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Blog Archives: Online Marketing

How to Get Started Using Social Media in your Job Search

I’m sure you’ve heard by now someone praising the power of Social Media for fun, business, and even job hunting.  The problem is, that beyond setting up an account on Facebook or Twitter most people don’t know what to do next to leverage those platforms.

Before you read on about ways to polish and tweak your social media accounts, you’ll want to know exactly why you’d even bother in the first place.

Take a look at this info-graphic from http://holykaw.alltop.com

Social Recruiting Info-graphic

 

As you can see above, that nearly all professional recruiters are both using social media to post positions, and to source potential candidates.  This graphic also outlines a few different sites that you can both expand and utilize your social media accounts during your search.  So where do you start if you don’t even have one social media account?

Currently, the single most important account to have if you’re looking for work is a LinkedIn account.   This is the best place to start.  Go there, sign up, and COMPLETE your profile.

The more complete your Linkedin.com profile is, the better the chances are that prospective employers will reach out to contact you.  Think of LinkedIn as today’s resume, and treat it with the same reverence.  After you’ve done this, you can add your unique Linkedin.com URL to your paper resume and include it when responding to web-based position postings.

Next, sync your Linkedin account with your new twitter account.  That way, you only need to post once on both platforms.   It’s important that you keep communication within professional constraints, you don’t want to mis-represent who you are to prospective employers.

Here are some additional articles that you can browse to help you learn more about each social platform individually:

LinkedIn.com

Twitter.com

Facebook.com

After you’ve followed the advice that’s out there, it’s important to continuously maintain your social/web presence so it will grow in it’s effectiveness throughout your career.  Schedule times to make periodic updates, review your profiles, and keep the world up-to-date on what’s going on with your career.  It’s like anything, the more work you put in,…

A Million Dollar Secret that Everyone Misses | Promote Your Mass Media Exposure

I wanted to share a little nugget with you that I discovered while reading Brian Tracy’s Blog  with Featured Writer: Nick Nanton.  The boiled down version of the post is that there are two primary types of media.  You have “Mass Media” (which is basically Television, Radio, or Major Newspaper) and you have “Targeted/Direct Media” (which is everything else, emails, letters, anything with a narrow targeted audience)

So here’s Nick’s “million dollar secret”:

First, get Mass Media attention, then promote your mass media appearances and content through direct media to your core audience of prospects and clients.

Simple right?

It seems obvious, but apparently it’s a missing step that most businesses don’t take once they’ve hit on some Mass Media love.   You can read the full article here and sign up for a special class with Nick Nanton and Brian Tracy if you want more information.  My “take away” is that I will form an action plan in the event that one of my clients, or myself has gained some mass media exposure.

The Action Plan:

1. Maintain a list of all controlled direct media (meaning direct media that you control) example:

  • Your Blog(s)
  • Website(s)
  • Social Media Accounts
  • Email/Newsletter Lists
  • Customer Mailing Lists

2. Maintain a list of alternative direct media sources (basically the same as step one, but owned and controlled by other people)

3. Maintain a list of Mass Media contacts. (You can share your exposure with these contacts who might not be covering your story)

Once these lists are created, you then have an outline to promote future Mass Media events when they happen.  I know this tactic is effective because we’ve used similar tactics on a smaller scale.  (example: When posting a blog post, also mention it on your social media accounts)

As soon as you have have the mass media event, start going down the list.  Make sure it’s mentioned in your controlled direct media, everywhere.  Next, ring up your friends, allies, business partners who would lend their direct media to help you promote the event.  Lastly, contact all of your Mass Media contacts to inform them of the event (unless they’re already covering it themselves)

More about Nick Nanton (from Nick’s Bio):

An Emmy Award Winning Director and Producer, Nick Nanton, Esq., is known as the Top Agent to Celebrity Experts around the world for his role in developing and marketing business and professional experts, through personal branding, media, marketing and PR to help them gain credibility and recognition for their accomplishments. Nick is recognized as the nation’s leading expert on personal branding as Fast Company Magazine’s Expert Blogger on the subject and lectures regularly on the topic at at major universities.

Choosing Between Two Titles | Let Adwords Do it

College Unicorn

Test Logo Concept

I’m co-authoring a book that intends to expose the current myths surrounding the institution of a college education.  The high level is that a college degree doesn’t mean you’re going to find gainful employment, or any employment at all.  In fact, the system is broken and there are few parents that know how to properly advise their pre-college students.  The book will also offer a solution to the problem by highlighting a clear path to land your post-graduate in the top 10% of earners.

We’re about 90% done with the writing and we want to start doing what we can to pre-market the publication as best as possible.  Before we can do anything of that sort, we need to determine a title.  Our focus group came up with two fairly good titles to run a test on:

    1. THE COLLEGE UNICORN | Exposing the myth of college and career planning
    2. 4 YEAR MYTH | What 90% of Parents Don’t Know about College or Career Planning

What we did next was build two landing pages that are very similar and focused on collecting the email addresses of our market.  We’re in the pre-selling phase and building your following is best started asap.  We put the landing pages up on their respective domains:

http://4yearmyth.com

http://collegeunicorn.com

If you take a look at the domains, they’re fairly identical.  You will see that we give visitors the option to “pre-order”, register, or subscribe to get more information and a free article.  All 3 outcomes result in an email address for our future marketing efforts.  We’re not expecting people to actually pre-order at this point, but we didn’t want to exclude it as an option.

The real value of this test is to pit both titles against each other to see which one has better leverage.  We’re achieving this through running a Google Adwords campaign that contains the Title & sub-Title exclusively.  The campaign is only running two ads and the same pre-researched keywords.  The goal is to determine which title converts better by monitoring CTR (click through rate).

This is a simple test and it utilizes a huge market, thousands of impressions, and will cost less than $500 our of pocket.  Not only will we know how well the titles perform, but we’re driving traffic to landing pages that will collect those sweet sweet emails of our target market.

Results: 

After running the test, we found that the winning title was  ”The College Unicorn” with an impressive .40% CTR over the competing title’s .07% CTR. Even thought I personally “liked” the other title better, it even cost more to run as an adwords campaign because it’s quality wasn’t as in-line with our keywords.

Now that this is complete, we will work to test different art concepts for the book.