If you sell low priced things to junior people within an organisation then actually you don’t need to bother about your personal brand. What you do is probably pretty transactional and the buyer might not really care about doing too much due diligence. The further up within an organisation you need to be, the more difficult a task it is to look interesting to the people you need to engage.
Plenty or marketing automation type companies will give you a formulaic route to “drive registrations” or “optimise clickthrough” and whilst that may work for managers it certainly WILL NOT work for the CEO.
Selling at the top level within an organisation requires skill, patience and an ability to put yourself in their shoes and ask yourself “is what I am doing going to turn them on…or off.” Every “icon” you put in your headline or “click here to book a time” or “register now” button will turn away the very people that you want to engage.
You know it and I know it.
So what will work then? How can you get in front of the CEO on LinkedIn and have them take you seriously?
- You need a strong personal brand. Not a “landing page” or a “call to action” or an “advert” but a clear story about why the reader should like and trust and believe in them and in what you say. You can mention what you do and why this maters but remember – people buy from people so the thing that is really on sale here is you!
- You need to have good behaviours. You need to be joining, taking part and leading (some of the) conversations and you need to be doing this regularly. It is highly unlikely that people will disconnect from you for sharing too much good content, more likely is that they don’t really know who you are at the moment (which is why they don’t comment or share or like the things that you post)
- Sharing your expertise. You need to be producing your own content – writing articles, shooting videos, sharing pictures. You don’t need to write 2000 word white papers or shoot studio quality films, but you do need to be creating original pieces of bitesized content to reinforce that you know what you are talking about rather than just re-sharing content written by others (although you should be doing this too of course).
- You should have a clear process. Processes are vital because everyone needs to understand how to find, nurture and convert likely targets from prospects to clients and part of that process is ensuring that everything is up to date and you are “always online” being visible and having conversations.
So why would not doing these things make you less attractive to the C-Suite? Well, because they tend to be busy people. They do not have time to read and sift through a spammy profile full of pitches and platitudes, but they possibly do have time for a good story. They certainly don’t have time to scroll-back through hundreds of posts and perhaps but in to you.
If you do these things it’s highly likely you will notice a massive increase in the amount of visibility, conversations and therefore opportunities, that you have. It’s not magic, it’s just about being in the right place at the right time and the more you are “out there” virtually meeting and greeting people the more likely that is to happen. Rather like if you go to loads of events or business groups the chances are that opportunities will “just appear” because you will be front of mind and therefore people will mention you more often.
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