Do you get overlooked for promotion? Do you feel that what your clients see of you online underwhelms them compared to when they meet you?
On Monday evening, I presented a webinar to the USA and Canada and coached a CFO and an entrepreneur who runs an agricultural firm in Canada. Some of their questions might be helpful to your brand, too.
1. Why should I care about building an online brand as a director or CEO of my company?
Research conducted by Brand Builders in 2022 in the USA shows that 72 % of older millennials want to recognise the CEO or director of a company. 67 % will spend more with your company if their values align with the CEO’s. They (61 %) will also trust a company more if the person selling to them has a personal brand rather than if the company has a strong brand.
They (58 %) will engage more with your social media posts, and you will attract extraordinary talent and have a more loyal workforce.
Thus if you want more loyalty, want to attract better talent, if you want to increase trust, sales and engagement in your business-build a strong Personal Brand and train your teams on it.
Source: Trends in Personal branding National research study conducted by Brand Builders Group
2. How can I overcome imposter syndrome when I know I’m not the most prominent expert in my field?
One of the ways you can build your expertise is by being the Chief explorer of a topic.
By starting a podcast or a Vlog cast on YouTube, you can interview people in your industry who will help your clients. Ask yourself what topics would interest your clients and get those experts in. Your credibility will be associated with theirs by asking intelligent questions and having honest conversations.
3. How do I attract more clients through my online engagements?
When a person is contacted for sales, they ask these questions in their mind:
- Who is this person
- Who else have they helped
- What problem do they solve
- What proof is there that they’ve done this work before
- Can I trust them?
Here are two ways of answering those questions…
- A picture is worth a thousand words. Can you take photos of yourself doing actual work that showcases your clients, you in action, or your products and services?
- Build case studies
Build case studies that highlight the typical problems your clients face, why they came to you, and what results they achieved. Here are two snippets of case studies I’ve built referring to leadership coaching clients and team-alignment workshops.
4. Listen or watch to learn more:
If you want to hear a recent Podcast in which we discussed this and riffed on Marketing trends in South Africa, like the latest craze of Checkers Minis, ideas to gamify a Lego brick online store, and how to sell more firewood in South Africa, listen here.
Listen on Spotify here.