Tag Archives: expert

How About LinkedIn?

7 Apr

You Need a LinkedIn Strategy

Why?

Simple, because as the largest professional network on the Internet you will find anyone who matters to your business on there — from customers to prospects, from business partners to employees. The network adds two new members every second and is home to more than 250 million members worldwide. LinkedIn has become the place for professionals to gather. And, when you have so many interconnected entities gathering in one place, you need to have a plan.

LinkedIn Has Gone Beyond the Job Search

Your employees? They’re all over LinkedIn. From sales reps to the people in the back office. Most are on it weekly, many are on it a few times each day. They check it on their smartphones during breakfast and on their laptops during conference calls.

LinkedIn header

LinkedIn – Can you afford to ignore it?

Sure, some employees will be job-hunting, yet the majority are using LinkedIn in many other ways. Ways that could benefit your business. They’re getting management advice from business thought leaders. They’re keeping up with industry trends. They’re searching for prospects. They’re building relationships with business professionals who will: buy from you, sell to you,or work for you. LinkedIn is bigger than the recruiting department. It touches all aspects of your business.

The People You Want to Connect with are on LinkedIn

People don’t buy from brands. They buy from people. When a client or prospect searches for people they’ve met, their LinkedIn profiles are likely to come up first. Employees use LinkedIn to represent both themselves and indirectly your company too. From a brand perspective, those profiles should be compelling. Ask your employees and most will reply, “I should do more with LinkedIn.” Yet, most of them are doing it poorly. Their photos aren’t professional looking, their profiles undersell their experience, and their networks are not relevant. These are the people who help create your brand, and they are often part of the first impression others will form of your business.

Help Yourself and Your Employees

There isn’t a simple solution to this issue. Each person’s use of LinkedIn depends on his or her role, as well as the industry, your company go-to-market strategy, and your overall company branding and messaging. For your company to get value from LinkedIn you will need to know what you want to accomplish, how your organization will get there, and how you will measure success. In other words, you’ll need a strategy.

Like all marketing programs (and make no mistake about it, this is also a marketing program) you have to set a strategy, then work toward implementation in a clear and deliberate way. Start small, focus on bang-for-the-buck; create a consistent brand message about your organization then ask your staff to use it in their profile. Develop a company page, so that when other people run across your employees the company information is clickable and exactly how you want it. Encourage your teams to build relevant industry contacts and ensure they are connected to one another right away. These are all solid building blocks.

Also, allow time for exploration and investigation. That time your staff is using to learn a leadership skill will manifest itself positively if you let it. The industry contacts that are cultivated from posting to related groups and interacting with regularity will have long-term value. Even the job hunting activities are beneficial in some ways, as keeping employees happy is often a matter of having a realistic perspective on market conditions.

Regardless of what you do, or how you prioritize it, give LinkedIn the respect it deserves. Craft a strategy then set about making it happen.

Advertisements

Typical Obstacles to Creating Video for Your Website

1 Apr

There are a handful of excuses that people claim as valid reasons for not creating video.

  • I don’t look good on camera or I don’t like my voice.
  • I don’t have anything valuable to share.
  • I am not popular enough or I am not brave enough
  • I cannot afford to buy video equipment.
  • I just don’t have enough time.
boy band

You don’t need to be a ‘boy band’ to create your own website informational video.

I don’t look good on camera

You probably don’t like having your picture taken either. Some of us are not that comfortable in front of a camera, still or video. However, as a business owner and a Subject Matter Expert [SME] it isn’t a beauty contest, it’s an opportunity to inform and educate prospective patients. Alternatively, you can create screencast videos that do not require you to sit in front of the camera. These are presentations and computer-based videos from screen imagery, with a bit of voice-over added. Which brings us to… I don’t like my voice – Again, you may not relish the idea of hearing yourself speak on camera, but unless it truly is the sound of fingernails on a blackboard you need to objectively consider the goal before succumbing to this excuse. As an SME it’s more about your audience and what you can do for them and less about you, after all there are people who need your help.

I don’t have anything valuable to share

If this were true, you would not be a trained professional. So, sharing this information in spoken form via direct conversations MUST be part of your daily routine…No?Video is just another media to deliver the same information to a wider group of patients who you have not yet met. This is the essence of being an SME, who else could claim Subject Matter Expertise?

I am not popular enough

Video marketing is not about popularity (for the most part), yet we all are aware of some folks who have raised the media to near cult status. For hearing healthcare professionals your reputation will grow as you continue to share relevant information for viewers to consume. So with that in mind do you really mean: I am not brave enough? Go ahead, be afraid. BUT, do it anyway. Your fears will subside as you immerse yourself in the topic and the process. If it helps, have a trusted individual sit just off-camera and direct your conversation toward them instead.

Image - 28 Mar. 31 12.14 PM

Providing useful information to prospective patients makes the effort worthwhile.

I cannot afford to buy video equipment

If you need to, use a cell phone or iPad. These devices will do just fine for creating a quick 1 or 2-minute video. The effort will get you started, then from there the value of video may become more obvious — and worthy of a modest investment. If you don’t want to capture video with any device, Microsoft PowerPoint provides a presentation platform that is more anonymous. You could also download a copy of OpenOffice, which offers presentation capabilities similar to PowerPoint without the expense of buying the software.

I don’t have enough time

This isnt a task that requires hours on end. Finding an extra 30 minutes to capture the message to video could easily provide more value than many of the tasks we all perform daily out of habit. Push that email sifting back 30 minutes and see for yourself. Another option: get up earlier in the morning to give yourself the gift of time. Waking up 30 minutes earlier to record a short video is reasonable; you may not even miss the extra half hour of sleep and your business may profit from the sacrifice.

Start with a plan

Having a video content strategy is great for building authority, branding your business and gaining loyal followers. Some people prefer to read while others favor content through video. Serve your audience the kind of content they prefer and you will find it much easier to attract a community that likes, trusts and buys from you.

 

 

What Is Public Relations and Why Should I Implement It Into My Marketing Plan?

29 Mar

What Can Public Relations Do For Me?

A strong and effective public relations plan can build your practice’s reputation and position you in the best light with your community/target audience. With a competitive market especially in the hearing device industry, you need to determine strategies to stand out among your competitors. Incorporating public relations into your marketing plan increases awareness and highlights why your hearing healthcare services are the best.

Successful Public Relations is the development and telling of a good “story.” You may be curious as to how you can turn industry news or clinical information into a compelling story? The key is finding the hook.

For example:

Oticon recently unveiled its new Alta hearing device. Ask yourself:

  • How can this hearing aid make a difference in the lives of my current and prospective customers?
  • What new technologies does it feature?
  • How can it improve the quality of life for customers?

 The stronger you develop the “story,” the greater the acceptance by the media and public, which will add to the success of your public relations strategy.

 Positioning Yourself as an Industry Expert

The importance of integrating public relations into your overall marketing strategy continues to evolve. According to The Fall of Advertising and the Rise of PR (Harper Business) – American marketing strategists argue that public relations has become the most effective way to build a brand. Business owners, like you, become known in their respective fields of concentration through public relations and the associated media generated.  Therefore, integrating a public relations strategy into your overall business plan will help solidify you as an industry leader while bringing focus to your individual services.

 Explore the Benefits of PR

Public Relations, if done right, can reach a large audience without the traditional expense associated with advertising and marketing. A few of the significant public relations benefits include the following:

  • An economical way to reach your target audience in masses
  • The awareness of, and the demand for, your company’s products or services
  • Strengthening your company image and perception
  • Painting the picture of a company that is active and innovative
  • Creating additional credibility within your community
  • Giving you an advantage over competitors that are not utilizing PR effectively
  • Increasing online visibility, when integrated into your digital marketing strategy

 If PR is not a part of your marketing plan currently, it may be time to consider implementing a public relations campaign to complement your existing initiatives. PR is an influential and cost-effective way to reach key audiences and influencers. PR focuses on promoting your company, establishing your business’ identity, and maintaining credibility – all with the end result of building an engaged and happy customer base!

 For additional information on getting a PR campaign started, please check out our other PR blog post here: Public Relations: Beyond the Parties & On a Budget or contact Kelly Donahue at kdonahue@AHAAnet.com to explore AHAA’s PR archives and ‘How Tos.’