Using LinkedIn for your Small Business

Today, a LinkedIn profile acts as a business card and the content works as a great networking tool. Although, LinkedIn is a social platform, it’s unique because it’s used more as a publishing channel, as opposed to a sales channel for promoting offers and coupons. It focuses more on the foundation of a business and it’s credentials. But, do you know the rules for using LinkedIn for your small business? If used correctly, LinkedIn can help you reach your small business goals by expanding your network with key contacts and builds your credibility with content.

LinkedIn is effective for almost any type of business, however it’s especially effective for small businesses offering personal services like: financial services, spas, tutoring, real estate, photography, law, daycares, fitness, physicians, medical centres, funeral homes, etc. This is the ideal tool to showcase your credentials. The majority of prospective customers believe online reputation is especially important for businesses offering work related to health, well-being, childcare, and financial services.

Create a LinkedIn page

Signing up for LinkedIn is free! When creating your company page, highlight your services, leaders and employees to amplify your credibility. Connect with groups and local networks in similar industries or business goals.

Use your personal page and small business page as a pay-per-click or SEO campaign

Every small business should include a marketing strategy for search engine optimization. Ensure that your headline contains keywords and terms that increase your findability. The summary or job descriptions is a great place to tuck this sort of content. Run a PPC campaign on both your personal and business page to boost your opportunity for appearing in search engine results.

Blog on LinkedIn

Again, this idea goes back to optimizing your content for SEO purposes. Extend your reach to a greater audience by sharing these blog posts across social platforms.

Endorsements and Recommendations

Furthermore, positive endorsements and recommendations build your small business reputation with the ability to inspire trust in people. Before they even make a purchase from you. Recommendations through LinkedIn are like referrals, a quicker and more widespread virtual version of word-of-mouth.

LinkedIn may seem a little tricky to get a hang of. The key is to embrace the unique and professional nature of this social channel. Keep in mind that the content you would typically share on Facebook or Twitter would likely be different on this platform. Navigate through LinkedIn and get familiar with other successful business pages. Take note of tone and language used in their content when creating your content. Remember to keep it consistent, professional and of course intriguing for your audience.

How do I manage all of my Business Directory Updates?

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BEFORE YOU START to update one of your business directory listings, check them all. When listing info is incorrect it is usually due to human error, or contact info change like moving to a new office, or getting a new phone number etc. This means the error is more than likely on other listings as well.

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Step 1: Compare each directory listing against your profile.

• Go through all your directory listings, line by line, and compare the info to your company profile (contact info, and assets).
• Look for any errors, or discrepancies between the listing and your company profile.
  • Incorrect contact information: Address, Phone Number, Email, etc.
  • Outdated imagery: Promotional materials, logo’s, etc.
  • Broken links: Website, social media, etc.

Pro Tip: Use a free software like Airi to do this for you! She never blinks, and won’t miss a thing.

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Step 2: Take Note of all Errors in a Doc.

Create a document (or Google Doc) and write down each error, and discrepancy you discover.

• Directory Listing 1 URL: www.directory1.com/mylisting
• Error: (info found on directory)
  • Update: (info that should be on directory)

Note: Directory updates can take a while to publish if you do not have login access. By taking note of all errors in a document, you have something to reference when checking the status of your updates.  

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Step 3: Review Directory Assets.  

After all errors are noted, take a few minutes to review the assets used on each directory.

• Is the directory displaying an old version of your logo?
• Do you have new product or service images to add?
• Does the directory offer the addition of extra assets? (videos, menu’s etc)

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Step 4: Submit and Complete Directory Updates.  

Every Business Directory has a different process for submitting listing updates. If possible, login and make the changes yourself immediately. If not, suggest an edit as a “user” or through the directory’s update process. Site moderators will review your submission and make the change if they feel it is accurate. If you are making a big change (address or email or phone number) it may take a few tries, as site moderators want to make sure the request is legitimate before changing a business’ contact information.

How do I get my Business listed on Apple Maps?

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BEFORE YOU START: To create an Apple Maps business listing you need an apple ID. Once you have an apple ID for your business, you can begin to create your business listing!

Create an Apple ID for your company:

• Go to Apple.com and create a company Apple ID
• Enter company email
• Create / confirm temporary password
• Enter first name, last name, and birthday
• Select and answer 3 security questions
• Select country
• Enter CAPTCHA -> Continue
• Find the confirmation email and enter the verification code to confirm your company Apple ID

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Step 1: Store contact info, product descriptions, and marketing materials in a single document.

Take the time to do this once, as a result, you will save hours of searching overtime. Most notably, you should have everything in one place, so you can easily share accurate – up to date – assets with coworkers and employees.

Pro Tip: Use a Google Doc to store, and share your company info and assets. Check out Airi’s Company Info Doc.

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Step 2: Go to Apple Maps.

• Login with your new company Apple ID (email and password).
• Select your language preference.
• Select add my business.
• Read and agree to the terms of service.

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Step 3: Add your Business.

• Search for your company, near your city.
• Select add a new place.
• Choose place status. 
• Enter country. 
• Choose primary, and two alternative categories. 
• Enter phone number.
• Do you accept Apple Pay? (Yes or No).
• Continue

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Step 4: Select Verify Later.

This will allow you to skip the verification process and finish adding your account details. 

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Step 5: Complete your Apple Maps Profile.

• Enter full business address.
• Move the map PIN to the front door of your building.
• Enter operating hours.
• Add website and social URL’s.
• Continue. 

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Step 6: Respond to Apple’s Alert.

Respond to alert: “Answer a call” Coordinate a verification call from Apple to your business. Apple will ask that you prompt an automated call to your business, write down a pin number and enter it online to confirm your location.

• Call your location to ensure someone will be available to answer Apple’s verification call.
• Instruct the individual to stay near the phone, and to write down the PIN Apple provides.
• Prompt the verification call, wait 5 minutes, and call back to retrieve the PIN.
• Enter PIN to confirm your location / phone number.
• Note: any remaining alerts from apple will not hinder publication.

How do I make a 411 Business Listing?

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BEFORE YOU START: to create your 411 business listing, know it is free to create, but not to manage. If you wish to login and respond to reviews, contact 411 through their advertising center. 

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Step 1: Submit your Company Info to 411.ca  

• Enter your Company Phone Number
• Add Business Details:
  • Business Name
  • Business Address
  • City
  • Primary Business Category
• Add Personal Contact Info
  • First Name.
  • Last Name.
  • Phone Number.
  • Email Address.
  • Click “Yes, I agree”

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Step 2: Chat with 411 to complete & publish your listing.

• A 411 moderator will call your personal contact number to review and verify your information. 
• Within 10 days your business listing will be published on 411. 
• Reminder: To login to your listing and respond to reviews contact 411 through their advertising center.

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Step 3: Claim your 411 Business Listing.

Once your listing has been reviewed by moderators and published, you have the opportunity to claim & manage your listing.

• Search for and Select your company through 411 search.
• Click “Are you the owner of this business? Click here.” – you will only see this message if the listing is unclaimed.
• Enter your personal contact details once more, and submit.
• 411 moderators will be in touch to verify the claim of this listing. “We just need to confirm your details over the phone. We’ll be in touch within 10 business days.”

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Step 4: Update your 411 Business Listing.

If you business has an upgraded your account, get login access to the listing, and update it directly. This will save you from the time of having moderators review & publish the change, By logging in your changes will update immediately.

• Search for and select your company through 411 search bar on the homepage.
• Click the Green Edit button beside “Notice incorrect or missing info?” – usually near the logo.
• Add any missing details, and update any incorrect info.
  • Business email
  • Company Website
  • Business address
  • Company phone number
  • Business Description
  • Categories
  • Features
  • Languages
  • Business Hours
  • Certifications and Associations
  • Brands
  • Ways to Pay
  • Parking Details
  • Accessibility & Amenities

Do It Yourself Local SEO For The Small Business Owner

Learn How To Rank In The Search Engines As a Small Business Following This Step by Step Course.

Do you want to learn how to rank your business higher in Google Search?

Do you own a small business?

Do you just want to do the work on your own? 

This is the perfect course for you.

I've created a step-by-step course that walks you through everything you need to know about boosting your visibility in the Google local map pack.

In August of 2015 Google changed the "local 7 pack" into the "local 3 pack".

It's now more important than ever to be working on Local Search Optimization for your business.

Only 3 businesses are now shown within the local business pack when typical "service + city" terms are used in Google search.

In this course I walk you through the basics of:

• Setting up your website for local search
• Setting up your Google+ business page
• Adding your business to important website directories such as Yelp
• Setting up basic social media profiles such as Facebook, Twitter & LinkedIn for business.
• I walk you through several tools that can be used for tracking your rankings and auditing your business for search.
• I show you the importance of content and how to optimize it for your business
• I provide ways to generate more reviews for your business on Google, Yelp and others.
• I show you some other websites you can use to generate new clients for your business.

If you've been struggling with SEO for many years as a local business, this is the course for you!

What are the requirements?

• You will need a basic website built with either Wordpress, Squarespace or another easy to use content management system
• A willingness to learn, implement, read and take consistent action

What am I going to get from this course?

• Understand what Local SEO (Search Engine Optimization) is
• The Basics of setting up a small business website with Wordpress or Squarespace
• The importance of having a mobile friendly website
• How to setup and use Google+ for Business
• You will understand what important sites you should list your business on
• The importance of building business profiles across the internet
• Basic elements of on-page and off-page SEO
• How to outsource content writing for your website
• How to get more reviews for your Google business page

Who is the target audience?

• Small businesses who are willing to put in the work to rank locally
• Those who are interested in dominating the search results for their local city
• If you are a business owner that lacks time to take action, this course might not be for you but it will help you understand the concepts of local SEO if you are unable to implement.

How To Do It Yourself Local SEO?

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Web Equity - owning your digital presence

Online marketing has two goals: engage and convert. The social side of the Internet encourages engagement, the search side focuses more on user intent and ultimately conversion of that intent into a sale. The many elements of an online presence can build on each and work together for a business. The process is best done in an environment with more control rather than less.

Because of the changing nature of the Internet, a SMBs marketing investment should always reinforce and strengthen the elements over which they have the most ownership. Can a business get by without a website by using only social media? It may be possible, but it fails to recognize that a SMBs presence on other's sites can change or disappear through no fault of their own. Like any

investment, the more control the SMB has, the better it will serve the company interests. The services in the outer rings of this graphic should be used to reinforce those services of the inner rings where they can best nurture a business's marketing investment. If you think of these tools as investment, all equity should reinforce and build on the core.

Business Name, Phone #, & Domain Name A business name, a phone number and a domain that NEVER change are at the core of of an SMBs online identity. Name, phone and domain; these elements are the glue that allows for both branding, and for the value of that branding to come back to the business. Pick them well and make every effort to retain them forever. If you have had to change them over the past then you need to spend some time understanding how this information appears on the Internet. It is easy to place information on the web but not see easy to the wrong information off. All Usernames & Passwords All too frequently, SMBs neglect to manage the very keys to access the equity that they create across the Internet. Misplace them and entrance is barred. It seems self evident, yet frequently forgotten: Keep track of all your passwords in a secure manner. If using an outside service make access to the user names/pwds a key part of the service agreement. Website Provides a focal point for others to link to and is the key to conversion. Managing this central online presence allows the SMB to not only control the message, but to have meaningful metrics to able to change the content to meet the needs of the site's visitors. It also provides a platform to gather email addresses and other key pieces of information about the business's customers.
Brand Seth Godin defines a brand as “the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer”. In a more pragmatic sense it is the sum total of who you are, what you do, where and how you do it. It has become a core tenet of Google to favor a “brand” whether local or national in their search results. It should be set and then nurtured. Testimonials Are a time-honored way of engaging a customer in the activities of a business. Repurposing this content online on the SMB website adds credibility and provides recognition to customers. Customer Feedback The core of getting great reviews and testimonials is earning them by offering exemplary customer service and results. While most SMBs think that is what they do, they really don’t know as they don’t measure it. An integral and initial part of any review management process should be some sort of customer feedback survey. This allows the business to track satisfaction over time, improve where need be to avoid bad reviews and branch their better clients into a review management process. Seed N.A.P. N.A.P. - the acronym for Name, Address and Phone number. The whole of the local ecosystem uses these basic identifiers to keep track of the business listing and identity. Changing them, for whatever reason, risks confusing the many directories and search engines that are tracking the specific business location. It ultimately risks confusing the customer as well. At the top of the local ecosystem in the US is a small number of list management companies, InfoUSA, Localeze & Axciom, that provide baseline and enhanced data to nearly every directory, search engine, check in and social place service on the internet. Seeding the right information to these upstream data providers is critical for achieving an accurate representation of your business across the local ecosystem. Email & Email List Email is a preferred communication tool and is a proven way to stay in touch with prospects and customers. It is low cost but high touch and provides a personal way of marketing to them. This information should be meticulously backed up and preserved offline regardless of where the SMB's basic email function takes place. Claim Directory Listings The Local Ecosystem is a fragmented place. Being sure that an SMB listing is accurate at the most prominent directories allows the business to leverage the top notch SEO of the directory for additional exposure and reinforces the prominence of the SMB listing in Google. Directories Local is still a fragmented environment with new and older directory based services offering more social elements like reviews, check-ins and deals to retain and attract readers. The SMBs presence there captures some eyeballs and also reinforces your presence elsewhere on the web. Places The major search engines view the SMB Place page as search engine property, not the property of the business. Google, for example, will surface any information about the business on the Places Page that Google thinks is relevant to the searcher such (i.e. a competing business). The SMB needs to enhance this content with the understanding that the reader should be encouraged to call, come to their location or visit their website. Only then do they become the SMB's customer and not Google's reader. Citations & Links These are effectively the votes upon which the search engines decide the prominence and rank of a business. They are the key element in any long -term marketing program to increase the visibility of the business's website and blog. If a URL or phone number changes, the equity value of citations and links can be dissipated.		Blog A platform to set the record straight and establish authority is a key to proactive reputation management. A blog should be located at the same location as the domain. Building a blog on a third party platform, while easy, builds link equity for the 3rd party and not the SMB. Blog entries allow the SMB to build out relevant content to attract links, but more importantly encourages the community and the conversation to take place close to home. Blog Comments Blog readers can enhance and improve on your content. These comments can expand the depth and engagement of the blog writing. Blog commenter’s take ownership in helping convey key messages. Owner Review Responses The way in which the SMB responds to reviews, particularly negative reviews, can either build or destroy online equity. It is important for the SMB to remember that their response is for future prospects as much as it is for the current, perhaps angry, customer. Claim Social ID’s & Brand Even if a business does not have time to actively manage the many social sites, the SMB should minimally claim their brand to prevent squatting. Reviews Have both search and social elements. They are often a search -ranking factor and provide credibility for the business at an important juncture in the consumer purchase cycle. Reviews also allow existing clients to engage on behalf of the business by highlighting the business's positives, but they are persistent and outside an SMBs direct control. Check In Services A social tool that can increase visitor loyalty and provide a direct way of communicating offers and deals. Business to Business Social Web Are a great place to build business relationships and perception of expertise. But like any social site, change can lead to loss of control and loss of equity. Don't put all of your eggs in the social basket. Social Web Can be used to engage both existing and new clients, build relationships and provide exposure. It is an opportunity to instill confidence and trust. Like MySpace and AOL, these properties can change course or go away. The SMB then looses not only control, but also any equity developed. The Social Web is best used to bring clients back to the SMB site or blog. Likes, Shares, Retweets The social and search sides of the web are merging with the content and sharing sides of the web. Making it easy for your customers/followers to reshare you content at one of the many social sites is a way of amplifying your message. These social activities are impacting the visibility of your business in both search and the social environment. Events, Facebook Ads, Daily Deals / Coupons, Ad Words, Boost, Tags Can be used to highlight a business to drive engagement, traffic and conversions. They can compliment search and social efforts by exposing your short -term promotions and longer term marketing efforts to new audiences.