Here’s an undisputed fact. The Internet has changed everything. Studies repeatedly show that right now more people are starting businesses than ever before. In fact some argue that there’s even an entrepreneur revolution going on.
So when you start a business one of the first things you have to decide upon is whether you create a personal brand or not. Once you’ve made that decision, the next is how to create your brand so it supports your sales activity.
Today's post is to help you understand how to build a powerful personal brand and it covers:
- Packaging and positioning
- How to be constantly in front of your target audience
- Converting prospects into long term clients
#1 How to package yourself and your product
Packaging your product or service is all about branding and communication. It’s about image and voice! And, packaging this so that prospects want to do business with you requires a strategy.
As an entrepreneur it’s your job to define your image and your message so no one misunderstands who you are and what you stand for.
Your aim here is to master your message, to know your clients, and position your brand and yourself, as the head of your brand, as a leader in your field. By doing this you’re guaranteed to have higher sales and more success in your business than your competitors.
So let’s look at image and branding first.
I want you to always remember perception is reality! Those who win in business are not necessarily the best in their market. Often they’re just the better marketers!
Your brand – You need to ensure you’re positioning yourself in-line with your business model. If you’re a premium brand this is vital so you’re not competing on price. This is about attracting the right sort of fans and loyal clients that you want to do business with.
So to build a credible brand you need to know your audience so you can design one that fits their taste and reflects your brand’s personality. You’ll need to define your values, your culture and what your brand stands for. You’ll need to tell your story too and your why. Both of these build rapport and as connection points to support how you want to be seen and what you want to be known for. You’ll have to be courageous and stand out from the crowd. Who wants to be a samey?
As Judy Garland said, “Why be a second rate version of somebody else, instead be a first rate version of yourself.”
Your headshots – as an authority and leader in your niche you’re going to need some professional PR shots. These will be used for your website, social media efforts and also for the press. Do not skimp on these. They work for you on autopilot. They attract prospects like the moth to the lamp when done well.
Your website – You need to have a website that looks professional. Now this doesn’t mean spending a fortune on it, but it does require you to create one that is engaging, relevant and mobile! I can’t stress that last point enough. You’d be surprised at how many big brands I see that are not mobile friendly. It’s an unforgivable crime!
In addition to having your ‘About Page’, you need testimonials. This saves you having to spout off about how good you are. Let your clients do the talking!
Get press too and then stick the logos on your site. Logos always impress people – and that means both your prospects and your existing clients, who’ll like to talk about it.
Your collateral – Every piece of output you deliver has to reflect your brand. Here you need to go further than your website and look at your brochures, presentations, emails, proposals – anything that touches your prospect and client.
Your character – You need to bring your character to everything you do. You need to make it crystal clear as to who you are, what you do, and how you do it. Then you’ll attract publicity through your energy, persistence and leadership. You’ll need to show your opinion on your subject matter as this just demonstrates your leadership and the fact that you’re an authority in your nice.
Remember your clients want a leader. They’re looking for your unique take on things – an expert opinion. They choose to work with you because of the quality of the work you deliver; but clients choose to say with you because they love your character – your personality.
Your communication or your brand voice – you need to communicate with your audience regularly; in the voice that they want and in a style that they enjoy. You have to be engaging to keep their attention and the way to do this is by writing good, fresh, relevant copy i.e. blogs, tips and videos. This is content your audience wants.
You also need to keep Google happy so you’re ranked and seen on the web when your prospects search for help. This means knowing your prospect inside out – their needs, wants, and pains. You need to add content including video regularly and keeping it SEO friendly.
You need to add your social media links too – why put all your eggs in one basket with Google? Diversify and be a little risk averse here.
These are only starting points, it’s up to you to own your online persona as a leader and present the face you want to be known for to your clients consistently.
#2 How to be constantly in front of you target audience
You know your products and or services are exceptional, and you’ve already identified your market and know where to find them. Good going! Now your next task is to determine what methods you'll use to get your message in front of them.
SEO, blogging, guest blogging, commenting on other blogs, Facebook, Twitter, Pinterest, YouTube, LinkedIn are all viable means. Then there’s email marketing for writing messages, the press, mailshots, networking, cold calling, speaking engagements, presenting and even writing a book!
The point here is to get your message out to as many people as you possibly can consistently, but again you need to be strategic and you have to have a system in place otherwise you’ll get overwhelmed and give up. Allow about 1 hour daily for this and schedule this too. If it isn’t scheduled it won’t get done.
Look at your avatar – your ideal customer and prospect. Where do they hang out? How do they like to be wooed and courted? If you’re not sure ask them or track your Google Analytics and website stats.
#3 Converting prospects into long-term clients
By now you know, as the sky is blue that people buy from people that they know like and trust. So the only way to get to turn your prospects into clients is to develop the relationship.
Here are 5 steps you can start taking today to convert leads into long-term clients.
1. Know the goal
One reason many businesses do poorly with converting leads into prospects is becuase they fail to understand the goal of lead management. The goal is to get the appointment. Nothing more, and nothing less. So stay focused on just getting the appointment and you'll begin to see a difference in your lead conversion ratio.
2. Craft a powerful experience
Pay close attention here, because this is where it either happens or it doesn't. To get that appointment you must craft a powerful experience for all the kinds of leads that come to you. An experience that makes them say, “Wow, that's amazing!”
Create that experience by determining what your prospects want. Then give them that and more. What would make them truly want to do business with you?
- A response to their inquiries within 15 minutes?
- Handy and regular tips to help them with their business?
- Your personal, home phone number?
- An introduction to someone who can help them generate business?
Spell it out on paper. Make your prospects say ‘wow' for the different ways in which they (the leads) come to you.
From phone calls to advertisements, decide how they'll be handled. The same goes for getting a referral from a past client, and for an e-mail lead from your website.
You're the architect. Build something worth talking about!
3. Categorize your prospects
Simply categorise your prospects in accordance with how ready to buy they are. You could use a system of ‘The Goods' where they are ready to buy now; The Bads' who are not ready to buy just yet but are worth keeping on the boil and ‘The Uglys' who are a real long shot. There are plenty of systems so just develop something that's defined and right for you.
Develop an action plan for each kind of lead and don't drool over the “Goods” leads so much that you forget about the “Bads” and Uglys” – they're potentially all future business.
Set up an auto-responder system so you can keep in contact with them and develop the relationship.
4. Use technology
Technology can be hugely supportive to your business and these days' you don't have to be a techie in order to use it. Remember that whilst technology can help you manage your prospects (leads) it can't convert them. That is your job and it requires a conversation in person or over the phone/Internet.
5. Embrace the basics
Let me ask you this. Do you know why the top producers make so much money? They embrace the basics. That's it. They focus on these day in, day out. They get back to people quickly. They listen. They respond professionally to what they hear. They do their homework. They do the basics. So with all the bells and whistles out there don't lose sight of performing the basics. Hold them near and dear and you'll have laid the foundations for a stellar business.
So to wrap this up…
Whilst there are challenges for you to overcome when creating your personal brand, make no mistake; there are more advantages available. And, whether you chose to play full out and embrace it fully or not, one thing is certain – your clients, prospects and competitors will be expecting some degree of brand personalization. So the choice is yours. Treat it as an asset now or get left behind.
Now I want to hear from you…
Tell me in the comments below or in a private email:
- How are you dealing with your personal brand?
- What aspect of your personal brand or branding do you find the most challenging?
Please share your stories and experience here, and if you've got a question, just pop it down here.
Thanks for being a sport and participating!
P.S.
Finally, if you know someone who'd LOVE the insight from this how to create a personal brand post, please send them a link. You’ll find solo entrepreneurs, consultants and yes, even sales and marketing managers who manage people who'll be interested to hear about this.
P.P. S.
If you want to learn more about Social Selling & Positioning yourself REGISTER for my master class: 12 Social Selling Tips
