In an increasingly competitive marketplace, your personal brand is your competitive advantage, especially on social media. Yet, many entrepreneurs struggle to break through the digital noise and capture the attention of their target market.
If your personal brand sucks you can guarantee you are leaving money on the table and also missing out on opportunities to make a greater impact and income. Here are six signs your personal brand sucks on social media:
1. You focus on selling Where consumers previously engaged with brands in a solely transactional way, they suddenly had the means to connect with the people behind the brand.
For this reason, it’s no longer sufficient to simply sell to your target market. You must engage in cultivating long-term relationships with your target market.
2. You do everything Contrary to what countless Instagram bios would lead you to believe, proclaiming yourself as “CEO, Fashion Designer, Artist, Interior Designer, Philanthropist” does not make you seem more credible. Consumers simply want to feel confident that you can do one thing exceptionally well.
Simplifying your offerings and becoming a specialist will position you as an expert, rather than an option.
3. You speak to everyone Similar to presenting too many offerings, broadcasting a broad and general brand message is equally as detrimental to your personal brand. Your goal is to get the attention of the right people. This cannot happen if you are speaking to the wrong people as well.
If you’re speaking to everyone, you’re speaking to no one.
4. You aren’t active in the new marketplace Your job is to capture attention. Social media guru, Gary Vaynerchuk, calls this “day trading attention” – exchanging value for attention. This is done by strategically deploying high-value content on social media.
If you want to get their money, you must first get their attention.
5. You prioritize ROI What is the currency of business? No, it’s not Bitcoin. The currency of business in the social media marketplace is relationships.
When you engage with your target market on social media through your content, you are playing the long game. It is not a static sales transaction; it is a dynamic cultivation of long-term relationships. This cannot happen with an ROI-driven mindset. You must approach these interactions with the goal of adding value consistently over time to build what I call “Relationship Equity.”
Like real estate, there is value in the transaction, but the greatest return on investment is in the equity.
6. You’re competing with other personal brands Don’t believe the hype – competition is not a winning strategy. Competition is what happens when you do the same thing as your competitors, but with the hope of doing it much better. This is a one-dimensional strategy. Instead, commit to a more dynamic strategy: Find the one or two things your competitors are not doing and do those things exceptionally well.
Hint: Create a magnetic personal brand and leverage the power of social media to build relationship equity with your target market.