Is is important for Small business owners build up their personal brand
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Are you struggling to build your brand? Are your social media posts getting less engagement than you would like? In this video, I’ll show you six strategies that can help small businesses or startups improve their brand presence.
Small businesses and startups need to build their brand to attract customers. But this can be incredibly difficult for many reasons, like not having enough time or money for expensive marketing campaigns. But it doesn’t have to be like this. This video gives you six ways for small businesses and startups to build their brand without spending tons of money on marketing.
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Small businesses and startups struggle to build their brand. One of the main reasons is that they don’t have the resources to invest in traditional marketing campaigns.
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A personal brand is a tangible career asset, but it’s about more than acquiring a certain amount of website traffic, email subscribers and reaching a revenue goal. A social media agency I worked for a few years ago tasked me with building the profiles of some business-to-business influencers. I tracked their followers each week in a spreadsheet and thought we were making real progress.
An account manager told me, “It’s nice to have a sizeable Twitter following, but these stats are vanity metrics. Engagement is what matters.”
When I pressed him on what engagement meant, he explained, “Will they comment on a video or article after watching it? How many of those will join an email list? And will they take out their credit card to buy a product or service?”
Today, lots of so-called influencers laud their subscriber count, website traffic or earnings. They boast about their achievements on their social media profiles or website. But all the likes and hearts in the world won’t pay the rent.
While it’s fine to demonstrate credibility, building a personal brand starts with understanding who your audience is, what they want and how you can help them.
How To Start Building Your Personal Brand
Mike Dillard, Ramit Sethi, and Marie Forleo are three examples of online influencers who get personal branding right.
Mike Dillard’s homepage explains, “I help entrepreneurs start and grow the businesses of their dreams.” He even asks readers a series of questions like, “Do you struggle to make sales and get new customers?” and “Could you use a guide to show you the ropes?” These questions help readers establish if Dillard and his paid materials are for them.
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On his site, Sethi promises to teach his followers to lead a rich life through entrepreneurship, finding a great job or changing their mindsets. A while ago, I interviewed Sethi, and he told me:
“When it comes to starting an online business, there are so many things you could focus on – a fancy-looking website, building Instagram followers, brainstorming the products you can sell, or the ultimate copy that can increase your conversion rate by 0.049% – but all those don’t matter if no one is willing to pay you for your skills!”
Finally, Marie Forleo helps her followers become “the person you most want to be.” She targets mostly female entrepreneurs with videos on MarieTV.
It’s surprisingly difficult to boil down to a few bullet points, questions or a sentence what you do and how you can help others as these influencers do.
Craft A Positioning Statement
A positioning statement is a document explaining who you are, where your skills lie and how you help others. It informs what you say on a website, social media profile and even in videos and articles. On a single page, ask and answer these four questions:
Who am I? Elaborate on your backstory.
What should I do? Focus on your strengths and what you offer.
Whom do I serve? There’s a big difference between an aspiring entrepreneur in their early twenties and somebody in the middle of their careers.
What does my audience hope, fear, dream and aspire to become? Interview, survey and speak to your followers.
These are difficult questions to answer, and your document will evolve over time. Ultimately, the goal is to get to a single statement: “I help X achieve Y.”
Dillard, Sethi, and Forleo are all well-known as online influencers. It’s easier for them to sell books, courses, and coaching than for new entrepreneurs, as their personal brands are well-developed.
If your career is starting off, consider writing a short book and taking on small speaking gigs. That’s what 25-year-old Jordan Gross is doing.
He’s the author of the upcoming allegory The Journey to Cloud Nine and a TEDx speaker. Gross is building his brand and selling copies of his book by taking on small public speaking gigs.
Rather than accepting a fee, he asks attendees and organizers to buy copies of his book. He plans to take on 50 speaking engagements during 2020, at schools, prisons, and juvenile detention centers.
“I’d much rather have them say, ‘We’re not going to give you a fee, but we’ll buy a hundred books,’ than ‘We won’t buy any books, and we’ll give you $1,000 speaking fee,’” he says. “Even my coaching clients, I have them pay me in books now.”
Gross is also building his brand by writing extensively about topics related to his book on Medium and through personal outreach with other readers and authors. The approach appears to be working. His book carries an endorsement by New York Times best-selling author Daniel Pink.
Don’t confine generosity to your personal life. The biggest and most successful personal brands put their audiences first every time. And they get paid well for doing it.
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