Digital Brand to Dream Job: eBooks & Facebook

John Lim

John Lim is a partner at Ba-Li Solutions ( and specializes in digital media, podcasting, and public speaking. He received his MBA from The Johns Hopkins Carey Business School, his JD from Georgetown Law, and his BA from The University of Pennsylvania. John is the Executive Producer and Host of Moving Forward, a weekly podcast featuring today’s most inspiring entrepreneurs, leaders, and artists. John has been featured in articles for, Inc. and Carey the Torch, and has been a guest on Ryan Foland’s 'Get Notified' radio show, Podcasting Mastery, and the PersoNatalie Podcast. John is the co-author of "Corporate Cliches," an adult coloring book, available for sale on Amazon and Barnes & Noble online.

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Welcome back! In this third installment of the series, I will tell you how to use eBooks and a branded Facebook Page to enhance your brand and career.

Digital Tool 3: eBooks

Today, it’s easier than ever to publish a book. Through its Kindle eBook service, Amazon provides a wonderful, low cost channel to get your written work out there. According to GeekWire, Amazon added approximately 30 million new customers in mid-2014; its reach cannot be denied. And I would not be surprised if Amazon soon becomes one of the top search engines in the world, alongside Google and YouTube.

When I was at Carey, I was consistently impressed with the caliber and expertise of my classmates, particularly in the part-time program. Like you, I was surrounded by people from different backgrounds and walks of life, in professions ranging from science and technology to marketing to finance and more. You all have skills and expertise. Why not write an eBook? You don’t have to create War and Peace. Many eBooks average 40 to 50 pages, particularly those in the business and careers section.

The beauty of self-publishing is that you maintain complete control over the content, you get to set the price and you have access to one of the biggest customer bases in the world. Will your book become a best seller? Maybe, and if it does that would be a lot of icing on the cake. But regardless of whether you sell a million copies or just two, what you will guarantee yourself is the moniker “published author.” Consider the credibility, authority, and brand enhancement that comes with that added title and the doors that may open for your career.

Digital Tool 4: Branded Facebook Page

In addition to websites, companies and entrepreneurs are now using Facebook to market their products and services to the billions of users on that platform. Combine the power of your website with a branded Facebook Page. You don’t have to own a corporation or LLC to create one; you can simply create a Facebook Page to promote your professional brand. Keep in mind, this will be separate from your personal Facebook Profile where you connect with friends, share photos from your latest vacation, and post funny cat videos. Use your professional Facebook Page to promote your website and infuse your brand awareness with new connections. You can even run Facebook Ads to reach a targeted audience, which costs less per day than a cup of coffee at Starbucks.

For example, last fall I worked with a small business that was spending tens of thousands of dollars in expensive TV, radio and print ads. My team overhauled their marketing to focus on targeted Facebook campaigns, which cost a tiny fraction of the previous budget. They are now enjoying greater sales, new clients, and exponential growth in their brand awareness.

In Part IV, I will finish the series with a discussion on how to use Podcasts and Webinars to boost your brand and enhance your career.

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