Personal Branding Part 2: Master Your Professional Image Across Online Platforms

Ready to transform your online presence into a magnet for potential clients and business opportunities? 

Tune into this episode of Scale Up Strategies. We share actionable tips to optimize your branding across multiple platforms and maintain a consistent professional image that resonates with your target audience. We've packed in some invaluable tips on our favorite platform, LinkedIn!

Beyond LinkedIn, we delve into the essentials of a personal website, including why it needs to be mobile-friendly and regularly updated to uphold your credibility. 

We also discuss the critical steps to securing the right domain name and social media handles early on. 

Discover the latest on SEO advancements influenced by AI and how tools like Canva can help you create branded templates for a cohesive online presence. 

For inspiration, we spotlight industry leaders like Gary Vaynerchuk, who exemplify effective brand consistency. Don’t miss this episode packed with insights to elevate your online presence and attract the right opportunities.

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Transcript

Speaker 1: 0:03

You're listening to Scale Up Strategies, the business growth podcast for coaches, consultants and speakers. We're your hosts and business coach experts Mary Fane Grant and Laura Bay Shore.

Speaker 2: 0:16

We're sharing all our insider tips from 20 plus years in business, including how we successfully scaled our businesses without losing our minds or our husbands.

Speaker 1: 0:27

Sure, you can piece it together and try to DIY your way to success, or you can listen to us every week and learn the shortcuts, because we promise they're really awesome.

Speaker 2: 0:38

So grab your favorite cup of coffee, tune in and let's start the show.

Speaker 1: 0:42

Hey everyone, welcome to part two on personal branding. This episode is all about positioning and building your online presence. Did you know? According to HubSpot, 81% of consumers conduct online research before making a purchase. Woo, I know that I do Like. I'm going to scope people out. I'm going to stalk them on Instagram, LinkedIn, Facebook website. I am going to do my research, so your online presence better be top notch if you want me to buy your product or your service. Hi everyone, I'm Mary Fane Brandt.

Speaker 2: 1:23

And I'm Laura B Short, and we're so excited to talk to you about this topic today.

Speaker 1: 1:29

Hey Laura, I think we should start with our favorite platform. What do you think?

Speaker 2: 1:35

Yeah, what platform would that be?

Speaker 1: 1:40

Well, that would be LinkedIn, of course. So we're talking about building your online presence. So we're going to start off with building your online presence on LinkedIn. It is the B2B platform with over 1 billion users, and that's where the decision makers are hanging out, and that's probably why we love it that you know the networking. It's just the power of LinkedIn for professionals. So we're going to just kind of go over how to build out your presence using LinkedIn as the first platform that we go over.

Speaker 1: 2:14

Did you know, laura, that you only have six seconds to capture the attention of someone scrolling through on social? That makes sense, right? So what is your profile? Tell them about you.

Speaker 1: 2:30

I'm going to let you know a couple examples, because Laura and I both do LinkedIn profile revamps and optimization, and I see two things that go on. One is they've set up a profile and never done anything about it, and now they're a business owner and I can't, I don't know this, because there's nothing about that on there. They have no you know background banner. All that it's just boring or bland. And the other mistake I see is people don't know why they're on LinkedIn or what they're doing, like, oh, I'm a social media expert, but you know what I do yoga on Saturday nights. So I'm not sure like what do I contact them for? I'm interested in personal yoga instruction, or do I want to hire them for social media? So those are like two things that I see going on on LinkedIn. So we need to get consistent. We need to build our brand, laura. What else do we need to do on LinkedIn?

Speaker 2: 3:29

Well, what I see with LinkedIn is that people say, okay, I should be on LinkedIn because it's there for businesses, but, much like what you just alluded to, nobody does anything with their profile. The number one tell for me that you have no idea what's going on with your profile. Is your picture Okay? Because, whether or not you've put a picture up there, that spot is showing and it's blank. So you need to have your professional headshot up there. I'm sorry, but it cannot be a selfie. This is not going to work. It's not going to get it done for you. This is not going to work. It's not going to get it done for you. It's. You need to be able to work with a professional so that you project your personality through your picture.

Speaker 2: 4:17

And with that said, there's also that blank banner right, the gray or the blue banner. That's there initially. If you have not created a custom banner, I know that you don't know anything about the platform. And then it makes me wonder if I want to reach out to you for the next business opportunity or for a service from you. So if you are on LinkedIn and using that as a way to promote your brand and your services, make sure that you're showing up. And one last tip sometimes people are afraid of interacting, which you shouldn't be doing that on LinkedIn, but you need to turn on your profile picture so people can see it outside of the platform. Do not make that mistake of keeping it. Yeah, because when people are Googling you and we're talking about cross-platform in a few minutes here when people are Googling you, the platform that has the most SEO behind it is LinkedIn. You will come up and if your picture's blank, no one's clicking on you, am I right?

Speaker 1: 5:24

You're right. I just had that happen, like two weeks ago. I was like, why can I not? I was working on a client's profile. Why can't I see their photo? Well, we weren't connected and they have that setting where only their connections could see their face. I'm like, hello, you're on LinkedIn to network and get business, so change that. I love that. You said that the other thing that people need to do on LinkedIn is really to create what I like to call is a power headline that captures the attention and showcases, like who you work with, how you work with them and what the transformation is. So not just I see this a lot, I bet you do too. Ceo and founder of ABC Solutions.

Speaker 2: 6:12

Okay, yes, I was just saying that in my head as you were mentioning it, I was like, oh no, because it's like, unless somebody is looking for your specific business which, let's be honest about it, they probably aren't because you came up with some fun and inventive name for your company, you're not doing a service to yourself. Nobody's looking for ABC business.

Speaker 1: 6:35

No, and you know, on LinkedIn SEO is built in. So I like to have a little fun sometimes with the headline, but I want it to be very strategic. Like who do you work with If you are a speaking coach for women to grow their business and get more clients on stage? That's the statement piece and then after that you can put speaker, coach, business advisor all those SEO words right. So I, I love I have so much fun writing power headlines.

Speaker 2: 7:08

Yeah, I agree, it makes all the difference. It truly does. And that then leads into your about section, right Another powerhouse for your SEO. So the key elements that you have in there are again, you're speaking to your audience, you need to understand who you speak to and take advantage of all of the character count that's there. And again, especially as a business owner, you get really confused on this part and you think, well, I'm just going to copy my professional summary from my resume that I was using back when I was employed by someone. No, you don't do that. Start with a provocative but PC okay, but a provocative question, something that's going to grab attention so that people understand and want to read. If you start off with experts seasoned blah blah it just reads oh, resume and people just start tuning out. So use that first line.

Speaker 1: 8:10

Also, the about section is not really about you. It's about your ideal client. It should be client-centric versus you. You know what I hate, oh my God. Okay, I'm going to piss some people off, but that's okay, cause this is about being authentic authors and pissing people off. And pissing people off, that's what the no, the podcast is not about pissing you off. The podcast is about speaking truth and being authentic because we want you to be successful. So, authors, if you're listening, if all I see is written in the third person, mary Fane Brandt is a third, three time bestselling Amazon author and has you know, it's all about me and my awards.

Speaker 2: 8:52

No, mary Mary, it's an award winning three time bestselling.

Speaker 1: 8:59

Right, right. So like, oh my gosh, when I see that I just want to pull my hair out. I get that you're proud of your book and congratulations, but no, that is not going to get you more clients on LinkedIn. Talk about what their pain points are and why, why you would be a great speaker at their audience. What do you bring to the table, right, what? What are their? What is their audience maybe, um, looking at? Or maybe you're a book coach. I don't want. Yes, do I want to know that you've written books? Yes, but if all you're doing is shouting like, hey, look at me, I've got 10 books published, um, I'm an Amazon bestseller, blah, blah, blah, that just tells me that you're all about yourself, right.

Speaker 2: 9:41

And you won't be able to get a word in edgewise while you're having your free consultation that I'm sure hopefully you're directing people to with your link there. But yeah, I mean you need to talk to others and I like the way you put that. The about section's actually not about you. It's about the service, the clients that you work with. Yep.

Speaker 1: 10:07

Client centric. How do you work with them? Do you have a method, like a lot of people? They have, like you know my three-step program to increase your Facebook leads? Right, let's just say it's something like that yeah, then talk about the three-step program and then you know what I love to do in the about section Laura is I love to put social proof right there, like a client testimonial, like just put it right there.

Speaker 2: 10:34

Yes, I have that one too.

Speaker 1: 10:36

Mm-hmm. Well, we could go on all day about the about section, the headline, but also let's just touch briefly experience and endorsements, skills and accomplishments. What do you have to say about that, Laura?

Speaker 2: 12:00

Well, I think something that you do really well with your clients is making sure that you beef out the experience section and put in those visual assets that are going to also back up what the written statements are there, and it breaks up the writing. So it's really important to be able to do that. Take advantage of all the things that are listed. Take advantage of all the things that are listed Again, don't make it line up exactly with your resume for those of you who are just getting started in your business and also make sure that this, too, is conversational. So this is in first person. Here are the things that you're doing or that you've worked on, and then talking about endorsements. Endorsements are really important, I think recommendations are more important.

Speaker 2: 12:54

Oh, that's what I meant. That's what I meant, sorry. Endorsements are the clicking.

Speaker 1: 12:58

I'm going to endorse this person 20 times, and then I'm going to ask them to do it to me, right, like da da, da, da, da da. Oh my gosh.

Speaker 2: 13:05

When that's happened. That's a really good tip. Please don't just endorse a stranger and then ask them to endorse you. Ew, that's how I block people. You will never get in contact with me again. The recommendations is what I actually meant to say. When you have a recommendation, you want to help the person who's recommending you to highlight the things you'd like them to focus in on. So if you're trying to highlight a specific portion of your work together with that person, let them know. Hey, if you really enjoyed this piece of it, could you highlight that? That's something I'd like to make sure that my future clients will be able to see, and what do you think about that?

Speaker 1: 13:47

um, that is how I train people. Like tell someone hey, when we worked on that accounting project, we were able you know I worked on that, I got that done um, on time, under budget, save the company ten thousand dollars. If you can put like numbers in there, I think that's really great. But as a business owner, we we have to ask for those recommendations and I like them on LinkedIn because they're right there, they're public. That means I can take them and use them anywhere and I'm really proud. I think I have 95 recommendations on LinkedIn. I'm trying to get to a hundred. So if anybody, if you've worked with me, you've seen me speak or train five more.

Speaker 2: 14:27

I really. I don't know why I have a goal.

Speaker 1: 14:30

I got to get to 100 by this month, so it'll get there. But, yeah. So recommendations tell people what you want to be recommended for, make it easy for them, give them some bullet points. And skills yes, you need to get endorsed for skills, because that S that is SEO and helps build that up. And then accomplishments you know I love putting accomplishments in the featured section. Yeah, like like, I got my AI certification. I won an award. Yes, that is about me. That's where that belongs, along with client testimonials and your best blog or piece of content.

Speaker 1: 15:08

There's a lot to talk about on LinkedIn, laura, and you might have to do a whole episode on that, but I think we need to move on to optimizing your other online platforms. So there's things like your personal website and the importance of why you need a website. Still, some people are like no, you don't need a website anymore, I just have LinkedIn. Well, you actually do, because it takes 12 marketing touches for someone to do business with you. So here's a great statistic for you guys 75% of consumers admit to making judgments on a company's credibility based on the company's website design. So I'm going through a rebrand. I know you just went through one. Websites are still important.

Speaker 2: 15:55

They are and I mean with your website make sure that it's mobile capability is up to par, because more than likely, that's where people will be looking at you. So it might look beautiful and be consistent on the desktop, but you need to make sure that it's showing up on the mobile because that's where most people will take a look at it. And the other thing is that it's another piece of credibility or authority to you right To say that you put the time in here. So make sure that you get those updates done and make sure that it's aligning with where you are at currently in your business, because we know that that's a little bit more difficult to update. Typically you got to hire somebody to do it. But please do that, because if 75% of people are making a decision based off that, you're missing out on opportunities by not having everything aligned and in order platforms it should be.

Speaker 1: 17:06

when people meet you, it's the same brand voice and tone as they see online. So you guys were just we can't, we can't scream it loud enough, we can't say it enough, but your brand voice, your brand tone, your brand message should be consistent. So what I love, laura, this? Um, I've had this happen. I know you have too. I've gone to an event and I have people go. You're Mary Fane Brand, I follow you on LinkedIn. Or you're Mary Fane Brand, I heard you on a podcast. Because my branding is so consistent. I am the same person online that I am offline my messaging, my tone, my voice. So it's really important to be consistent, because then you can be recognized like a Kardashian out somewhere.

Speaker 2: 17:48

Oh God, hopefully not in the same light, but I understand what you're saying Not in the same light, okay, how about?

Speaker 1: 17:54

you can be recognized like Taylor Swift somewhere. How's that? Because her branding. Anyways, let's move on.

Speaker 2: 18:01

I probably like Beyonce more, but it's fine.

Speaker 1: 18:04

It's good. So content creation and sharing Again, this episode is all about online positioning and being consistent across all the platforms. So when you're creating your content, it needs to be on brand for you guys. So if your brand colors are pink and green and you're posting everything in black and gray, there's really going to be a disconnect. So make sure that you're staying on brand in not only the platforms, but how you're sharing content. What does that content look like? How does it feel? How does it make the readers or the listeners feel Are energetic? Are they calm, like? We are not a calm podcast? Right that we are not a calm and sympathetic podcast. We are full of energy and insights. We are on fire, so, but that's how we are. Well, that's how I am in real life and, laura, you have that side of you too. You're very fun and energetic, um, and very welcoming, and that is the brand that we have across all of our platforms.

Speaker 2: 19:07

Yeah, I think you know that's really important for my branding is to make sure that I'm approachable, and so I try to keep it that way. I try to be friendly and kind and include others, especially when I'm out networking. One of the things before we move on from this that I don't think that we had in here to go over, but we need to make sure, it's here trying to get your social handles to match up. Have them as close to each other as you can, because that's how we're going to be able to find each other Right. Get those social handles.

Speaker 1: 19:46

It's funny. You should say that I had a client call earlier this person's working on a website for someone and she went to you know they didn't have their website domain yet they had their business name, not the web domain. She went to get it and it was $1,300 to buy that web domain, cause they had. So she reached out to him and you know what he did. He went and bought a domain with just the number one at the end of this domain.

Speaker 1: 20:17

I don't want to say their name and she's like oh, that just looks like spam. Don't just add a letter or one. She could have added a word before the word health, which, so that this person's health industry. And if they added a word before the word health which totally made sense, they could have gotten the domain and built the website and it wouldn't have cost $1,300, but it would still be on brand. What he did is he bought the domain and built the website and it wouldn't have cost $1,300, but it would still be on brand. What he did is he bought the domain with a number one at the end, which now looks like spam. So I'm pretty sure they're going to ditch that and go back.

Speaker 1: 20:50

So when you're starting your business, not only grab all your social handles absolutely and Laura, you're in charge of that for us. Thank you very, very, very much. But make sure your domain get your domain, is everything lining up, you know?

Speaker 2: 21:04

yeah, because people are going to be searching for you and if you have a handle that is across platforms, that will also help too.

Speaker 1: 21:13

Absolutely so SEO, SEO. We are not SEO experts. So, SEO, SEO we are not SEO experts. I highly suggest that you learn enough about SEO so you can understand when to use it. Linkedin has built in SEO, so make sure you're using those terms and words that people are searching for. You want to have those keywords in your profiles, in your content, your website. But I want to say that SEO just changed about two weeks ago with AI SEO, and so now when you Google something, it's going to give you an AI search. So I'm not exactly sure how that is going to change the landscape of SEO for small business owners, but it is another reason that business owners need to embrace AI and start learning more about that right?

Speaker 2: 22:05

Yeah, because it's shifting rather quickly, and so you want to make sure that you're partnered up with someone you know. Shameless plug, but get with coaches or somebody who can help you learn about this, just like us, or somebody that you trust, because you need to know what's coming around the corner, and in order for you to do that, you have to get familiar with AI. There are no two ways about it. You will not be able to run your business without a foundation and an understanding of how to use it.

Speaker 1: 22:31

Yeah, so you need to, and I don't think that we're saying your whole business should become AI. My philosophy is you need to learn which tools will enhance the job at hand, and we're also not about replacing humans with AI. You need a human to run the AI. The AI is a productivity tool that helps us be more productive and efficient and serve our clients better. It is not to replace the humans on your team or in your office, but you do need to learn how to embrace AI and which tools work best for your business and where you're at, and we'll do a whole episode on AI. I'm sure that we actually should put that.

Speaker 1: 23:12

Laura, we need to just put that on the calendar. Put it on the sheet. Okay, I'm actually going to go to the computer right now and I'm literally going to put that on for when we are doing the next batch recording. I love it.

Speaker 1: 23:28

So we talked about personal branding, your voice, your brand, your messaging, your digital assets like a cross. You need to match, you need to be consistent, you need to you're. You know, grabbing your social handles is so important and then and then creating a consistent brand image across all channels. This is something that I do with my clients. When I'm working with them on LinkedIn, I create a client testimonial template that is on brand for them and I give it to them. It's kind of like a bonus. Here you go, template that is on brand for them and I give it to them. It's kind of like a bonus, here you go. Now, when you're posting about a client testimonial, it's always on this image, in your brand colors, in your voice. So people will know. Well, you can do that, you guys, with all kinds of content. My thing-tastic Friday. That is a template that I created. Yeah, exactly In.

Speaker 2: 24:19

AI and, honestly, like Canva, is your friend. Just get in there, learn it. You can do so much with it. Even if you're just starting out. You have to get comfortable in having these key assets, because it is how people identify you. So you have creating consistent brand imagery, right. So you've got to have those templates available. They've got to be visual. They've got to be in your voice and your tone. You've got to have your brand messaging so you get somebody captive and they're interested in you. Where are you leading them to? What is your brand messaging for? Really need to think about that. And then cross-promoting content right. So make sure that it's not just the same exact image, just switch it up a little bit or switch the delivery of it, but it can be the same content. It just needs to hit a little bit differently and cater to the platform that you're utilizing.

Speaker 2: 25:22

We wanted to share with you guys a couple of brands or names and those in the industry that you're probably familiar with, but this is our suggestions to go kind of take a look and see what you're looking for. So, gary V he is very consistent across his brands. You know his website, social media and even I have to say that I think he goes between LinkedIn and Instagram very well. I also wanted to highlight that it's also not 100% about your followers. I mean, these numbers are going to sound big when I share them with you, but he has 5.1 million followers on Facebook, 5.5 on LinkedIn. So if you're wondering what's better for you, you have to think about where your audience is. That is the platform that you should start with, because I think I believe Instagram's like 15 million. So think about what performs for you. And then also you've got you know your standards, like Amy Porterfield, mel Robbins, ariana Huffington, seth Godin. You know we kind of mentioned in fun yeah, legitimately taylor swift and beyonce. I mean you guys. Well, taylor swift, yeah you've got the swifties.

Speaker 1: 26:47

My niece just went to her first. I think it's her first taylor swift concert she's only nine but like she's got this whole brand and it's a fun brand that whether you're five or 50, you can go enjoy her concert and then the Beehive locally here, the Boyer Bakery, does a really good job of a consistent brand across their Instagram and Facebook channels. So our question to you before we go is who or what makes you stop the scroll? What brands are you following that you're like I pay attention to them, I listen to their podcasts, I follow them on social. What is it about them? So, for example, amy Porterfield very educational. I want to learn from her, right.

Speaker 1: 27:35

So what are the brands? Why do you follow them? Is it entertainment? Is it educational? Is it educational? Is it informative? Just start thinking about that so you can really take that and infuse like, what do I want my brand? I want my brand to be informative and fun and I kind of feel like I've done that. I'm informative, fun, casual and conversational, because that's where the magic happens is in the conversations. So, just, you know, a strong online presence really can attract your ideal clients, and not just clients I think we need to stress, laura. What about collaborations and referral partners?

Speaker 2: 28:15

A strong online brand can attract those type of people that can help you grow your business Well exactly, and because if business partners can't connect with you, then there's no way that they're going to reach out.

Speaker 2: 28:29

So, for example, when I'm looking at I don't want to say pursuing, but I'm looking at starting a conversation with a potential business partner, I do see if they use the platforms that I use. What's my platform? Linkedin, okay. So I look and see if they're on there and if not, I'm like, oh, I don't know if that's really the right person or the right brand for me, because I need them to show up where my clients are, where my referral partners are. How can we add value to one another? So, really start thinking about that and utilize the tools that we've discussed here in part two. And if you haven't listened to part one, which is the foundation of setting your personal brand, you need to go back and listen to part one, because these two episodes are really going to help give you that foundation, whether you are starting or you are refreshing your brand, because, as Mary mentioned at the beginning, you should be looking at that really about every two to three years, because that's how fast business changes.

Speaker 1: 29:34

That's how fast things move when you're scaling. That's how fast things move when you're scaling. Yeah, yeah, so, oh. So I think that pretty much wraps it up for branding part two. We invite you guys. We want to hear from our guests, so our new email will be dropped in the show notes. Send us an email, tell us that you love the show, something that you wish we would talk about. We really want to hear from our audience. And talking about hearing from our audience, our next episode, laura, is going to be a hot topic. It's why you need to become a great storyteller. So I'm really excited to do that right.

Speaker 1: 30:17

How to become a great storyteller.

Speaker 2: 30:18

I think that'll be really good.

Speaker 1: 30:19

Yeah, so you guys remember we need you to subscribe, rate and review our podcast and share it out with the world, please. And until the next time, here's to good coffee, great conversations and even greater success. Cheers, bye. If you enjoyed the podcast, show us some love. Please rate, review and subscribe to our podcast. Bye.