sales strategies for freelance business journalists: day three
DESCRIPTION
Maya Payne Smart presents the free business journalism Webinar, "Sales Strategies for Freelance Business Journalists: Day Three," hosted by the Donald W. Reynolds National Center for Business Journalists. For more information about free training for business journalists, please visit BusinessJournalism.org.TRANSCRIPT
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Day 3:Closing the Sale
Presented by Maya Payne Smart
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Today’s Agenda
• How are you going to sell to new clients?
• How are you going to win repeat business?
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Goals for Today
• Understand the path from a lead to a prospect to a customer
• Learn tried-and-true methods for winning repeat assignments
• Explore various methods for storing prospect and client information
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POLLWhich social media site has helped you win the most business?
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Business Cards
Old School
• Email, phone, address, URL
New School
• Digital and print
• Photography
• Social media profile links
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LinkedIn Tips
• Flesh out your profile and keep your status bar updated.
• Reconnect with current and former colleagues, including editors and fellow writers.
• Join groups.
• Check the job boards.
• Research new markets in the Companies section.
• Seek and give advice in the Question and Answer sections.
• Adjust privacy settings to avoid spamming your network.
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Facebook: Formal and Informal
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• Keep tweets newsy.
• Put your spin/angle on everything.
• Post less than 20 times a day.
• Focus on one thing.
• Use descriptive keywords and include you URL in your profile.
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• Learn to make and post video to your site or blog
• Create your own channel
• Register the .tv version of your sites
Tips
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Website
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Search Engine Optimization
• SEO starts at home
• Use key words
• Make your site mobile compatible
• Add fresh content
• Put navigation at the top of the site
• Add social sharing buttons
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Public Relations
• Announce business openings, service offering shifts, location changes
• Publicize awards and fellowships
• Conduct polls and surveys
• Create tip sheets
• Host contests
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Why Blog?
• Share compelling information and insights and build credibility
• Keep your web presence fresh and boost your search engine traffic
• Build a readership or community of your own
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Blogging: Two Approaches
Informative
• Trends in your niche
• Interesting reporting that didn’t make it into your story
• Behind-the-scenes audio, video, photos and commentary
• Links to related industry news and blogs
Promotional
• Case studies
• Testimonials
• Advice on how to work with freelancers effectively
• Your story—why you do this work
• Work samples
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Pay-per-click Advertising
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Managing Contacts
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Step by Step
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Pitching Yourself
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Pitching Your Ideas
This cartoon is by Dave Walker.
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POLLWhat’s your best referral source?
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Evaluating Sales Results
Prospect Referral Source
Contact (LOI, query, call)
Result (Y,N,M,0)
Notes
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Winning Repeat Business
• Be a positive, punctual, problem-solving professional.
• Convey enthusiasm for the assignment.
• Make every effort to meet deadlines and communicate early when challenges arrive.
• Handle small problems yourself. Share big problems with the editor AND propose some solutions for consideration.
• Double check your draft against the assignment and writing guidelines prior to turning it in.
• Remember that the editor is a client, not a friend.
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Staying Connected