In the third of our newly published ‘The Go-To-Expert‘ inspired blog posts (get your free chapter of the book here) we look at exactly what you need in your personal marketing kit to help you quickly and effortlessly build a profile as The Go-To Expert.
Why a personal marketing toolkit?
How many times have you written a blog post or taken part in a seminar (be it a webinar, teleseminar or physical event) and you have been asked for your ‘head and shoulders shot’, bio etc etc? Did you write them from scratch? How much time did it take you to get all these bits and pieces together? This is why you need a personal marketing toolkit. It will help you save time, but most importantly help you to present a consistent image – both online and offline – to the world.
Whilst many of the elements of your personal marketing toolkit will be supplied by your, it is up to you to make sure that you are presenting a consistent image right across your on-line footprint.
Where will you use your toolkit?
Your kit will literally go with you everywhere and be the backbone of all your marketing efforts. It is the content of this kit that will help you to create a consistent image and message, regardless of where someone meets you. Effectively your personal marketing kit is there to help you save time. Consequently, you need to make sure that you have it easily accessible whether you are at your desk in the office or out and about on your mobile device.
Contents of your toolkit?
Your Personal Marketing Toolkit will include everything you, as the Go-To-Expert, will require to attract new clients. Do check to see what your firm will or not provide for you. Obtain a copy of your firm’s social media or electronic usage policy to see whether there are any restrictions on what you can post up on different social media sites. You may find it helpful to look at your firm’s social media or marketing plans to see where it recommends that you maintain a presence. Depending on your personal circumstances, it will include some or all of the following:
- Credibility Statements
- Credibility Stories
- Relationship Hooks
- Business card
- Biographies, including your Author Credit, short Bio and long Bio
- 1-page credentials document about you or your firm
- Professional photos, including a head and shoulders shot
- Speaker Kit including showreel, 1-pager about you and what you speak about, introduction to you to be read out at events where you are speaking
- Social media profiles – LinkedIn, Twitter, Facebook, Google+
- Name badge
- Templates for slides, documents and handouts
- Press Kit
- Series of 2–3 minute video clips of you presenting, being interviewed, talking to camera
- Client list, testimonials and case studies.
In Chapter 4 of The Go-To-Expert I go into detail about exactly how to put together your personal marketing kit. Therefore, get your hands on your copy of the book! However, if you need a new headshot then we recommend John Cassidy – The HeadShot Guy