You know that personal branding matters. The more people know, like and trust you, the more likely they are to engage and consider doing business with you or using your services.
The psychology behind it is simple: people do business with people, not brands.
And given that LinkedIn is a powerful platform full of opportunities and professional decision-makers this is easily the best place to start building your brand.
But how do you ensure that when people come looking that what they find leaves a lasting impression? What’s working in 2022 and what’s not.
1. Build a personal profile that showcases your expertise
Ensure your profile not only positions you as a specialist in your field but someone future customers, partners or employers, would feel comfortable, confident and emboldened to work with.
Make sure it clearly explains what you do, for who and why you are best placed to meet their needs and solve their problems. Perhaps you have skills others don’t have, you are known for getting the job done, have won multiple awards for you work or have considerable overseas experience which is now in demand in Australia.
Also let people know what you’re passionate about, what you do outside of work and what makes you tick. Remember people like working with people, not robots!
2. Create valuable content
It isn’t enough to have a great profile. If you aren’t posting quality content on LinkedIn, you’re only tapping into half the potential that LinkedIn has to offer.
You need to publish well-thought-out content that not only demonstrates your deep expertise but positions you as someone who understands your clients’ challenges.
Bottom line, your content should actually matter to your ideal audience. If should focus on (and where possible) be inspired by their pain points, the questions they ask, the comments they make and the mistakes you see them making over and over again.
TOP TIP: If you don’t know what your clients’ pain points are, ask them. I get some of the best content ideas during question time after a webinar or workshop I have run. For me these questions are pure gold and I make every effort to turn them into posts or short articles, well aware that there are plenty of other people out there looking for the same or similar information.
3. Ensure you content focuses primarily on your specialist area
When it comes to creating content (particularly if you are starting out), stick to your specialist area. I am constantly amazed at how many people post on a variety of content topics, leaving their target audience baffled and confused about what they actually do.
Sticking to your specialist area ensures that what you write or talk about reinforces where your key expertise lies.
TOP TIP: Stay in one lane until you are known for what you do and then … but only then … perhaps look at branching out a little further.
4. Your content should position you as an authority
If you are looking at building your authority (which is pretty much what most my client base wants) there is an expectation that what you talk or write about, puts you at the cutting edge of your industry or sector.
So your content should include some of the following:
- Key trends and emerging issues
- Unpack difficult-to-understand concepts or provide a much-needed explainer
- Answer questions clients care about – things that affect them personally or impact their businesses mostly
- Challenge beliefs and provide a fresh perspective on old ideas
- Say something interesting or provocative which could well influence other people’s opinions or changes their actions.
- Provide useful HOW-TO stories relevant to your target audience
5. Share personal content about yourself
I’m not for a minute suggesting your share stories about what you had for dinner, your favourite pet pic or what the kids are up to, although I must admit I do have a chuckle when I spot the occasional pooch snoring contentedly in someone’s home office.
Instead, I’m talking about you sharing your personal experiences – your origin story, how you got to do what you’re doing now, how you overcame a problem or faced into a challenge and your key learnings along the way. I’m also talking about your observations and your take on the relevant and burning issues of the day.
All this gives us glimpses into your professional journey and helps us understand who you are as a person and what makes you tick. And when all is said and done, it makes you just that bit more relatable and likeable.
6. Mix up your content formats
Where possible vary your content types as variety makes things more interesting for your followers and connections.
Currently short text-only posts (with emojis), video, LinkedIn Live and to a lesser extent long-style articles are doing well so use a clever mix of these formats where possible.
TOP TIP: That said, you’re often better off sticking with a format you’re most comfortable with or where your strengths lie. If you’re not a writer, don’t force yourself to write lengthy opinion pieces. Equally if you get stage fright every time you get up in front of a camera, don’t force yourself simply because everyone else is doing it. Also keep in mind there is the option of building your authority as a content curator and sharing useful content created by leading experts or thought leaders in your field.
7. Be consistent
When you start to create content for your audience, the key is to be consistent but realistic.
I often see people starting out on their personal branding journey for the very first time with extremely unrealistic expectations of what they can do on LinkedIn. They’re often posting daily – in some cases twice a day – and then suddenly, nothing. It doesn’t take them long to realize the tempo is impossible to keep up.
You’re better off determining at the very outset what is manageable and stick with that program of activity. Perhaps that may involve creating one piece of original material weekly, fortnightly or monthly and the rest of time sharing valuable content or commenting (not LIKING) other people’s posts.
TOP TIP: When you do post weekly (regardless of what it is), make sure it goes out at the same time each week. It’s that regularity and predictability that your followers expect from you.
Over to you
I know how intimidating it can be to put yourself out there on a professional platform like LinkedIn.
But do keep in mind that you have an amazing skillset and knowledge which is well worth sharing and which many will benefit from, so don’t hold back.
By sharing your passions, knowledge, and high-quality content you will start to see your personal band thrive. We can’t wait to see you reap the rewards!
Parker Public Relations provides coaching for CEOs, business owners, subject experts, executives and academics looking to build their personal brand and become the credible expert in their industry or field.
Get in touch:
0422 694 503