Turning lurkers into clients
LinkedIn is a great tool for me to build an audience, share my wisdom and help as many small business owners as possible to build a better business. If this means they engage my services at some point, then bonus.
I get DMs from business owners saying they have been watching my content for an extended period and “it’s now time to chat as I need help…”.
They only do this after ascertaining if there is likely to be a fit, they feel they like and trust me and feel they would get results from working with me.
These people have rarely liked, commented or shared my content – they simply lurk, consume and decide if I am right for them.
Now, I am not a member of the ‘this isn’t Facebook’ brigade 🙄 – it’s all social media. The clue is in the title.
The trick is to not be vanilla and post generic, uninspiring, same as your peers content. The trick is to stand out and be remembered – for the right reasons.
My great friend and brand expert Deborah Ogden would agree with this.
There’s a story of a Premier League footballer with a questionable attitude walking into a jewellery shop in Manchester offering to pay £80k cash for a premium watch. The shop owner popped to the rear of the store and called the brand owner who didn’t want said footballer to buy the watch as “he wasn’t the kind of person they wish to be associated with their premium brand”.
The footballer left in a surprised huff.
Establishing a strong personal brand can be a game-changer for small business owners. Here are some key reasons why building a personal brand is essential for the success of your small business:
Credibility and trust: a well-defined personal brand can and should establish trust and credibility with your target audience. When customers connect with a person rather than just a company, they are more likely to feel confident in doing business with you.
Differentiation: in a crowded market, a distinct personal brand can set you apart from competitors. Your unique personality, values, and expertise can become your competitive advantage, making it easier for customers to remember and choose you over others. Stop trying to be liked by everybody – be liked by your niche audience.
Networking opportunities: building a personal brand opens doors to valuable networking opportunities. By actively engaging with your audience on social media, attending industry events, and participating in online communities, you can expand your network and form meaningful connections that can benefit your business.
Customer loyalty: a strong personal brand fosters loyalty among your customers. When they feel a personal connection with you, they are more likely to remain loyal to you and your business and become advocates who recommend your products and services to others.
Increased visibility: a well-crafted personal brand increases your visibility and expands your reach. As you consistently share valuable content, showcase your expertise, and engage with your audience, you attract more followers and gain exposure to potential customers.
Attracting opportunities: a strong personal brand attracts opportunities such as speaking engagements, partnerships, and media features. As your reputation grows, you become a sought-after authority in your industry, leading to new opportunities for growth and collaboration.
Premium price: a strong brand and reputation should help you attract, engage and win new business without them wanting you to reduce pricing and allowing you command a premium price in your market place. If you compete on price, you are in a beauty parade and that is a slippery slope.
It is not just about promoting yourself, it’s about creating a memorable identity that resonates with your audience and drives the success of your small business.
By investing in your personal brand, you invest in the future of you and your business.
Building a personal brand isn’t an option. We all have one. The trick is to ensure your personal brand is strong, consistent and stands out from the crowd.
What does your (in person and online) audience say about you behind your back?
When business planning, we work closely with our clients to help them build a strong, stand-out personal brand that drives awareness, advocacy and relationships in their sector and helps them to become market leaders.
As well as your content and networking, one of the best ways you can build a strong personal brand that generates a high number of quality referrals is to do an excellent job with your existing clients.
Delivering best in class customer service, doing what you say you’re going to do, and delivering tangible ROI to the right clients is a sure fire way of maximising client retention, client upselling and advocacy.
These advocates will then promote you and your brand to everyone in their network.
Are you and your business at the forefront of your audience’s mind or are you one of a number of options? Or are you getting lost in a sea of content and competition and the lurkers go elsewhere?
