Cómo desarrollar una marca personal puede ayudarle a conseguir más ventas

Un blog invitado de Daniel Bishop (Editor Junior de DesignRush)

Un libro sobre la identidad de marca personal, para ayudar a establecer la propia marca personal
Fotógrafo: Patrik Michalicka | Fuente: Unsplash

Sales is the art of persuasion. Sure, having a good product is important, but it’s not the ultimate make-it-or-break-it factor which will get your prospects to say yes. If you want to succeed in this profession, you first have to learn how to sell yourself to your customers. And that requires a strong personal brand.


1. Por qué es importante la marca personal


Letras del Scrabble que forman la palabra "marca

Customers have become increasingly picky and selective. Why shouldn’t they when they have an abundance of choice?

They won’t settle for mass marketing and bland, impersonal messages. That’s why it’s important to make them feel special, and treat them like human beings and not like sales numbers. Personal branding will help you connect with your audience on a deeper level and establish emotional connections.

92% of customers are more likely to trust recommendations from other people, even if they don’t personally know them, over branded messaging. This stat clearly indicates that loyalty and trust in brands have reached their lowest point ever.

No wonder when brands have become cold, faceless, and corporate. That’s where your carefully developed personal brand comes in to put a face to the name and humanize your company.

He aquí algunos pasos que debes dar para desarrollar tu marca personal.


2. Construye y cultiva tu reputación


Un gráfico que muestra el aumento de la reputación

Your reputation always precedes you, especially nowadays when many people practically live on the internet. It’s enough to type your and your company’s name into the search box in Google and find out how the online community perceives you.

Por ejemplo, las personas que visitan su sitio web se formarán una opinión sobre él en apenas 0,05 segundos, y tomarán la decisión de abandonarlo o seguir explorándolo. Por tanto, dispone de muy poco tiempo para causar una buena primera impresión.

Similarly, online reviews are particularly powerful in terms of their impact on your prospects’ perception of your company – 93% of people use reviews to determine whether a local business is trustworthy or not.

It’s clear that the more your prospects trust you, the more they will be likely to buy from you. When it comes to improving and polishing your image and reputation, you should remember that the devil is in the details.

Así que, asegúrate:

  • Optimice sus canales en las redes sociales, as well as to remove any inappropriate comments, pics, or posts which could show you in a bad light. Don’t forget that many reputations and careers have fallen victim to a single tweet.
  • Crea una página web personal en la que aparezcan tus logros, intereses, trabajos y otra información relevante sobre ti.
  • Claim vanity URLs on social media channels. It’s great for SEO as well as for increasing your personal brand recognition. Besides that, it’s much better to have a unique, memorable URL, than a string of letters and numbers.


3. Establecerse como líder de opinión en su nicho


Un bolígrafo con las palabras "sé creativo

People trust experts and thought leaders. As a salesperson, you probably soak up every word Jeffrey Gitomer, Mike Schultz, and Marc Wayshak say, and you’re ready to pay in order to hear them speak at a conference.

That’s why many commercials and adverts feature household names and distinguished professionals. So, one of the best ways to boost your sales is to become an authority in your niche.

Lo esencial:

  • Ofrezca contenidos de valor
    Yes, you’ve heard this a million times before, but it can’t be stressed enough how relevant content which addresses your target audience’s pain points and educates them, is important for getting your voice heard and standing out from that of your competition. To make sure that everything you publish on your blog, social media channels, and in your newsletter, is of superb quality, consider joining forces with respectable agencias de marketing digital capaz de producir contenidos expertos.
  • Ofrecer consejos útiles
    Join different social media groups and forums, and participate in discussions by providing your perspective on things. This way you’ll catch the eye of your colleagues and potential customers, and showcase your expertise. Being helpful is crucial for sales, and you might even consider it a soft sell approach. People are more likely to give you referrals and even purchase from you once they realize that you genuinely want to help them.
  • Comprométase con su público
    Establishing yourself as a thought leader doesn’t mean that you should talk your audience’s ear off; it’s important to actively listen to what they have to say and engage in two-way conversations. By leaving comments on other people’s posts or asking questions on your LinkedIn or Twitter, you spark discussions and build connections.


4. Ser único y auténtico


Una manzana en pie por su color

“The customer is not a moron. She’s your wife.”decía el padre de la publicidad moderna, David Ogilvy.

And, boy, was he right! His words are relevant more than 50 years later. Your customers can tell whether you’re sincere or not. So, the trick is to be yourself. Otherwise, you’ll come off as a cardboard character without a unique personality.

Gary Vaynerchuk ha dado un gran ejemplo de cómo no parecerlo.

He doesn’t refrain from swearing or using four-letter words and a pretty unorthodox narrative. And people like it because they realize that he’s just being his genuine self. It’s part of his charm and personality. He has found a way to connect with his audience by using language to which they can relate.

But, he’s an expert in sales and marketing, and that shows underneath his casual and down-to-earth approach.


5. Ser coherente

Consistency is a secret ingredient when it comes to building a personal brand. This means that you should post your (and curated) content on a regular basis. If your approach is nonchalant and sporadic, you’ll disappear from your audience’s radar.

Ojos que no ven, corazón que no siente es el principio que se aplica en este caso, sobre todo si tenemos en cuenta que cada día se publican en Internet más de 2 millones de contenidos. Esta sobrecarga de información aplastará tus esfuerzos irregulares como una avalancha, así que asegúrate de ceñirte a un calendario de publicación establecido.

However, consistency also refers to the tone of your voice. It’s bad for your personal brand and reputation to crack silly jokes on your social media if you’re trying to present yourself as a serious entrepreneur and sales leader.

Besides, if your tone isn’t consistent, your audience will be confused about the message you’re trying to communicate.


Reflexiones finales

Una marca personal bien pensada y cuidada puede hacer maravillas en sus esfuerzos de venta. Estos sencillos consejos pueden ayudarle a aumentar su audiencia fiel, construir y mantener una reputación impecable y establecerse como un profesional creíble. Todo ello le permitirá cerrar más tratos y alcanzar su cuota.

Daniel Bishop empezó como consultor de contenidos para pequeñas empresas de SEO y diseño web. Con el tiempo, encontró su lugar como editor junior para DesignRush, un mercado B2B que conecta marcas con agencias. Siempre en busca de nuevas oportunidades, le encanta compartir ideas con otros profesionales de la comunidad digital. Encuéntrale en Twitter: @DanielB78263381

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Ali Colwell