The Concept of Personal Branding
"When Shikha embarked on the freelancing journey in 2020, the Concept of Personal Branding remained distant and unexplored. She initially aimed to establish an online presence, recognizing that a robust online presence would be instrumental in attracting more clients.
During that time, Shikha opted to initiate the journey on Instagram. Instagram, with its visually-oriented platform, appeared to be the perfect canvas for crafting a visual brand capable of enticing potential clients. She wholeheartedly committed to Instagram for a year, consistently generating content.
Although Shikha enjoyed the creative process on Instagram, She eventually came to the realization that Her true passion resided elsewhere. Instagram didn't provide the ideal platform for Her to fully express Her creativity and connect with Her target audience.
In 2022, Shikha made the decisive switch to LinkedIn. LinkedIn, often regarded as a professional networking platform, was undergoing a transformation, with many creators recognizing its potential and actively engaging in content creation. Shikha seized this opportunity to explore a new avenue. Initially, She took the time to understand the platform, and once She did, She couldn't have been more pleased.
Writing on LinkedIn allowed Shikha to unearth Her true passion for writing. While She had an inclination towards design, it was through writing that She discovered Her authentic voice.
As a freelancer, Shikha had several options for Her primary personal branding platform, but ultimately, She chose LinkedIn. The alignment between Her passion for writing and the platform's focus on professional content made it a natural choice. She now derive immense satisfaction from Her chosen path, recognizing that personal branding is all about being passionate about the selected platform.
For creators and freelancers alike, selecting a primary personal branding platform—whether it's Instagram, LinkedIn, or Twitter—is a pivotal decision. The primary platform should be non-negotiable, with approximately 80% of one's focus dedicated to it. Building a strong presence and community on this platform should be the top priority, although expansion to other platforms can be considered later. The choice of the right platform hinges on the target audience and goals.
Consider these examples:
Instagram:
Ideal for emerging influencers seeking collaboration with beauty brands and primarily catering to a youthful demographic.
LinkedIn:
Perfect for career-driven individuals aiming for professional excellence, and it's the platform of choice for recruiters.
Twitter:
A platform where building a community through thought leadership takes center stage.
YouTube:
Excellent for fostering a community through video content.
Facebook:
A platform for making connections, particularly among the middle-aged demographic.
The choice should always align with the intersection of the target audience and interests.
While social media platforms serve as essential starting points for personal branding, they should not be the ultimate destination. Beyond a certain point, consideration should be given to having one's own website and building an email list to create a dedicated community.
The benefits of having a personal website include greater control over content and branding, enhanced professionalism and credibility, a centralized hub for audience connection, portfolio showcase, content format diversity, improved discoverability through search engines, platform-independent online presence, data collection, and monetization possibilities.
Building an email list offers direct and personalized communication with the audience, ownership of audience data, higher engagement and conversion rates compared to social media, relationship nurturing, increased traffic to one's website or content, protection against algorithm changes on social media platforms, a direct line to dedicated followers, opportunities for segmentation, and targeted marketing.
To start building an email list, one should:
Choose an Email Marketing Service:
Select a reputable email marketing service like MailChimp, ConvertKit, or AWeber.
Create a Compelling Lead Magnet:
Offer something valuable to entice people to subscribe, such as an ebook, webinar, or exclusive content.
Design an Opt-In Form:
Craft an eye-catching and user-friendly opt-in form to encourage visitor subscriptions.
Promote the Lead Magnet:
Share it across social media platforms, websites, and other channels to attract subscribers.
Segment the List:
As the list grows, segment it based on subscriber interests and behaviors for targeted content.
Send Regular Emails:
Stay connected with subscribers by sending valuable emails aligned with their interests.
Engage and Build Relationships:
Respond to subscriber inquiries and engage to foster a sense of community.
In summary, while social media platforms are crucial for personal branding, they should not be the sole focus. Establishing a personal website and building an email list allows one to take control of the online presence and create a dedicated community. By strategically choosing a primary personal branding platform and expanding from there, individuals can effectively connect with their target audience and achieve their goals."
Capt Shekhar Gupta
CEO
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