1. Creating a
Creating a Compelling Online Brand Compelling
Online Brand
(Which Raises
Your Visibility,
Enhances Your
(Which Raises Your Visibility, Reputation, And
Attracts New
Enhances Your Reputation, And Clients... )
Sumi Olson
Attracts New Clients... )
CIM Surrey
www.linkedin.
Summer Social Event, com/sumiolson
Guildford Facebook:
Olson Sales
Thursday 9th June 2011
and Marketing
Twitter:
@sumiolson
Skype:
sumi.olson
(c) Olson Sales & Marketing Services © OSMS 2011
9th June 2011
www.olsonservices.co.uk

2. Creating a
Creating a Compelling Online Brand Compelling
Online Brand
(Which Raises
Your Visibility,
Enhances Your
(Which Raises Your Visibility, Enhances Reputation, And
Attracts New
Your Reputation, And Attracts New Clients... )
Sumi Olson
Clients... )
JOIN MY TELESEMINAR
Monday 20th June 2011 www.linkedin.
8 PM (British Summer Time) com/sumiolson
Facebook:
Olson Sales
and Marketing
Twitter:
http://InstantTeleseminar.com/?eventid=20412786 @sumiolson
Skype:
sumi.olson
(c) Olson Sales & Marketing Services © OSMS 2011
9th June 2011
www.olsonservices.co.uk

3. The Three ‘C’s OF Creating a
Compelling
Online Brand
COMMUNICATION (Which Raises
Your Visibility,
Enhances Your
Reputation, And
Attracts New
Clients... )
COMPELLING means that what you communicate Sumi Olson
has resonance and relevance for your target
market/ your community
CONGRUENCE means that you are in true
alignment with your sense of self – in terms of who www.linkedin.
com/sumiolson
you are, what you do, what you offer
Facebook:
Olson Sales
and Marketing
CONSISTENCY you apply your compelling, Twitter:
@sumiolson
congruent message in a systematic and uniform Skype:
sumi.olson
way
(c) Olson Sales & Marketing Services © OSMS 2011
9th June 2011
www.olsonservices.co.uk

4. Creating a
The Three ‘A’s… Compelling
Online Brand
(Which Raises
Your Visibility,
Enhances Your
Reputation, And
Attracts New
Clients... )
AWARENESS - you show you understand your Sumi Olson
community/prospective client’s needs & wants
AUTHORITY - you demonstrate your knowledge,
experience, and expertise
www.linkedin.
com/sumiolson
AVAILABLITY – you offer opportunities for your
Facebook:
prospective clients and community to interact or Olson Sales
and Marketing
work with you Twitter:
@sumiolson
Skype:
sumi.olson
(c) Olson Sales & Marketing Services © OSMS 2011
9th June 2011
www.olsonservices.co.uk

5. Creating a
Compelling Online
What is your Strategy? Brand
(Which Raises Your
Visibility, Enhances
Your Reputation,
And Attracts New
Clients... )
1. The product – this means YOU (not your business) Sumi Olson
2. The brand – what makes you different from the others…
3. The market – target audience of potential clients, partners, investors,
suppliers
4. The tools –online platforms, social media, electronic publishing
5. The strategy – how will you market yourself…?
6. Timing – what are your short-term (3m), medium term (6m) & long www.linkedin.com
term (12m) goals & objectives? /sumiolson
Facebook: Olson
Sales and
Marketing
Twitter:
@sumiolson
Structure your online profile to make sure that you are selling yourself Skype:
sumi.olson
effectively so your community knows what benefits you offer…
(c) Olson Sales & Marketing Services © OSMS 2011
9th June 2011
www.olsonservices.co.uk

6. Creating a
Compelling Online
Raising Your Profile Brand
(Which Raises Your
Visibility, Enhances
Your Reputation,
SOCIAL PR ADVERTISING And Attracts New
Clients... )
MEDIA Offline & ONLINE
Sumi Olson
TALKS, Direct
PRESENTATIONS BOOKS
mail
ARTICLES Offline and REFERRALS
ONLINE JVPs
BLOGS NETWORKING
www.linkedin.com
/sumiolson
Facebook: Olson
Sales and
Marketing
Twitter:
@sumiolson
Skype:
sumi.olson
(c) Olson Sales & Marketing Services © OSMS 2011
9th June 2011
www.olsonservices.co.uk

7. Systemise – manage the Creating a
Compelling
Online Brand
potential overload (Which Raises
Your Visibility,
Enhances Your
Reputation, And
Attracts New
Clients... )
 Link your Editorial Schedule to your work and industry calendar
Sumi Olson
 Work to content for 3 month periods
 Block time to write in bulk and schedule uploads
 Expand blogs to articles to white papers to book – step by step
process
 Build audio and videos from your printed content & vice versa
 Link tweets to blog/article and online/video content
 Use RSS feeds via Google Reader to redistribute and comment on
relevant content www.linkedin.
com/sumiolson
 Share and redistribute other peoples’ content if relevant – great for
networking and adds value. Shows you know what’s current and Facebook:
Olson Sales
saves time and Marketing
Twitter:
@sumiolson
Skype:
sumi.olson
(c) Olson Sales & Marketing Services © OSMS 2011
9th June 2011
www.olsonservices.co.uk

8. Creating a
Compelling
Blogs and other content Online Brand
(Which Raises
Your Visibility,
Enhances Your
Reputation, And
 Make it relevant, pertinent for your community (compelling) Attracts New
Clients... )
 Show you understand the needs and desires of your community
 Make it relevant and pertinent for your own goals & objectives
 Cross link and keep it consistent across your platforms
 Write in your authentic voice and in the language of your
community (congruence)
 Invite feedback and comment – create conversations and dialogue
 Remember you want to create a relationship of trust and authority Sumi Olson
 Invite expert opinion from others so that you are seen to be part of a
crowd of experts and authorities www.linkedin.
com/sumiolson
Facebook:
Olson Sales
and Marketing
Twitter:
@sumiolson
Skype:
sumi.olson
(c) Olson Sales & Marketing Services © OSMS 2011
9th June 2011
www.olsonservices.co.uk

9. Key steps to creating Creating a
Compelling Online
that compelling profile Brand
(Which Raises Your
Visibility, Enhances
on LinkedIn Your Reputation,
And Attracts New
Clients... )
Sumi Olson
Photo
Profile heading that’s optimised for SEO – keyword heavy
Make clear the benefits you offer the world
Past company history – strip down your CV/resume and put it on your
profile
Get testimonials from people you have worked with – use LI facility to www.linkedin.com
ask /sumiolson
Join groups that reflect your industry and professional interests where Facebook: Olson
Sales and
you can add value and learn Marketing
Answer questions and establish your LI Expert credentials Twitter:
@sumiolson
Link to your core websites and online platforms – SEO booster Skype:
sumi.olson
Ensure your own business is listed in the company sections with a full
profile
(c) Olson Sales & Marketing Services © OSMS 2011
9th June 2011
www.olsonservices.co.uk

10. Creating a
Create a keyword heavy Compelling
Online Brand
(Which Raises
profile line on LinkedIn Your Visibility,
Enhances Your
Reputation, And
Attracts New
Clients... )
When Creating Your LinkedIn Profile Headline consider: Sumi Olson
1. Identify what you do
2. Identify what you offer
3. Identify your target audience
If you can establish credibility, a call to action, a sense of uniqueness,
and show what you have by way of solutions and benefits, then you’ve
www.linkedin.
created a hugely impactful profile line. com/sumiolson
Facebook:
NB: this part of your profile is searchable by search engines so Olson Sales
and Marketing
remember keywords Twitter:
NB: character restriction less generous than Twitter! @sumiolson
Skype:
sumi.olson
(c) Olson Sales & Marketing Services © OSMS 2011
9th June 2011
www.olsonservices.co.uk

11. Creating a
Compelling Online
Brand
(Which Raises Your
Visibility, Enhances
Your Reputation,
And Attracts New
Clients... )
Sumi Olson
www.linkedin.com
/sumiolson
Facebook: Olson
Sales and
Marketing
Twitter:
@sumiolson
Skype:
sumi.olson
(c) Olson Sales & Marketing Services © OSMS 2011
9th June 2011
www.olsonservices.co.uk

12. Creating a
Compelling Online
Brand
(Which Raises Your
Visibility, Enhances
Your Reputation,
And Attracts New
Clients... )
Sumi Olson
www.linkedin.com
/sumiolson
Facebook: Olson
Sales and
Marketing
Twitter:
@sumiolson
Skype:
sumi.olson
(c) Olson Sales & Marketing Services © OSMS 2011
9th June 2011
www.olsonservices.co.uk

13. Creating a
Compelling
Online Brand
(Which Raises
Your Visibility,
Enhances Your
Reputation, And
Attracts New
Clients... )
Sumi Olson
www.linkedin.
com/sumiolson
Facebook:
Olson Sales
and Marketing
Twitter:
@sumiolson
Skype:
sumi.olson
(c) Olson Sales & Marketing Services © OSMS 2011
9th June 2011
www.olsonservices.co.uk

14. Creating a
Compelling
Online Brand
(Which Raises
Your Visibility,
Enhances Your
Reputation, And
Attracts New
Clients... )
Sumi Olson
www.linkedin.
com/sumiolson
Facebook:
Olson Sales
and Marketing
Twitter:
@sumiolson
Skype:
sumi.olson
(c) Olson Sales & Marketing Services © OSMS 2011
9th June 2011
www.olsonservices.co.uk

15. Creating a
Compelling
Online Brand
(Which Raises
Your Visibility,
Enhances Your
Reputation, And
Attracts New
Clients... )
Sumi Olson
www.linkedin.
com/sumiolson
Facebook:
Olson Sales
and Marketing
Twitter:
@sumiolson
Skype:
sumi.olson
(c) Olson Sales & Marketing Services © OSMS 2011
9th June 2011
www.olsonservices.co.uk

16. Creating a
Recommended Reading Compelling
Online Brand
(Which Raises
Your Visibility,
Enhances Your
Reputation, And
Attracts New
Clients... )
Sumi Olson
www.linkedin.
com/sumiolson
Facebook:
Olson Sales
and Marketing
Twitter:
@sumiolson
Skype:
sumi.olson
(c) Olson Sales & Marketing Services 16
9th June 2011
www.olsonservices.co.uk

17. Creating a
Contact details Compelling
Online Brand
(Which Raises
Your Visibility,
Enhances Your
Reputation, And
Attracts New
Clients... )
• You can email me on sumi@olsonservices.co.uk Sumi Olson
• You can send a direct message (DM) on any of these Social
Media platforms: Twitter, LinkedIn, and Facebook.
• I use Skype so whether you’re based in the UK or overseas,
you can reach me on sumi.olson (leave a DM or voice-mail
if I'm offline) www.linkedin.
com/sumiolson
Facebook:
Olson Sales
and Marketing
Twitter:
@sumiolson
Skype:
sumi.olson
(c) Olson Sales & Marketing Services 17
9th June 2011
www.olsonservices.co.uk

18. Creating a
Creating a Compelling Online Brand Compelling
Online Brand
(Which Raises
Your Visibility,
Enhances Your
(Which Raises Your Visibility, Enhances Reputation, And
Attracts New
Your Reputation, And Attracts New Clients... )
Sumi Olson
Clients... )
JOIN MY TELESEMINAR
Monday 20th June 2011 www.linkedin.
com/sumiolson
8 PM (British Summer Time) Facebook:
Olson Sales
and Marketing
Twitter:
@sumiolson
http://InstantTeleseminar.com/?eventid=20412786 Skype:
sumi.olson
(c) Olson Sales & Marketing Services © OSMS 2011
9th June 2011
www.olsonservices.co.uk