I’m going to say something radical. Are you ready?
(You may want to sit down.)
Here it is: social media may not be the best place to promote your personal brand.
(I’m fully aware that I am saying this on a blog that I’m most likely going to share…on social media.)
But, hear me out. It’s hard to imagine life before social media. Many of us are so deeply entrenched in our digital profiles that we forget the audience on certain platforms may not be appropriate for business.
Your personal brand is a summary of who you are, what you do, your mission in life and/or work, the values you embrace, and the way you demonstrate those values. Your brand communicates your unique identity and clear value to potential employers or clients. In short, your brand is your distinctive story.
It’s not that your story on Facebook or TikTok is inaccurate or unauthentic. It’s a chapter of your story. But that chapter may not be the one you want business professionals to read. Also, the always changing algorithms of most social channels make it really difficult to maintain a consistent level of organic reach. You could post quality content every day and still not drive viable traffic to your pages. Even LinkedIn, the channel most appropriate for business content, isn’t the most reliable (and I LOVE LinkedIn, so it takes a lot for me to say that).
Never fear: there are other methods to promote your personal brand, both online and offline. Besides, a savvy brand promoter uses as many channels as possible, as long as they make sense for your audience. Here are a few channel ideas to get you thinking.
Content Creation
This is more of a strategy than a channel, but it is crucial to personal brand promotion. What kind of tools do you need to engage your audience and broadcast your brand? These tools can be in the form of content to educate people, sales materials for your business or your product/services, events, etc. Building a content-rich website and writing a blog are two very simple forms of personal brand promotion through content. The list of items to create is endless, but that doesn’t mean you should use them all. Use the tools and content that provide value to your target audience.
Create e-books, white papers, articles, blogs, email newsletters, and presentations to show your expertise in your chosen field. You will build credibility and demonstrate your capabilities without ever having to say a word.
Sales materials offer both your own personal brand of thought leadership as well as the benefits of your product and a strong call to action.
For the most part, these materials are appropriate for your business-related online channels, including your website. The best part of using a content marketing strategy is that once your content is created, it can be repurposed for many different channels and strategies.
Okay, now that you’ve got your tools, let’s look at some of the channels to use. Find the channels where your target audience is and use the tools that are appropriate for the occasion.
Referrals and Testimonials
When referred by a friend, people are 4x more likely to purchase a product. This works for personal brands as well. Your customers and colleagues are integral to success. If they have had positive experiences with you, they’ll likely tell their friends and family about it which can enhance awareness of your personal brand. Testimonials or reviews also hold weight with most audiences.
It may be awkward to ask for a referral or a testimonial, but it is a common practice these days. Make a point to build your referral arsenal by asking for them regularly. I heard this great idea for gathering referrals in a Twitter chat recently. Add this line to your email signature, “The best compliment you can give is a referral.” Thanks, @PRisUs! Great referrals and testimonials amplify your brand, both online and through word of mouth.
Once you’ve received a testimonial, strategize where you should use it. If you have one, your website is a must, but make sure those golden nuggets of social proof are peppered throughout your website pages. The best advice I’ve ever gotten about where to put testimonials on a website comes from the amazing Andy Crestodina at Orbit Media Studios, who always says, “Avoid creating a testimonials page. Instead, make every page a testimonials page.”. And of course, you can also ask for referrals for your LinkedIn page or your Google Business Profile. Heck, print it on the back of your business card or add it to your email signature if it’s really good. Don’t be afraid to shout praise from the rooftops, it enhances your credibility.
Traditional Media is Still a Thing
There are journalists working for local, regional, and national print and online newspapers and broadcast news. There are also iterations of traditional media like podcasts and streaming news shows. Spending time developing relationships with key journalists in your sector can lead to them calling you first when they are working on a story. You can also provide them with research papers and other content to help write a story. The more coverage you earn, the more your personal brand will be visible to your community.
Don’t forget to find services that collect journalists’ and bloggers’ queries and send them out via email. The best known service is Help a Reporter Out (HARO). When you subscribe to this service, you will receive emails every day with links to reporters who are looking for thought leaders and subject matter experts for their stories. This service is completely free (although there are also paid versions) and it is an excellent way to build relationships with journalists and build your brand.
Networking is Also Still a Thing
We’re back! We are meeting in person again after two long years. Networking events have always been an effective place to promote awareness for a personal brand because literally, everyone is there to promote themselves. We all moaned about the chamber events, trade association meetings, sector conferences, and other networking events clogging our calendars, but deep down, I think we missed the opportunities these events offered us. Refresh your supply of business cards in your wallet or purse and get out there!
Speaking Engagements
You are an expert in your field. You bring knowledge, experience, and a unique view of your sector.
Your target audience would love to hear what you have to say. This is where your content will be useful. Don’t let fear impede the opportunity to broadcast your personal brand through speaking engagements. Your contribution to a conference or an industry meeting can be very valuable for attendees.
Start with the industry organizations or trade associations you are involved in. Find the local women’s business organization or chamber of commerce. Offer to speak at a meeting or at an educational series they are planning. Send a proposal to be a speaker or panel participant at an industry conference. Join a speakers bureau. Create your own webinar or educational series and invite sector members, colleagues, community leaders and others to attend.
This idea will only work if you are proactive and confident in your knowledge and expertise of your field. It is a fabulous way to build your personal brand as a thought leader and a resource. You can do it!
Professor You?
Many colleges, universities, and trade schools are hiring professionals in certain fields to teach their courses. Teaching eager industry newbies what you know can result in lucrative connections and strengthen your own personal brand. You may even learn a thing or two as you build a curriculum
Social media is important and necessary and it’s certainly not going away. However, it’s just one. tool in your personal branding toolkit. But it should not be the only tool or even the most important one. Just like there are 64 colors in a crayon box, your personal brand will have more color when you use a variety of tools to broadcast it.
I know you are super busy working, studying, and/or job hunting. You may think these ideas are great, but who has time? I can help. I’ve been broadcasting my brand online and off for years. Full transparency, I’ve both succeeded and failed along the way. You can benefit from the lessons I’ve learned. Let’s get started!