The VA Biz 101 - Topic #9

Now What? Tell Everyone! Part II
Topic Objective: In this topic we’ll we’ll talk about how to tell them.

Your primary marketing tools will be online, even if you are doing face-to-face networking. Remember - you are a Virtual Assistant so virtual communication tools are crucial not only to the management of your business but to your marketing efforts as well.

Your web presence will be a way to showcase your services. Think of it as an online, interactive brochure but don’t let the idea of a full-blown website scare you. You can start with just a profile on a freelance site while you “get your feet wet” but at some point, you will need more.

Should you have a website?
I didn’t have one when I got started and no, I wouldn’t recommend doing it that way now. Back in the old days (four years ago  ), the tools to easily set up your own website or blog did not exist. The website development tools were more like using a chisel and stone compared to what is available today. When I started, I used Work at Home sites (that listed one legitimate job for every 100 scams) and Elance.com. My profile on Elance was my web presence.

Today I recommend you set up a blog. With very little effort or money you can have a very professional site that not only displays your talent, it demonstrates your professionalism. Think Show and Tell for the business world. Your readers can interact and ask questions in a risk free environment. And others will read that communication and be inspired to continue the conversation. This not only helps you build relationships but it helps you see what clients and prospects need so that you can serve them better.

The important thing to remember is that your website is not about you - it’s about them. It’s an opportunity to highlight the benefits of using your services and helps prospects make that mental transition from thinking about hiring a VA to working with you.

Setting Up Your Blog
Your blog should demonstrate your talents so make sure you show a polished image. You don’t want it to look like someone’s online diary. Producing a professional looking blog is easy to do with the tools available today.

I recommend WordPress. There are other blogging platforms but WP is the industry standard. It is extremely robust and user friendly at the same time. This site is run completely on WordPress and I did it myself - Trust me, I’m not a tech person! It was simple to do and a lot of fun to create.

Another great reason to use WordPress is that by developing your site you will learn another valuable tool that you can then market to your clients.

Be sure to use Wordpress.org not Wordpress.com and get your own domain name and hosting. The .org version of WordPress is still free but it’s a bit more powerful. Also, hosting it yourself, while it may cost you about $10.00 a month, gives you more control. Having your own domain - YourNameVA.com is much more professional looking than YourNameVA.wordpress.com. When clients see the latter, they may wonder if you are a serious professional or if you will disappear in the middle of a project. It’s all about that professional image! There are SEO advantages as well.

For more on the technical basics of setting up a WordPress blog I highly recommend you follow the free videos at www.BecomeABlogger.com. Gideon walks you through each step. I use NameCheap.com for domain registration and HostGator.com for hosting just as he talks about in the videos and I am very pleased with their services.

Blogging as a marketing tool
You don’t want your blog to be too stuffy, be more business casual. Your visitors should feel like they just walked into a coffeehouse and now they want to get something nice to drink, sit back, relax, and have a great conversation. So don’t clutter it up; it should be very clear what they should do. Sites that have so much visual noise I don’t know what read first or where to click annoy me and I leave. Most people do. We don’t want to spend time trying to figure out a site. Help your visitors by using professional images and soothing colors; have clear navigation, and be user friendly. Tell visitors what you want them to do but act as a guide not a drill sergeant.

Add an “About me” Page as your online Elevator Speech. In fact, your Elevator Speech is a great foundation for your online biography. Add some personal information as well as contact information. A photo is a great idea because it helps people to connect with you. Be sure to have a “Contact Me” Page so prospective clients can request specific information regarding your services and their needs.

Share testimonials if you have them but don’t get fussed if you don’t. And they don’t have to be testimonials about your work as a VA. They can be from former employers too. Think references.

You can also develop your blog into another revenue stream with Affiliate Marketing. Share products that you have personally used and might benefit your clients. For example, does your online backup system have an affiliate program? This should be a value added service. Think Specialty Boutique. We’ll talk about this more in another topic.

You can give your clients an opportunity to network too if they have a product or service that would benefit others. Have a resource page with a brief description and contact information. Be sure to get their permission first!
Search Engine Optimization
Don’t let all the hype about SEO scare you. You aren’t trying to rank # 1 in Google for Virtual Assistant (unless you plan to build a very strong team or network of VAs). Use an SEO plug-in like SEO Title Tag and then don’t worry about it. Focus on providing good, solid, relevant content. Be consistent and persistent. This demonstrates your services while letting Search Engines know you are real. Learn Social Media tools and use them to build your business and your reputation. Readers will find you.

Once you have the basics down you can concentrate more on SEO but for now, just build a solid foundation for your site. SEO is simply a marketing tool - and it’s not necessarily the best one to market a services business such as Virtual Assisting.

Let your blog sell your services
Blogging is an opportunity to show ‘em what you’re made of! You’ve heard the old adage that actions speak louder than words so demonstrate why you are what you say you are. Do this well and prospects will become clients.

Write about topics that help your readers. Blog about the latest online backup systems and how they provide peace of mind. Demonstrate your knowledge. Review the top CRM’s for your visitors and explain how having you manage their CRM benefits their business.

Consider this - Market your blog and let your blog sell your services. With this approach, your sole focus is to drive traffic to your blog and let prospects see you in action. In other words, don’t tell people what you do, show them. Your blog is a unique opportunity for you to demonstrate your expertise.

Be authentic and provide value. Build a loyal readership and they will become your sales force. Give them value first and then ask for the sale or referral.

Local Marketing
If you choose to market in your local community check out local business organizations or non-profits for networking opportunities. Go to MeetUp.com and check out the groups in your area. Then use your Elevator Speech to capture attention and business cards. Business cards usually have email addresses and that’s what you really want. Follow up with the people you meet by sending them an email with a link to your website and then nurture the relationship. If they have a blog, check it out. Leave insightful comments. Go beyond “great post, thanks.”

Online Marketing
If you choose to focus on an industry niche, find the top blogs and forums and jump on in. Build up your circle of influence. If you are specializing in Real Estate, network on Active Rain. Check out the groups on Facebook and LinkedIn for your niche.

Freelance sites
Sites like Elance, Odesk, and Guru are great places to jump-start your VA Business.
Clients like them because they offer some protection to both parties in case there are problems. They do have some fees but think of it this way - you are hiring the freelance site to do your marketing and provide your billing and payment processing system. These sites provide an opportunity to build your reputation with social proof (feedback and income) and help you bridge the gap from gainfully employed to self-employed.

Be Persistent and Consistent
Sales and marketing tend to have a bit of a “psychological barrier” for many people but don’t let it scare you. You do not need to be everyone’s vision of the typical salesman to be successful. There is a need for the work we do so you aren’t serving anyone by keeping quiet.

Be sure to do some marketing activity on a daily basis. Block out the time in your schedule and stick to it!

Don’t be afraid to ask for what you want, give a reason why it will benefit the client and create a sense of urgency.

Next UP: Client Relations - Win-Win and Beyond

Food for Thought:
Who you are screams so loudly I can’t hear what you are saying.
-Ralph Waldo Emerson

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