Реклама. ООО «ЛитРес», ИНН: 7719571260.
Praise for The Road to Recognition
Table of Contents
Foreword
Preface 1. I’m Barry Feldman. And you are?
Preface 2. I’m Seth Price. Can I help you?
A is for Authenticity
Bring who you are to what you do
Nurture your authenticity
B is for Blog
What’s the point?
Establish authority
Connect with readers
Win business
Inspire your social media
Increase reach
Grow your email database
Generate publicity
Give your brand a voice
Exchange ideas
Get (and stay) customer focused
Increase focus
Discover
Start with a basic publishing plan
Why will you have a business blog?
Who’s the blog for?
What will the blog offer?
Where will it be published?
Develop a strategic editorial plan
ID the questions prospects ask
Swipe ideas
Monitor your market
Extend ideas
Ask your readers
Log your ideas
Publish an interesting mix
Writing tips for your blog
Learn from experienced bloggers
Write several headlines
Identify with the reader in your lead
Teach, don’t preach
Have a point of view
Write naturally
Be transparent
Increase your word power
Make it easy on the eyes
Give it rhythm
Cite research and data
Respect grammar
Proofread
Have fun
Make an ask
Stay consistent
C is for Content
Investing in content is investing in your career
What should you create?
Content Goal + Content Format + Content Style = X
Make your content great
Purpose
Relevance
Emotional triggers
Truth
Ease
Original
Headline
Shareable
Optimized
Call to action (CTA)
Think broadly, execute narrowly
Think big
Repurpose your content
Promote your content
D is for Design
You need to look like a pro
Logo
Color
Fonts
Photography
What do you do with all your good looks?
Help is available
A case for consistency
E is for Email
Get set up with an email service provider (ESP)
Start building an email list
Increase value with list segmentation
Understand your strategic email options
Newsletters
Digests
Autoresponders
Welcome email
Special occasions
Transaction emails
F is for Followers
You can’t have a brand without an audience
Start smart and be selective
Create rich profiles
Think visually
Follow
Share wisely
Comment
Express yourself
Be consistent
Promote like a leader
G is for Google
Do you like what do you find?
Website and blog
LinkedIn profile
Other blogs
Google+
Other channels
You dictate what people dig up
H is for Helping
How can I help you?
What can you offer people?
Offer your time
Offer your wisdom
Offer your resources
Offer your network
I is for Influencers
The process is essentially relationship building
Tune into your audience
Focus on what influencers are creating and how the content is received
Identify influencers
Join the conversation
Collaborative content: the ultimate influencer marketing play
Maintain your momentum
Create an idea file
Stay positive
Be helpful
Make it easy
Keep tabs
Promote your influencers
Apply patience
Stay social
This book is a lesson in influencer marketing
J is for Joining
The infinite benefits of professional groups
Who should you surround yourself with?
Which groups should you join?
Mastermind groups
Professional associations
Casual contact business groups
Strong contact network groups
Community service clubs
Some other groups
Social media groups
Tips for getting started. Join the group
Monitor the discussions
Search the discussions
Read the group rules
Participate in discussions
Create insightful posts
Ask questions
Get into it
K is for Keywords
Think neon
How keywords come into play
Google and web search engines
Social media
In your own mind
How to pick your brand’s keywords
Where should you stick these words?
L is for LinkedIn
Begin by making your profile professional
Building relationships on the network
Deliver valuable content
LinkedIn’s loaded with content. SlideShare
LinkedIn Pulse
LinkedIn Premium accounts
LinkedIn analytics
LinkedIn advertising
M is for Media
Tune into what your audience tunes into
Have leaders in your niche:
Some more thoughts:
Repurpose to increase your reach
Think media-specific
Take it in stride, execute in steps
N is for Network
Networking’s work
Get ready to network
Go forth and meet people
O is for Offers
Choose a magnetic topic
Create a great freebie
20 ideas for your offer
Effective list building tactics
P is for Podcast
Be a good guest
Create your own show
Your guide to getting started
How to promote your podcast
Q is for Questions
How do questions beget solutions?
What kinds of questions do leaders ask?
What makes a question asker so engaging?
Do you know where to find good questions?
It’s easy to listen online
Are you questioning your actions?
R is for Recognizing Others
Elevating your brand
Great content + other people - marketing messages = growth
Make every day Thanksgiving
S is for Speaking
Say it: “I’m a speaker”
Develop potential topics
Take what you can get
Scope your future
Get some training
Consider a speakers bureau
Package your product
Prepare your speech—and yourself
Create great content
Write it out
Be quotable
Make beautiful slides
Practice
Record your practice sessions
Learn from the pros
Connect early and often
Give a great speech
Show up early
Test your gear
Don’t read your slides
Say no to the lectern
Be transparent
Make eye contact
Don’t sell
Stick around
Have fun
T is for Target
First, answer the basic questions
Dig deeper with personas
U is for Unique
Your XYZ factors
Define your X-factor
Understand your Y-factor
Eliminate your Zzz-factor
Now proposition people
V is for Video
Shoot, anyone can do this
And… action!
Video and social media are BESTIES
“Roll” with the changes
W is for Website
Named site vs. brand… or both?
Establish your domain
Make a plan
A smart start strategy
Put the pieces in place
Website design considerations
Tips for writing your most important pages
Homepage
About page
Landing pages
Contact pages
Optimize each page
How to optimize your pages
Is that all there is to it?
X is for eXamine
Get insights and get better
Basic analytics is easy
Google Analytics comes first
Examine what matters
The metrics market is huge
Make a KPI dashboard and make your move
Y is for the “You Do” List
A is for Authenticity
B is for Blog
C is for Content
D is for Design
E is for Email
F is for Followers
G is for Google
H is for Helping
I is for Influencers
J is for Joining
K is for Keywords
L is for LinkedIn
M is for Media
N is for Network
O is for Offers
P is for Podcast
Q is for Questions
R is for Recognizing Others
S is for Speaking
T is for Target
U is for Unique
V is for Video
W is for Website
X is for eXamine
Y is for your “You Do” List
Z is for Zeal
Z is for Zeal
Re-write your story
Work at it
Quiet the negative voice in your head
Take action
Maintain enthusiasm
Think outside the box
Own it like a boss
Go the extra mile
Acknowledgements
Thank you…
About the Authors. Barry Feldman. Digital marketing super freak
Connect with Barry
Seth Price. Marketer, motivator, and media maker—executive and entrepreneur
Connect with Seth
The Road Goes On… Online. Website
Mailing list
Community
Support the book
Hire the Authors
Media Inquiries
Notes. Authors cited. Chapter C
Chapter J
Chapter K
Chapter P
Chapter Q
Chapter R
Chapter S
Chapter U
Chapter Z
Brands cited
“Clever, fun and about as comprehensive a guide as you’ll find anywhere.“
ANN HANDLEY, author of Everybody Writes and Content Rules
.....
“Seth and Barry have done a wonderful job of breaking down how to set yourself apart from the rest of the pack with some easy-to-understand concepts that are instantly implementable.“
STEPHEN SCHWEICKART, CEO of VScreen & partner at Angel Bespoke
.....