As a member of a professional networking group, I have the opportunity to meet and form relationships with hundreds of professionals who have the ability to make introductions, refer business, and provide value to my law firm.
In preparation for a “get to know you better” lunch with another member of the networking group, Brad, I googled his name in hopes of learning more about him. Out of seven Google links that resulted, only two pertained to the Brad I would be meeting. I had to filter through a singer, a songwriter, a realtor, a race car driver, and a Minor League baseball player—all with the same name—before finding Brad. Once I did, the information on him was too basic to really get a comprehensive sense of the value he provides.
When we met for lunch, I was surprised to learn that Brad is a prolific writer, regularly publishing articles in business and industry-focused publications. He also has extensive media contacts that regularly quote him in articles and interview him on camera regarding issues relevant to his business. His visibility as an industry professional is second to none.
Unfortunately, it took a meeting with Brad to really understand the prolificacy of his activities. Brad’s company website biography and LinkedIn page undersold his level of expertise.
During our lunch conversation, I suggested that Brad create a micro site. Different from his website biography or LinkedIn profile, a micro site is a central platform for professionals to communicate their value to clients, prospects, referral sources, and the media alike. It’s the ideal vehicle for promoting one’s personal brand.
Three weeks after our lunch meeting, I received an email from Brad, announcing the launch of his micro site. The site is customized to his style and includes:
- A blog, which allows Brad to comment on current and relevant issues within his area of focus; it’s like having his own newspaper column
- A page that lists his published articles so the content exists beyond its published date and is easily accessible
- A YouTube page that features his on-camera interviews
- A comprehensive biography, including professional and community affiliations
- A page that lists Brad’s experience, formatted in a manner that efficiently addresses the client’s problem, how Brad solved the problem, and how his representation benefited the client
- Testimonials from an array of clients and other influential individuals
- Direct links for others to connect with Brad via social media
Now, Brad has a single platform, which is easily accessible via Google, for promoting his personal brand and connecting with others in a meaningful way.
How easy do you make it for prospects to find you?
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Love it! Perfect example of why professionals need an online presence.
This insight is truly great for the brand, Jonathan! I’ve thoroughly studied Mr. Boyer’s microsite and offer him my hearty congratulations. Your writing, Jonathan, is always crisp and astute, but what you’ve done here goes well above and beyond my expectations: you’ve provided a tactical plan for social media. Thank you!!