Is the juice worth the squeeze on personal branding?
5 considerations to help you answer this question.
This is a million-dollar question right now in B2B.
Some businesses are jumping in on this trend with two feet...
Developing thought leaders, recording videos, and even hiring true "influencer" team members.
Others, though?
They question whether this is just buzz. Or if doing this will actually profitably increase revenue. (The most cynical ones see the main motivation for doing this as ego, not business growth).
MY TAKE: it depends.
It depends whether your buyers are actually on LinkedIn (or whatever other platform): if you sell to MSP CEOs? Yes. They are on here. If you sell to high school janitors? Ehh. Less likely. You should only be producing content on platforms where your audience hangs out.
It depends what type of investment you are looking at: you can probably find a B2B content agency happy to take $7,500/month of your money to do this work. Our service at Veth Group is less than $1,000/month. No long-term contract. I'd argue we're similar quality. Remember, cost is a big driver in the ROI equation.
It depends if you have the right strategy for driving eyeballs: building a personal brand in 2024 is about more than just making great posts. You also need a plan for getting people to see your content! (this could be ad spend, email, offline events, commenting on others' posts, sending connection requests, etc.).
It depends what outcome you are looking for, and how quickly: a personal brand is as much about nurturing people you've already met at least once...as it is drawing complete strangers to your sales funnel. If you're expecting this to be a quick fix for pipeline RIGHT AWAY, it's likely the wrong strategy for you. The patient win at personal branding. And get all of the rewards.
It depends whether you have the stomach for it: attention is a two-edged sword. You'll get praise. And you'll also get criticism. Everyone with a personal brand learns this.
While there are more considerations than these, I'd start with these five.
And if you want to talk about getting Veth Group's help on yours?
We're less than the monthly cost of a summer intern…
We're already supporting something like 70 executives…
And Frank Reed would love to connect with you here.