Because the right personal branding helps you establish yourself as a trusted expert, thought leader, and influencer, no matter what stage you're at in your career. It can help propel your career in ways you never thought possible.
One of the most effective ways to do this is through social media.
But what if (gasp!) you’re not really into using social media? (cough)
That was pretty much me about a month and a half ago.
So, frankly, it was a tough decision. I muddled it over. I read some articles. I got some advice from friends. And I decided to take the plunge and test it for a month.
Because that’s what marketers do. We test. And learn. On repeat.
First, let me share the data with you. It kinda surprised me. I didn't think posting 3x per week would be enough to see any real impact.
Then I’ll share:
From May 12 - June 19 (I skipped one week) I posted 3x per week on LinkedIn. I also engaged with other people’s posts (3-4x per week) including adding comments.
Not mind-blowing, but you can see something’s clearly going on. Ever since I started posting regularly, it’s kind of like I created a new average. I used to have 15-30 profile views per week, now I have 30-50 views per week. And so far that new average is holding steady.
What’s your goal? To see what happens when you post and engage on LinkedIn? To be a LinkedIn influencer? To learn more about a particular topic by following other people’s expert content?
My goal was to test what happens when I regularly post (3x / week) and engage on LinkedIn for a month. I kept it simple.
Choose 2-3 core topics that you want to be known for (as an expert in your field), so you can post content that’s relevant and adds value.
My content focus is:
I prepared my 3 posts the week prior. I added ideas to Google Sheets on an ongoing basis, and so now I have 50+ ideas that I can use for future posts. This is how NOT to freak out that you’ll run out of content to post. Just keep adding ideas to an existing list.
I get my post ideas from: stuff I’m working on for clients, stuff I’ve worked on in the past, articles I write, other people I follow, books I read, news articles in my Feedly, and random thoughts while I’m showering (seriously).
I tried posting in the morning (usually), early afternoon, and late afternoon. In the “Top things I learned” section below I’ll talk about what I learned about timing the post.
I decided to post 3x per week on Tuesdays, Wednesdays, and Thursdays. If I had something a bit more playful to share, I’d save it for Fridays, but this was rare. I picked 3x per week because I knew I could stick to preparing this amount of content. Not scary.
Common theme? Not surprisingly, the content needs to be genuinely helpful for your target audience. Most of my posts and article views are coming from founders (also business strategists, sales, and marketing specialists).
Also, sharing something cool (e.g. someone else’s project) and tagging those that were a part of it, plus using a trending hashtag. All these things work really well.
Despite being annoyed with myself for checking the app repeatedly, one of my business goals for this year is to write every day so that over time (due to repetition and learnings) I become a better writer. I want to keep developing my personal brand voice and writing style. Let’s be honest. It’s part of my job as a marketing consultant!
But my goal is not to become a top influencer. So I’ll continue to post 3x per week consistently (aside from engaging with other people’s posts) and some weeks, who knows? I might post 4x!
The key is not to overdo it, else risk losing that consistency that I’m striving for.
Dave Gerhardt, Ex-Drift and CMO of Privy, said it took him YEARS to build engagement and influence. He started working on it in 2015. Today, he has 1,000+ people in his Patreon community paying $10/mo. to access his brilliance. Including me :)
It’s not a bad road, either. Building a brand on LinkedIn, it’s a bit of a game, isn’t it? You create something, put it out there, and see what happens. Then you do it again and again and again, staying consistent, learning along the way, getting better. Pretty much what Marketing is all about.
As for my next steps, I’ll see ya on LinkedIn every Tuesday, Wednesday and Thursday, with content that will hopefully knock your socks off. I’m also going to review my most engaging posts and see if I can’t turn them into long-form articles.
See you soon, and happy posting!
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