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Make a Name for Yourself: Leverage Your Personal Brand for Business Growth

Make a Name for Yourself: Leverage Your Personal Brand for Business Growth

If someone were to Google your company name right now, what would pop up? Don’t worry. I’ll wait while you check. If you don’t see your name on the first page, then this article is for you.

I grew my new business from $0-$100k in less than 90 days solely by leveraging the power of my personal brand. No ads. No money down. All organic social media strategies and publicity. Want to learn how to get to six figures organically in your business, too? Then read on, my friend.

[Related: 20 Career Management Mistakes Women Can't Afford to Make in 2020]

From opera singer to digital marketer.

I am not some tech wizard with a background in sales or marketing. In fact, I’m actually a professional opera singer, which is about as foreign to the PR business as you can get. But I realized very quickly in my career that unless I got people to buy my music, I would be singing for my supper.

So, I set to work figuring out the PR world. I learned to leverage my brand and social media followers. Unfortunately, my fairy tale came to an abrupt end when my visa was not renewed. I was forced to return to the U.S. and ended up in Las Vegas.

Now, I probably don’t need to tell you, Vegas isn’t exactly an opera singing mecca. So I faced a dilemma: resign myself to taking any low-paying job, or reinvent myself and emerge stronger.

I had zero skills outside of singing, so I couldn’t even find a low-entry job. It was at this rock-bottom moment that I saw an ad for a program to become a marketer and help small businesses get more clients. I bought the course and went all-in.

I started Atman Real Estate, a lead generation agency for realtors. But I didn’t know the first thing about promoting my business or running my own paid ads, so I did what I had always done to make it with my music career: I leveraged my existing sphere of influence and reached out to the press with my story.

Within nine months I had reached six figures and because of my success, other marketers started asking me to get them into industry-specific publications. That’s when I realized there was a gap in the market that I could fill. I started Victorious PR to help digital marketers and entrepreneurs get into top publications without spending a dime on ads.

So what are my practical tips for leveraging your personal brand to grow your business? Read on!

1) Forget the traditional route.

Getting noticed by “traditional” press or media outlets is a difficult process. Instead of chasing those PR unicorns, reach out to publications that are more targeted to your niche.

Narrowing your focus is more effective, since these markets are less saturated. For example, if you’re a realtor, Inman, Realtor Magazine, and Top Agent Magazine are great places to publish interesting articles.

[Related: The Importance of Evolving Your Personal Brand]

2) Create valuable content.

What kind of content will get you noticed? Here, think about what you want to be known for.

As a thought leader, your followers, customers, and clients look to you for guidance. Keep in mind that they come to you for a specific reason.

Brainstorm around these questions:

  • What is it that you do better than anyone else?
  • What is your zone of genius?
  • What questions do you get the most?
  • What is the biggest challenge you solve?
  • What unique perspective do you bring to everything you do?

Next, take your answers and create a series of educational articles. Sharing your knowledge is crucial to being recognized as the expert you are. Avoid being too promotional, but definitely include a link to your signature offer.

3) Think relationship building, not pitching.

Many think the key to getting coveted PR opportunities is to send hundreds of e-mails to influencers. The problem is sending this volume usually means writing one generic e-mail, which you then cut and paste hundreds of times.

If you send a generic email, it will be ignored. Yes, PR — like all lead-generating strategies — is a numbers game, but you’ll be far better off if you approach this project with a goal of building relationships.

Here are some tips to increase your response rate:

  • Create a strong e-mail subject line that will grab their attention (avoid ALL CAPS or tons of exclamation marks!!!).
  • Include your phone number, so they can reach you immediately with questions.
  • Make sure your personality shines through.
  • Follow up if you don’t hear back after one week.

The best part about this strategy is that one publication or media appearance can make a huge difference. If you follow a consistent strategy, you’ll be leading the conversation before you know it.

Now the only question is: How will you make a name for yourself?

[Related: Three Ways to Use Storytelling in Your Technical Communications]

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Victoria Kennedy, CEO of Victorious PR, has helps dozens of entrepreneurs become the #1 Authority in the niche and has been featured in Forbes, Entrepreneur, Yahoo Finance. Find out more here: victoriouspr.com/vsl.


Have more questions? Follow up with the expert herself.

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