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Key Takeaways
- Platform focus creates strategic leverage. You don’t should be on each platform. Your greatest return-on-time will come from committing to at the least one platform (and sure no more than three).
- Podcast guesting grows authority past social media by permitting you to broaden in your perspective and articulate your ideas in a format that helps nuance. You solely should be interviewed as soon as a month.
- Thought management articles add depth. They let you specific your concepts in a distinct format and might instantly contribute to your personal credibility and the credibility of your organization.
Most Gen X CEOs and founders at present perceive the significance of constructing their visibility (aka their private model) so as to finest assist the advertising and marketing operate of their organizations. And but, most are hesitant to really do it due to one key concern: The time-suck.
Almost each time I current to a bunch of CEOs or have a 1:1 dialog on the subject of private model constructing, this concern inevitably comes up, and it’s not stunning. Firstly, Gen X’ers are usually very comfy not being on social media or self-promoting. In any respect. Of their excellent state of affairs, they might have a public visibility of zero. Secondly, they’re bombarded with well-meaning recommendation that “doing private branding proper” means creating content material and posting each day, being on a number of social media platforms and being as overexposed as humanly attainable.
Debunking the parable
So, permit me to debunk the parable. I’ll begin with excellent news so that you just really feel inspired to learn the remainder of this text. As CEO, you do want visibility, however it’s considerably lower than what you might be listening to.
You see, this perception that we should be social media posting machines comes from social media influencers. And sure, they do should be always posting, a number of instances per day, on each single platform that turns into out there. Their income mannequin is instantly depending on their following and engagement numbers. They don’t usually personal a enterprise as you do; they are the enterprise. And so, they’re your complete advertising and marketing and gross sales engine of that enterprise.
Our actuality is completely different.
Once we run companies, we by no means wish to be their whole advertising and marketing and gross sales engine. We wish — and will — play an element within the general advertising and marketing combine, however solely an element. Our visibility as CEOs of our organizations will assist our firms’ credibility and belief, however the model of the enterprise ought to be the core driver of its gross sales and advertising and marketing outcomes.
We, as an alternative, play an essential however nonetheless merely a supporting half. And that’s what the extent of our visibility ought to mirror. When the excellence between CEO advertising and marketing and influencer advertising and marketing is blurred, we miscalculate the extent of exercise our visibility requires and disengage from it altogether as a result of it prices far an excessive amount of of our time and vitality.
Visibility has certainly turn out to be a required instrument within the trendy chief’s toolkit due to the impression on belief and credibility, each exterior and inner. And on-line presence shapes notion lengthy earlier than any direct interplay.
Let’s be trustworthy right here: All of us Google one another and lookup one another’s profiles on LinkedIn. However the excellent news is that as CEOs, we will prioritize strategic presence to realize that leverage. Understanding this distinction units the muse for selecting each the fitting platforms and cadence.
Platform focus creates strategic leverage
I’ve extra excellent news for you right here additionally. The parable that it is advisable to be on as many platforms as you possibly can is simply that — a fantasy. In actual fact, reverse results can happen: It may scale back your credibility and lead your stakeholders to wonder if you might be centered on main your group or are positioning your self for a profession as an influencer.
As an alternative, your greatest ROT — return-on-time — will come from committing to at the least one and sure no more than three platforms (however actually one platform is good). Amongst social media platforms, LinkedIn delivers the very best worth generally. LinkedIn concentrates skilled networks inside one surroundings and is usually essentially the most related platform for CEOs.
So, how typically do it is advisable to publish on LinkedIn to see worth? Is it each day, as you hear from so many influencers and even keen friends? No, it’s not.
Weekly.
A weekly LinkedIn publish printed persistently on the identical day and at an analogous time will convey your posts to the highest of the feed of your community. You possibly can think about including a second weekly publish to strengthen top-of-mind standing whereas remaining sustainable, however you actually don’t want greater than that.
Consistency will drive top-of-mind standing, which can, in flip, affect belief — and belief will strengthen your authority over time. You’ll turn out to be seen however not overexposed.
Podcast guesting expands authority past social media platforms
After establishing a gentle LinkedIn presence, many CEOs search for extra attain that preserves depth and credibility. Podcast guesting gives the simplest extension.
Podcast conversations let you broaden in your perspective and articulate your ideas in a format that helps nuance. And past that, podcast guesting impacts each the search engine optimization and the AEO (typically referred to as GEO) of your group vis-à-vis mentions on a number of platforms per episode. Your staff also can repurpose these interviews into weblog posts and LinkedIn posts, saving you time.
All you want is to be interviewed as soon as a month. Even right here, the next amount could also be nice for somebody releasing a e-book or launching a speaker tour. If that isn’t your present focus, a month-to-month interview is all it is advisable to construct visibility in a method that won’t really feel overdone.
Thought management articles add depth
And one closing platform we advocate to Gen X’ers who create consistency on LinkedIn and podcast guesting: long-form written thought management, which frequently takes the type of articles. Articles permit us to specific our concepts in a distinct format and, relying on the place they’re printed, have a direct contribution to our credibility and, by extension, the credibility of our group.
A bi-monthly cadence is all you want. In the event you can bump it as much as month-to-month, that is actually the advisable ceiling. Sure, you possibly can construct extra articles, however you merely don’t must.
A sustainable visibility cadence for CEOs
And right here you will have it:
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Ok: One to 2 LinkedIn posts per week to keep up your top-of-mind standing
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Nice: One to 2 LinkedIn posts as famous above and one to 2 podcast appearances monthly to impression your organization’s search engine optimization and AEO
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Phenomenal: LinkedIn and podcasting as above, and one thought management article monthly, and even bi-monthly, so as to add depth and credibility.
I do know that that is bittersweet information as a result of most Gen X’ers I communicate with would somewhat haven’t any visibility in any respect. And sure, committing to constructing this degree of visibility will nonetheless require self-discipline, consistency and time. However I hope the “candy” a part of the information got here from me reassuring you that the amount and time funding wanted is much extra manageable than the influencers on the market will need us to consider.
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Key Takeaways
- Platform focus creates strategic leverage. You don’t should be on each platform. Your greatest return-on-time will come from committing to at the least one platform (and sure no more than three).
- Podcast guesting grows authority past social media by permitting you to broaden in your perspective and articulate your ideas in a format that helps nuance. You solely should be interviewed as soon as a month.
- Thought management articles add depth. They let you specific your concepts in a distinct format and might instantly contribute to your personal credibility and the credibility of your organization.
Most Gen X CEOs and founders at present perceive the significance of constructing their visibility (aka their private model) so as to finest assist the advertising and marketing operate of their organizations. And but, most are hesitant to really do it due to one key concern: The time-suck.
Almost each time I current to a bunch of CEOs or have a 1:1 dialog on the subject of private model constructing, this concern inevitably comes up, and it’s not stunning. Firstly, Gen X’ers are usually very comfy not being on social media or self-promoting. In any respect. Of their excellent state of affairs, they might have a public visibility of zero. Secondly, they’re bombarded with well-meaning recommendation that “doing private branding proper” means creating content material and posting each day, being on a number of social media platforms and being as overexposed as humanly attainable.
