Give first, ask later.
Although this e-book is mostly about Social Media this pillar actually goes to the core of everything you do. If it’s social media, your website, your marketing or just life in general, make sure you are creating value for others first. Especially if you want their money, their email address or their time. This should actually be fairly easy for you. You are in the service business, selling expertise, selling know-how or selling to people who are keen to learn something new. What are you doing with all your knowledge? Just sitting on it? Keeping it behind closed doors or only giving it away if someone starts paying for it?
Best example? You are reading it. I could be asking money for this e-book or the webinars we give. We do it for free. The best way to start thinking about this is by just looking at your current clients. What keeps them up at night? What questions do they ask you on a daily basis? What are the problems that you are solving for them? You should throw all that knowledge out there.
The easiest way is writing weekly tips or answering a weekly question. Make it personal. A little bit more advanced. Just start writing blogs. Or bring all your knowledge into an e-book and share it with the world. Why not take out your smartphone and interview your employees in the office? Look. If you really want to cut through the noise, you’ll have to be a bit less scared and just DO IT.
You shouldn’t be selling expertise without using the word expertise. You should show every day that you are the expert.
That’s how you build a reputation.
All that value you generate can be repurposed on different channels. Respect the platform you’re on.
It’s always better to keep people within the platform if that’s possible. Let us give you some examples. Let’s say a lawyer wrote a very clear concise article on how to get the latest stimulus from the government. Instead of posting the link everywhere you can do it differently everywhere.
On Linkedin? Post it as a native LinkedIn article. You’ll get more reach cause you are keeping people inside the platform. You can always link back to your website later.
On Twitter? Create a summary and make a thread. Same for Instagram. Create a summary. Put some text on a background and spread it into a story.
Facebook? Post a picture of one of your employees and say it is the tip of the week.