Cresting The Hill

INTRO

Today on the blog I have something a little bit different. I'm sharing a collaboration that sheds some light on how to go about finding your niche online. Those who are tossing up whether to start a blog, or a Youtube channel, or a Substack presence might find some helpful hints on where to start the process of building a personal brand on social media.

None of us started with hundreds of followers or professional equipment, we just gradually found our  direction. It helps to have a willingness to share with people you don’t know. And enough patience to keep going.

So here's today's post that I hope you find interesting and maybe even helpful....

WHAT IS A PERSONAL BRAND AND WHY DOES IT MATTER?

A personal brand is what people associate with your name. It may be a topic you understand well. A point of view you regularly share. Or a particular way of approaching your work.

Your social media profiles are only one part of that picture because people may also find you through Google, your website, podcasts, online articles and mentions on other sites. 

Indeed, businesses that want their websites to appear in relevant search results sometimes work with Adelaide SEO services as part of their online strategy. Similarly, someone intent on developing a personal brand on social media should think beyond individual posts and consider their entire digital presence.

Building a strong personal brand is important for several reasons. Not least because it can introduce you to clients, employers, collaborators and people who share your interests. Additionally, it can give you a place to publish ideas that might otherwise remain unnoticed.

WHAT DO YOU WANT TO BE KNOWN FOR?

If you are serious about building a brand, one of the first things you’ll need to do is choose a subject or niche you are happy to discuss regularly. It should reflect both your knowledge of it and the direction you want to take.

For example, a former teacher who wants to move into educational consulting could talk about topics such as classroom practice, staff development, and career change. Similarly, a keen gardener might focus on educating people about native plants, small outdoor spaces and gardening in general.

A good way to determine what you want people to know you for is to complete this sentence:

“I want to help [a particular group] with [a particular problem] by sharing my knowledge or perspective [about].”

Your answer does not have to sound polished, and will get refined over time. However, the purpose of this particular exercise is to stop your content from drifting across too many unrelated topics. You can always adjust it later as your interests and audience develop.

WHO ARE YOU TRYING TO REACH?

It is difficult to post engaging content when you are trying to speak to everybody. That's why it is important to know who you are trying to resonate with.

You do not necessarily need to define a detailed reader profile. However, knowing the type of person you want to address will make it easier to choose subjects, examples and language that feel relevant to them.

WHICH SOCIAL MEDIA PLATFORMS SHOULD YOU USE?

There are around 100 major active social media platforms. So, it is important to recognise that you do not need to be active everywhere. It is better to have one account that is well-run and gaining traction than five where you are essentially going through the motions.

Of the major platforms:

• LinkedIn is ideal for posting insights, thought leadership and business commentary
• Instagram captures interest through visual subjects related to design, food, travel, fitness and craft. 
• Substack is a great site for those who want to write longer form essays.
• Facebook can work well for communicating with community groups and niche-specific audiences.
• TikTok and YouTube are best suited to demonstrations, tutorials and stories told through video.

WHAT SHOULD YOU POST ON SOCIAL MEDIA?

Not knowing what to post on social media is the biggest barrier to entry for many people, which is why it is worth taking the time to formulate a plan.

Ideally, your content should give people a reason to stop scrolling and focus on what you’ve uploaded. It might, for instance, answer a question, teach a useful skill, challenge an assumption or tell a story that makes someone feel understood. It also helps if you convey a positive demeanour.

CAN YOU SHARE YOUR KNOWLEDGE AND EXPERIENCE?

Most of us know more about a particular subject than we might realise. Just think about the amount of time friends, colleagues, or clients ask you questions about your subject of interest. Each one could become a post.

If the subject is large, it is a good idea to break it into smaller, useful pieces. For instance, rather than trying to explain an entire career change in one post, share one lesson about updating a CV. Then another about preparing for an interview. And then another about rebuilding your confidence. Presenting specific advice is usually easier for people to consume and remember.

SHOULD YOU INCLUDE PERSONAL STORIES?

Personal stories can make your content more relatable. But you should control how much you reveal. For instance, you do not have to share specifics about private family matters or turn every difficult experience into a public lesson.

Instead, talk about moments that are connected to your main themes. This may include describing why you changed careers, what went wrong during an early project or how your opinion has changed. Be sure to include enough detail to make the story real, and then explain what the reader can take from it.

HOW OFTEN SHOULD YOU POST?

There is no definitive timescale for how often you should post. It's really more about the quality of the content than anything else. That said, as a general rule, at least one to two useful posts each week is a good starting point.

What is more important is consistency, because the more regularly you post over the long term, the more your followers will anticipate and engage with new content.

NOW IT'S YOUR TURN

I hope this gives you a little inspiration to browse around and see whether you'd like to have more of an online presence, or whether you're happy following along and supporting those of us who like to share our lives with others.

BEFORE YOU GO:

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 leanne.crestingthehill@gmail.com - I'd love to hear from you.

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