In today’s world, personal branding is not only limited to big-brands and corporate banquets. From social media influencers to corporate honchos, branding and marketing have become an integral part of success.
It is equally true that without multichannel marketing, brands would be a thousand miles from success. The trend that was set by the latter part of Generation X, carried by the Millennials and only emphasized by Generation Z, was the preference of real-life marketing tactics over made up scripts. This has emphasized the importance of personal branding.
Firstly, what is a personal branding?
People will say things behind your back no matter what, but this can be good or bad for your business, it depends on you. Branding is basically controlling the impression an audience will have of your brand and what they will say to their peer group about you.
Personal branding works both ways equally; Workopolis has confirmed that 93% of employers look at an interview candidate’s social media accounts during the selection process. And yes, 89% of candidates search for the company or the people involved in the interview process.
More than 60% of Millennials follow the owner or the brand ambassador of their favorite brand on social media. Therefore, with each passing day, personal branding is getting more and more important.
Therefore, both for a brand and an individual, here are a few essential tips for effectively using personal branding to accelerate online business growth:
Build up the story of your personal brand:
Behind every successful brand, there is a story that reveals more than just what you can buy from them. The first step in building a brand story is to know who you are.
Ask your brand:
- What is your brand’s mission, vision and brand value?
- What is your direct and indirect purpose for being on the market?
- What are the risks your brand is ready to take?
Ask yourself as the brand influencer:
- Who are you and how many followers do you have?
- How closely is your personal life associated and how does it influence your audience?
- What do you value the most about your brand?
The story of your brand must have a narrative approach and should be shared in episodes on social media. This is one of the best ways to retain your customers’ attention for the longest period of time.CONVINCE&CONVERT have revealed that using brand characters has increased theirFacebook share rate by 585%.
Be consistent with your marketing:
How many times have you casually clicked on apparel from an unknown brand and they carried on targeting you with similar dresses until they have earned some brand-authenticity?
Lucidpressran a survey amongst online business owners that revealed that58% of them have presented consistent marketing to customers. The oblivious to afflicted stage uses this technique the most.
Search for you and your brand:
As we have previously discussed, unless you are exceptionally lucky, your customers will search for both you and your brand before making a purchasing decision.
So, you must clean and revise your online presence across platforms. Also, make sure the story that you are sharing does not deviate, even in a single post. Customer emotion is way more fragile than we realize.
- Search for both yourself and your brand on Google.
- Check which websites reference you; check their domain authority, web reputation, SEO value and how relevant they are to your business.
- Searching for your name with quotation marks will provide you with results remotely associated to you.
- Clear the cache on your browser to ensure your search results are general.
- Pick out all the points that are featured on websites that you don’t want your users to read.
- Now, and this is really IMPORTANT, Check for any content that is wrongly published on the internet with your or your brand’s name.
- Also, check to see if any of your content has been plagiarized. Copyscape is a great tool for finding web plagiarism.
- Check if all your social media profiles are well-optimized.
- Check what images are showing in the Google organic image search.
Make your brand unique:
In marketing, it’s always better to be the 6th brand on something new to the market than to be the 2000th one in the construction business (yes, that’s the most common business in Australia, sharing 16.6% of the total revenue).
To come up with a unique business strategy, we always suggest incorporating two or more ideas to find an atypical one.
Example, if you are selling baby care products, your personal branding could resonate well with single working moms.
Go out; outbound marketing is the key:
People will never know your brand until you let them know. Outbound marketing is hands down the most authentic channel for customer acquisition. Proper outbound marketing should cover these areas:
- Strong content chain (blog, website, social media)
- Mass Mailing
- Outbound lead generation calls
- Seminars and webinars
- Broadcasting media
- Event sponsoring
- PPC campaigns
- Lead nurturing and lead scoring
- Web syndication.
Be real; show real:
The days are gone when scripted celebrity endorsements increase your sales. In fact, only 3% of people like them. Instead, tell your story using real-life customers, show how your brand has made a difference to their life and make sure it isn’t scripted.
Non-celebrity bloggers are 30% more influential than celebrity bloggers. Try to build your personal branding through digital celebrity bloggers.
No matter how much time and effort you devote, brand loyalty and trust will only come with time. Excessive pushing will only lead to customer irritation. Think long-term; stay patient. It’s the only mantra!