The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
Building your business platform
1. March 11 & 12, 2013
Julie Kittredge
Business Services Advisor
jkittredge@ahml.info
2. What is a Platform?
It’s your stage. It’s the thing you have to stand on to be
heard.
It’s built of people. Contacts. Connections. Followers.
It’s about building relationships.
It’s about establishing yourself as an expert.
It’s about using various tools to reach those who are
interested in what you have to offer. Could be a
message, a service, or a product.
3. Why do I need a Platform?
Develops your “voice,” your platform will share your
personality. This is part of your brand.
Gives you an opportunity to influence people. It’s what
gives you the authority to communicate to and serve
your followers.
Helps establish a relationship with your tribe based on
trust. When they know you and like you they will want
to follow you.
Gives you visibility.
Establishes you as an expert in your field.
4. Elements of your Platform
Website
Blog
Social Media
Facebook
Twitter
LinkedIn
Pinterest
Etsy
e-Newsletter
Public Speaking/Teaching
5. Where Do I Begin?
Decide what would best serve your business.
A website or blog is a good place to start so you have a
home base to refer people to.
Add the different elements gradually.
Each tool works great alone, and even greater together.
Use Social Media management tools to help.
6. Website
This is where you house the core of your business.
The branding/personality is a reflection of who you are
as a business and perhaps who you serve.
Contact info will be easily found here.
Information links. What do you offer? Categories of
services. Fee structure. Perhaps a storefront.
All of the links to your social media will be found here.
This is home base.
7. Blog
Wordpress and Blogger are both free and popular
This is where you can share more of your personality
and develop your “voice.”
Content might include industry tips, opinions, links to
resources and info that would be valuable to your
customers. Insight into your processes. How-to’s. Top
10 lists.
Content will be relatable, reflect your personality &
branding, authentic, transparent, and professional.
Frequency should be regular or people will stop
following your posts. No less than 2x/week.
8. Facebook
Viral Marketing. This is where your friends are and
their friends are. Best word of mouth marketing ever.
Frequency should be between once a day or 3-5
posts/week
Build relationships by authentically liking and
commenting on other’s posts
People respond to pictures.
Share great links, coupon codes to your favorite
resources. Quick tips. People love when you’re not all
about self promotion.
9. Twitter
Called micro-blogging. Short snippits of information
and links.
Audience is global.
Another opportunity to reach an audience with expert
advice and resources.
Frequency might be several times a day.
Content might include a link to an inspiring article, a
blog post, a witty comment regarding a current event.
10. Linked In
Professional networking. This is a resource of
connections, and their connections. Suggestions of
who you might know based on who you’re linked to.
You can post updates here just like facebook or twitter.
Make sure your profile is complete.
At the minimum, get connected with the people you
know who are on linked in as you never know what the
opportunities will be that come your way as a result.
11. Pinterest
This is a public visual bookmarking resource
Boards can be used for reference for your clients
You can create a board that links back to your own
work
Highlight articles, looks, or a passion
Use this to inspire and teach your followers
Continued reflection of your personality/brand
All of these point back people getting to know you,
following you as a resource, and visibility
12. Etsy
Creative Storefront
Handmade marketplace, vintage, & supplies
Personality is shown through your work
Well crafted items and sales give exposure
Can be linked to Pinterest for additional exposure and
traffic
13. E-Newsletter
Constant Contact & Mailchimp are popular
People have to opt-in to get on this list so you know you’re
reaching those who want to hear what you have to say.
Content is less frequent. Maybe once a month, quarterly, or
as needed.
Be brief and succient. Your followers don’t have time to
read long articles. Save those for the blog.
Content might include expert tips, new resources,
highlights of one or two services. Think News not Spam.
Speak to your audience. Make the content valuable.
14. Public Speaking
Get out there and teach what you know
Offer classes & workshops
Target your audience
Establishes you as an expert
You gain visiblity.
Your personality shines.
15. Link them up
Choose one or two to start
Gradually add platforms to increase your visibility
Drive traffic to your website, blog, facebook, etc.
Help people find you and create a following built on trust
and expertise.
Be generous in sharing what you know, not just what you
sell.
All of these points back to you being the expert in your
field. Builds your relationships. Creates a following by
becoming a trusted resource for what your people need.