Do you feel that a lack of a solid online presence costs you clients? You’re not alone
It started with a recent LinkedIn alert. I hadn’t talked to this guy in about a year, and he hit me up: “Hey Spencer, business is going great, but I’ve realized that I never spend time building my personal brand, and I think sometimes that hurts some business deals. Can you help me understand what personal branding really means and why it’s important?”
After a few more messages, we decided to hop on a call. Here’s how it went:
Me: “Man, it’s awesome to hear business is going so well! So, you’re worried about personal branding costing you clients? It’s not as complicated as it sounds. Think of it like your reputation. When you walk into a room, people have an opinion about you before you even say hi. Why? Because they’ve already met you online. Your brand is how you connect with people, make them trust you, and it can be the thing that seals the deal. It’s not about bragging or pretending; it’s about showing who you are.”
Friend: “That’s a new way to look at it, but isn’t that like putting on a show? I want to be authentic. How can I build this ‘brand’ without losing myself or sounding like I’m tooting my horn?”
Me: “Hey, I get that. It’s all about being yourself but louder. You know when you meet someone at an event, and you share something you love? That’s your brand in action. Just do that online. Share your ups and downs, help others with your knowledge, talk to people like you do face to face, and be you. It’s not marketing; it’s just being real and connecting.”
Friend: “I’m starting to get it, but there’s one big problem: time. I’m swamped as it is. How can I do all this without it taking over my life? I don’t want to be glued to my phone all day.”
Me: “You’re not alone in feeling that way, but here’s the cool part—that’s why most people don’t do it, so you’ve got less competition. You don’t have to make this a full-time gig. Start small, like focusing on LinkedIn. Plan with a content calendar, repost stuff you’ve already shared, and spend just 15 minutes a day on it. Get your team involved, be flexible with what works, and remember, it’s a long game. It’s all about building trust over time. You can make it part of your routine without it taking over.”
Friend: “Man, you’ve made it sound doable. I love the idea of repurposing content and starting small. How do I find my voice in all this? How do I stand out?”
Me: “Your voice? It’s just how you talk to clients or get fired up about your work. Write like you speak, share what excites you, ask friends if it sounds like you, and don’t be afraid to be yourself. And hey, give yourself time. It’ll come naturally as you get into it.”
Friend: “You’ve cleared things up for me. I was freaking out, thinking it would be another massive task, but you’ve shown me how to slide it into my day. Thanks for breaking it down like that. I feel like I’ve got a plan now.”
Me: “No problem at all! Remember, it’s just about amplifying who you are. You have a great story, unique insights, and much to share. I can’t wait to see how you bring it to life online. Reach out anytime if you need more help. You’ve got this, and I’m here to back you up!”
Read more commentary by Spencer X Smith here.
As an epilogue to the conversation, I sent him this seven-step plan:
1. Start Small: You don’t have to be everywhere all at once. Pick one or two platforms where your target audience is most active and focus your efforts there. It’s better to be effective on a few channels than spread thin across many. Knowing your business, I’d go all-in on LinkedIn first and only look at other platforms if that doesn’t work.
2. Create a Content Calendar: Planning can save you time. Outline topics or themes you want to share over the next month or quarter. Having a roadmap makes it easier to create and schedule content.
3. Repurpose Content: This is the biggest “hack” I can give you—as your audience grows, those new people haven’t seen what you’ve already shared. Save yourself some time and some work and repost past content.
4. Set Aside Specific Time: Dedicate a small amount of time each day or week for social media engagement. It could be 15 minutes in the morning or during lunch. Consistency is critical, not the quantity of time.
5. Involve Your Team: Encourage your team to share insights or contribute content that aligns with your brand. Collaborative efforts can lighten your load and help you find ideas/topics you wouldn’t have shared otherwise.
6. Measure and Adjust: Keep track of what’s working and what’s not. If something doesn’t resonate with your audience, don’t be afraid to adjust your strategy. Being agile can save you time in the long run. Some posts will do well, and some will fall flat. Expect that ahead of time.
7. Cliche but True: Personal branding is a marathon, not a sprint. It’s about building relationships and trust over time. By integrating these strategies, you can make the process part of your routine without it becoming overwhelming.
Do you feel that a lack of a solid online presence costs you clients? You’re not alone. And you don’t need to dedicate half your day to these activities. Just follow this simple seven-step plan, and you’ll be one of the few people out there showing up consistently in front of your target demographic, winning you more clients.
Spencer X Smith is the founder of AmpliPhi Social Media Strategies. He’s a former 401(k) wholesaler, and now teaches financial services professionals how to use social media for business development. This column first appeared in the Fall issue of NAPA Net the Magazine.
