I don’t know about you guys, but there is no shortage of tips and tricks and technology solutions out there today and frankly, it can be overwhelming, right? Today I want to take you through four key components that are really foundational to understand as you’re looking to build and monetize a personal brand. We call this our relationship engine. And if you’re familiar with our four-phase process on how to build and monetize a personal brand, the relationship engine is a key framework as we look to make your brand come alive in phases two, three, and four.
There are four key components. It all starts at the core, with this content or your relationship headquarters. So what are these key components or key assets? As we think about content and the information we’re pushing out in the world that accurately represents your brand, to clearly and effectively communicate with your target audience on how you can help them, the journey you’re going to take them on, and ultimately the benefits at the end of the day, once they’ve done business with you and realize all the great things you’re going to do for them.
So as we think about content and your relationship headquarters in the middle, there are a few key assets, right? Your brand and visual identity, your website, your blog, your content marketing strategy, lots of other things. But you need to understand that is a key component and you ultimately want to start here.
The next thing is to understand how we going to capture, nurture and convert leads. That’s this revenue conversion or the dollar signs on the far right side here that that is absolutely critical. This is where we get into the backend technology, CRM, email marketing, marketing automation funnels, all that fun stuff. You need to understand that’s critical.
The last thing is referral sources or traffic. Where are we going to be driving traffic from? Where are we going to be putting out there to get in front of people, drive brand awareness? Ultimately, we want to drive them back to an area where we control the user experience and can effectively communicate with them how we can do business with them and help them.
A lot of people like to start out with driving traffic or doing paid ad campaigns. All this fun stuff. It’s actually a flaw. We don’t want to do that. You want to lock this down. We want to make sure we’re clearly and effectively communicating with people through the content we’re pushing out. And that content represents our brand.
When we have a clear strategy on how to capture, nurture and convert leads with systems on the back end, then we start driving traffic. Some paid, some organic. A diversified traffic strategy, but that comes last. That is a critical component.
And the last thing here, number four, is analytics. Analytics are going to wrap around everything. The bottom line is there’s no silver bullet out there. Anybody that tells you, ‘Hey, do these five things, we’re going to guarantee results.’ Proceed with caution.
I would say that there are many moving parts out there that you really just have to have the right tools in place to monitor, measure and optimize your personal brand strategy over time. These analytics and metrics are going to cover all of this, your content strategy, what content is working and not working so we can optimize that, our lead capture, and nurturing conversion strategy, what’s working, what isn’t. We can optimize those funnels and those lead capture mechanisms.
And then lastly on the traffic side -- are we doing a good job of driving traffic? What traffic sources are working? What’s not working? We want to invest in areas that are truly going to drive business growth.
These are the four things:
1. Your Relationship Headquarters
2. Core Content
3. Revenue Conversion -- and how we’re capturing, nurturing and converting leads to try to drive money. ( Because that’s obviously important. Not the most important thing, but it’s very important.) And ultimately how we’re going to get in front of people and drive traffic, drive awareness to this place that effectively kind of communicates with them.
4. Analytics -- how are we going to monitor and measure all of this?
We’re going to be sharing more information and taking deeper dives into all four of these areas to unpack lower-level details to help you on your path to building and monetizing a personal brand.