Advertising
SlideShare channel
Multi-media creator
Build Profile - Susan Abbott 2012
Golden Chain of Profile
Sponsorship
Directory Listings
Publish a newsletter
Public Profiles
Expert Networks
Web site
Speaking
Publish articles
Real people networks / associations
Blog
Publish a Book
Write an e-book
Make referrals
Advertising
SlideShare channel
Multi-media creator
— Not doing this at all Do it but others do it better Do it as well as others Do it consistently Doing it better than others Pillar of my personal brand
Build Profile - Susan Abbott 2012
Acknowledgement to Stuart Morley for the idea
Sponsorship
Directory Listings
Publish a newsletter
Public Profiles
Expert Networks
Web site
Speaking
Publish articles
Real people networks / associations
Blog
Publish a Book
Write an e-book
Make referrals
Advertising
SlideShare channel
Multi-media creator
Build Profile - Susan Abbott 2012
Basic essential foundations you need to have
Website Content is current? Client focused? Looks professionally designed? Has basic keyword optimization? Links to your other online content?
Website Grader from HubSpot marketing – free tool that assesses your website.Tip
websitegrader.com2012Build Profile - Susan Abbott
Directory Listings• QRCA, GreenBook, Quirk’s, etc.• Provide credibility• High quality links
Compare cost of a listing to the value of one hour of cold-calling time
Tip
Online Resume• For the business you want•Many articles talk about how to use effectively
• Post status updates via TweetDeck, HootSuite• Research clients and stakeholders• Make recommendations first
Tip
2012Build Profile - Susan Abbott
LinkedIn isn’t a place to dump a snapshot of where you’ve been. It’s an opportunity to stay connected to people and to demonstrate where
you are now and where you plan to go next.
Chris Brogan, entrepreneur, author + blogger
Brogan’s tips• Headline is important• Summary• What you do most• Type of business you want to do• Refresh every two weeks
•Write from the client’s perspective• Recommendations are powerful• He has written 146 178
2012Build Profile - Susan Abbott
Tip • Look at other high-profile people to see how others present themselves
Answer questions, join groups, lead groups
Have your own company page
Extra Credit2012Build Profile - Susan Abbott
2012Build Profile - Susan Abbott
Do not use the standard LinkedIn
invitation.Take the time to write a genuine
thought.
2012Build Profile - Susan Abbott
2012Build Profile - Susan Abbott
35 people who have my name!!!Yikes!
Public Profiles• Spoke• Naymz (was Visible Me)• 123People
• Search your name on a regular basis. Claim your profile. Correct the information.
• Caution - contact information may lead to more squirrels
Tip
“LinkedIn is for your professional network; Facebook is for your
personal network; Twitter is where you find kindred
spirits”
CB Whittemore, blogger, speaker, social media + marketing consultant
2012Build Profile - Susan Abbott
You need to decide about Facebook
2012Build Profile - Susan Abbott
2012Build Profile - Susan Abbott
You can use different types of Social Media to facilitate Social Networking. You can network using different forms of Social
Media.
Susan Sweeney and Randall Craig, Authors of Social Media for Business
2012Build Profile - Susan Abbott
Expert Networks2012Build Profile - Susan Abbott
2012Build Profile - Susan Abbott
The whole Internet is going to be social media: shopping will be social,
your resume will be social, your whole career will be built on social
media, and your kids’ education will be built on social media.
Penelope Trunk
Sponsorship
Directory Listings
Publish a newsletter
Public Profiles
Expert Networks
Web site
Speaking
Publish articles
Real people networks / associations
Blog
Publish a Book
Write an e-book
Make referrals
Advertising
SlideShare channel
Multi-media creator
Build Profile - Susan Abbott 2012
A good next step without a huge time commitment
Don't let the fear of the time it will take to accomplish something stand in the way of your doing it.
The time will pass anyway; we might just as well put that passing
time to the best possible use.Earl Nightingale
Author, motivational speaker
2012Build Profile - Susan Abbott
Publish a newsletter2012Build Profile - Susan Abbott
• Tools make it easier Templates Anti-spam avoidance List maintenance
• Some have Automated follow-up E-commerce support
• Use professional tools – it’s easierTip
2012Build Profile - Susan Abbott
Write articles• Be interesting• Be insightful• Push yourself• Do a little research
• No long term commitment• Creates high quality links• Give you “expert” credentials
Tip
Write white papers• Provocative
Take a point of view
• Informative• Compelling
Conduct some new research2012Build Profile - Susan Abbott
• Global Village Teen and Technology project 2007
Build Profile - Susan Abbott
Advertising2012
Views magazine
NewQualitative Directory
• Consider the reader target• Why not an industry publication?• Online advertising another option e.g. LinkedIn
Tip
Sponsorship2012Build Profile - Susan Abbott
• Makes you look successful• No time commitment
Tip
Sponsorship
Directory Listings
Publish a newsletter
Public Profiles
Expert Networks
Web site
Speaking
Publish articles
Real people networks / associations
Blog
Publish a Book
Write an e-book
Make referrals
Advertising
SlideShare channel
Multi-media creator
Build Profile - Susan Abbott 2012
A bigger commitment with bigger payoffs
If people knew how hard I have had to work to gain my mastery, it wouldn’t seem so
wonderful.
Michelangelo (1475-1564)Renaissance painter and sculptor
2012Build Profile - Susan Abbott
Speaking2012Build Profile - Susan Abbott
• Major time commitment • BUT not ongoing• Expert who speaks
• Leverage the content• Leverage the content• Leverage the content
Tip
SlideShare2012Build Profile - Susan Abbott
• Share your PowerPoints• Link with
LinkedIn your website blog Newsletter
Twitter2012Build Profile - Susan Abbott
• Not that difficult• Requires consistent effort• Reciprocity is important
Tip
Writing a blog2012Build Profile - Susan Abbott
• Major time commitment• Must be promoted to
get traffic
2012Build Profile - Susan Abbott
0
100
200
300
400
500
600
700
Page Views
• Traffic is slow to build, takes patience and persistence
• Consistency is important, or traffic falls off
Tip
A (reasonably) successful promotion effort: the Bathroom
Blogfest
2012Build Profile - Susan Abbott
Sponsorship
Directory Listings
Publish a newsletter
Public Profiles
Expert Networks
Web site
Speaking
Publish articles
Real people networks / associations
Blog
Publish a Book
Write an e-book
Make referrals
Advertising
SlideShare channel
Multi-media creator
Build Profile - Susan Abbott 2012
Highly visible activities that require serious commitment and their own promotion
Write an e-book2012Build Profile - Susan Abbott
• Leverage the content• Leverage the content• Leverage the content
Tip
Multi-media content2012Build Profile - Susan Abbott
• Podcasts• Video blogging or
YouTube channel• Internet radio• REAL radio• Webinars
David Van Nuys podcasting setup
2012Build Profile - Susan Abbott
• http://www.shrinkrapradio.com/about/my-podcasting-setup/
Tip
Write a real book•Write a real book
Martha Guidry Siri Lynn, Jean Bystedt,
Deborah Potts Judy Langer Others!
Sponsorship
Directory Listings
Publish a newsletter
Public Profiles
Expert Networks
Web site
Speaking
Publish articles
Real people networks / associations
Blog
Publish a Book
Write an e-book
Make referrals
Advertising
SlideShare channel
Multi-media creator
Build Profile - Susan Abbott 2012
Don’t forget about these basic human interactions that still drive a lot of business
Real people networks• Elevator introduction• Reciprocity principle
Making referrals2012Build Profile - Susan Abbott
• Nothing better• Must be qualified
For both sides!
• Real network or social referral?
Keys to success
2012Build Profile - Susan Abbott
Profile building is about impression management and
reputation management
2012Build Profile - Susan Abbott
Do the things you enjoy doing*
2012Build Profile - Susan Abbott
*Don’t swap one thing you don’t like (cold calling) for another thing you don’t like (e.g. public speaking)
Consider the audience you want to reach, and how
you want to interact with that
audience
2012Build Profile - Susan Abbott
Leverage your efforts
2012Build Profile - Susan Abbott
Don’t advertise what you can’t
deliver *
2012Build Profile - Susan Abbott
* “Get better, get busier” – Warren Evans
2012Build Profile - Susan Abbott
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