So many business owners like to hide themselves and their employees behind their logo. I get it. It feels safe. Putting out content on Social Media can be scary. But again. Logos don’t sell services. People, personal reputation and expertise do.
Having a personal brand is therefore almost more important than your business pages. It helps tremendously on many fronts, whether it’s job hunting, running your own business or at any stage in your career. A personal brand is what separates you from the rest of the pack and helps build important connections that boost your business growth and professional development.
One of the great promises to build on personal branding will become a threat sooner than later: reach & engagement for personal profiles is 5x greater than that of business pages. It’s therefore no surprise to see business owners or marketeers abandoning their business pages. This is flat out wrong. If you did it right, your business following is mostly customers (new, current or past). Your personal profile is a mix between some of your customers, professionals in the same industry, and friends and forgotten classmates. You see the difference? Your business page will need content that out-teaches your competitors on the problem your customers face. For example “How to negotiate a good deal with a bank for a home mortgage.” Your personal page can be more focused on the industry itself. For example “How we automated our mortgage workflow”.
“ Today, personal brands are becoming more important than your business brand”
Sharing on your personal pages means sharing personal things. To be clear, I’m not talking about spewing out a nonstop stream of puppy photos, bible verses, or personal opinions on LinkedIn. I’m talking about tying personal stories into the business-themed content you share on LinkedIn. Sharing your successes and failures, discussing a journey, giving your opinion, or letting people see what your daily life is like, both inside and outside work.
You have the unique power to show transparency efforts on social and bring out the best in others. One third of consumers say they would purchase more from brands whose CEOs demonstrate transparency on social. By setting an example of transparency, CEOs can lead the charge in empowering their employees to share and advocate authentically for the brand on social.
This phrase gets thrown around all the time like its meaning is obvious.It’s obviously not. Businesses still keep hiding behind big words and robotic language. It only pushes their audience further away from them. How you should start? Cut your sentences down like you’re getting paid $100 for every word you cut.
Be open to sharing your mistakes.
Mistakes that you’ve obviously learnt from. Less broadcasting, more talking. Engage in conversation with your followers rather than just announcing things from a speaker installed high up in a tower.
And last but not least: always write how you speak.