When it comes to you projecting yourself to your chosen market you’ll find lots of advice on how best to do that. Give regular hints and tips to position yourself as insightful and thought leading in your space is the typical reply. I like this, it’s fairly straight forward on an ‘Anyone can do it basis’.
Is this enough? Not for me.
Why is the ‘Hints and Tips’ approach to social not enough?
Let’s say for example you are in finance. How many people and companies are providing daily advice about how to manage your finances? Let’s face it, if I’ve got a question it’s been blogged. The point is that approach on its own will just leave you lost in the noise.
What is the Sweet-spot?
The LinkedIn Sweet-spot is that bit of you that provides flavour and colour. It’s that thing that stands you out from everyone else in your sector. It’s that unique perspective that only you can provide when it comes to your field of expertise.
Let’s take Gary Vee as an example. Whilst I’m not his biggest fan his meteoric rise has come from him owning his space in an outspoken fashion. His non-academic yet refreshingly honest views on 21st digital marketing are quickly becoming the stuff of legend.
Closer to home I’ve been lucky to work with some fantastic examples of people who have identified a Sweet-spot that has catapulted their digital activity and led to a range of opportunities. Whether it’s DJ-ing connectivity specialists, Dyslexic Professors in Higher Education or Knicker Queen’s, it’s these niche capabilities, areas of expertise, life experiences or perspectives that can significantly help to drive our personal brands.
What the Sweet-Spot isn’t….
The LinkedIn Sweet-spot isn’t contrived. It’s not about coming up with a creative character and then fashioning your personal brand around it. It’s about identifying what is truly unique to you and utilising this in your activity.
The Key to the Sweet Spot
Well, the first step is understanding who you are trying to talk to. If your Sweet-spot has relevance, elevates your stature or humanises you in some ways then that’s great. Remember, not everyone has to be Gary Vee to be successful, and this is where identifying what success looks like to you.
Four key Questions to identify your Sweet-spot
- Who am I trying to talk to? (Buyer Personas)
- What makes me unique amongst my competition in my sector? (Sweet-spot)
- What words would people use to describe me? (Sweet-spot)
- How does my existing social media activity reflect my Sweet-spot? (Communication)
Final Thoughts on the Sweet-spot….
The fact is if you want success you have to stand out from the crowd. That won’t happen if you do the same things as everyone else. It also won’t happen if it’s contrived.
Discover what is authentically and uniquely you and ensure this becomes a focal aspect of your LinkedIn Sweet-spot and ultimately you’ll drive new business opportunities.
Do you want to know more about how to become a LinkedIn Expert? Sign Up for my next Hidden Secrets of LinkedIn Masterclass on the 12th of July.
Image thanks go to https://commons.wikimedia.org/wiki/File:Linkedin_Chocolates.jpg