A friend’s friend, Ryerson, reached out to me and wanted to know how to make the transition from a corporate marketer to an independent consultant. How did I build my personal brand? How did I get speaking gigs? How did I get interview opportunities?
Here is what I shared with him: don’t worry about what I did. Work on four things first. These four elements will shape what you should do next.
I told Ryerson to get these done: ideal customer profile and value propositions will guide his website development, LinkedIn profile writing, his elevator pitch to potential customers, even his personal brand development.
I shared with him that this is not the most difficult part. The challenging part comes from business development and constant promotion of self. The truth is that he needs to promote himself every day. It doesn’t stop. It’s hard work.
There are many ways to do self-promotion. There is no right or wrong ways, per se.
For me, I focus on content marketing. I create original content such as books, blog and podcast to share my knowledge and expertise, I then promote that content on Facebook, Twitter, and LinkedIn. Everything I do is organic. Frankly, I should do more paid and sponsored, but I chose to allocate budget to create content and focus on 3 social media channels.
I also do email marketing to share useful templates and content.
Oh, I also spent a lot of time on SEO and website speed optimization. For business development, I am constantly on LinkedIn to source potential leads and I follow up with marketing professionals who sign up for my newsletter or reach out to me via various channels.
Everything I said so far is only for digital channel outreach.
I also attend marketing conferences, networking events and do coffee-meets with colleagues, friends and potential prospects on a regular basis. Offline Networking is as important as online digital marketing outreach.
Client projects and speaking engagement are the results of consistent digital, offline marketing outreach and customers’/friends’ referrals. There is no short cut.
I told Ryerson that he didn’t have to do all that. I did everything based on my budget. When I started 4 years ago, my revenue was small, so my marketing effort was small. Now, I spend more money on a website, SEO, content creation, influencer outreach since I have more revenue available. To do marketing right takes time, effort and money. You just need to do it, learn from your mistakes and keep working at it.
Ryerson told me that he will start with my 4 suggestions and he’ll keep me posted on how things go.
If you have been through a career transition, share with me how you did it. Love to hear from you. You know where to reach me.
If you like the podcast, I’d appreciate that you leave a review on iTunes.
Again, send me your marketing questions or thoughts via Twitter @pamdidner
Keep Hustling, my friends. You got this.