Wednesday, November 8, 2017

Three Common LinkedIn Mistakes

LinkedIn is the #1 venue where business professionals are vetted. That first impression your profile makes can either lead to more business, or to being passed by without a second glance.

In many instances, it is your first chance to gain credibility for yourself and your company.

There are several tactics to get more people to view and read your LinkedIn profile. These are often overlooked because too little time and planning has gone into the profile development. 

Here are a few things for you to consider. 

The first mistake is the photo - a picture of you. LinkedIn has been pretty consistent over the past several years saying that profiles with photos are viewed 11x more than those without. 

A professional head shot is always best, business attire with you smiling. Avoid photos of pets, boats, group shots (which one is you?) and stick to the basics. Selfies don't cut it, nor do bar, wedding or party pics. 

Be professional. 

The second mistake is not using the background (banner) area, the space behind your head shot.  

Here you have several options, including your company logo, a company "team" photo (depending on the size of your company), a word cloud displaying the areas of expertise you and your company bring to the market, or in my case, a photo of me speaking at an industry event. 

The default is something you see frequently: the pale blue background with the dots being connected.

The background/banner area is great, free advertising space that is grossly underutilized on LinkedIn. 

The third mistake is the headline, the line under your photo. 

Too many people have the default, which is your current job title.

Unless you are the CEO of a Fortune 500 company, your headline should convey more than a nebulous job title. 

Tell people what you do and who you do it for. If your company sells cybersecurity tools or services and you are the marketing manager, why not say "Cyvbersecurity Brand Strategist" instead of "Marketing Manager"? If you sell trade show give-aways, you are a "Corporate Brand Ambassador", not a trinket merchant.

Each of these areas is on your opening screen shot. 

When someone pops in to view your profile, and each tactic will lay a role in determining if your profile visitor stays to read a little more, or moves quickly to the the next profile. 

Developed with careful planning and used properly, these three tactics will make your profile stand out from your competitors. 

I welcome your feedback.

Sunday, October 15, 2017

That was the week that was...

I really don't get out much, even though I preach that networking and relationships are key in our market. You will see and hear this on my radio show, in my books, articles and blog posts.

And it's true- this is a relationship-driven market.

This past week, October 9 through October 13, was an exception  for me, and it illustrates why we- you and I - need to get out more.

Monday at 7 AM I got the newsletter out, and had a few client calls during the day. I also worked on LinkedIn for GovCon, my next book. And I walked 5 miles.

Tuesday I was out the door at 6 AM heading downtown to 1101 K Street, Bloomberg Government HQ, for an Army budget briefing coinciding with the AUSA conference. Good information, good networking, and ideas and guests for two upcoming radio shows.

Three of my main criteria for me going to an event of any kind are:

    - who is the producer?
    - will there be good information?
    - will there be good networking/

BGov delivered on all counts.

Several client calls during the day back in my home office in Columbia MD. I got in a 2 mile walk.

Then out the door again at 3 PM to go to the 20th anniversary party of SpeakerBox, one of my favorite PR firms. I've known Elizabeth Shea for a long time and I do not make an afternoon rush hour appearance in Virginia often. Though the 2 hour return drive to Columbia was not fun, I would do it again for Shea.

Once again, great networking.

Wednesday I was out the door before 6 AM again on my way to the Renaissance on 9th Street for the Washington Technology HHS IT briefing. I attended this last year and once again Nick Wakeman and WT delivered solid information with presenters, panels, and great networking.

I got in a 3 mile walk that afternoon.

Thursday I slept late (6 AM), walked 5 miles and had lunch with a guy I met through LinkedIn, Vincent Goldsmith. Although we live maybe 10 miles (max) apart and have been connected on LinkedIn for nearly 7 years, we had never met.

I found Vincent's profile when I was doing research for a company that wanted to do business with CMS.  Nearly every person I found was connected to Vincent, whose headline reads: "CMS Program and Capture Management - feel free to connect with me. I'm looking to expand my CMS network." Need to explore CMS? Vincent is your guy.

I have used (with permission) Vincent's profile in several of my LinkedIn training classes and it will be featured in my next two books (I'm doing one on building a subject matter expert platform, too, and Vincent is definitely a CMS SME).

I had a few client calls and wrote for a few hours.

Friday I was out the door once again before 6 AM heading for Reston and the 2017 GAIN conference. This was the 2nd annual Government Marketing University conference and I was the first speaker after the keynote.

Speaking after a keynote can be an iffy proposition. If the keynoter knocks it out of the park, you have a hard act to follow.

Sales guru John Asher keynoted and was quite good. I will let those who attended judge my performance, but lots of people asked for my slides - always a good sign. 

During my presentation  I was able to reference information I picked up at BGov, WashTech, and I talked about Vincent. I love when a week comes together like that!

This event surpassed my event criteria and would be worthwhile for every marketer in the public sector:

    - producer has credentials and track record
    - event provided great information
    - networking was second to none

I saw lots of people I don't see often, met several new people, and enjoyed each presentation. And I got to speak!

Need to find some events to attend? Take a look at GovEvents, Kerry Rea's great web site. Kerry and GovEvents were at GAIN and I don't get to see her often enough.

And I kept seeing Larry Rosenfeld...maybe it was something I ate.

This week I am speaking at 2 private events, one for CEOs and one for BD professionals, and I have a few private presentations before the end of the year for company sales meetings, but no more public speaking.

However, I will be attending three events in November you should consider.

Nov 2, Market Connections Federal Media and Marketing Study briefing, anther great venue for GovCon marketing, sales and BD professionals.

Nov 6, the DISA Industry Forecast

November 16, the 4th annual immixGroup Governemnt IT Sales Summit

Even if you don't get out much, you should find events that educate and provide great networking.

Look for me out there and say hello. I am the man in black.

Please share your favorite venues for information and networking here in the Comments.

(I try to walk 3-5 miles every day and have lost 40 pounds in the last year.)

Sunday, August 27, 2017

FY 18 is here: Are you a small contractor in need of some advice and direction?

Amtower GovCon Advisory Program 

2018 will be challenging: definitely another continuing resolution, possible a shutdown, further changes in agency programs and policies, additional changes in procurement policy, and more. These will impact small businesses in a big way, so be prepared.

Leveraging your current contracts, especially direct or indirect access to MACs, IDIQs and GWACs can help you weather this storm. I expect agency use of  IDIQs and GWACs to continue to grow through 2018. Your access as a prime or partner on these contracts can be critical.

But you need a plan.

If your company is not performing up to expectations, or if you feel that your marketing program is not paying adequate dividends, we should talk.

My guidance to client companies has helped hundreds of companies grow. My advice can save you time and money, lead to new opportunities, identifiy key differentiators leading to significant market share, create media coverage, and generally help companies establish a more viable presence in the government market. I have helped my clients to dramatically increase the dollar value of their contracts, often spending less on marketing.

If your marketing and business development efforts are not paying significant dividends, we should talk now.

Friends, clients and former clients have suggested I develop a program that offers advice over an entire FY, so I am offering a year-long GovCon Advisory Program. Rather than charge an hourly fee to companies tapping into my expertise on a semi-regular basis, I have created an advisory program that small companies can afford.

The Amtower GovCon Advisory Program includes    

             - An initial planning session defining goals that align with your current needs. This will provide the overall program guidance for the year, including developing a targeted visibility plan that makes the most sense for you and your company. We can make alterations along the way as necessary; 

           - A detailed web site review with recommendations;

              - A LinkedIn company profile review with recommendations or editing;

               - Customized monthly training sessions (30-45 minute sessions), content to be determined in the planning session. Training modules offered include LinkedIn training; content development; developing a subject matter expert platform; social selling; PR/media training; market research and more. Each session tailored to the client and all sessions pre-scheduled;

              - Email alerts when warranted with news about your niche, competitors and other topics addressed in the planning session. I will monitor Google Alerts and selected trade publications for each participant;

            - Monthly update calls with each participant to track progress, address problem areas, discuss opportunities and more;

             - Strategic introductions to primes, OEMs, experts, media and government managers;

              - Unlimited email and short call Q&A;

             - Advice on selecting outside services (events, associations, bidding services, proposal assistance, etc).

-       - Access to me for an entire FY.

Please call 301 854 9493 or email with any questions or to sign up. 

We are only accepting eight participants.

The program runs from 10/1/17 until 9/30/18. Sign up now and get Sept, 2017 as a bonus month.

The investment for this program is $2,495 down, and $995 per month for an annual total of $13,040.

Mark Amtower     Amtower & Company

Thursday, August 24, 2017

IDIQ/GWAC Panel at 930Gov Sept 6

Once again I will be hosting an IDIQ/GWAC panel at 930Gov on September 6 at the Washington DC Convention Center. This has been a lively panel in past years and promises to be informative once again this year. I always enjoy hosting this session.

This year my IDIQ panel will have

   - Bridget Gauer, NITAAC
   - Joanne Woytek, SEWP
   - Cheryl Thornton, GSA
   - Omar Saeb, Alliant

Now in its fifth year, 930Gov is a unique end-of=FY event. It has five tracks covering

   - Cyber and IT Security
   - Records Management
   - IT Modernization
   - Government Customer Experience
   - Knowledge, Data and Information Management

This event always has top-notch sessions and speakers.

I hope to see you there- and at this session!

Mark Amtower


Thursday, August 17, 2017

Is there real value in measuring your social media activity?

There are multiple ways to measure your social media engagement, but is there really any value to having a high score beyond bragging rights?

LinkedIn added in the Social Selling Index (SSI) when it changed the paid membership format, pushing the most useful functions to the Sales Navigator platform.

The SSI measures four factors and only measures within LinkedIn. Each factor has a 25 point scale. The four factors are:

-        “Establish your professional brand”

-         “Find the right people”

-         “Engage and insights”

-         “Build relationships”

You can make an argument for  including these in an index, but as the exclusive measurements, I think not.

First, brands have set components, but the value of each component and how you present it can vary from market to market, and from niche to niche within a market.

Second, these do not and cannot factor in the quality of connections you are making and the value of each viewer you are getting.  All profile viewers are not created equal.

Third, how you engage goes back to my niche statement above. Certain elements of the Government Contracting community will necessarily do less on public platforms because of the nature of the client and the business associated with that client.

Fourth building relationships in this GovCon is predicated on who you need to know: if you are focused on a single agency (account or agency based marketing - ABM) and a specialty area within that agency, your relationship building activity will taper off as you become more pervasive, and your SSI score in this category will probably fall.

Are you less successful? No.

The SSI is predicated on perpetual activity and growth. While I am in favor of a steady flow of activity, once you maximize the penetration into a specific account or agency, you will level off.

Depending on your industry, an average SSI score seems to run between 20-28, which does not seem very high. But factor in how many people do little or nothing on LinkedIn and it makes sense.

I see the SSI as a quantity over quality tool, and therefore not as useful as it perhaps could be.

Another popular social activity measurement tool is Klout.  Klout measures your social activity on multiple networks (LinkedIn, Twitter, Facebook, Google+, YouTube, Pinterest, FourSquare, Flickr, Tumblr, Instagram and others), and has multiple touchpoints for each that measure the level of your engagement.

There are some other social engagement measuring tools, but many ignore Linkedin and each seems to be limited in some way.

While I am a huge fan of LinkedIn, it is the not the only place you need to be active.  

LinkedIn still includes Twitter in its “share” function. Why? Because it will lead people back to LinkedIn. It no longer has a Facebook share, and I'm not certain if it ever had Google+. Not having these is myopic on the part of LinkedIn.

I found that as I did more writing on my own blog as opposed to writing on LinkedIn (sharing the same way, through groups, Twitter and posting the link on other networks) my Klout score went up, but my SSI went down. My Klout score runs in the low 60s (up from low 50s) and my SSI runs between 71-75 (down from mid-to-high 80s)

My issue with Klout is that it measures your activity, but again not necessarily the quality of that activity. It does make up for this by taking into account views, shares and other factors, which LinkedIn barely touches on.

The final answer on measuring social engagement must come from you. 

What are your criteria for success? Have you achieved your goals? Have you met key people and set up meetings? Have you won new business?

Neither the SSI, Klout nor any other tool can measure this for you.

Knowing your SSI and Klout scores is nice, but it may not be measuring your real impact on LinkedIn and social media in general.

Bragging rights for a high score does not necessarily translate into success.

Feedback is welcomed and appreciated!

(This post is adapted from LinkedIn for GovCon, which will be available soon via Amazon)

Thursday, July 27, 2017

Myopic Management at GSA whacks OASIS

The government often says it wants to operate more like business. Business knows that when the market chooses a particular way of doing business (in this case buying professional services), you push that venue and you reward those in charge for a job well done.

It seems GSA wants the market to buy more professional services from the Schedule and less from OASIS, regardless of the success of OASIS, amply demonstrated by the migration of government buyers.

The result: a surprise "voluntary" total turnover of the OASIS management team, occurring late Friday, July 22. Remember Nixon’s Saturday night massacre, done late on a Saturday to avoid news cycles?

Todd Richard's team is the repository of  OASIS's institutional knowledge. Removing and replacing the team that created the success at OASIS is a poor business decision, driven by myopic management.

Are there other factors at play here? Yes- but the bottom line is removing an entire management team- especially in the 4th quarter -  is not, as GSAs Tiffany Hixson wrote, "(As with all programs, personnel changes and departures are) a natural part of professional development and program evolution."

No, this is a most unnatural move at a very awkward time.

Not that I have an opinion.

Read Nick Wakeman's article on this:

Sunday, June 4, 2017

Social Selling as an end-of-FY (and year-round) tactic

Social selling: the process of getting and staying on the radar of potential partners and prospects in a positive way via social networks; positioning your company in a manner that makes it stand apart from and above the competition; solidify and expand relationships with existing customers.

Social selling is not a hard-sell tool; it is a soft-sell, stay on the radar tool. And it works.

It should be a year round process, but it could be especially useful at the end of an FY when your customers and prospects just got their budget approval. 

Nothing like getting your full budget in the last third of the FY!

LinkedIn is ideal for end-of-FY as there are at least 1.6 million Feds on LinkedIn (from my 2016 research), with a significant percentage in management positions. You can find key people by searching for their agencies (listed just like company profiles) and scrolling through the employees.

All federal agencies, including the IC, are represented on LinkedIn.

Having reviewed all federal agencies on LinkedIn, and having scrolled through thousands of profiles, my empirical research shows that at least 15% of federal employees on LinkedIn have IT-related job titles. About 35% have program, project or general management functions, and between 5-10% have executive level job titles.

For any government contractor, this is a gene pool worth looking into.

Looking for more business at CMS? Try scrolling through the 3,125 employees on LinkedIn until you see a job title that gets your attention. 

How about DISA? There are 4,320 employees on LinkedIn.

Looking for current or former SEWP employees or contractors? I can find 1,399 LinkedIn members who have SEWP in their description. I found a proposal expert with SEWP experience for a client bidding on SEWP V. 

Looking for contacts in the systems integration community? GDIT has 14,616 LinkedIn members. CACI taps in at 12,775, and Raytheon at 39,967.

The GovCon community, Feds and contractors, are on LinkedIn.

However, the vast majority of contractors have a "drive by" mentality when it comes to LinkedIn, using it only when they have a specific inquiry (who is the person that wants to connect, or who is the PM for SEWP at Red River).

We all use LinkedIn that way, but the more intelligent companies are using it to map out strategic connection strategies, meet key players, set up meetings, for account/agency-based marketing (ABM), for content sharing and much more.

LinkedIn should be a part of your end-of-FY marketing, and part of your year-round sales, marketing and business development efforts.

< I offer customized training on Social Selling for GovCon nationwide via webinar. Drop me a line for details -