Unleash the Power of The Press

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Is your LinkedIn profile working? LinkedIn Leverage seminar outlines how to Link In.

Like a billboard hidden in a basement, your LinkedIn profile just sits there. Your Linkedin profile is not a resume, VC or business card.  It is a marketing tool. You can revise it and put it to work to attract the more than 1.1 billion LinkedIn members worldwide.

The LinkedIn Leverage seminar will show you, step-by-step, how to transform your LinkedIn profile.  The seminar will be held at the Plymouth Area Chamber of Commerce offices, located in the Plymouth Industrial Park at 100 Armstrong Road, Suite 204, Plymouth MA 02360 , on Wednesday, is scheduled April 23, 9 – 10:30 a.m.

Seminar participants will learn how to maximize the “Headline” section and use it as a SEO-based sales tool that works best with clear, concise keywords and phrases. Additionally, attendees will learn how to update the “About” section to underscore the USP (Unique Selling Proposition), problems you solve, expertise you bring to the party and offer simple call-to-action. Another course topic is how to highlight the “Features” section to showcase your work – including photos, testimonials, and stories/case studies.

Steve Dubin and Joe D’Eramo of PR Works, a Public Relations firm serving clients regionally and nationally, will provide their insights from over 20 years of helping clients with their LinkedIn presence. 

Reservations are required.  The seminar is limited to 30 participants.  The cost is $19 perperson. RSVP to https://shorturl.at/HL17O. For additional information, contact Steve Dubin, SDubin@PRWorkZone.com, (781) 582-1061.

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LinkedIn Sales Funnel – Hands-On, Three-Hour Workshops scheduled for Plymouth and Pembroke, MA.

 

 

 

 

Most business people have a LinkedIn profile, but scratch their head and wonder what it accomplishes.  The LinkedIn Sales Funnel – Hands-On Workshop teaches attendees how to transform that passive channel into a robust, proactive lead-generator.

PR Works, a full-service public relations and advertising firm based in Plymouth Center, will host two LinkedIn Sales Funnel seminars in February.  The first date is co-sponsored by the South Shore Women’s Business Network and set for Wednesday, February 8, 8 – 11 a.m. At ACTSmart, Inc (Training Room), 70 Corporate Park Drive, #1225, Pembroke, MA 02359. The second session is scheduled for Wednesday, February 22, 8 – 11 a.m. at Plymouth Chamber of Commerce, 134 Court Street, Plymouth, MA  02360. Cost is $149 per person.

The session will be led by Steve Dubin of PR Works, certified by Linked University and owner of PR Works and My Pinnacle Network, a company that hosts six B2B networking groups across central and eastern Massachusetts.

The session will include: a review of your LinkedIn profile and how to maximize it to be found and convert visitors; how to use LinkedIn’s advance search to create a prospect profile and segmented target audience by Industry, Title, Geography, etc.; how to develop a drip campaign and ask for five connection requests per day; the essence of a messaging system – including five messages to develop a know, like, trust relationship with the recipient; when to allow prospects to “marinate” and wait for a response;  when to ask for a telephone or coffee meeting; how to harness discussion group to showcase your expertise; how to leverage LinkedIn’s Pulse publishing to expand credibility; when to add profile updates and use the gentle prod; and how to export LinkedIn contacts to a spreadsheet and utilize that e-mail data for a monthly e–newsletter.

To reserve a seat for either workshop, please contact Steve Dubin, PR Works, (781) 582-1061, email – SDubin@PRWorkzone.com. To register directly online, go to https://goo.gl/igaEU2 for Pembroke and for Plymouth, go to https://goo.gl/GxHYJ0.

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LinkedIn’s Treasure Trove for Small Business Owners

(This Huffington Post article included quotes from Steven V. Dubin.)

 Tavis Bucklin Author/Journalist, Huffington Post

For me 2016 has been a year of invaluable connections. The professionals I’ve connected with, and the people I’ve collaborated with through LinkedIn, have brought me closer to reaching some of my goals much faster than I had anticipated. That said, a LinkedIn resource I have yet to use to it’s full potential is LinkedIn groups.

I have received advice and have found great content in various group in the past, but, I couldn’t help but wonder what would be possible with an active group of entrepreneurs dedicated to helping one another with advice, and in solving problems when they needed it?

I decided to ask other entrepreneurs about their experiences and I quickly realized how powerful LinkedIn groups can be and decided to start ENTREPRENEUR Life Line.

To prime your enthusiasm for 2017, and to align your thoughts with how you can use LinkedIn groups, I have some great ideas from some amazing entrepreneurs.

Support

“I am part of a private LinkedIn community of change makers who are all women.

Within the group are Fortune 500 execs, authors, and even speakers from The Makers. It is a community of support, inspiration and change making.

When I joined the group, I had about 60 clients and $15k in revenue. In less than 6 months with the support of my group we have connected with thousands of women, are on track to hit $200k, increased my pricing of my coaching by 300% and am now on a college speaking tour to 25 Universities.

The group shared press contacts with me, taught me how to market to parents (because many are fabulous moms), urged and helped me apply to be a Ted Speaker, offered input on my pricing structure etc. It has been life changing and has allowed me to change the lives of hundreds of other girls.” -Rachael Bozsik, CEO and Founder of The Brand Girls

Insight

Audience insight. Join groups tailored to your target audience and get a glimpse into their interests, needs, and common questions.

“The biggest benefit I have experienced from being a LinkedIn group member as an entrepreneur is feedback from other like-minded entrepreneurs and successful business owners. As most entrepreneurs know, a lot of times you are on your own. This includes getting feedback on ideas and projects you’re looking to launch. Being a member of various LinkedIn groups, I’ve found that being in a group setting with other like-minded individuals has helped me to solve problems faster and move my business forward. At the same time, I’ve found that it is very empowering to be able to also give back and help answer questions other members might have as well.” -Christian Karasiewicz, CEO and Founder of Social Chefs

“The biggest benefit I have experienced being a member of these industry LinkedIn groups is the great input I receive from group members when I am considering new features or capabilities to add to our software. We do ask our customers for feedback, but extending beyond our customer base for input is vital so that we are expanding our product to meet the growing needs of all event professionals and not just our customer base, which is a small sampling compared to the number of events professionals on LinkedIn.” -Jeff Kear, Planning Pod

Advice

This is where the power comes in. Getting advice from professionals that can help when you need it.

“The advice I get from being in a LinkedIn group, has been amazing. This weekend another member asked the group for advice on ways to obtain new clients. I read all 35 responses and implemented them today, and by lunch time I had an appointment to meet with a possible new client.” -GinaRiley Clearview Bookkeeping, Inc.

Collaboration

“In my experience, the best value of working in a LinkedIn group is the collaboration in brainstorming. As a start-up, I look for many ways to grow my company into new fields, and the LinkedIn groups are great inspirations.” -AJ Saleem, Academic Director, Suprex Tutors Houston

Peers

Learn from your experienced peers. Group members share insights, and you can learn a lot by reading through fellow members’ posts.

“Our company, Scorely has learned about creative marketing tactics from participating in Linkedin group discussions. There was a post about using a feature on Facebook that we weren’t previously using that helped our conversion rate triple. The groups on Linkedin have helped us grow much faster.” -Shawn Porat, Co-CEO of Scorely

Validation

“I follow comments on groups avidly as it gives me an indication of whether what I am doing is right or if I need to change things. Additionally as many people of groups share my interest areas I get more honesty than from closer connections.” -Armin Hierstetter, CEO of bodalgo

Extend your network

One of the great benefits of getting involved in Groups is the extended networking opportunities you are exposed to beyond just your inner circle of current colleagues and friends. By actively participating in discussions – sharing your thoughts on a new development in the industry, or about a new way you have managed to solve a particular problem – you’ll build yourself a reputation within that particular industry.

“LinkedIn has allowed me to quickly establish connections in areas, both geographical and corporate, I could never have before. Thanks to LinkedIn groups, I could connect and meet with influential people across multiple continents in specific industries. Something like this would have been impossible just 10 years ago.” -Ron Ben-Zeev, entrepreneur, professor, and founder of World Housing Solution

“LinkedIn groups are invaluable, especially alumni groups for companies and organizations. That’s how I’ve managed to establish a roster of talent at my company.” – Mark Organ, CEO, Influitive

“A reporter, Jessica Silver-Greenberg with the Wall Street Journal found my LinkedIn profile. She was researching a piece on the role Native American Indian tribes play in the payday loan space by employing their sovereign nation status.

The result? A portion of my comments made to Jessica resulted in a quotation attributed to me and my consulting company. Following this, Allen Parker, a tribal consultant who read the Wall Street Journal front page article, reached out to me in order to collaborate on a tribal lending online company. I made tens of thousands of dollars in referral fees.

More? A lender received a letter of termination from their bank. Basically, they had 15 days to find a new bank willing to service their $150M online loan portfolio. Via LinkedIn, the lender found me, reached out and I secured a new bank for them. My fee? $40K; took less than an hour of my time! 2 phone calls.” -Jer Trihouse, Trihouse Consulting

Establish yourself as an industry leader

By regularly posting insights and great content, you’ll be seen by your peers as an industry leader. If that is a little far off from now, you will at least boost exposure for your profile: according to LinkedIn, Group participants who comment on a discussion get four times the number of profile views.

“I belong to a number of small and mid-market business groups. As I’ve established an authoritative and objective voice (posting “how to” articles and trend pieces) about advertising and marketing for this niche, I have become that guy who know his stuff and understands our challenges. More importantly this had lead to new clients!” – StevenDubin, PR Works

Reach

Reach new audiences. Posting in groups can spread your company’s name and content to an audience who otherwise may be unfamiliar with you.

“Content marketing is a big part of SEO these days and getting your content in front of the right audience is key. LinkedIn groups provides an avenue to do that and also to see what others in your niche are writing and talking about.” – Matt Herrera CEO –Fiolpy

Networking

With professional groups, you’ll be exposed to a wide range of professionals you otherwise might not come into contact with. When they interact with your post, you can send them a friendly message to connect and discuss the topic further. It’s a more personable way to acquire new connections across cyberspace.

“Recently a LinkedIn group membership helped me obtain a speaking gig at last year’s Global Big Data Conference in the Silicon Valley. It turns out that the conference organizers were browsing through various data science groups on LinkedIn looking for group members with impressive credentials in the local area who would be willing to speak.” -Matt Bentley, Founder, CanIRank

“LinkedIn Groups have been extremely beneficial to me for networking purposes. For example, I’m a member of a group called Copywriters International, where I have both found writers to work on my sites, and found freelance writing jobs for myself.” -Eric Brantner, founder of Scribblrs.com

If you are ready to maximize the groups you are part of, be active, bring value to the group, help those that ask for it when you can.

Remember -in the land of the blind, the one eyed man is king. One small piece of advice that may seem trivial to you may help others in a BIG WAY. On the other side of the coin, you will have a support when you need it most.

Let’s DOMINATE 2017!

LinkedIn’s Treasure Trove for Small Business Owners

 

Get more LinkedIn and PR/Marketing insights –

Steven V. Dubin, 18 Main Street Extension, Suite 409, Plymouth, MA  02360

office – (781) 582-1061,email – SDubin@PRWorkzone.com

Connect on LinkedIn – https://www.linkedin.com/in/stevenvdubin

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6 Low Cost Small Business Marketing Ideas

(As published on “Now from Nationwide”)

Small business marketing doesn’t have to cost a fortune, but it does take time and effort to develop and execute a full range of low-cost or no-cost marketing tools.

Develop a marketing strategy

Before spending a dime on marketing, you need to be clear about your business goals and ensure your marketing strategy supports those goals. “Every small business owner should ask themselves what is the main object that their business is trying to achieve from their marketing strategy,” says Lisa Chu, owner, Black N Bianco. Once you define your business goals, you can create a marketing plan that supports those goals.

Research the competition

Before you develop a marketing strategy, make sure you research the competition. This will help you define your target audience as well as your business’ strengths and weaknesses, Chu says, and it will help you explain to potential customers your unique value proposition.

Once your research is complete, use that information to develop a road map for your first marketing campaign. There are a number of free and low-cost marketing tools you can use to execute your plan, including cultivating speaking engagements, asking customers for referrals, encouraging bloggers to share information about your product and using LinkedIn to connect with potential clients.

Now that you have a plan and researched the competition, here are 6 [cheap] marketing ideas to get in front of potential clients without blowing your budget:

1. Volunteer for speaking engagements

Show off your expertise and find new clients by offering to speak to business audiences at the local Chamber of Commerce or fraternal organizations such as the Lions, Rotary or Kiwanis clubs. “Getting yourself in front of a crowd is a powerful way to establish yourself as an expert,” says Steven Dubin, president of PR Works. Rather than being a sole speaker, Dubin suggests working with a local organization to put together a panel of speakers on a specific topic. This will help you create an informative discussion rather than a sales pitch. Partnering with other speakers will also bring more people to the event since each speaker would invite their business contacts and friends. Dubin estimated that about 20 percent of his business comes from speaking in front of local groups.

2. Develop engaging talking points

Develop clear, concise and entertaining message points to use in your presentations and marketing materials. Those message points should focus on the emotional aspects of your product or service, Dubin says, rather than the product’s features or benefits. A personal story is more likely to move a customer to buy a product than a list of features.

For example, he says, Emerson Bearing is one of the largest U.S. importers and resellers of bearings yet that isn’t what the company focuses on when it promotes its products. Instead, its message to consumers focuses on trust (Emerson Bearing is a second generation business that has been around since 1957), convenience (Emerson Bearing provides one-stop shopping with more than 3 million types and sizes of bearings to choose from), and customer service (knowledgeable sales staff is available to help customers choose the right bearing for their situation and budget).

3. Connect with bloggers

Get someone else to tell potential customers about how great your product or service is by developing a relationship with an influential blogger in your industry. “When an influential blogger writes a glowing review of my product it helps increase my brand awareness,” Chu says. Entice bloggers to write about your products by offering incentives such as discounts and giveaways for their readers, she says. However, she warns, finding the right blogger to connect with takes time.

Create a list of blogs in your industry, research each one to get a clear understanding of their audience and what they write about, and then use that information to develop a relationship with the blogger.

4. Don’t underestimate referrals

Current clients, friends and business associates can also help tell your story to potential customers. Don’t be shy about asking them to refer clients to you. Offer an incentive for successful referrals, such as discounts on services, a gift card or a gift certificate to a local restaurant.

5. Leverage LinkedIn

Small business owners typically focus on Facebook, Twitter and Instagram, and they often forget about the power of LinkedIn. The platform offers access to a number of discussion groups focused on a range of topics, including regional business networking, niche industries and entrepreneurs, Dubin says. Join the discussion groups that fit your industry and then share news, updates and trends to establish yourself as a thought leader.

For instance, Dubin says, one of his clients specializes in high-end flooring, so that company’s CEO joined a number of groups related to commercial construction, facility managers and manufacturing. That CEO received a number of sales leads through LinkedIn by sharing legitimate news and trend information with the discussion groups. If you can provide answers to the kind of questions your targeted audience cares about, Dubin says, you can become a resource when they are ready to buy.

6. Create a monthly newsletter

One of the best ways to stay in front of your clients and potential customers is by sending out a monthly online newsletter that focuses on one piece of useful information each month. Most small businesses think that to create a newsletter they must provide six links to stories around the Internet but all they need to do is focus on one useful topic each month, Dubin says.

Businesses need to be in front of their clients and potential customers all the time, he says. You can’t predict when the customer will have an immediate need and be ready to buy. A monthly newsletter with helpful tips is a good way to have regular, ongoing and positive contact with prospective clients.

For more information contact Steve Dubin, office – (781) 582-1061, email – SDubin@PRWorkzone.com.

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What if Bill Belichick…

Love him or hate him, Belichick is a icon for an era. Which got me to thinking, what if…

  • Bill Belichick were the president. He would have congressman playing both sides of the aisle.
  • Bill Belichick was the head of the MBTA. Not only would there be NO delays, there would be a “hurry up” schedule.
  • Bill Belichick ran Fashion Week. Ripped hoodies would have many new looks.  Think sparkles, faux animal pelts, day-glo.
  • Bill Belichick was your psychologist. He’d suggest that you Cowboy Up and get out there.
  • Bill Belichick was your mentor. He’d strongly recommend that you never take the nickname Little Bill.
  • Bill Belichick was your mechanic. Never replace your car, just keep rotating the tires.
  • Bill Belichick was your career counselor. Get the edge on your employer.  Film them when they least expect it.
  • Bill Belichick was your marketing advisor. He would speak in a monotone and let the scoreboard speak for itself.

How does the scoreboard look for your marketing efforts.  If you want us to join your huddle, please e-mail or call.

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Go Native with Native Advertising. Marketing roundtable sponsored by South Shore Ad Club on Wednesday, June 11.

The newest advertising buzz is all about “Native Advertising” – well written and useful content that engages customers, creates a brand relationship and enhances Search Engine Optimization (SEO).  The South Shore Ad Club is sponsoring a Native Advertising event as part of the organization’s Marketing Roundtable series to outline methods and channels that help establish and maintain your customer base.

The hands-on event will take place on Wednesday, June 11, 7:30 a.m. to 9:30 a.m. at the training room of ACTSmart, 70 Corporate Park Drive, Suite 1225, Pembroke, MA 02359.   Registration and networking will begin at 7:30 a.m. and run to 8 a.m.  A full breakfast menu will be included. Cost of the event is $19 for members of the South Shore Ad Club and $29 for non-members.  To RSVP, visit www.SouthShoreAdClub.com.

Speakers will include Ralph Burns of Antares Enterprises based in Sagamore Beach, MA, Roland Lacey of Media Right Technologies located in Hanover, MA; David DeBlasio of DeBlasio New Media Marketing in Canton, MA.  Steve Dubin of PR Works in Kingston, MA will moderate the panel. The three Native Content experts have been managing Internet rankings since the launch of the Internet.

About The South Shore Ad Club

The South Shore Ad Club is a non-profit organization committed to the personal and professional development of communications professionals located south of Boston. It is the club’s mission to improve, strengthen and advance career goals through learning and networking opportunities; and to serve as a resource for local and Boston-area businesses requiring marketing, advertising, public relations and/or communications services.SSAC logo smaller

To RSVP, visit www.SouthShoreAdClub.com.

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Trick or ‘tweet’…Local South Shore Ad Club survey reveals small business owners on board with social media.

KINGSTON, MA…

We live in a day and age when what celebrities and athletes post or tweet grabs more attention than what they do in their respective industries. But if you’re a regular joe like a small business owner, how do social media sites affect what it is you do? More importantly, how do they impact your bottom line? A survey issued to attendees at the recent South Shore Ad Club business expo revealed that local small businesses are just beginning to embrace social media sites like Facebook and Twitter.

“The small business owner has a different challenge when it comes to social media than celebrities like Chad Ochocinco or Kim Kardashian,” said Steve Dubin, owner of PR Works and former president of the South Shore Ad Club. “For small business owners, they realize social media is a force that needs to be part of their marketing arsenal. The question is how much.”

People who took the survey were asked five questions. There were 64 total respondents and the results of their responses are as follows:

  • 84% were small business owners.
  • 47% regularly post/update their business’ Facebook or Twitter.
  • 6% contract a third-party to post or Tweet on their behalf.
  • 17% noticed an increase in sales since using social media.
  • 39% look for deals, respond to offers, ‘fan’ or follow their favorite companies using their personal Facebook or Twitter account.

“Granted, it is a fairly small sampling but it’s safe to say small business owners who use social media on a personal basis are more likely to use it for their business,” said Dubin.

Adds Dubin, “That only 17 percent have noticed an increase in sales and a mere 6 percent hired a third-party to handle their social media is also telling. Does that mean small business owners are not yet convinced of the power of social media? Or is it because they are handling it in-house and not letting experts conduct their social media that they are not having more success with it?”

Based in Kingston, Massachusetts, PR Works does offer a social media package as part of its Small Business Survival plan. Small business owners can find out more by visiting www.prworkzone.com or calling 781-582-1061. 

PR Works offering The Works
For 20 years, PR Works has been providing a wide expanse of public relations services including strategic PR planning, news releases, feature story development, media placement, media coaching, newsletters, case studies, grand opening management, product and service launch management, press tours, and press conference management. In addition to public relations, PR Works provides complete marketing services such as brochure development, advertising campaigns, direct mail, and telemarketing.

For more information, you can visit our new website at http://www.prworkzone.com or become a fan of PR Works at http://www.Facebook.com/PRWorkzone. For FREE brochures entitled “How to Talk to the Press”, “Making Newsletters Noteworthy”, and “Seminars Lead to Motivated Prospects”, please contact Steve Dubin at (781) 582-1061, sdubin@prworkzone.com, 51 Lot Phillips Road, Kingston, MA.

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Crafting your story into news

Editors and reporters are looking for subjects that entertain, educate and entice their audience. These media gatekeepers are NOT drawn to self-promotion, self-aggrandizement or self-indulgence.

So, how do you “package” news that will be acceptable to the gatekeeper? First, add a human element. How does your story impact upon people. The more the better. An Ice Cream Scooper Bowl that raises money for a good charity and feeds thousands is of more interest to the press than an isolated incident or promotion.

Second, make the reader part of the story. When is the Scooper Bowl and what is the best time to avoid big lines? How can the reader contribute to the good cause even if he can’t make it to the event?

Third, bring the story close to home. What is the hometown of the Scooper Bowl sponsor? What local little league will be helping out as the scooper duper helpers? What business and community leaders will act as “celebrity” scoopers.

Fourth, say something memorable. “This Scooper Bowl will help lick this tragic problem,” you might suggest. Or, “This Sunday your ice cream sundae will help whip this difficult condition.” Offer pithy quotes and the press will come back for more — not only for this story, but future opportunities as well.

Fifth, be unusual. The Scooper Bowl, if faced with rival events, could feature only homemade ice cream and farm fresh toppings. Or perhaps the ice cream is served in miniature trophy cups.

Now you can scream about your proverbial ice cream. Enjoy the works.

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Facebook “advertising” to be featured in South Shore Ad Club

Perhaps you understand the value of having a Facebook page, but are you up to speed on the potential of Facebook “advertising”?
The South Shore Ad Club features an overview of the new Facebook advertising phenomenon at the upcoming Wednesday, May 25 meeting to be held at Asian C, 48 Whiting Street, (Route 53), Hingham.
The evening includes a cocktail and networking session beginning at 6 p.m., dinner at 7:00 p.m., and then the presentation on Facebook advertising. The entire business community is urged to attend. Reservations are required, but membership in the South Shore Ad Club is NOT . Registration Fee is $30 per person and includes buffet dinner. South Shore Ad Club members receive $10.00 off.
Danielle Griffin, Director of Smartly Social (a division of ACTSmart Inc.) will present the workshop on how to utilize Facebook advertising. Topics will include creation, managing, and bidding options for Facebook advertising.
To address specific questions and concerns of attendees, the South Shore Ad Club encourages the business community to submit questions about Facebook advertising to www.facebook.com/southshoreadclub.
“Facebook has become the place where many people begin and end their day,” noted Ms. Griffin. She added, “Facebook has become the central source for entertainment or information. Businesses have to determine how they fit in, how they reach targeted audiences and how to turn casual observers into involved fans.”
About The South Shore Ad Club
The South Shore Ad Club is an organization committed to the personal and professional development of communications professionals located south of Boston. It’s the club’s mission to improve, strengthen and advance career goals through learning and networking opportunities; and to serve as a resource for local and Boston-area businesses requiring marketing, advertising, public relations and/or communications services.

To RSVP, visit www.SouthShoreAdClub.com or email info@southshoreadclub.com.

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