This presentation was done for a Financial Organization called Calamos Investments. I have been working for them for 3+ years now and Financial Advisors especially need to have ways to prospect effectively online and still remain compliant. I think this will be beneficial to all who watch but this is customized for Financial Advisors. Heather Lutze, Marketing Speaker Findability.com 888-588-9326

1. BLOGGING & LINKEDIN
A CALAMOS SPONSORED WEBINAR
Heather Lutze, CEO/Founder, Findability Group
Search Marketing #GetFound

2. 2

3. 3
Heather Lutze, CEO & Speaker
Findability Consulting & Speaking

4. FINDABILITY

5. 55
HOW MANY PEOPLE READ BLOGS?
33%
348
million

6. 66
Setting Up Your
Blog for Optimum
Findability

7. 77
BLOG PLATFORMS:
WORDPRESS IS THE BEST. WHY?
• Change the Look and
Feel? Skins Vs Themes
• It’s a super simple
interface and very easy to
use
• Open source technology

8. 8
BLOGS ARE ABOUT CONTENT
Readers First and Search Engines Second
Do Not Spam Your Posts
Include Pictures, videos and Vivid
Imagery
Ask for Comments, Shares, Likes and
Subscribers

9. 9
OPTIMIZING YOUR BLOG POST
Titling the Blog: Keyword Focus
Every Post
Example: Findability Articles:
Content that Makes Sense!
Keyword Tools: Google Keyword Tool
and KeywordDiscovery.com

10. 10
OPTIMIZING YOUR BLOG POST
Keyword Density: Twenty Percent
Keyword Density is Perfect
“Sprinkle” VERSES “Flooding”
Link Out: Experts Link to Experts &
Sources
Tags & Descriptions

11. 11
COMMENTS ON YOUR BLOG POST
• Be Patient
• Encourage Comments
• Stage them First
• Plug-In Spam Filter
• Invite Prospects and Clients
to Subscribe

12. 1212
Company Events
Press Releases
Corporate and Annual Meetings,
or Conventions
Announce New Products, or
Products in Development
Respond to Events in Your
Industry

13. 1313
Conventions and Conferences
Consider Doing Guest Interviews
Create Podcasts with Speakers
Post the MP3 of the Interview

14. 1414
Blogs Are Informational Tools
for Your Customers
How to Pick a Vendor
How to Vet Different
Offerings
Pitfalls to Watch Out For

15. 1515
Don’t copy your website content
into a blog post.
Stay away from hard salespitches
No promotions, promotional ads
and fliers

16. 16
THE BLOGGING ACTION PLAN
1. Establish Your Blogging Platform
2. Have the Blog Installed Into Your Website
3. Add a Tab to Your Website’s Primary
Navigation
4. Have Your Web Team Create a Skin or
Theme

17. 17
THE BLOGGING ACTION PLAN
5. Train Whoever Will be Doing the Actual
Posting
6. Write Good Posts
7. Use a Keyword
8. Add Other Media
9. Post and Monitor Comments Weekly

18. 1818
FINDABILIT

19. 1919
1
Viveka von Rosen

20. 2020
1
225
million
3
million
2
new/sec

21. 2121
1
47%
decision
makers
103K
average
income
15years
average
experience
41years
average
age

22. 22
Unparalleled searchUnparalleled search
engine (fields)engine (fields)
Exponential NetworkExponential Network
Visible 1Visible 1stst
, 2, 2ndnd
and 3and 3rdrd
level connectionslevel connections
WHY USE LINKEDIN?

23. Following
First Impressions
“Findability”
Name Recognition
BEST PRACTICE PRINCIPLES

24. LURKING IS NOT STALKING

25. 1. MAKE A GOOD FIRST
IMPRESSION
PHOTO
PROFESSIONA
L
HEADLINE

26. YOUR PHOTO SHOULD REFLECT
Choose a photo that reflects your
business persona
Don’t include other family members
Don’t include your hobbies
Don’t use a logo
Do add a photo!

27. YOUR HEADLINE IS AN ELEVATOR
SPEECH
Tell Them Who You Are
Tell Them What You Do
Tell Them How You Can Help
120 Characters Including Special

28. 2. MAKE SURE YOU ARE FINDABLE
LinkedIn is like Google – your
profile must be optimized if
you want to be Found in a
search
Your LinkedIn Profile is much
easier to optimize than your
website
Use “Skills and Expertise”
applet to find great keywords!

29. OPTIMIZING (BRANDING) YOUR
PROFILE
Optimize Your Header
Optimize Your Content
Your Name
Business Name “ITRA”
Product or Service “Technical
Rental”
Niche Market “Event Planner”
Your Industry

30. NINJA TRICK: Make sure
your name, your location
and your competition are
keywords you use (in
Interests)

31. NINJA TRICK: PEOPLE SEARCH
See how other people are positioning
themselves if you need some ideas

32. OPTIMIZING (BRANDING) YOUR
PROFILE
Skills and Expertise - Found under the More
tabUse the Skills applet for keyword
inspirations and explanations…

33. OPTIMIZING (BRANDING) YOUR
PROFILE
Title Fields
100 Characters
More Important Than Ever Now That They Are
Not visible “Top of the fold”

34. SUMMARY SECTION
Format: White space, Capitalization, Bullets &
Special Characters
2000 Characters With Keywords
Why Should Someone Hire You?
Benefits – Not Only Features

36. INTERESTS AND ADD SECTIONS

37. Customized LinkedIn URL
Customized Websites
MAKE SURE THEY REMEMBER YOUR
NAME

38. CUSTOMIZE YOUR LINKEDIN URL
Edit Profile
Click on Edit next to LinkedIn URL
Click “Customize LinkedIn URL”
Add your name – no spaces

39. CUSTOMIZE YOUR WEBSITES
Edit Profile
Expand Contact
Info
Click Edit next to
website
Choose “Other”
option
Website name, CTA
or Description

40. WRAPPING UP
Are you portraying the right image?
Are you using your keywords in the
right places?
Are you customizing your web links?
Are you finding and connecting to the
right people?
Are you building relationships?
Are you positioned as a thought leader
(or at least as a Go-Giver?)

41. Free Custom Findability Snapshot
15 Page Findability Web Site Report Includes:
Custom Keyword Targets, Heat Map of Home Page,
Technical SEO Recommendations,
Custom Word Clouds and More!
1 Hour with Heather’s Production Team to
Review
Insights To Put To Work Immediately!
Write this down to Start!
http://bit.ly/Findability

42. HEATHER LUTZE
CEO, Speaker, Trainer
Findability Consulting & Speaking
303-909-6710
888-588-9326
www.Findability.com
Heather@Findability.com