building online platforms · ensure reliable service and good customer support. siteground offers...
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Y O U R P R O F E S S I O N A L I N T E R N E T P R E S E N C E : C I T I Z E N S H I P I N T H E W O R L D ( W I D E W E B )
BUILDING ONLINE PLATFORMS
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“WHY” BUILD A WEB PRESENCE?
“56% of all hiring managers are more impressed by a candidate’s personal website than any other personal branding tool—however, only 7% of job seekers actually have a personal website.”
“Having an informative, well-designed website also sends a message that you take your career seriously.”
“Employers are researching job applicants online, and owning your own website with your name in the domain gives you a great shot at showing up when someone searches for you.”
Forbes Article, “Why every job seeker should have a personal website”
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THEREFORE, YOU CAN:
• Display your authority and credentials.
• SHOW—rather than tell—your skills.
• Promote yourself and your current projects.
• Get found via Google and other search engines.
• Tap the whole world as your job market.
• Know your “audience” through analytics.
• Express yourself.
• Stand out from other applicants.
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OK, SO THEN “WHAT” DO YOU NEED, EXACTLY?
(T O SOME DEGREE , I T W I LL DEPEND ON YOUR F I ELD )
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WEBSITE VS. BLOG
Website
• Often Business or
Professional
• Static
• Might contain a blog
feature. (Why or why
not?)
• Often an online version
of a resume, brochure,
or advertisement
Blog
• Often Personal or
Entrepreneurial
• Dynamic
• A blog IS a website but
with an emphasis on
content
• A platform to serve and
engage a targeted
audience
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VARIOUS PLATFORMS
• Free (Blogger, WordPress.com)
• “Rented” (Wix, SquareSpace, Weebly, etc.)
• Self-hosted (WordPress.org - C.M.S.)
*In almost every case, my suggestion is self-hosted.
You control it, you own it, and it’s just more
professional. Plus you’ll learn some valuable “side
skills,” which look good on your resume.
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A TYPICAL WORDPRESS WEBSITE
U.S.P.
Your “Elevator Pitch”
The
fold
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“YOU” IN A NUTSHELL
Unique Selling Proposition
• Keep it short, two
sentences at max.
• What makes you
different than the other
candidates?
• Unique is often “better”
than better.
• Personality matters.
Elevator Pitch
• Explain what you can
do for them in 30
seconds or less.
• How can you make
their life easier or better
or richer?
• If “you” were a
product, emphasize
benefits, not features.
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SOME ELEMENTS OF AN EFFECTIVE WEBSITE
• The current trend is towards simplicity and UX rather than
flashy, high design.
• One reason for this is that >50% of all webpage views are
now on mobile devices.
• To this end, make sure that your site has a responsive
theme.
• Less is more, both visually and in your written content.
• Search Engine Optimized
• Make it your voice; don’t be generic. Let your
personality come through.
• But don’t make it all about you, but rather, what you
can do for THEM (the reader/recruiter).
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BAD SITE 1
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BAD SITE 2
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GETTING STARTED WITH A WEBSITE
• Claim your domain name; your actual name, if available. If not, you can alter it to your niche, add your middle initial, get the .org or .net instead, or something “catchy.”
• Web hosting service (Branded email?)
• Install WordPress
• Pick a theme
• Add content
• Connect to social accounts
• Announce your new platform and share with your connections.
• Start blogging (IF that’s part of your strategy).
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COSTS
• Domain Name: from popular sites like GoDaddy,
typically about $15/year, although you can
sometimes find “teaser” rates. If you decide to
purchase the domain for your own name, commit
for the long term to get a better deal
• Hosting Service: pay a tiny bit more for quality to
ensure reliable service and good customer support.
SiteGround offers plans starting from $4/month.
• Premium theme: it’s worth it to remove restrictions
and third party branding on your platform. A good
premium theme will be less than $50.
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WORDPRESS BACKEND
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EXAMPLES
Let’s look at a few good…
(click the link)
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S O C I A L P L A T F O R M S
BEYOND YOUR OWN WEBSITE
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THE MOST IMPORTANT ONL INE NETWORK FOR B2B
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YOUR LINKEDIN PROFILE
Make sure your profile is 100% complete and optimized so you’ll rank higher in the LinkedIn search results.
What does this mean?
• You’ve uploaded a flattering, professional picture
• Your headline is keyword rich … ideally with a call to action
• A compelling summary, containing your keywords
• You have job experience listed with results-oriented, keyword rich descriptions
• You have a respectable number of relevant connections
• You have some personal recommendations
• You have endorsements for both social proof and keyword “discoverability”
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WHAT TO “DO” ON LINKEDIN
• Grow your network.
• Join groups and participate in discussions.
• Search for influencers in your industry and try
to connect with them.
• Follow companies that interest you.
• Post regular status updates.
• Do some “blogging” on the LinkedIn “Pulse”
platform, and then share these posts on your
other social media accounts.
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FURTHER LINKEDIN RESOURCES
• Debbie Wemyss, Independent LinkedIn® Specialist
• DW Consulting Solutions
• Free video course on Best Practices for LinkedIn
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PROFI LE OR FAN PAGE?
As of April 2016, the number of registered accounts reached 1.59 billion
Facebook adds ½ million new users every day; 6 new profiles every
second!
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WHY HAVE A FACEBOOK PAGE?
Answer: cheap, highly-targeted ads
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“A LOOP OF ENGAGEMENT”
(A.K.A. Sales Funnel)
Facebook Page
Website (Landing
Page)
Autoresponder
Retargeting
Ads
Another way to
think about
connecting your
online platforms…
Opt-in Offer
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OTHER SOCIAL MEDIA
WHICH ONES DO YOU “NEED?”
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SMART NETWORKING: NOT THIS…
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REACH VS. ENGAGEMENT: INVERSELY PROPORTIONAL
IN PERSON
Phone
Website/Blog
Social Media Platforms
…but rather,
THIS:
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ADDITIONAL PLATFORMS
• YouTube Channel (or live video)
• Podcast (iTunes and/or Stitcher)
• Self-Publishing (Kindle eBooks)
• Communication (Skype, WhatsApp, CallLoop)
• Forums (Quora) and “Social Blogging” (Medium)
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SUMMARY
Create a consistent voice and identifiable brand across all
platforms so that people recognize you not matter where they encounter you online.
*Connect all your platforms to work in sync. The total effort will
be greater than the sum of the parts.
Always be professional, even when exchanging with friends. You never know who will see what you post online.
Don’t try to be “everywhere.” Focus on the platforms that
make sense in your field. As few as practical.
Try to “upgrade” your connections to the next level of
intimacy. From social to your website, from your website to
your email contacts, from email to phone, and finally…
Don’t ever underestimate the power of real life connections.
The Internet helps us expand our reach, but important
decisions and transactions are still often done face to face.
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A N D G O O D L U C K I N Y O U R C A R E E R S !
THANK YOU!