As a leader in your organization, it’s easy to only focus on how your company’s brand extends to consumers. But you can’t forget: your digital presence matters, too. Whether on LinkedIn, Facebook, blog posts, or webinars, your online engagement can help build up the brand you support. Curious to know how? Here are six tips to help guide the digital-focused SEO:
1. Don’t go in without a strategy.
Remember, when you’re posting intending to build up your brand—personal or otherwise—you can’t go in without a strategy. Before taking action, decide what you want your end goal to be and how you will get there. For example, suppose you want to become a thought leader in your industry. In that case, you may divide your approach into three pillars: posting relevant content, re-sharing industry news, and engaging with industry experts. Once you have your goal and subsequent strategies planned, it will be a lot easier to determine what steps you need to take.
2. Be authentic in all communication.
Don’t try to be anyone else. It can be tempting to “copy and paste” the success of another CEO, but, likely, you won’t have the same success. Why? Because you aren’t them! Indeed, there are best practices or ideas you can take away from others in the industry, but you must find your own niche. The more authentic you are, the more effective your communication may be.
3. Diversify your digital presence.
When it comes to how you show up online, you don’t want to deliver one note. If you only have one strategy, you only open yourself up to one type of audience. Consider the different channels you can connect with consumers on:
- Social media: from LinkedIn to Facebook, Instagram, and even TikTok, there are plenty of platforms that allow CEOs to connect with an audience. If you’re new to social media, consider consulting with your internal marketing team to understand which platform best fits your goals.
- Webinars: after the global pandemic, webinars increased significantly. In fact, a report from ON24 shared that the number of digital events on Fridays and Tuesdays year-over-year has increased by 222 percent and 271 percent, respectively, with Monday at a 441 percent increase.
- Thought leadership and blogs: contrary to popular belief, blogs aren’t dead, but consumer expectations for content are higher. For a “think piece” to really stand out, you need additional videos, photos, infographics, or case studies to validate your perspective.
- Digital networking: connecting in a virtual universe isn’t easy, but the more your practice, the easier it will become. Conversing at in-person events doesn’t always come naturally, but you’ll need to work at your digital communication. The better you get, the more you’ll start generating meaningful conversations online.
4. Use SEO for reputation management.
Your reputation matters, but it’s not always easy to gauge how people perceive you. Instead of guessing, you can leverage SEO to manage a poor reputation, build a good reputation, or check your current social standing. Using keywords analysis, high-value content, and search strategies, you can help build up your image online.
5. Collaborate and connect with other digital-focused leaders.
Did you know LinkedIn favors content that tags one or more individuals in the post? There’s value in connecting to leaders in a virtual space and collaborating with them on content. Search algorithms favor high-value content; the more you work with other experts in your industry, the higher your content may perform. By doing this, you also tap into their network and expand who you reach.
6. Ask for help from experts.
You don’t have to do this alone. Social media and digital content don’t come naturally to everyone—and it’s okay if you’re unsure where to go from here! There are agencies and marketing experts out there who can help. Whether you want to improve your online reputation or build it up, consider partnering with an outside organization to get it done. Good luck!