Let’s prepare an elevator pitch for our personal brand when we have only 30 seconds to make an impression. An ideal elevator pitch should cover at least this information, the order does not matter but it should communicate these things about you or your brand. 1. Who are you? Tell them your name, profession, if you are working with an organization tell your designation. Do not elaborate on by telling the things which will not be relevant for them to know. Such as your experience in the organization, your location, your job role etc. They will seek more information from you if they are interested in your profile. 2. What do you do? Tell them how you help people, what solution do you have. For what problems people seek your product or services. What value you provide to the people. 3. How you do it? Tell the process or plan how you help people achieve the results, how your product or services are different from others. Such as, I run online courses to help people improve their communication. I help people grow their business through social media etc. 4. What do you deliver? What product or services you deal in, tell about all the solutions you provide to people, the value you create for your customers or results you deliver. 5. Who you work with? Tell about your target audience, what kind of people are benefited from your services. Their gender, age group, location, profession. Ideal components of an elevator pitch: An Ideal elevator pitch should have these component and they should be effectively communicated to the prospects to create the curiosity so that they want to know more about your product and services or your personal profile. · Name/Profession · Company/ Area of work · Target Customer/ Prospects · Value proposition · Competitive point of difference · Call to action Standard formats of an elevator pitch My name is <name> , I am working as <Designation/Profession> with <company> . Our company manufactures/provides <Product> or <services> for <target audience> that helps people with <<Solution/value you provide/results>>. We <USPs/ process>. If you are interested in our product/services <call to action> Examples of the elevator pitch § Generic elevator pitch: I am a CEO of xyz company. Our company manufactures low-cost ball pen and notepads which are used in brand promotion. Many schools and training organizations use our product due to its high quality and low price. The product is personalized with no additional cost and gives you more value for money. If you wish to order them for your company we would be happy to serve you. § Sales elevator pitch: Have you heard about an app where you can track your health? My name is John working as a sales manager with abc company and we have developed an app which can help people who are suffering from health issues, tracking their health. It will notify your medicine time, the time to take meal and how much workout you need in a day. It will also track your doctor’s appointment and will keep you notifying about your next visit. It’s very useful for the people who ignore their health due to hectic schedule. You can check our website and download the app from there. § Personal brand elevator pitch: I am a social media marketing expert I help entrepreneurs leverage their online presence to grow their business. I help them customize their sales funnel as per their product and services where they can convert their social media audience into business leads. I have worked with 500 entrepreneurs and helped them get the desired results for their business using social media.
Planning your content We have to plan our content on Facebook to get good results from this platform. If we keep sharing random content without any plan it will not build our personal brand and we will not get the expected outcome. So here I am explaining what type of content you can post and how to plan it. What type of content we share and how to plan it? There are three type of content we can plan Attraction, promotion, and conversion Attraction To attract more audiences to our profile. It is general content. May or may not be related directly to your profession but in the interest of the general audience. Story, text, pictures or interesting stuff that people want to see on their newsfeed. There will be many people who will see your attraction content, it helps you reach more people and grow your audience. Attraction content is shared to grab the attention of the wider audience, grow your profile audience and increasing the profile visibility, encouraging engagement. Sharing engaging videos, pictures, motivation or inspirational posts, encouraging discussion on posts, trending topics, stories are few of the examples of attraction content. Here I am sharing the examples of attraction content from my timeline it can be a simple quotation like Dance like no one is watching, Write like everyone is reading. Or you can simply update your family picture, holiday pictures, update your DP all these type of content is attraction content Promotion This is for Promoting your personal brand, business and career. This content is shared to filter our target audience out of the profile audience which we have generated through attraction content. When you share the promotional content you are establishing your personal brand and reaching your target audience with the help of the content. Such as am a Personal Brand coach and I share about branding, marketing or social media. That’s a promotional content for me where I am promoting my profession with the help of the content. This is specifically for entrepreneurs. For recruiters, the promotional content will be posting about their organization culture, team meeting, team outbound activities etc. For corporate professionals, the promotional content will be telling about their work in an interesting way. There are many content writers who keep sharing the content tips so for them, this is the promotional content. I hope you got it now. This helps people find out what you do and if you can help them. this is how your target audience filtered out of the universal audience. Promotional content is to market your brand, skills and making people aware of your business, services or products with the help of the content. It is not about advertising or selling anything but only promoting yourself through content. Posting educational stuff, sharing knowledge, tips, sharing your program pictures, certificates, receiving awards, client testimonials, customer story, how do you help people, sharing niche-specific tips and niche blogs, sharing your expertise, educational videos are few examples for promotional content. Here I am sharing the examples of attraction content from my timeline Example 01: Is social media giving you worry and hurry about daily content? What to post, when to post? Do you need to post daily? Do you need to tax yourself to create fresh content daily else you may get FOMO FOMO = fear of missing out My answer is NO. Prefer Quality and Consistency
Over Quantity and Constancy Social media will not pay you for adding noise, but creating your unique voice. Example 02 Branding does not mean making things superficial The biggest mistake a company can do in branding is to make their brand personality superficial rather than real. It can be your product, service or personal brand. You trigger the emotion with superficial marketing and they buy! Buying decisions influnced by emotion is not building a brand it is just selling. Building a relationship with your brand takes time and real effort. Being real is a brand. Getting customers on superficial things is not branding. Sometimes being superficial may become a slow poison to your brand soul essence. Be real, be a brand! Conversion These are the direct business-related content, such as buy my product, join my program, enroll to my program. You can not talk much about this directly as people do not like advertisements much however everyone is always looking for someone to solve their immediate problems. when it comes to social media we have to do social selling rather than direct selling. This type of content should be planned in a way that it makes a maximum of 20% of your timeline story and not more than that. You will keep getting the leads through attraction and the promotion content as well. And when you post-conversion content you will experience lower engagement but still good conversion ratio because you have already build trust and credibility on your audience with other content. For the people in job for them conversion post will be seeking the opportunity. Members who do not plan their content this way experience any result from Facebook for their business and they are even unable to figure out what is going wrong with them. So only having lots of connections or more engagement on your post will not work unless you plan your content. There are many members who keep sharing interesting stuff from internet and get good engagement on their post without having content plan but that is not building their personal brand on LinkedIn. Here I am sharing the examples of attraction content from my timeline Example 01 Are you creating noise on Social Media or are you being heard? Get your message right to right people by rising above the digial cacophony. What you do here is adding to your brand or it is just an another stream of posts? Build your own digital brand story with me in my next masterclass at Delhi. Example 02 You are unique! And so is your success journey. If someone says copy their success path and you will reach your dream destination, I wonder how much it can fit into our journey. For the unique you I bring your Unique "Superbrand Success Formula" in my upcoming masterclass in Delhi. Unleash the power of your Personal Brand #UP2B You will discover it yourself for the unique you. I will share the tool, techniques and the system which will help you uncover your #UP2B secrets. Want more details? Connect with me at PM. (Call to Action) How to plan your content You need to plan your content in a way so that is keeps the algorithm happy and Facebook supports you to reach more people. When we promote ourselves too much on any channel be it Facebook or LinkedIn we actually make the platform unhappy with our content as none of these channels like an advertisement, why they do not like? because we as a user do not want to see so many ads on our timeline. We are there to socialize but not to buy anything, agree? So the algorithm won't like anything which user does not like to see. We want to see useful information, motivation, inspiration, we seek learning from other members, we want to see how you can help me but not through advertisement but through a well-planned content. We need to build our personal brand, establish trust on our followers, and be known as a thought leader, social selling leader before we go out to sell on social media. Advertising our business directly is not gonna work to get organic leads. Post more of the attraction content on your timeline, make it around 50-60% of your timeline story. Grow your audience and build your brand. Promotional content can be 20-40% and conversion content can make maximum of the 20% of the timeline story. You can prepare your weekly calendar in this way: 7 attraction post, 3 promotional post, 1 conversion post in a week
Hashtags help you reach the right audience, grow engagement and build the consistent visibility of your post among your audience. Hashtags also help to filter the content related to specific purpose and context and organize the timeline content of your page, group or personal account. Tips to use hashtags on Facebook · Use 2-3 hashtags only · Be consistent with your business hashtag · Use relevant hashtags only · Do not use trending hashtags only to get attention · Use post-specific tags more often · Use hashtags to start a conversation is a group · Think about your industry and target audience while using hashtags on your promotion posts · Do not overdo your post with hashtags · Avoid putting hashtags in the middle of the sentence as it may impact the post readability, the best place is at the top or bottom of the post · If you are using unique hashtag, promote it among your audience