Technology
BY PAMELA BIR
Does E-mail Marketing Work?
 While there are plenty of social media sites for you to use in promoting yourself and your company, my recommendation is to pick one, work to use it to its full potential then move to another site. It does take time to build your profile (all of those questions!) and it takes time to connect with your colleagues (all of those invitations!). Having a profile is the beginning, not the end. The real key is to participate.
For a design professional, a good starting point is the social media site LinkedIn. The site’s purpose is clear: “Relationships Matter.” There’s no confusion as there can be with Facebook, for example, on whether to use LinkedIn for personal or professional networking. It’s professional. Period. Every feature is geared to professional use. The etiquette of the site is strictly professional.
Using the six-degrees-of-separation theory, LinkedIn allows you to connect with up to three degrees of contacts. For example, on my LinkedIn page, I have 109 first-degree connection links, which link me to 10,100 second-degree connections, which in turn link me to 989,700 third-degree connections In theory, this means that I can search and view 989,700 profiles. No, I can’t send an e-blast to everyone on the list. Sorry, folks, but work is involved.
Introductions
As I search and view LinkedIn profiles, I can see the separation degree and who the connection is. This allows me to ask for introductions. It’s referral marketing at its finest.
I contact my connection requesting an introduction, then my connection sends an introductory message to their connection. That person can accept or reject the introduction. You do the same thing at every networking event you attend. This is the electronic version. And just like the introduction at a networking event, I then speak to my new connection with higher credibility than if I had made a cold call or walked in the front door. From a business development perspective, this is an excellent way to build your relationship with targeted accounts. Ask for an introduction to the facilities manager of a school district. Build a relationship so that when the next RFP comes out, you have a strong starting point.
Note the word “relationship.” You wouldn’t go to a networking event, be introduced to a new person and ask for an order. You would talk to them, ask about their business, build a relationship. Same goes with an electronic introduction.
Recommendations
Both colleagues and clients can write recommendations for you. It’s common protocol at LinkedIn like asking for a letter of reference when you change jobs. When someone does a search for an architect or designer, the list will include a count of the recommendations each person has. Hmm. I’m looking for a designer for my project. Whom should I choose? How about one with several recommendations?
Groups
There are groups for every profession and every interest on LinkedIn. Most are open for any new member who requests to join. Within a group, there are discussions on all types of topics. Take the time to read through the discussions to get a feel for the group. Then start participating. Give your opinion. Keep the sales push low key. But demonstrate your expertise with solid answers, links to pertinent information on your Web site or blog posts. If you join a discussion about daylighting and have good information to share, others in the group will take notice. Again, you’re building a relationship, not jumping in for the order.
Answers
Another area of LinkedIn that allows you to showcase your expertise is the Answers feature. Anyone can ask a question. Anyone can provide an answer. Everyone can read the answers. With your answer, there’s a link to your profile as well as to your other answers. In addition, there is a tally to let readers know how often your answers have been selected as a “Good” answer or as the “Best” answer to earlier questions. The questions are grouped into categories to allow you to stick to the area that interests you. There are categories related to sustainability and technology, for example.
Let’s connect! Visit my profile on LinkedIn. linkedin.com/in/yourcomputerlady
Pamela Bir is president of Your Computer Lady, Inc., a firm that provides computer support including marketing literature, e-mail marketing, Web site design and maintenance, PowerPoint presentations and more. Visit www.YourComputerLady.com or email Pamela@YourComputerLady.com.
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