On-Line Content: Are you Annoying or Appealing?
By now, the hope is that you're engaged online — it's quite simply a requirement for developing and building your personal brand as well as your sales contacts and leads. So, no preaching about why it's important to be online; the assumption is that you already are.
However, the question now is: Are you annoying or appealing? Are you adding to the digital noise (which can be significant), or are you actually leveraging the opportunity to create an actual relationship with clients and prospects?
Here are some tips to make sure you are putting your best you out there:
- Write about topics that interest your audience. Seems obvious, right? But most people write from their own perspective. Do a quick review of past postings. How many times do you use "I" and "me"? If the content doesn't work with "you" instead, it probably holds little interest.
- Focus on your strengths. If your post requires a lot of research or if it isn't on a topic you could speak about for three minutes or more unrehearsed, it's probably not in your wheelhouse. If it's a topic you'd like to be an expert in, take the time to become that expert before claiming the title.
- Don't complain. No one likes to spend their time with someone negative. Spin the content around and present a solution or a positive alternative.
- Don't be afraid to create controversy. Own an alternate position from the norm. You might be surprised how many people appreciate a new perspective.
- Know your goals. Don't write until you are clear about what you're hoping your reader will do. Are you trying to build likes and shares to boost your online ranking? Would you love to position yourself as a potential speaker for industry events? Do you want to increase your contact list and build off-line conversations? Once you have identified what you're hoping to accomplish, stay in that lane.
- Go above and beyond. Always look for ways to be helpful. If someone leaves a comment, you should reply quickly. Go the extra step and add some additional content that you believe will appeal to them, such as a link to an article or relevant resource, even if it's not directly related to insurance.
- Invite guests. A great way to build your own presence is by supporting others. If you worked with a great attorney, invite them to provide content that you post to share with your own audience. This can also be a great way to illustrate the quality of company that you keep.
- Track responses. Take the time to notice what drives reaction. If ending with a question prompts the most comments, make that a habit. If linking a video drives response rates, that's the route you should focus upon.
- Be yourself. Always. Enough said.