How to get Clients through Social Media using Personal Branding
It’s no secret that you are a bigger brand than the products you sell or the services that you provide. In today’s digital and hyper-connected world, the first thing that a person does while looking for a product or service is conduct online searches.
But when you are just starting out, you have nothing more than your personality and skills to offer to prospective customers. Thus, in order to attract clients, it is imperative to build customer perceptions based on your online persona, personal values and professional skills.
This is, in a nutshell, what personal branding is all about _–— to create content and shape an online image which is as important and consistent as your offline image.
Read these examples which lead the way in personal branding and tell you how it is done:
#1 BE KNOWN FOR YOUR EXPERTISE
Rand Fishkin, popularly known as the Wizard of Moz, is one of the most well-known entities in the digital marketing world. Fishkin’s image as a brand expert has helped Moz grow to 24,000 paid subscribers, generating $1.1 million revenue every year.
How did Fishkin turn his name into a brand? Did it happen overnight? — definitely not.
Here are some key takeaways from his success story:
- Identify your area of expertise — something you genuinely care about and have an opinion about — and post engaging content on that topic.
- Figure out the content that has elicited the greatest response, and plan your future feeds around that.
- Join groups in alignment with your interests and expertise, and be active in them. Jump into conversations and debates and don’t hesitate in givingyour opinion.
- Associate yourself with other online entities that are an authority in your area of expertise.
#2 EMBRACE QUALITIES THAT SET YOU APART
Winners don’t do different things, they do things differently. We are sure you can’t hear this piece of advice often enough.
But, most people shun what is different about them and refuse to accept their quirks.
However, in the online space which is overloaded with information and data, different is what works.
Tim Ferris, the New York Times Best-Selling author of ‘The 4-Hour Work Week’, drove traffic to himself as an individual by building an online image of a person who was comfortable being different and not conforming to the way the world works.
His blog fourhoursaweek.com gets more than 2.4 million visitors per month, his podcasts from ‘The Time Ferris Show’ get more than 100 million downloads, and he has featured in Mashable’s list of ‘5 must-follow’ Twitter Accounts.
Here’s how Tim Ferris did it:
- Have a quirk that sets your online persona apart and be comfortable with it.
- Don’t be afraid to be a misfit; if you think your idea is sellable, don’t be afraid of putting it out there just because it is different.
- Remember that you might be uncomfortable with your idea or personality quirk that sets you apart, but it is what makes you distinct.
#3 HAVE AN OPINION AND STICK TO IT
Personal branding is not about your looks or the place where you live. It is about what you stand for and the issues you support and associate with.
Celebrities all over the world use this insight to associate themselves with people and causes which add to their personal branding, in order to get ahead in their careers.
No one had heard of the Kardashians until a couple of years back and then suddenly they symbolised everything trendy and cool.
Was all this just a coincidence? The answer is no, definitely not.
The Kardashians clearly wanted to be known as trend-setters, and set out to do so through their social media accounts. By leveraging on their USP of an eccentric couple, they expanded their personal brand by engaging with their followers regularly until they reached a million followers.
Here’s what sticks out from their personal branding story:
- Carve out a niche for yourself by identifying the values and opinions you want to be known for.
- Associate yourself with people of similar values by engaging with them.
- Post regular content on your social media accounts in keeping with things that you stand for.
- Ensure the content is engaging enough for your followers to respond to.
#4 ASSOCIATE WITH INFLUENCERS
Here’s some food for thought.
According to Nielsen’s latest Global Trust in Advertising report, which was a survey of more than 28,000 internet respondents in 56 countries, 92 percent of consumers said that they trust recommendations from friends and family more than any form of advertising — an 18 per cent increase since 2007.
This is an insight used by people all over the world to increase their business.
Neil Patel, titled as one the biggest influencers on the web by the Wall Street Journal, has also spoken about how striking up a relationship with a person of influence helped him to get his first client. By connecting with a person of influence, he added to his personal image as an influential person, thereby adding to his client base.
A few things to remember from Neil’s success story are:
- Your performance as a brand depends upon your ability to build trust online.
- Build trust around yourself by identifying influencers in your industry and leveraging their voice to deliver your message. You could re-tweet an influencer’s post, catching their attention and hopefully starting a conversation.
- Put quality over quantity. Although it is good to be associated with influencers with a large network, don’t overlook ones with a smaller network, as their followers may be your target audience.
- Call upon satisfied customers to recommend you as a trustworthy brand on different social platforms like Facebook, Instagram and Twitter.
#5 FREQUENCY AND CONSISTENCY OVER VARIETY
While performing an online search, people do not usually depend on a single source to ascertain a person’s credibility. They will check on multiple sites and come to a collective conclusion, based on consistency of messages posted.
Read our thoughts to find out how this works:
- Choose a few social media platforms that meet your requirements and concentrate on them, rather than having accounts on multiple platforms which you do not intend to use.
- Post engaging content regularly on a few platforms rather than sporadically on many platforms. The more regular you are in posting content, the more traffic you will drive to your accounts.
- Keep a consistent image across all social media groups.
- Import contacts from your Google account or phone book and add them to your network. People who already know you are more likely to vouch for you.
- Delete old accounts on all social media platforms which contain content that is no longer relevant .
Regardless of what you do and who you are, everyone today needs personal branding to drive opportunities and business in their direction.
While trying to establish your personal brand, here are some words of caution:
- Be honest. People will have no qualms about walking away or posting a negative comment if you do not back your claims with substance, whilst clients will return to an authentic person.
- Be Subtle. Do not hard sell. Tell people how you are adding value and offer help and advice, not your product. In personal branding, you are the product.
We hope our thoughts on personal branding help you to increase traffic to your accounts. If you are interested in learning more about how to use personal branding to get more clients, you can get in touch with us at firstname.lastname@example.org. We look forward to hearing from you.