I was contacted by a potential client a few weeks back and when we had our initial meeting I asked the question, “Why did you contact me?” The answer I received is what everyone in digital wants to hear: “Every time I googled, your name kept appearing in the search results”. I never asked for specifics because at that point I realised that the model I adopted was working for me.
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Without going into the nitty gritty details of the model, I have listed its key ingredients. I cannot guarantee this will work for everyone, but it appears to be working for me.
1. Look at the leaders
Spend a lot of time gathering information and learning from the specialists. Focus on people or organisations that deliver similar services, products and solutions to you. Look for the companies that “walk the talk” and do not profess to be specialists but provide hard evidence in the form of personal recommendations, testimonials and case studies.
2. Research your target market thoroughly
All too often, companies jump on the digital band wagon way to soon without fully understanding what makes the clients “tick”. Never forget that the consumer is king and sets the rules on how they prefer you to engage with them. Do not instruct them to engage on a particular platform. Give them a reason and let them make the decision. Find out where they participate online and let them find you on the relevant channel.
3. Content, Content, Content
I cannot emphasise enough the importance of interesting, compelling, thought provoking, relevant and shareable content. There is only one way to build credibility, motivate and influence, attain “thought leader” status and become a trusted adviser and that is to present good content on a regular basis. Once convinced that you know what you are talking about, people will start referring you to others (word of mouth), and when presented with a challenge you may be able to solve, will contact you to seek assistance.
4. Collaborate with social influencers
Spend time identifying other thought leaders that influence the market. This could be a subject matter or industry specialist, a well-known celebrity or prominent persons with the media. Support their online efforts in an appropriate way but be patient. Good relationships do not happen overnight.
5. Always be humble
No matter how well known and prominent you become, do not let your ego get in the way. Always find time to respond to everyone that connects with you (within reason). Do not get into arguments or heated debates. Take these offline and sort them out there.
6. Make it face-to-face whenever possible
I have discovered that all online relationships I have initiated have strengthened immensely after meeting with the person for a cup of coffee. People are essentially social animals and while the digital revolution has taken us by storm, we still enjoy real life interaction.
These are a few tips I was able to share with you. Do you have anything to add, based on your experience? I would love to hear from you!
