Welcome to part 3 of developing your personal brand as a social seller.
What have we covered so far?
- Discovering your own magic. Discovering your own strengths, your passions, what makes you – you. This is critically important to your own personal marketing, particularly when you’re a social seller and you are on social media as a personal brand
- Digging into your target avatar. This is where I get a ton of pushback. People are really resistant to narrowing in on a specific avatar, but if you’re talking to everyone, you’re talking to no one. When you get really specific about your avatar, it doesn’t mean that you’re not talking to other people, it means you’re talking specifically to that one person. Put that out to the universe to say this is the person I’m trying to reach with this message. Go ahead and be courageous! It doesn’t mean that you’re not talking to other people, it means you’re talking specifically to that one person.
Now, let’s talk about the next part of your personal branding – the sweet spot in the middle.
The Personal Branding Sweetspot: The Overlap
The real magic happens in your personal branding when your strengths, skills, and passions intersect with your avatar’s interests, desires, and needs. That’s where we see what passions and interests you and your avatar have in common. As always, I have a little exercise for you, and I really want you to spend some time on this.
- Narrow down and group your passions and interests.
- Do the same thing for your avatar.
The goal of this exercise is to look for the overlap.
For example, I grew up in a small town in Rhode Island and I currently live in New York City. I came from a town where I didn’t even know where the bus stop was. Now I live in the Upper East Side of Manhattan where there’s a bus stop on one block in every direction.
So, if I were targeting someone who was from Rhode Island or any other small town and moved to New York City that would be a very specific intention of mine. If that were part of my target audience, my content would be a lot about how I transitioned from a small-town girl to a city girl. That’s definitely a big piece of who I am. That’s part of my story.
But it’s not a primary focus for my target. My target is a frustrated social seller:
- Network marketer
- Real estate agent
- Online coach
- Any type of socialpreneur
As you can see, I am really getting specific. My bullseye of that is a frustrated network marketer.
If you are feeling very frustrated about your social media activity, have a busy family life, and you are spending too much time on social media and not getting enough reward for that activity, I want to help!
That’s my target audience. The fact that I moved from a small town to a big town is interesting, but it’s not part of my brand pillar.
Is the fact that I am a multi-six figure, online wellness entrepreneur, who’s been doing social selling for seven years now and also came from a background in brand marketing, and has a different perspective to help network marketers in this business helpful? Yes! That is where I focus.
What does your Social Media Feed say about you?
This is about shining a light on specific information that is really valuable to your target. As we talk about magnetic marketing, once you get clear you can decide what belongs on your feed and what belongs in your stories. I will definitely talk about Rhode Island a lot in my stories, particularly in the summer, because I have a summer place in Rhode Island and love to share the sunset almost every single day. That’s a part of who I am, and I want to show all parts of me. Does that make sense?
What I’m really trying to help you do by finding this overlap is create the magnet. When your ideal target finds you on social media, and they scroll through your content, I want them to think – “I love her” and click the follow button. That’s what this is about. So many times, I see content on people’s social media feeds that’s just so random. If I look at their feed, I cannot tell who they are, what they’re about, and what they want to tell me about themselves.
The magnet is the overlap
Look at things about yourself that overlap with your target and you think they’d find valuable. What does valuable mean? Valuable means it’s entertaining. It’s educational. It’s shareable, and it’s saveable. You want people to say
- “Oh, I learned something new there!”
- “I totally relate to that!”
- “Oh, my God, that’s so hilarious”
So for this personal branding “intersection of you and your avatar” exercise, I invite you to spend some time grouping your passions and interests and doing the same for your avatar and see where they overlap.
As always, I’d love to hear from you how this exercise went and what you’re struggling with.
- If you’re really struggling with finding the overlap, please go back and do the first two parts.
- If you don’t feel like you have enough to talk about, that’s an opportunity for you to start to think about what kind of things you want to learn about.
Ninja Tip! Learn it, teach it
One of the greatest forms of social media content for me is a technique that I call, learn it, teach it. As soon as I listen to a podcast, read a book, or find something interesting, I share that in a number of different formats with other people. I don’t try to be the originator of content; I try to be the sharer of valuable content.
Next week I will share all about brand pillars, which is one of my favorite topics. I will show you how we can turn these into a brand description for your personal brand description and personal brand pillars, which is really going to be the foundation for your social media activity when you get really focused.
In the meantime, remember, you are magnetic and people are waiting to hear what you have to say.