So, your trying to attract the right client to your business and you think that because you have a website and maybe a blog that people are just going to flock to your website or Facebook page? Wrong, on so many levels. You need a strong personal brand.
You have no doubt read the books that say you should build a sales funnel and sit back and wait for people to show up and buy your stuff, wrong, well not entirely, let me explain.
If I mention a name, say Richard Branson, you know who he is and that he owns Virgin Everything, right, right.
But if I mention Dell, the guys who make computers, it’s really hard to think of anyone’s face you might know or recognise if you saw it.
You see Branson has spent his life building his personal brand, where DELL have spent years building a company.
The days have long since gone when a company can survive being just a faceless corporation trading on logos and colours.
Its true that today companies live and in some cases die by the personalities they employ and who represent them. Today people WANT to know who the owner is and what he or she stands for.
The really successful companies build and promote the personal brands of the people within. I am sure you can think of a few personalities from the companies you know, like and trust.
You can pretty much guess that once RB puts his name to something its really going to take off. Elon Musk is exactly the same, you might not know everything he’s involved in but you have heard of him.
So how do us mere mortals get to the stage where people know who we are even when we are not in the room. Personal branding that’s how.
First off you don’t have to aim that high, all you have to do is build a community that likes you and what you stand for and what you stand against of course. This can be though videos, podcasts, Facebook pages and groups, blogs…in fact a whole host of things.
Personal brands are truly the most powerful brands, why, because people do business with people. Its so much easier to trust a person rather than a company or organisation. It’s how we are ‘wired’, to connect with people.
I have found that when you build a trusted personal brand people will naturally recommend you.
This also makes sure than when people talk about ‘you’ when you are not present they know who you are and what you stand for.
This is seriously powerful stuff and of course what they know and perceive about you is really up to you to determine and influence.
So, do you want to remain ‘faceless’ or do you want to build a strong personal brand where people know, like and trust you?
It really is down to you to decide but let me leave you with this thought:
Do you have enough, or more than enough, clients right now? If you do great you have a strong personal brand, whether you know it or not.
If you could do with more clients then you need to work on your personal brand because it’s not strong enough.
Have a fab day!
So let’s imagine for a moment you’re the owner of a luxury hotel, but this could be any business it’s just that luxury hotels suffer more than most from what I am about to take you through, and you’re posting regularly on Facebook and Instagram, occasionally on Twitter and results are not what you expected or hoped for, what can you do about it?
It could be that you have 20,000 or more followers but if engagement and shares are poor then it doesn’t really matter how many followers you have if they are not engaging with you.
Let’s take a look and see if we can remedy this.
I have been monitoring high end businesses for a while now, especially luxury hotels, and what’s happening is they are getting lazy. Some have this idea that just because they have a lot of followers its ok to take their eye off the ball, believe me it’s not, because customer experience is everything these days.
Let’s take Facebook as a case in point, Facebook is by far the biggest and most powerful social channel and it should be used to not only promote your hotel but to give your visitors, both old and new, the best experience you can. Facebook is fantastic for telling your story but many don’t, it’s the same bland updates day in day out.
What can we do?
I want you to think about why people flock to Facebook before any other social channel, escapism pure and simple. People go to escape, reconnect and connect with friends and family but because we can search and see other people posts we get a fantastic snapshot of their world. People want to see content that’s relevant, fun and useful. Most of what’s out there from high end businesses is the exact opposite.
This is where your hotel, especially if you have a luxury hotel, can really make a massive play.
For most that visit Facebook we know it’s aspirational and more than likely they will never be able to stay the hotel, but because they are thinking about it and drooling we have to think that it’s not impossible, you never know. But that should not stop you from connecting and maybe answering a few questions, should it? No this is the perfect excuse to connect with potential guests and it will help you ‘get the word out’ that you listen, you are respectful, helpful and the place to be.
Most hotels, and other businesses are missing a massive opportunity to connect and have people share their content.
This example is typical of what I mean:
Click image for full size view
This is just pure laziness on someone’s part. I haven’t included the name as the person/s responsible could be in trouble and that’s the last thing I want, but come on this is lazy marketing at its worst.
What could be better?
- The post mentions awards but where are the images to help the viewer decide who to vote for or at least engage with the viewer
- This post should be full of fantastic images or at the very least pictures or even better, videos of last year’s event
- There should be ‘calls to action’ CTA on what to do next, with links but nothing
This isn’t the only incident, this is something that goes on a lot, especially on Facebook.
So what can you do to increase engagement?
Simple, it’s not enough to upload fantastic images and video, although it certainly helps, you have to engage with your audience. The viewer has to feel part of the ‘community’ and be included, it’s not to ask a question or make a comment and then be ignored.
I speak to quite a few hotels on digital marketing and most come back with the same answer, “we don’t have time” or “we missed the comment”. You, whatever your business, can’t afford to miss either as this is reputation damaging on a major scale.
“The social phone is ringing. Are you picking up?” – Marcel Lebrun, founder of Radian6 (now Salesforce Radian6) coined this important phrase
So what’s to be done?
There’s a lot that can be done initially, monitor your feed for comments and shares, thank the person who commented, create a content calendar, blog with passion and reply within a reasonable time.
NLT is a concept by Keith McMean to help you break out of the old way of thinking when it comes to your business and how to grow it successfully. If you have any questions or thoughts on traction we can talk them through in the comments, this way if you have a fantastic idea I can give you the credit you deserve and if I use it in a future post you’ll be right there with me.
Using strategic thinking as a method of running and growing your business can sometimes be the one thing that stops you dead in your tracks. This is exactly the same when it comes to your social marketing efforts.
You see most business owners are stuck in the ‘working in the business’ instead of working ‘on the business’ mentality. You will hear me say lots of times, “think deeply” about a problem and you will find a solution. Now some people can do this well and without thinking about it. But sadly most small to medium size businesses never give themselves the time to think deeply about anything. Everything is running at breakneck speed. Sometimes this is a good thing but most times it’s a bad thing. (more…)
This is something I hear a lot as a consultant, although I feel the person saying it really hasn’t got the knowledge on what marketing really means today.
Years ago there were only a few choices to be made, newspapers, radio or television. Today there is so many its pointless trying to list them plus new ones are popping up like weeds.
We all realise that it’s now a ‘pull’ mentality and not a ‘push’ one and if you’re not in the ‘pull’ camp you better rethink your position and strategy quick.
But how has marketing changed for the SME’s and large corporations? Because they are the ones that cannot change direction quickly, they aren’t as agile as micro companies. (more…)