Personal Brand
A couple of weeks ago I left a comment on a post from a connection in the US. It was just a few lines, very honest and written as thought I was chatting to her over coffee.
So this is the crazy part. That comment has now been seen by more than 3,500 people in her network. To put that in perspective, that is more than some of my posts that require alot more time and energy.
I’m writing about this because I always say that commenting is a really strategic way to build your personal brand. Most of the leaders I work with think visibility means content. Essentially, more posts and more content.
If you’re not yet ready to post, then focus entirely on commenting. Let’s show you how!
When you comment on someone’s post, you show up in front of their entire network. Who doesn’t want to grow their network and audience?!
Some of my best opportunities came from a comment. New clients, speaking invitations, introductions I never would have got the traditional way.
I personally look at comments more than the likes. Our reading habits are changing, and more people are telling me that they may skim a post and head straight to the comments. Because they want to hear what everyone thinks.
And I could not agree more. This is how I now consume content.
Add something the post didn’t say: a story from your own work or your perspective
Keep it to two to four lines. Long enough to be a real thought, short enough that people read it.
Get in early on posts from people whose audience you’d love to reach. Early comments sit in front of everyone who arrives later.
Write it yourself. People can tell when AI wrote it, and now LinkedIn can too.
If I only have twenty minutes on LinkedIn in a day, I’d much rather spend it in three good conversations than writing another post.
So this is my tip. Write a list of 10 people you want to work with. Start to follow them and start to comment on their post. This is where most people go wrong as they focus their comments on whatever turns up in their feed.
Get strategic and seek out the people YOU want to to work with.
You could start with the people your ideal clients already follow? This then gets you in front of their audience and most likely, more of your ideal clients. So the trick is to add thoughtful or insightful comments and over time, your name will get remembered in those circles.
People underestimate this one the most. It’s like going to a dinner party and leaving after the entree!!!
If someone takes the time to comment on your post, then please take the time to reply.
Stay around for the first fifteen or twenty minutes after you post and reply properly. It’s a signal that the post is gaining momentum and seen as valuable to your audience.
A post with a real conversation underneath it is worth far more to me than a pile of vanity likes.
Leave 5 comments a week
Connect with 5 new connections
Post once a week
After every post: stay twenty minutes and reply properly.
Show up on LinekdIn with a real perspective and your story, and you will be rewarded. And know that commenting is an incredibly powerful way to build your brand.
Comment, connect and post (when it feels right).
That’s the entire strategy.
In sum, you get out of it what you put in. It’s no different to the gym, and same as any relationship worth having.
This piece also went out to subscribers on Substack. If you want these as they land, subscribe on Substack or follow along on LinkedIn.
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