Ben Adkins
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The CX Professionals Online Profile Playbook
Create an Awesome Online Profile Using This Easy to Follow and Implement Guide.
Ben Adkins
CEO Fearless Social
Ben here from Fearless Social!
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Chapter 1:
Why This Playbook was Created and Who Wrote it.
Before we dive in, I want to say how excited that I am that you're reading this playbook. Creating this was a labor of love and I hope it helps you to grow your profile in the same way I've been able to help so many of my clients.


My name is Steve Towers and I am a CEO, Accredited CX Champion and Certified Process Professional Champion who got into Digital Profiling because I needed a way to grow my presence when traditional means of promotion started to lose their effectiveness for me.
Over the last few years, I have made it my mission to become an expert in helping individuals and  businesses transform to customer-centric operations. To do that means understanding, enhancing and presenting yourself as your own personal brand. I've spent countless hours learning about and testing just about every online profiling technique under the sun.

All that research and testing led me to what works, what doesn't work, and what order you should do everything in to get the biggest bang for your buck.

This "Playbook" will help you understand the techniques that you should be implementing in your professional life and how to be more informed when hiring someone to help you grow further.

This guide isn't meant to be consumed in one sitting. Bookmark this guide, read it in chunks, and come back anytime to keep learning more. 

Let's get started with a 15,000 foot view of what you should be doing to market your digital profile online and in what order. 
Ben Adkins
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Chapter 2:
Your Digital Stack: What kind of Online Profiling should CX Professionals invest their time in (and in what order)?
There are so many options out there when it comes to marketing your profile online. With all those choices, it's hard to know what the most effective ways to spend your profile building marketing dollars are. 

After years of working with individuals and businesses and helping them with their CX Profiling, I've compiled a ton of data that has lead me to know exactly what works and what doesn't. Putting that data into practice has lead my clients to being extremely successful with their CX programs and associated digital profiles.

People that are successful profiling themselves online (and don't overspend) have mastered something that we call the "Digital Stack".

This "Digital Stack" is a term that we came up with to describe the order that you should implement certain online profile building tactics so that you squeeze every dollar of value out of everything that you're doing online. 

When you hear a CX Professionals say that they failed using a certain type of profiling online, it is usually because they used a technique that didn't have a good foundation.

For example, it doesn't make a lot of sense to run a Facebook Ad campaign to generate interest in you if your LinkedIn, website and/or Facebook Page  doesn't look great. This campaign typically fails because prospective contacts and colleagues like to do additional research when they see an people on Facebook. If they see something interesting, and then go look at a webpage or LinkedIn Page that looks like your nephew built it in 2005, that doesn't make them want to actually reach out to what they saw on Facebook.

I've seen a ton of CX Professionals who have run a 'get to know me' campaign with Facebook (on their own) that ultimately failed at first due to them not having their "digital house in order". In short, their personal brand looked terrible when people did just a little extra checking on them (because their LinkedIn, website and Facebook page weren't optimized).

We ended up running a nearly identical Online Personal Profile campaign when they signed up with me, but with one big difference.

The big difference was that we laid the groundwork for their Profile building before we ran it. We made sure that their LinkedIn, website and Facebook page looked great before we ran the project. When potential contacts saw their profile, they got a good impression of the person and hooked up with the individual simply to connect their professional networks or recruit them into their teams.

With that said, in what order should you setup your Digital Profile?
Your "Digital Stack" (What order should you do things?)
As you can see from the Infographic above, the order in which you decide to build your personal digital profile presence is important.

Let's walk through what techniques you should be implementing, the order you should be doing it in, and why.
Stage 1: The Foundation 
Making Sure You look Good When They Look for You.
It's important to understand what happens when a prospective contact hears about you from a friend, a colleague, a conference, or from any other place you might come up.

Whether it be from a referral or any other channel, the typical person will do a little pre-research on you before they ever pick up the phone or contact with you directly. Before anyone decides to 'connect' with you they typically do two things.

The two ways prospective clients research you:

1) They search for you on Google.
First they're going to head over to Google and they are going to check out your website/blog. You need to make sure that your website is doing some key things and that it looks a certain way. We cover all of that here.

2) They search for you on LinkedIn
Second (and sometimes first) people are going to type in your name on LinkedIn and see what's happening there. People go to your website to get basic information, they search for you on LinkedIn because they want to get a peak at "what is actually happening on the inside". I cover more on why your LinkedIn page has to look great and must be active right here.
Stage 2: The Interest Strategies
Getting More Eyeballs on You.
Once you have a great website/blog and have your LinkedIn page posting content daily, you officially have a foundation laid for your reaching out for more valuable connections and interest through your digital profile. If you didn't have the foundation laid, your interest generating activities (LinkedIn Ads and Email/WhatsApp Newsletters) could fall flat when people did a little research on you, after seeing your ad, emails/WhatsApp.

With your foundation laid, you want to focus your attention on two "interest driving" activities. One of the activities is designed to get more of your existing contacts to connect more effectively (Email/WhatsApp newsletters). The other is designed to get new worthwhile* contacts. (LinkedIn Ads).
* you do not just want contacts, you need those that add to your CX Professional profile

The two ways to drive more eyeballs to your digital profile:

1) Email or WhatsApp Newsletters to Existing Contacts
One of the easiest ways to get more interest in YOU and your skills is to get existing contacts to come to you for information, advice and CX guidance when they are in need. So many so called CX Professionals forget this, but it's as easy as sending a reminder via email. The secret is to make sure that your email newsletter/communication is something that contains value in itself. I cover more on how to create the communication that drives more interest into your profile right here.

2) LinkedIn Ads to New Potential Contacts and Opportunities
One of the easiest ways to reach the kinds of people that would be a perfect contact is through the power of LinkedIn ads. Unfortunately, most people don't understand the power and reach of LinkedIn Ads because they see it as a business thing, rather than being a way to reach the right people with the right message. 
Stage 3: The Domination Strategies
How to Become Number 1 in Your Specialism
Once you have all the Foundation components (Website/Blog and Active LinkedIn profile) and are effectively driving more interest and footfall with things like Newsletters and LinkedIn Articles, it's time to focus on the things that allow you to dominate your specialism.

These techniques are a little more technical and take a little more time to implement properly, but allow you to be years ahead of your colleagues and potential rivals to your next opportunity. I focus on two main "advanced strategies" to help my clients dominate their respective specialisms.

The two advanced Digital Marketing Strategies that Allow you to Dominate your Competition:

1) LinkedIn & Facebook Video
What if you could have a short video working for you 24 hours a day linking with people who need your skills and reaching out to them with an appealing message that would get them to come in to your network? We have had amazing success with short Videos. You can see an example of how we use them right here, when I talk about a companion course for Certified Process people.

2) Search Engine Optimization (AKA: Being Loved by Google)
One of the most important Online profiling techniques (but one of the most misunderstood) is getting Google to fall in love with you. Search Engine Optimization is a long term effort, but it's one that is important to make. I'll show you exactly how we help our clients rank for those all important "attraction generating keywords" right here.
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Chapter 3:
Your Website and What it Should Do.
The most important thing you can do with your online profile is creating a "home base" where people can learn about you and what you do. A great website should be the centrepiece of your online profile and all of your efforts should lead back to this site.

Just like you update the decorations and front-facing aspects of your home as the years pass, you should also make sure that your website is updated and gives a true reflection of what your business is all about.

One of the big mistakes that some CX Professionals make is thinking that Social Media sites like Facebook have replaced the need for a personal website. While it's true that your Facebook Page is extremely important, your website is still the first place people look for when they want to get more info on your professional profile from the web.

You have to make sure that your website, at the bare minimum, has the core components that it needs to give people what they came for. At the same time, you have to make sure your website makes a great impression every time someone visits it.

Let's talk about the 7 things every CX Professional website must have.
The 7 things Your Website must have:
#1: A Professional and Current Appearance.
It's not enough to just have a website these days. You have to have one that looks good and is easy to navigate.

There is nothing worse than having a website that looks like it was designed in 2005 and hasn't been touched since. Having an outdated website telegraphs that you don't pay attention to details and don't care about staying current. Whether it's fair or not, this can shift the way they think that you operate in your professional dealings as well.

It's important that you have a professional design your site to be easy to navigate and to look current. It's also extremely important that you have someone who makes sure that your site loads quickly and does weekly checkins on your website's health (hackers are always coming up with new ways to do damage so it's key that you have a pro monitoring things for you.)
#2: A Peek Inside Your Psyche.
Simply put, people want to know what makes you tick before they ever decide to connect with you in real life. Giving them this window into your Psyche goes a long way to helping them make the decision to link with and connect with you professionally.
#3: Pictures of the CX Professional You.
People want to know who they will be dealing with when they decide to do work with you. It's important for them to see your face and have that 'human touch' before reaching out to you. Putting several of your pictures in the work environment (at the office, working in the study, presenting at a conference etc.) on your website is a critical component to converting casual website visitors into loyal followers.
#4: Overview of your skills and capability.
Having a page that describes your main skills and capabilities is a huge part of converting people into followers and potential future colleagues. A little bit of detail on what motivates you professionally will allow visitors to understand your values and motivations. 
#5: A Link to Your Facebook and LinkedIn Page.
Today's professionals typically don't just look at your website when they are deciding whether or not to do work with you. We now invariably google names and visit other social sites such as Facebook and LinkedIn to get an inside track. Try googling your name, then contrast what appears when you google "Steve Towers". At a minimum 80% of the pictures on that page should be yours!

Linking people to your Facebook and LinkedIn page from your website instantly gives them a way to learn more about you. (we talk about why Facebook and LinkedIn Pages are such an important piece of your Online Profile puzzle here.)
#6: Content that Proves Your Expertise.
One of the most important parts of a great CX Professional Online profile (but most overlooked) is a piece of content that shows that you really know your craft. This content is usually educational in nature and may take the form of a blog post, email download, or digital book. 

We create these for our clients (because they usually don't have time to do it themselves) and this very page is an example of the kind of content that proves your expertise in your field. We have a website, but this piece of content is the kind of thing that really helps people understand what we do and how we can help them.

#7: An Always Visible Call to Action.
No matter what page of your website someone happens to be on, they need a link to immediately start the process of connecting with you and beginning a conversation about your skills and experience. 

This could be as simple as a link that says "call me now" (remember that a large percentage of people visiting your Online Profile will be viewing it on their smartphones).
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Chapter 4:
Your LinkedIn Home Page and Why it's Extremely Important.
Over the last few years, LinkedIn has become the go-to site for reviewing peoples professional profiles. A recent study suggested that 70% of people review your profile in some detail before ever reaching out to contact you. That is a considerable number of people who may (or may not) choose to connect with you to explore opportunities and professional advancement.
Why your LinkedIn profile is More Important Now than Ever.
The role of a LinkedIn profile has changed dramatically in the last few years. Today a LinkedIn page is extremely valuable because it is the primary place (even before your blog/website) that people search for when they are looking to know more about you.

And more specifically, people go to your website to see your "professional image". They come to your LinkedIn page to get a sense of your "business history and personality'.

Statistics show that people are overwhelmingly using LinkedIn as a "first hand source" of information about a person when they hear about them from a friend or from a more traditional source (radio, tv, print, etc).

With the above in mind, I'd like to show you what we do to help our clients stay ahead of their competition and to use their LinkedIn page to convert new supporters every single week.
The 5 things Your LinkedIn Page Must Have:
#1: A Professional Profile Picture with your 'difference'.
This Picture is going to be one of the key elements that people use to judge your professionalism when they first land on your page or see something that you've promoted  (more on that soon). You need to make sure that it has your professional personality is featured, looks professional, and isn't overly complicated.
#2: A Professional Cover Picture.
Your page's cover photo is a great place to showcase your staff, facility, or to give people a hint as to what your business is all about.
#3: A Completed History.
Your staff may not be able to answer every message that gets sent to your Facebook page right away. Because of that, we setup a quick auto-response message on all of our client's page that will let people know that we will answer their message soon, but to call the business at a certain number if they need help immediately.
#4: A Completely Filled out Business Profile.
Remember, you are optimizing your page to help people find you when they use LinkedIn's search tool. This means that we need to pay special attention to how we fill out our CX Professional profile on LinkedIn and Facebook. 
#5: Fresh Content Posted Frequently.

One of the most important things that you must do with your LinkedIn page is to make sure that it appears current and that it educates people about what you do. To appear current on LinkedIn (and to appeal to social media algorithms), you should be posting content 2x a week (at least) on the platform. 

In addition if you see an article you like, then do just that -  'like' it on LinkedIn. If it strikes a chord with your contacts then also share it. The mutual respect others will give you for spreading their thoughts will produce a ripple effect that grows your standing in the CX community.


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Chapter 5:
Using a "Video Newsletter" to Get More 'Links' from Existing Colleagues.
One of the easiest ways to attract greater interest in yourself is presenting yourself with useful information others can easily digest.

The reason this is one of our favorite techniques is because it's one of the easiest to implement and most effective way of becoming a 'thought leader'. Most CX Professionals already have a list of existing contacts and their email addresses. Most of these existing contacts already love the ideas associated with Customer Experience.  They just need a subtle reminder to come back in and visit more often to share your wisdom,

This can be done with a simple email/WhatsApp that is sent out periodically. This newsletter functions to cut through all the noise of your existing customer's daily lives and remind them why they fell in love with you in the first place. Within the communication give them the link to your latest 3-5 minute video sharing your thoughts.

It has to be something they look forward to reading and watching because it feels personal and because it helps them.


With that said, there are 4 key components to every communication that we write for our clients. These 4 things are the key to why the communications we create end up driving so much extra interest for our clients (without their contacts feeling like they are being "sold to").
How to Write a Create a Great Communication.
#1: Open with something topical.
The first part of your communication should be something that makes it easy for your viewers to relate to you. When we write create these communications, we typically open up with something that is seasonal or has to do with a holiday that everyone in the CX Profession is celebrating. 

This establishes a bond early in the communication and opens the door for us to talk more about anything that follows.
#2: Teach them something in "x" number of steps.
The next section of the communication is all about teaching our audience something that will instantly impact their lives. This is something that may relate to the time of year but also relates to our client's business and their expertise. 

This section is all about providing value but also about reminding existing customers why they trusted us in the first place.
#3: Remind them what you do daily.
Next we're going to slip in a little section where we talk about something going on in our world that relates to the first 2 sections that we just covered. This section is all about reminding them that you are  still here and still doing what they do every day.
#4: Call them to Action.
Finally, we tell them to get in touch to learn more, simply connect or share some thoughts.

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Chapter 6:
How to Show up in Searches Ahead of other CX Professionals.
One of the most powerful ways to dominate your niche is to make sure that your LinkedIn profile and website shows up first when potential contacts and other professionals search for certain keywords in your market.

While the way Google works may seem random at times, your ranking for certain keywords is actually based on a formula that you can use to your advantage. This is called "Search Engine Optimization" or "SEO" for short.

Ranking higher in Google for certain search terms is something that most people think is very complicated. With a little patience and some basic knowledge of how it all works, however, it's a lot easier to rank in your niche than you might think.

There are literally hundreds of things you could do when it comes to SEO. When I am working with my 'retainers' and we launch an "Online Profile Campaign", we tend to focus on a few key elements that we've found make the greatest impact.

It all starts with making sure we rank for the right keywords and expands out from there.

Let's cover the core things that you should do to Rank Higher on Google.
What CX Professionals Need to do to Rank #1 on Google
#1: Figure out the Keywords that drive people to you.
Not all keywords are created equal. One of the core things that you need to figure out before you start optimizing your website is what keywords that you want to rank for. 
#2: Make Sure Your Social profiles and Website are Search Engine Friendly.
Once you've established a set of keywords that you'd like to rank for, it's important that you optimize your Online Profile and website to reflect that. Making sure that you make use of those key phrases (without overdoing it) is a small, but important, part of actually ranking for those keywords.

Increasingly the appropriate use of Hashtags with LinkedIn and Twitter will put you directly in front of people you wish to connect with. Two popular hashtags for CX Professionals are #CX and #customerexperience - jump to twitter here for examples of how to 'fast track' to interesting pieces. 

This is something that most of my clients have no interest in doing themselves due to the tedious and unpredictable nature of the work involved so we mentor and guide individuals and businesses in this 'next practice'.
#3:  Regularly Create Keyword Focused Content that is Interesting.
One of the most important ways that we help our clients rank for certain key terms is through the use of regular new content on their site. 

The key to doing this correctly to write content that is interesting to your core clientele but also plays well with the Google's Search algorithms.

This is something that is often overlooked by traditional firms, but it vitally important as Google's algorithms have evolved (and continue to do).
#4: Get Strategic Links from Others.
One of the core elements to ranking higher in a local market is to have a strategic strategy of getting the right contacts to link back to you. 

Often this involves getting other CX Professionals to link to you using the keywords you wish to rank for. This sends a signal to Google that your site is a local authority on a topic and results in higher rankings for that term.

When running our Accredited CX program we capture more interest by using the #ACXM hashtag. To see the type of content generated, and how you can 'own' your own topic see this example.
#5: Leverage Your Facebook Page to Spread Your Content.
If you've laid a good foundation with LinkedIn, your website and Facebook page, it's important to link them up. 

Google is always looking to see "social signals" that are related to a topic. Getting your latest blog posts to show up on Facebook can be a big boost as it can start the process of getting your content shared by other people. 

There are a number of tools to help with amplifying your voice across all social media channels so any content you create can be shared simultaneously with LinkedIn, Twitter, Facebook and so on. Of course, this isn't about drowning your contacts with the same content - you need to be mindful about providing valuable and focused information.   

We focus a great deal of effort on making sure our clients have great content and that it is something that is "share-worthy" on Social Media. This ultimately helps in our effort to grow your profile and appeal in the search results for our desired key terms.
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Chapter 7:
How to get someone to help with your career aspirations.
I realize the amount of folks that you have contacting you every week with potential solutons to elevating your career and personal success. I also realize that its hard to know if they can actually help you and even if they know what they are doing.

I hope that this guide has given you a good foundation so that you understand what is available and what should be done in what order. I actually built my CX Professional Online Profile so that I could help my individual and corporate clients keep up with the quickly changing Digital Landscape and to always get them results quickly with a positive Return on any Investment in themselves.

Directly I offer a mentoring service which includes the things we have discussed here PLUS growing your professionalism through new methods and techniques. Across the globe I collaborate with more than twenty partners who coach, train and consult and it would be my pleasure to help further if need be.
You can see examples of the coaching program across all continents here.

Indeed, if you have any questions at all about how to implement any of the above in your world, feel free to contact me and just ask.

No matter who you decide to use to help you build your career success, I hope this guide has been a powerful jumpstart and got you going on the right path and helps you make an informed decision when you finally do choose a Coach.

Thanks so much for reading!
Call or Email or WhatsApp me Anytime.
I'm always delighted to answer any questions you might have.

Steve Towers
Phone: +1 (970) 368 5454
WhatsApp: +44 7480 140170  
Email: steve.towers@cxman.com
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Ben Adkins
CEO Fearless Social
Ben here from Fearless Social!
I am extremely excited to welcome you inside of Content Time Bomb.
Click The Buy Button Below to Get Your Seat
Please Note: All Sessions and Bonuses will be Delivered Live.
My team will Contact Everyone when the Sale Ends with Instructions.
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