How B2B Professionals Can Use Content for Personal Branding

b2b-personal-brandingI recently recorded a video conversation with my friend Tom Skotidas. He is the founder of Skotidas, Asia Pacific’s leader in B2B Social Media Lead Generation. This is the first of several conversations that we recorded on the topic of social selling, but the topic really is broader than that.

The video below is about personal branding. If you are a B2B sales person, the conversation is perfect for you and gives you some things to start thinking about as you begin to incorporate social selling into your approach. But if you are a marketer, the concepts of personal branding that we talk about are appropriate for you too.

The big ideas we talked about are:

  • Building trust through awareness and familiarity
  • Modeling your personal branding consistency and positioning after known corporate brands
  • Understanding what success looks like in a personal brand

How do you approach your personal brand and are you consistent about it?

Photo credit: Flickr

Work in B2B? LinkedIn Can Supercharge Your Personal Brand

b2b-LinkedIn-LogoEmployees at B2B companies know that LinkedIn is the B2B network. It can meet a host of individual and business objectives such as increasing awareness, enhancing SEO, driving website traffic, dripping on prospects and lead generation.

In 2004, when I was running digital marketing for a financial services company, one of my project managers told me he had joined LinkedIn. I asked him what it was. His answer? It’s kind of a digital rolodex that connects people. I didn’t really get it at the time but since I was the guy in charge, and supposed to be leading the digital efforts, how could I not join?

Well, a decade later, I am a believer. LinkedIn is more like a rolodex on steroids and then some.

I’ve used it for all of the things mentioned above, but today I’ll focus on a couple of my favorite tips which helped me become one of LinkedIn’s top 1% most viewed profiles and will help you to supercharge your personal brand.

Start Them Up With Your Summary

Your summary is the first piece of content your profile visitors will see. It’s where you can clearly differentiate yourself from others in your field. What you do in your profession are table stakes. For example, a financial advisor will typically help clients save for retirement, or create financial plans to increase wealth. If every advisor in town does the same thing, how does one rise above the rest? That’s where the summary comes in.

Think of your summary as the place to tell your story. Not in a static resume kind of way, as that’s what the rest of your profile is for, but in a more dynamic and engaging manner. Start by considering simple questions beyond who you are and what you do. What do you stand for? What have you done that’s cool, fun or different? How can you showcase your personality? And why would someone care? Consider what you write as the value proposition of your personal brand. Your value prop separates you from everyone else, so use that to pique your profile visitor’s interest and generate immediate interest in you.

Before you finalize it, consider your keywords. That’s right. Not unlike your website, consider the keywords you want people to find you with – not only via LinkedIn searches, but web searches. Search engines pay attention to LinkedIn profiles and using them as indicators of relevance so choose those keywords carefully and you’ll enhance both your search engine optimization (SEO) and your awareness generation efforts.

Stay Top of Mind with Status Updates

Businesspeople are starting to use the status update feature but there is plenty of room for more. In fact, LinkedIn is allowing people like you and me the opportunity to blog on LinkedIn as another form of status updates.

Status updates appear on the home page of your connections and group members. They can be shared, liked and commented on which will expand your reach even further. Your updates will get noticed if you post enough relevant and engaging content.

To be successful, begin with a content strategy. Decide what you want to post based on your value proposition and what you want to be known for. You can post original content, share other content, curate content – there are a lot of ways to do it, just choose what’s best for you.

I’m a content curator. I research content every day to source content that my network and prospects will find interesting. I schedule my posts a day in advance using HootSuite, and post every two hours starting at 7:00 am. I chose this schedule based on research I did about when my prospects are online and engaging with content. Though I may not get as many views and shares as Jeff Weiner or Richard Branson, I know my content is seen, as I’ll have people stop me in the supermarket asking to chat about something I shared.

Increase awareness, stay relevant, and support your brand with status updates.

What else have you done to supercharge your personal brand on LinkedIn?