The Four Pillars of Social Selling: Pillar #1

The Four Pillars of Social Selling: Pillar #1 – Building a powerful professional brand.

As promised, here is the first installment on the “Pillars of Social Selling” blog series.  In this blog, we'll explore the key strategies for creating a professional brand that resonates with your audience and elevates your social selling game. 

In the dynamic world of social selling, establishing a strong professional brand is no longer a luxury; it's a necessity. Creating a professional brand isn’t just about having a nice-looking LinkedIn profile, it’s about building a foundation for all of the experiences that your audience will have with you. 

Understanding the Power of Professional Branding:

Your professional brand is the perception others have of you and the unique value you offer. It represents your expertise, credibility, and authenticity. According to a survey conducted by LinkedIn, 72% of sales professionals who use social selling as a part of their sales process outperform their peers who don't. Building a strong professional brand is the foundation for this success.  Building a customer-centric professional brand is even more compelling for your prospects and customers.  It helps them understand what you do, and how it will impact their business – which is really all they care about!

Define Your Value Proposition:

To create a compelling professional brand, start by defining your unique value proposition. What sets you apart from your competitors? Identify your strengths, expertise, and passions, and how you serve your customers with that experience.  Also include examples of how you’ve been able to help your customers achieve their goals – this helps to bring credence and relatability to your brand.

Consistency across Platforms:

Your professional brand should be consistent across all social media platforms you utilize for your professional life.  Be aware though that any profiles you utilize for personal use only will still be visible to your audience, and so you need to be very careful about what you choose to share socially. Ensure that your profile and content align with your desired brand image. According to a study by Hootsuite, profiles with consistent branding across platforms experience an average 23% increase in engagement.  For example – use the same profile photo on all professional social media accounts, or at minimum a similar one, so that your customers can see that you are the same person on all accounts.  You don’t have to post the exact same content, and likely shouldn’t – each platform has its own “language”, and look and feel.  However, the content should be similar, and the overall brand should align.

Engage and Network:

Social selling is not just about broadcasting your brand; it's about building relationships and engaging with your audience. Your brand is only one aspect – you need to also build up your reputation to reflect that brand. By taking time to interact with your audience, responding to comments, and participating in the conversations, your responses serve to continue to build your brand and reputation over time.

Leverage Testimonials and Recommendations:

One of the most effective ways to bolster your professional brand is through testimonials and recommendations. According to a Bright Local survey, 93% of consumers read online reviews for local businesses, and 49% trust online opinions as much as personal recommendations.  Think about your own purchase journey, if you’re buying a “big-ticket” item, you’ll likely check out the reviews and base at least some of your decision-making on those opinions.  The same goes for your own customers and prospects – they see what you have to say about yourself (on your social media profiles) – but what do others have to say about you?

In conclusion, in the era of social selling, creating a powerful professional brand is an indispensable part of your success. By understanding the impact of professional branding, defining your value proposition, creating a consistent experience, engaging in the social conversation, and using reviews to your advantage, you can create strong, dynamic, and attractive professional brand.