I don’t think anyone would argue that 2020 was not the brightest nor best year personally or professionally. But now that it is gone, how do we approach marketing and business development in 2021 under the continued restrictions and safety concerns? Through online tools. More people are using technology to connect with people, educate themselves on a topic and broaden their interests. Content marketing is a great approach to getting your reputation some much needed visibility. But before you dive into that, let’s start with a review of your online presence. In a time when in-person networking, attending events or holding face-to-face meetings isn’t possible, it is more important than ever to make sure your online presence is at its best. Here are a few tips on evaluating and updating the virtual “you”:

• Google yourself. Everyone should perform a Google search of their name to review what people may see. Don’t just skim the first page of results. Go a little deeper in both the general results as well as the images and news. This will allow you to experience a broad range of results.
• LinkedIn. Likely you are still spending your professional time virtually. Guess what? So is everyone else! Linked In reports a 40% growth in use since March 2020. Don’t wait an other minute– review your profile and update it to reflect the latest and greatest about your professional world. In the meantime, make sure you have a professional photo of yourself. Need a new one? Some photographers are doing outdoor photoshoots (yes, in the winter!) and others have come up with very creative ways to get your photo taken with mitigated risks.
• Facebook, Twitter and other social media accounts. It is important to realize that everything you post on social media is fair game in the virtual world. Review all of your profiles and update them as appropriate. Review the posts you have done in the past. Do you need to delete any old pictures or questionable posts? Remember, they won’t go away entirely, but they will become less likely to appear in a Google search of your name.
• Blog posts. Whether you blog on your own site or are a guest writer for others, when was the last time you offered new content? Now is the time to show yourself. Be smart and thoughtful about what you write– pick a topic that is relevant and helpful.
• Change your passwords. OK, this isn’t directly related to your presence… unless you are hacked. The new year is an excellent time to protect yourself by changing your passwords on all social media accounts (and other vulnerable logins). Sadly, we are in a world of hackers and you can help avoid a mishap by keeping ahead of them with an ultra-secure password that changes regularly.
• Get active. Now that your social media security and profiles are up to date, it is time to start using them with a renewed spirit. Make time to post credible information, connect with your networks, be helpful and share your experiences with others. It need not be a big investment– schedule yourself for 10-15 minute increments twice a week.

Your online presence is critical to keeping in front of people and reminding them you are a great choice to work with. Of course online interactions will never be a wholesale replacement for personalized, one-to-one marketing but it is definitely a great tool to support your ongoing efforts to stay connected to the people in your circle or meet new folks in your industry. If you need help with any of these tips, or want to talk about others, please reach out to me.  I would love to connect!