Seven Steps to Build Your Online Profile
Have you ever Googled yourself? If you haven’t, I guarantee someone you know has.
How you appear online matters – especially when it comes to PR. We’re often told by national journalists that they scour the internet to check out a spokesperson’s online profile before agreeing to an interview. More often than not, that means finding out what topics they’ve commented on in trade media and what content they’re sharing on social media.
Your online presence helps inform how the media, customers, and prospects view you and gauge your industry expertise, but it can be tricky to strike the right balance between professionalism and authenticity. While your online profile is just that… yours, if you’re a public spokesperson or an employee, your company will also have a vested interest in how you are perceived by its customers, partners and suppliers.
In the business world, LinkedIn really matters. The social platform’s influence has exploded in recent years and the user base is only set to continue growing. It’s your personal shop window telling your connections (and future connections) about what you have achieved, and where your passions and areas of expertise lie.
Building a comprehensive and genuine professional profile is a no-brainer for strengthening your reputation, boosting your credibility, and demonstrating your ability to add interesting, valuable insights to industry conversations. But it’s not easy.
Here are seven steps for elevating your online profile:
1. Discuss topics you are passionate about
Enthusiasm is contagious. Talk about subjects you’re passionate and knowledgeable about. Naturally, this will produce more engaging content, full of useful and actionable insights for your audience. Having a focused set of topics where you are highly knowledgeable helps position you as a leader in the eyes of journalists, clients, and your peers.
2. Be honest and authenticity will follow
You can always tell when someone is being authentic. No matter the medium, building a successful profile is only possible if you stay true to yourself. Don’t shy away from expressing your genuine thoughts and insights – but don’t ditch professionalism and respect the views of others. The right amount of personal insight and real-world experience helps draw in your target audience, and if you have a controversial perspective, back it up with facts to present a balanced and considered viewpoint.
3. Keep it timely
Staying up-to-date with the latest industry news and trends means you can speak confidently on them, in turn helping position you as a thought leader on cutting-edge topics. The more confidently, clearly, and concisely you can convey your knowledge, the more likely you will be called on as a trusted industry voice. Speed is also important. The quicker you can share your thoughts, the greater chance people will engage and the more likely trade media will publish your views.
4. Be seen – online and offline
An established industry reputation can be time-consuming to construct, so don’t throw away the hard work by restricting your visibility. Make sure you post regularly on platforms like LinkedIn or Bluesky and engage with what others are posting. At the same time, be available at in-person industry events and make sure to network with other industry leaders too.
5. Embrace new connections
Never underestimate the power of networking. Whether it’s via digital platforms like WhatsApp or in-person events, each connection is a potential door to new opportunities. Whenever you meet with someone new, connect with them online too. You never know when and how someone can help you in the future (and vice versa), so foster genuine connections and keep in touch where possible. Those with reputations for being knowledgeable and personable will quickly build a profile.
6. Build a media presence
Being a regular talking head in industry media outlets or being profiled in a national newspaper is a great way to build your online profile – but this sort of coverage doesn’t happen overnight. Your media presence needs to be built up through a range of tactics, including offering timely comments, longer-form thought pieces, and briefings with journalists over a period of time. These journalists and their associated media outlets should be carefully selected to ensure their audiences are well-suited to your areas of expertise.
7. Be consistent
Building a profile doesn’t happen overnight. It’s a long-term process that you need to commit to doing consistently to be successful. That means regularly updating social channels, attending events, and responding to journalist requests. Your messaging must be consistent to build a clear and comprehensible company and personal brand, recognisable to both journalists and potential prospects.
For more guidance on how to build a bespoke industry profile, get in touch with our team.