All posts by Angela Booth

About Angela Booth

Copywriter Angela Booth's clients tell her she performs "word magic." Whether she's writing advertising materials, Web content, or ghostwriting for her clients, she's committed to helping them to achieve results, fast. Author of one of the first books about online business, Making The Internet Work For Your Business, Angela's written many business books which have been published by major publishers. She's an enthusiastic self-publisher and writing teacher.

LinkedIn Strategy: 5 Steps to Get Started

LinkedIn Strategy: 5 Steps to Get Started

Should you be using LinkedIn? That depends on what you want to achieve. I’ve been helping a couple of clients to develop a LinkedIn strategy, and in the process, have been creating my own. To date, I’ve spent less time on LinkedIn to focus on Twitter, Pinterest, and Google+. LinkedIn is perfect for professional networking, so I’ll be more active there going forward.

LinkedIn shines in that it’s a network for business connections, rather than a purely social networking site; you won’t find the animated GIFs and cat videos that you find on the other sites.

Let’s look at how you could develop your own LinkedIn strategy.

1. Set Up Your Personal Profile

If you’re new to LinkedIn, here’s a good way to get started if you’re active on Twitter. Larry Kim suggests treating LinkedIn more like Twitter:

“… there was a huge opportunity there to network in more meaningful ways with a far larger group of people than those I’ve already met and connected with.”

Here’s an excellent video on setting up your profile page.

2. Set Up Your Company Page

Once you’ve established your profile, and have made some connections, it’s time to set up your company page. To set up a page, choose Companies from the Interests menu. On the left, you’ll see recent updates to company pages, and on the right, a button to create your own.

LinkedIn has a useful best practices page for company pages.

3. Join Relevant LinkedIn Groups

LinkedIn has thousands of groups you can join, and allows you to join up to 50. If you don’t have time for even one group, let alone 50, consider that:

  • You can contact people directly in groups even if you’re not one of their connections; and
  • Groups help you to be found — if they’re open, you can be found on the Web too, so you might get a search rankings boost.

Groups can be members-only, or open. On an open group, you can share your updates to Twitter and Facebook. “Open” truly means open, because discussions can be viewed by anyone on the Web. This can benefit your search engine rankings.

4. Integrate LinkedIn With Your Marketing Activities

On LinkedIn, your options for marketing include:

  • Your profile page;
  • Your company page;
  • A blog (yes, you can blog on LinkedIn);
  • Groups.

Blogging on LinkedIn is simple. Go to your home feed, and click the pencil icon in the Share an Update field. You can add an image, and format your text as you can in any blog editor.

Tip: your LinkedIn blog is ideal for sharing and repurposing material you’ve posted on your own blog, or elsewhere.

Monitor LinkedIn Regularly

You can stay up to date with LinkedIn via the Pulse app, and can like and share content,  with your connections via LinkedIn Connected.

As with all social media networking you get out of it what you put into it.

So, is LinkedIn for you? If you’re a writer, certainly. the more contacts you have the better, and if you’re an author, ditto. LinkedIn offers many groups for self-publishers, so you can stay up to date with the latest news, and find connections for cover design, editing, and marketing your books.

Get started on LinkedIn, and check it out; you can form connections with past clients, and new ones.

Let’s connect on LinkedIn.

, on Twitter: @angee, and find Angela on Pinterest, too.

Get coaching, and build your skills at Angela’s online store.

Content Creation Or Content Curation: Which Is Better?

Content Creation Or Content Curation: Which Is Better?

Everyone’s doing content now; companies are becoming publishers. This question comes up continually: content creation or content curation? Content curation is cheaper, the thinking goes, but which is better?

(BTW, thinking that content curation is cheaper is incorrect.)

Bottom line: it’s what your budget allows. It’s also what your marketing plan requires. Many companies are committed to traditional marketing, so content marketing needs supporters within the company.

Content Creation: Original, Compelling Content Is Ideal

Original content is always better. It gets you out there. You get the attention of customers you’d attract in no other way, because your traditional marketing channels never reach them.

Once you’ve got their attention, you can build on that. At a minimum, you create content for these personas:

  • People who’ve never heard of you;
  • People who are aware of you, and interested;
  • Current customers;
  • Past customers.

If you’re baulking at all this content, consider that you don’t need to create it all today. Or this week. Or this year. You create content over time, and your content lasts. It’s on your website. You can refresh the content as needed.

Content Curation: More of a Challenge

Wikipedia defines content curation as: “… the process of collecting, organizing and displaying information relevant to a particular topic or area of interest.”

In an either/ or situation, content creation is always better. You’ve created it for your audience. With content curation, you’re promoting others’ content. This isn’t a bad thing in itself. However, it’s a challenge to mould that curated content so that it achieves your marketing goals.

Here’s why:

  • You’ve got to find good content which will help you to meet your goals. You’re promoting it, so what you choose says a lot about you. Finding this content takes time;
  • You’ve got to organize that content, and add your own insights to it. Analysis takes time. So does writing about the content you’ve found.

The Solution? Use Both

Why not not use both content creation, and curation? Content curation has benefits: your curated content may get links and shares from others. At the very least, you’ll get recognition, and you’ll show that you’re aware of what’s important to your audience.

I suggest to my clients that if they’re using both, they make sure that for each curated article, they post at least three pieces of original content.

The original content doesn’t need to be text. It can be images. It take seconds to snap a photo, and a few minutes to edit that photo, and provide a little commentary.

Get More From Your Original Content

Before you create content, or have it created for you, know where it fits into your content strategy. If the content is text, add an image (at least one), and a call to action. Make plans to get more from each piece of content before it’s written, too.

You can get lots of benefits from each piece of content. You use an an article as:

  • Social media shares:
  • A PDF for sharing;
  • An infographic for sharing;
  • A news release (rewrite it into the third person);
  • A section of a newsletter and/ or part of an email marketing campaign.

In summary, both content creation and content curation are valuable, and can form part of your publishing strategy.

If you need help with your content, get in touch.

, on Twitter: @angee, and find Angela on Pinterest, too.

Get coaching, and build your skills at Angela’s online store.

Social Media Bravery With Negative Reviews

If you’ve published a book, started a business, or have put yourself out there in any way, social media can horrify you. Negative opinions hurt.

One way to handle negative reviews

Over the past month, a couple of my book marketing students have received negative reviews. While it’s fine for me to say: “DON’T read reviews if you think they’ll upset you — focus on writing your new book,” it’s not exactly helpful.

Then I found this article in SmartCompany about Zumbo, the celebrity pastry chef, who’s using his negative reviews as a marketing campaign:

“Overpriced, overrated and outrageous,” says one. “Definitely overhyped. My local bakery makes better macarons,” says another.

“Talk about overrated. We waited approximately 30 minutes only to be completely disappointed by the unimaginative and unimpressive desserts at Zumbo’s. We won’t return and I advise you not to bother,” says another reviewer.

 

Could you be not merely cavalier about negative reviews, but also embrace them?

It depends on how confident you are. From the article:

Zumbo said negative feedback also makes him work harder.

“It pushes you harder, even though you laugh at some of it you push yourself more,” Zumbo said.

Yes, negative reviews push you to improve, but they can also send you into a depression.

You can’t control what people think and say

You can only control what you do.

Here’s what I suggest to my students, if getting negtive reviews scares them:

  1. Use a pen name;
  2. Always be working on something new;
  3. If a negative review has a point (your formatting needs work, or you need an  editor), fix the problems. On the other hand, if someone says they hate your heroine, there’s not much you can do.
  4. Laugh about it.
  5. Forget about it. Stay busy. Ideally, you’re too busy promoting and working to even think about reviews, good or bad.

Can negative reviews wreck your sales?

That’s my students’ biggest worry. Yes, negative reviews can be bad business if you run a hotel, or a restaurant. With books? No one cares. All books receive a range of reviews. People are smart. They’ll figure out the real value of your reviews by reading them, and whether or not they want to read your book from the sample.

Publish your next book, and the next. Read the reviews, and if you can fix a problem, fix, if not, move on.

Social media can be a challenge, but you work hard. Don’t give unnecessary mind-space to someone else’s throwaway opinion. Keep working.

, on Twitter: @angee, and find Angela on Pinterest, too.

Get coaching, and build your skills at Angela’s online store.

Desk, a Mac Desktop Blogging Editor

I have a serious addiction: Mac apps. As things go, it’s not a serious addiction, of course. However, it’s a nuisance. Just this week, I bought Typed, a Mac Markdown editor. Now there’s Desk, another blogging editor. (Sigh.)

Why, oh why yet another app? A couple of reasons. I like blogging as a break from serious writing — that is,  client projects. It’s my little reward, so I’m always working on a blog post. Also, Desk lets you use Markdown. I adore Markdown. So I couldn’t resist. Obviously I like playing with apps and blogging more than I like doing serious work. :-)

Desk, a desktop blog editor

 It’s not easy to find a GOOD desktop blog editor

WordPress is my blogging platform of choice, so I usually blog in the WordPress editor. However, that can be a royal pain, for various reasons. So, when I saw how many great reviews Desk received, I couldn’t resist.

Over the years, I’ve used many other Mac desktop blog editors. Most handle publishing to a blog reasonably well, except when they don’t. That’s when I give up in disgust and go back to blogging in WordPress.

There’s another reason I like to blog in the WordPress editor: SEO. I use the Yoast plugin, which reminds me of keywords, page titles, and the rest. When you use a desktop editor, you have to go back into WordPress, and add those things afterward. This can be a hassle, if you’ve got five other things to do in the next 60 minutes.

This is a test post for Desk: review to follow

I’m writing this post in Desk, and I’ll complete it once Desk has sent the post to WordPress.

I’ll write a proper review when I’m more familiar with the app, but I like the ability to drag images from the desktop right into a post.

My major quibble after 20 minutes playing with the app? No typewriter scrolling. Desk has a great community already, and someone has asked for that feature, so I added my voice.

Now to hit Publish, and see what happens. :-)

… and we’re live

I’m back in the WordPress editor, adding the meta data.

Desk has done an excellent job; I managed to add a few too many non-breaking spaces, but that’s OK, for a first attempt.

I’m really impressed that the image I dragged into Desk is right where it should be; that will save time.

My verdict on my first Desk post: the app’s fun to use, and it does what it says on the label. :-)

, on Twitter: @angee, and find Angela on Pinterest, too.

Get coaching, and build your skills at Angela’s online store.