You need to know what content you should share to boost your personal brand. We’ve got the formula for working out how.
If you’re ready to stand out online you need to be seen engaging with your professional networks and sharing relevant content. These are included in the 5 key features we found in our article on amazing LinkedIn profiles (there’s a link to it below if you haven’t checked it out yet).
The trouble is, social media trends move fast and there isn’t one true set of rules for us to follow in order to nail it without tripping up. In fact, if you’re an employee, your company probably hasn’t even created a framework for using social media yet. 93% of sales executives haven’t received any formal training on social selling according to Kredible and Accenture – despite the fact that 78% use it for work!
All this combined can make the idea of social engagement for professionals more daunting than it is exciting. It’s easier to see the potential downfalls than it is to see the bounty of rewards in it. In order to ensure that you are confident in taking your personal brand by storm, there are two simple questions you need to ask yourself; “Who am I speaking to?” and “How does this make me look good?”
It may seem obvious, but to strip away any anxiety or doubt about the content you should share, you have to get to the core of why you’re sharing it. The purpose should always be to inform and inspire your professional networks, and to make yourself look good in the process.
“Who am I speaking to?”
The beauty of this simple question is that it invites you to assess both who you want to reach and how you’re going to reach them.
To demonstrate this in action in its simplest form, let’s make up an example. Let’s say I’m a salesperson in office furniture and I want to boost my personal brand as a kickass expert in that field, so that I can generate more leads and convert them into sales (this is my goal).
I know that most of my professional contacts are already on LinkedIn, I might even have a couple of connections that I think could be converted into customers, plus I also know that this is where most B2B buyers spend their time doing research before making a decision.
So I think, OK, I need to share content here on LinkedIn that’s going to make me stand out to my professional network. I’ll probably use my Twitter account too as I mostly use that for work anyway, but my friends and family on Facebook won’t be interested in this kind of stuff.
Based on what we already know, we’ve established who I want to reach and how I’m going to reach them. The next question will now help me determine what it actually is that I’m going to share.