Professional Services Q&A

Social media and technology are 24/7 so it is easy to get sucked into it but you do not have to let it run your life!  My advice is to pick a few things you enjoy doing and do them really well.  You cannot be everywhere all the time so choose high impact activities that work for you and play to your strengths.  For example, Thought Leadership is a great way to build your brand, increase your visibility more broadly, raise your profile and attract more clients.  Activities like  speaking at a conference, writing articles, building your following on social media all contribute increasing your awareness with potential customers and building your credibility with a larger community.  Instead of trying to start your own blog or newsletter, try contributing regularly to existing well trafficked blogs in your industry or newsletters of likeminded organizations reaching the same target audience as you.  Make sure you put your URL or contact info on it so they can find you and follow up.  When your articles or talks become available online, make sure to send them out via social media to all your friends, followers and contacts.  

Don’t let social media drive you crazy, you do not need to be everywhere, it does not matter which platform you choose just pick one or 2 that are authentic to you.  It should look and sound like you and the brand you have built.  Whether yours is polished or more informal, chatty or academic, humorous or snarky, it is a way for your personality to come through.  Everyone is not going to like you or hire you but for the ones who would be a great fit for you make sure they feel and keep a connection and give them a reason to remember you so that when they need your help they think of you first.  Start small and build as you go.  For me I started speaking at local events and then submitted proposals to speak at industry conferences and trade shows nationally and eventually global events too.  Same advice goes for writing start with small publications then move up the food chain to reach bigger audiences.   

Key people need to be on LinkedIn so that they can be found too.  It adds credibly and transparency when you know the people you are meeting or working with know people in common.  LinkedIn has become more than an online resume or rolodex, it is the foundation for building relationships in the digital economy.  You do not need to blog or be on all social media platforms but make sure you are active on the ones where you are.  If your customers do not use Facebook, Twitter or  Instagram to find you then you do not need to make them a priority.  For many professional service businesses like mine, LinkedIn matters the most.