During every marketing consultation, I start off with this question: "Who is your #1 salesperson within the company?"
They have salespeople, but it's still usually the founder of the company that is the #1 salesperson.
So, what baffles me is that most companies create a marketing and sales strategy that don't revolve around the person who sells the most?
The #1 marketing tactic to increase sales and grow your business is to focus on marketing you, not your company.
This wasn't always the case with marketing, but with the continued growth of social media, the value of a personal brand to a business has skyrocketed.
One of the best marketers in the world is, in my opinion, Elon Musk. He uses his twitter account to say off the cuff remarks and engages with his audience. I barely ever see him post a well-produced, scripted video of him talking to the camera. He is the face of many companies, and because of his twitter account, he uses the tool to market his companies and most importantly drive revenue.
His personal brand directly impacts the growth of his company. He doesn't have to issue a press release every time he has something to say. It's all done via Twitter.
One of the best personal brand marketers I know is Matt Britton, CEO of CrowdTap and also a millennial expert who built his brand through writing and speaking about how businesses should be thinking about branding.
Here are three things I learned from Matt regarding building a personal brand.
Say something memorable
Matt had this to say: "In one of my talks, I say that the Kardashians have had a bigger influence on media than the Beatles. I always hear a few gasps in the crowd, and many of the follow-up conversations revolve around that part of the talk. It's usually a good sign that I hit a nerve."
It's hard to remember everything, so we tend to stick to comments that we can remember. It's also why I'm a huge fan of Elon Musk. He is full of one-liners on twitter
One Video is Worth 10 Articles
"I write whenever I can, but I've built my brand based on talks at conferences. Every time I give a talk at a conference or an event, I make sure that the presentation will be recorded and that the audio quality is high and post it on my social media channels.
When I am giving a client pitch, the first comment I get from my potential customers are that they've seen my videos and enjoyed what I had to say, " says Britton.
I've noticed the same effect as well.
The one negative to video is that it can also have a negative effect on your brand. If you have bad lighting, audio or if your content is boring, you can potentially turn customers away.
For me personally, video production is by far the hardest to master and requires significantly more time to invest than writing an article. This could be opposite for some people, but for me, writing is 10x easier than videos.
Stay on message, but mix it up every 6 months
"There comes a point where you've said everything you needed to say. Even if everyone hasn't heard what you've had to say, it becomes pretty boring to talk about the same topic over and over," says Britton.
I often write a lot about quitting and risk-taking in your career. There are only so many ways I can say "You should take risks with your career."
So, what I'll do is find related topics or topics that are in the news and offer my opinion about those. I'll either write an article about it or record a video and post it on LinkedIn.
You will start to see more people build brands around themselves. Ever since LinkedIn enabled live video, more professionals will adopt the idea of using video to build their brand with the end goal of growing their business.