How to Perfect Your Email Signature

Email signatures. We’ve seen them around. But have we ever actually thought what they involve? What’s the point? Turns out, email signatures can be very beneficial for both individuals and businesses. An email signature gives a glimpse into who you are and markets yourself to anyone interested in building a relationship.

Just like there is a wrong way to write an email signature, there is also a right way. If you want to perfect your email signature, check out these easy tips.

1. Keep it short.
An email signature is short, sweet and to the point—no need to bog it down with too much information. Try to limit your signature to three to four lines of text. Most commonly, these should be (1) your name, (2) title, company and (3) phone number. If needed, you can also add other details to personalize the signature, but be careful to make these short as well. The email recipient shouldn’t have to scroll through lines of information just to find what they need.

2. Make it simple.
When it comes to email signatures, simple is classy, professional and clean. That means no crazy fonts, colors or funky graphics. These can be distracting and draw attention away from your contact information, or worse, your message. Make sure your email signature is easy to read across different types of technology—phone, tablet, computer—for varying access.

3. Use the delimiter.
An email signature delimiter is a specific string of characters listed before the signature. The most common delimiter is the standard (– ). This sets your information apart from the rest of the email and is universally recognized. Of course, you can use a different delimiter if you prefer, but be sure it is still professional and aligns with the image you want to portray.

4. Share contact info.
Obviously, your email signature is the perfect opportunity to share your contact information with potential connections. One big tip: Don’t put your email address in your signature. Recipients already know what your email address is (hint hint: you sent them the email from it). This is a chance to share other important contact information, such as your phone number, fax number or even an alternative email address if they find that more appropriate.

5. Include social links.
Including social media links in your email signature is a great way to promote your personal or business brand, by asking email recipients to connect with you across different platforms. This also demonstrates transparency between professional and personal life. If you’re posting business material on social media platforms, it can even help drive traffic to your online content. Don’t go too crazy on linking all of your profiles, though. Include a few choice ones, e.g. Facebook, LinkedIn and Twitter, or none at all, but not a long list.

6. Add a call to action.
Finally, add in a call to action that relates to your business or personal brand. This can easily be changed depending on the time and what you’re hoping to promote. One example may be “Check out my latest blogs” or “Learn more valuable marketing tips.” The call to action should be linked to something you want the recipient to do, such as visit your website and read your latest blog. This step is also optional, depending on the amount of space you have in your signature and how much information you want included.

Though it may seem simple, your email signature is another valuable means of marketing yourself to potential business relationships. What it says can actually say a lot about you, so make sure it’s as professional as possible. Try out some of these easy tips to perfect your email signature and promote your image.

The Power of the Business Card

In the technological world of social media, smartphones and internet marketing, there are those who believe the old ways of physical networking are long gone. Gone are the days of personal meetings, door-to-door sales and even chance encounters. Hello to the days of quick messages, email signatures and, of course, the “like” button.

But despite everything the world of technology brings with it, there’s one marketing tactic that will never go out of style: the business card. The business card is an important tool that’s useful for companies and individuals alike. But just how powerful is the business card? Let’s find out.

Business cards promote your brand.
Whether you’re an individual employee or the CEO of a small enterprise, a business card is always a vital necessity to have on you when out and about. There are limitless possibilities and ways to design your business card, so whichever way you choose, make sure it is true to your personality and your personal brand.

Whether it’s paper style, font or size and shape of the card, the choice is up to you. Be careful in choosing a shape that’s too unique; lots of people still have card holders, and if yours doesn’t fit, the likelihood of it sticking around is slim. Make your card creative and unique, so it stands out from the crowd and catches people’s attention. Then, no matter where your card goes, you can be sure it will be promoting your brand and image to everyone who sees it.

Business cards show you’re serious.
You may be thinking, “I’m just an average person; I don’t meet a lot of people. What do I need a business card for?” Well, for the few people you do meet, business cards show you’re a serious candidate for all potential professional relationships. With today’s work connections being almost entirely online, a business card shows you care enough to go the extra step in person and on paper, too.

Whether you’re interviewing for a position, networking at a career fair or simply having a conversation with someone you met at a restaurant, a business card shows you take yourself seriously and you take your work seriously. Employers and business associates will see that and appreciate it even more.

Business cards build relationships.
Of course, one of the largest advantages to having a business card is it builds a relationship with everyone you encounter. By handing out your business card—intentionally, don’t just go all willy-nilly—you’re telling the individual you want to continue this encounter in the future. Obviously, your business card will have all your basic contact information, so recipients can continue to reach out to you and further the relationship even more.

Business cards establish connections.
Finally, while business cards are part of the physical world, they also establish connections through the online world, as well. Make sure to include your LinkedIn information on your card, and encourage others to connect with you. This helps build online connections, so you can continue to reach out to them later on, without having to remember, “Oh, dang, who was that person again?” So, to recap: (1) build relationship in real world, (2) connect in online world.

The business card is a powerful little marketing tool that’s great for individuals, companies and brands. If you don’t already have a business card, now is as good a time as any to make your own, go out and start networking.

Once Upon a Time: Storytelling for Marketing

Once upon a time there was a wonderful small business that provided valuable services and innovative products to meet their clients’ needs. But, it had to learn all about the scary new world of marketing in order to truly understand how to grow even bigger and stronger, so it could continue to help others.

Storytelling is a powerful tool, and when it comes to small business marketing, it can be even more impactful than we often consider. Your brand has a purpose, and telling that story is a valuable content marketing tactic. How can you use storytelling to grow? Today, we’re going to learn how.

Storytelling shares your truth.
The stories you tell should be as authentic as possible. While storytelling is a powerful content marketing tool, getting trapped in a lie can severely hurt a business. Marketing Week advises that a brand’s story is not something businesses should refer to just when they launch a marketing campaign or issue a press release.

Rather, it should be the foundation on which a future growth strategy is built. How did the business originate? What is its mission? What are its values? How has it stayed true to those values and mission? These are all incredibly authentic, truthful stories that need to be shared with those interested in a business.

Storytelling builds your personality.
According to Fast Company, 92% of consumers want brands to share advertisements that tell stories. Brand storytelling shows a business’s personality, mission and values. It says who you really are and what is most important in the company. In today’s online world, a brand’s personality is almost as important as the actual product or service they provide. Storytelling is a useful outlet to let this personality shine through and engage consumers on a personal level.

Storytelling establishes relationships.
Storytelling brings in your audience and establishes an emotional relationship with those seeking a product or service. It shows a business as a relational, transformative, trustworthy entity—not just a money-hungry corporation. When consumers see a brand’s story, they feel drawn to it in the same way they’re drawn to other storylines, like movies, T.V. shows or music. And when consumers are drawn in and feel connected, that relationship continues to grow stronger as they learn more and more about a business.

Storytelling sets you apart.
Your business brand is unique, and telling your story is a great way to set that brand apart from the competition. Tell what makes you important, valuable and better than others in your field. Why are you the leading expert in an issue? Why should consumers purchase your product over another? When you tell the story or your brand, you set the business apart by showing its distinct origin, foundation and direction.

Storytelling drives action.
Finally, storytelling drives action for a business brand. When consumers see a brand’s personality, feel a relationship with it and see how it sets apart from the crowd, they will feel more inclined to do something—sign up for a mailing list, use a service or buy a product. This is the power in storytelling. Its unique content marketing strategy engages consumers on their level, then encourages them to seek more information and get involved.

In the end, the small business learned how to use storytelling in its marketing strategy, and grew even better at reaching clients, building its consumer base and helping others. And they all lived happily ever after.

Making the Most of Marketing in May

Happy May Day! May Day is celebrated as the first day of May, commemorating the start of springtime and soon-to-be summer. May is a beautiful month full of fresh flowers, cool, sunny weather and fun events.

For small businesses and marketers, May is chock full of opportunities to share products and services with clients and encourage new sales. If you’re looking to make the most of your small business marketing efforts during the month of May, check out some of these ideas to get started and grow.

Mother’s Day
This year, Mother’s Day falls on May 14th, and is a great opportunity for businesses to reach out to families and market their products or services as the ultimate Mother’s Day experience.

Flowers, food and gifts are all items commonly associated with Mother’s Day. If you’re a small business owner, tap into Mother’s Day by marketing the organization as family-friendly and eager to help out in any way to celebrate.

Memorial Day
Memorial Day is May 29th this year, and though it may be towards the end of the month, now is a great time to get started on promoting sales and giveaways.

With most offices being closed that day, the 3-day weekend is the perfect opportunity to market items to people who are usually at work. Start advertising your Memorial Day sales and promotions early to see how many customers and clients can be brought in.

End of School
Of course, May marks the end of another successful school year for students of all ages. Celebrate by marketing end of the school year promotions! No matter what a business’s products or services are, there’s a way to reach out to students—elementary through college—and especially their parents.

How can you get them prepared for summer? What do you have to offer to celebrate the end of the year? Search the organization for these answers and then market them to consumers.

Graduations
With the end of the school year come the inevitable graduations, a perfect opportunity for businesses to tap into the new batch of adults leaving their parents’ nests. What can businesses offer to new graduates to help get them prepared for summer and the following fall?

By marketing products and services like these, small businesses are able to gain new clients in recent graduates, who will continue to come back for years to come.

Weddings
Finally, May is a beautiful month, and with it comes weddings—weddings galore. Love is in the air, and your small business can embrace it by marketing toward newly wed couples. Whether it’s gift registries, honeymoon necessities or shower surprises, where there’s an “I Do” there’s a way to market your product or service.

May Day is just the beginning of an entire month full of awesome marketing opportunities for organizations. By taking advantage of some of theses tips and tricks, your small business can continue to reach out to consumers and grow in the month of May.

Marketing Yourself: How to Land Your Dream Job

You’ve heard of marketing a brand, a business or even an image, but what about marketing yourself? In today’s professional world, employers are on the lookout for employees who know themselves so they can sell themselves—just like they would sell a product.

The job market is a tough place to be, but with the right tactics, you don’t have to be there for long. With today’s competition, how can you land your dream job? Check out some of these useful tips for marketing and selling yourself to potential employers in the market.

1. Know yourself.
If you want to sell yourself to potential employers, you first have to know your product—the product being you. Before any interviews or employer interactions, take some time to ask yourself tough questions, and really get to know yourself.

What are your goals in life, short-term and long-term? What are your core values? What successes or failures have shaped you? Knowing the answers to questions like these will show employers you’re professional, prepared and know who you are.

2. Be specific.
Recruiters have already heard all the answers: “I’m a hard worker”; “I have a positive attitude”; “I’m a team player,” etc. If you want to stand out from other recruits, avoid empty clichés like these. Be specific in what you say, choose unique words which truly exemplify your point.

Give examples. For instance, you’re not just a hard worker; you’re a dedicated worker because the last position you held was completely new and you developed it from the ground up. Be intentional with your words and examples, and say what you mean rather than just droning on.

3. Find what sets you apart.
This is an age-old marketing tactic: beat out competition by telling buyers why your product is different. What sets you apart from all other job-seekers? Is it your years of experience, your unique management style, your new ideas?

Find a story or example that shows something unique you have to offer. In the end, employers aren’t going to remember the person who simply went through the motions and said the right thing—they’re going to remember the person who said the right thing in a distinctive way and stood out from the crowd.

4. Watch nonverbals.
In his research, Professor Albert Mehrabian, PhD, found communication is 93% nonverbal—55% body language and 38% tone of voice. This means only 7% of what you communicate with employers is the words actually coming out of your mouth. So if you want to sell yourself in the job market, be aware of your nonverbal communication and what it is saying.

For instance, watch your posture, facial expressions, appendages and eye contact. Practicing interviews with friends or family beforehand can be a great way to recognize what nonverbal communication you’re doing well or not-so-well, and then improving from there.

5. Stay positive.
Finally, be sure to keep all your potential employer interactions positive. Bringing negative energy or stories into an interview situation can make you seem difficult to work with or even disloyal. No matter how your last job experience went, focus on turning the situation into a positive example for the hiring manager.

The job market can be a tough place to be, but if you know how to market yourself correctly, you’ll come out on the other side unscathed. Try out some of these selling tactics to impress your future employer and nail that dream job.

6 Solutions to Spring Clean Your Small Business

Spring is officially here, and it brings with it budding flowers, singing birds and, of course, the annual spring cleaning. It’s the time of year for us to shake off the dust of winter and embrace the upcoming warmth of summer.

But spring cleaning doesn’t just apply to your house—it can also apply to companies. Just like our homes, businesses need a little freshening up every now and then. Today, we’re going to talk about six solutions to spring clean your small business.

1. Update online presence.
Spring is a great time to either start or refurbish your online presence, both via your website and social media. Go through your website to make sure everything is up-to-date, and all information is correct. When it comes to social media, change up your profile picture a bit, make sure your “About” section is current and interesting and be sure your posts are on track. With today’s technology, an online presence is the face of business, and you can make sure yours is fresh.

2. Go paperless.
With technology comes the newer, faster, more business-adept way of paperless. See where your company can cut costs and increase efficiency by finding areas where it’s possible to go paperless. Clean out your emails, check out new online tools or even cut back on the paper receipts. Not only will going paperless help save a company money, it’s also better for the environment and will put a fresh new feel to the business.

3. Assess inventory.
Spring is a great season for businesses to take the time and assess all products and services they have in stock. See what’s on hand, what you need more of and maybe what you should get rid of. With all the running about during the year, products can be damaged, aged or even expire without you knowing it, so take this opportunity to dig through and clean out the company junk. When you get rid of some old, unusable inventory you may be surprised at what you can expand and bring in as new.

4. Reevaluate goals.
Now is also a great time to go through your business plan step-by-step, see what needs to be readjusted, added or entirely deleted. Consider and reevaluate the long-term goals of your company and those involved. Perhaps your expectations and ambitions have changed since you last created the plan. Determine the steps to achieve your goals, where you’re at and where you want to be. Working seriously now will prepare you for even better sales over the summer.

5. Clean, literally.
If all else fails, you may find satisfaction in just literally cleaning the office. A clean workspace supports a focused mindset, so break out the vacuum and dusting supplies. You can hire out a service for this or have some fun and make it a challenge for employees.

6. Consider employees.
Finally, consider the employees themselves. Take some time to do employee evaluations, meet with staff and hear their feedback. What is the business doing well, what could it improve on? Consider the roles each employee has, and whether there are any that could be adjusted, reallocated or added on. Employees keep an organization running, and making sure yours are fresh and ready for the coming months is vital to business success.

This spring, get into the season by cleaning out your business. Whether it’s updating technology, cleaning behind the printer or reevaluating your plan, embrace the upcoming summer by getting a fresh start to growing your business today.

Getting Groovy with GIFs

If your business has examined the world of meme marketing, then you’ve probably encountered the meme’s crazy cousin: the animated GIF. GIFs have dominated the world of online memes for some time, and marketers have started picking up on it.

A GIF (pronounced with either hard G or soft G) shows a series of still image frames which have been coded into a single file. How can a small business use GIFs to promote its brand and draw in customers? Today we’re going to take a look at how your marketing can get groovy with GIFs.

Where did the GIF come from?
The animated GIF has actually been around for some time. It was first introduced by Steve Wilhite of CompuServe in 1987 as a way to present a moving image. GIF stands for Graphics Interchange Format. During the 2000s, the animated GIF lost some popularity, but then made a comeback as people realized how they could feature them in unique and interesting ways. Twenty-nine years later, the GIF remains relevant and growing.

Why should a business consider using GIFs?
There’s lots of ways a company can implement GIFs, from personal blogs, to social networking platforms, to even (some) presentations and productions. If you’re unsure if your organization should implement a GIF marketing strategy, check out these benefits animated GIFs can offer:

  • They’re easy to consume. In today’s technological age, it’s tough to capture customers’ attention and retain interest. Video tells a powerful story which a still image cannot, but can sometimes be too long to keep viewers’ attention; still images keep attention but can’t tell the same type of story. The GIF, on the other hand, offers a hybrid between a still image and video. Consumers can engage with the format quickly (like a picture), but still extract a lesson from the highlighted movement (like a video).
  • They serve as a call to action. Because of the integrated movement of a GIF, they can easily serve as a call to action for your business, guiding the viewer’s eye along a specific path without being obtrusive.
  • They’re effective. According to Visually, without visuals, people only remember 20% of what they read. Visuals are vital to your marketing cause, now more than ever. GIFs help enhance your brand with visual content which proves engaging, interactive and interesting, for less than the cost of video production, but with greater ROI than images.
  • They speak the Internet’s language. Finally, GIFs demonstrate a way to bring your marketing efforts into the 21st century, because they speak the Internet’s language. The short, looping, silent moving images have pervaded the Internet to become a universally understood visual language of their own. They’ve become part of Internet culture, mobile-friendly and have huge integration on social networking sites. If your business wants to market online, GIFs will get you started.

How can I get started?
Fortunately, GIFs are pretty easy to make on your own. All you need is a series of still images (frames) which can be compiled together. These can be photographs you take yourself, clipart or files created in Photoshop. Make sure you know what set of images you will be using and how, together, they will convey your message. Once you’re ready to go, there are a couple of online tools that can compile it all for you: MakeAGif, Giphy, Imgflip and EZ Gif to name a few.

If your small business wants to boost marketing efforts and demonstrate your brand, GIFs are a great step to take. Whether you say GIF or JIF, these eye-catching, quick-moving images will show the company’s fun side, and boost product or service sales.

Merging Memes into your Marketing

If you’ve been online at all within the past five years, you’ve probably seen one of the latest Internet crazes: the meme. A meme shows a humorous image with bolded, capitalized text and is virally shared across social networking platforms. They are meant to be funny or satirical, and often are in reference to something current in popular culture.

Memes are a great way to engage with customers, but they also run a fine line. How can your marketing use memes effectively? Today, we’re going to discuss some ideas to get started.

Identify your audience.
The first step in adding memes to your marketing strategy is deciding whether or not they have a place in your business. If your customer base isn’t adept in the internet world, adding memes into your marketing strategy may go completely over their heads, and end up having a negative impact. If, however, your consumer targets are internet-savvy, then meme marketing may be the right step. The last thing you want when is to isolate potential customers, so be careful in considering who you want to reach in your marketing strategy and if memes are a good decision.

Outline your goals.
Next, outline your goals and purpose for using marketing memes. Maybe it’s to draw more social media users to like your Facebook, Twitter or Instagram page. Maybe you want to attract users from social media to your website. Also, consider the type of humor you want associated with your business. If you’re trying to reach a younger generation, pick a goofier meme. Or if you’re trying to change up your image, choose a meme which aligns with your rebranding goals.

Be careful with humor.
Most importantly when using memes, be careful with humor. Used correctly, humor can boost your brand and engage more customers. Used incorrectly, humor can confuse and even hurt your business. Before doing anything with memes, seriously ask yourself: Are you really that funny? Memes are often sarcastic or satirical, and produce immediate reactions—both good and bad. Comedy proves one of the best ways for consumers to let their guards down with your business, but can sometimes come off as inappropriate or insensitive.

Make your own meme.
One way to go with marketing is to make your own meme. First, find a funny image of an employee, product or service. Next, add text to the top and/or bottom of the image. Several online sites allow you to make memes for free, but will add their own watermark to the bottom of the image. If your business has a designer or Photoshop service available, you can also make your own meme without a watermark. Meme Generator, Imgflip and Make A Meme are all websites where you can create a meme for your organization.

Or go for memejacking.
If your business doesn’t want to spend the time making your own meme, you can also try memejacking. Memejacking is when brands use previously created memes within their own marketing strategy. This often means taking a well-known image and adding your own twist on the caption. Popular images are not copyrighted, so don’t worry about grabbing an image from online and adding your own text.

Using a well-recognized meme increases your chances of grabbing viewers’ attention and is a safe use of humor. Most importantly, whether you make your own meme or jack a popular one, make sure your meme is easy to consume, relates to your audience and can be shared.

If your small business wants to get in on current marketing trends, try adding in a few memes to spice things up and show your humorous side. When used appropriately, memes add a fun new layer to your marketing strategy, and help consumers relate and engage better with your brand. Give them a try and see the impact on your marketing efforts.

How Exciting Marketing Can Sell a “Boring” Product

Let’s be honest: some products are easier to sell than others. Not every company can be Apple, Nike or Starbucks. Flashy products like these go directly into the hands of consumers, and while they do require marketing and advertising, oftentimes they speak for themselves.

Somebody has to make the pieces for these products; someone has to sell the insurance; somebody has to sell the plastic moldings, containers and metal piping. Products and services like these aren’t “fun” or “stimulating,” but necessary. So how does a brand make a necessary product seem exciting and interest-worthy? One word: marketing.

The right marketing can make any brand seem thrilling, and can boost a small business if used appropriately. If your business is struggling to sell a less-than-compelling product, check out some of these marketing tactics to bump consumer interest and sell excitement.

1. Show your benefits.
A lot of companies with complicated goods like to focus their marketing and advertising strategies on the specs and features of their products. While this is helpful, it doesn’t do much to captivate and engage an audience. Oftentimes, consumers don’t really care about the features your product has—they care about what the product can do for them.

How will it impact their lives, make things simpler or cheaper? When you’re marketing a “boring” product, showing how it can directly influence consumers’ lives will reach out to them and draw them in as customers.

2. Keep it simple.
Your product may be complex, intricate and difficult to understand, but that doesn’t mean your marketing has to be. To be honest, people often don’t care how your product works; they’re more concerned with what it does—in the simplest way possible. The best marketing strategy explains your product quickly and easily, in a way consumers can digest and regurgitate.

The basic key is to focus your marketing efforts into one essential message. If it’s literally nuts and bolts, maybe your message is “We keep it all together.” No matter what your product is, find its basic necessity and aim your marketing efforts towards that.

3. Be visual.
If your product or service is “boring,” chances are it’s not very eye-catching, either. But that doesn’t mean your marketing strategy can’t paint it that way. When your product is visually and aesthetically appealing, consumers will be more drawn towards it, and more likely to engage with your business. Make people see your product in a different light by using colorful or unique artwork to display it differently. Even a simple artistic design can show the exciting side of your less-than-exciting product.

4. Tell a story.
Finally, tell a story with your marketing. Every product or service has an origin, and when you share that narrative with others, people feel connected to your business. Tell how your product came about, how people use it and how it makes a difference in the world. This marketing strategy makes your product more interesting—creating a three-dimensional image which establishes an emotional connection with consumers.

Some products are easier to sell than others, but that doesn’t mean your product won’t sell. By boosting your marketing tactics in new ways, you can bring any product or service to life, and show people why your business matters. Try out some of these marketing strategies and see how your “boring” product business booms.

Why Your Business Should Be on LinkedIn

We all know about Facebook, Twitter and even Instagram, and hopefully your small business is on at least one of these social media outlets. However, there’s one platform that can sometimes be overlooked, but is the most beneficial to your professional brand: LinkedIn.

LinkedIn provides a valuable tool for individuals and businesses to connect, generate leads and build their brand. It allows your company to network current and potential employees, as well as interact with other businesses in your field and beyond.

If you want to grow your business and market through online communication, here are a few reasons why you should implement LinkedIn into your social media strategy.

Other companies are using LinkedIn.
First and foremost, your business should be on LinkedIn because other companies are as well. According to the 2015 State of Marketing report, LinkedIn is the third most commonly used social network for business owners. 62% of business owners reported they use the platform, and an additional 22% said they intended to use it in 2016.

For business to business marketers especially, LinkedIn has surpassed Facebook as the #1 most important and used social media platform. If your company wants to tap into a wide-reaching number of businesses and establish potential networking relationships, then LinkedIn is the way to get your name out there.

Employees can find you on LinkedIn.
According to Forbes, over the past five years, the use of social professional networking sites for recruiting has exploded. According to LinkedIn itself, these sites have seen a 73% increase in job recruitment usage, compared to only a 15% increase for internet job boards and a 16% decrease for staffing agencies.

For employees currently in the job market, LinkedIn is the place to go in search of new opportunities. If your business is on the hunt for fresh new talent—or even if you just want to throw your name into the hat—LinkedIn is where you need to be.

Your brand is more visible on LinkedIn.
At the very least, LinkedIn provides another outlet for your brand to be visible on. Logistically, LinkedIn helps to increase your business search visibility online. An optimized LinkedIn company page increases your chances of ranking in Google’s search engine, which boosts your business’s website and drives more lead generation.

Businesses, potential employees and customers are easily able to find your business on LinkedIn, which showcases your brand and can even promote your products or services.

You have a professional outlet on LinkedIn.
More than any other social networking outlet, LinkedIn gives your business a clean, crisp and professional image. While consistently updating your website can be daunting, sharing mission-driven content on LinkedIn can easily become a part of your social media marketing strategy. Post news updates, share blog entries and even promote sales at your location, all through a professional and engaging lens—with specifically targeted consumers.

If your small business really wants to upgrade its marketing performance, jump into LinkedIn to see just how far social networking can take you. Grow your company and promote your brand visibility with a professional, optimized LinkedIn account.