Referral and relationship marketing are powerful tools for growing your professional service business. Whereas in the past, your personal brand was about how you looked and conducted yourself in person, now more than ever, it’s about how you operate online. Here’s a quick look at the five most important areas to focus on if you’re just getting started with your personal online branding.
Consider which relationships you currently have and what relationships you’d like to develop. Many people think of this in terms of customers and/ or prospects but it’s not always this straightforward. For example, you may benefit from developing relationships with advocates or partners; people who will speak on your behalf, or who can help you spread your message.
Before you begin developing a strategy to build your online brand, consider which relationships will matter most. That way, the other core areas I touch on below all lead to your central goal and create a cohesive branded image.
The next step is choosing the right properties. Where will you meet the people you’re building relationships with and where will you share your message? It’s not realistic to be everywhere online and you wouldn’t want to be everywhere anyway. An attorney who specializes in estate law, for example, probably isn’t going to find his or her audience on TikTok, a social media site where 60 percent of the users are under 24.
However, a network like Facebook, with broader demographics, or LinkedIn, with its educated audience, would offer better results and would likely be more befitting of the brand. Beyond social media, a few other properties to consider are your contact lists and websites.
Your content is what connects you with the people you want to build relationships with. Naturally, this includes things like your social media posts and articles or blogs. However, it’s a good idea to explore other mediums, such as videos, case studies, and success stories, depending on the properties you’re leveraging and who you want to reach.
You’ll also want to look beyond static content and explore relationship-building activities you want your audience to engage in. Consider all the different ways people can be interacting with you or you can be interacting with them online.
For example, you can be on social media interacting with them or sharing their posts or engaging with their articles and blogs or collaborating with them on distribution. There may be opportunities like one-on-one virtual meetings too.
5. Analytics/ Results
One last area worth mentioning is the analytics. You can, and should, be able to measure the results. At a very basic level, you can ask each new client how they heard about you, so you know which online referral methods are working best. However, you can go much deeper than this too. For example, the number of social media followers you have is an indicator of the health of your brand.
The number of likes, new follows, comments, and other metrics can signify your strength as well. As you dig deeper, you can begin to explore areas like sentiment or monitor for mentions of your brand online and see what others are saying too. In any case, decide what you want to track in advance and monitor the results, so you know when you’re getting real results for your efforts.