The elevator pitch hasn’t died, but it has changed dramatically over the last ten years. As more and more of you prefer to work from home, the beach, or the coffee shop, you are going to find less opportunities to “ride the elevator “with CEOs or individuals who could potentially help you advance your career or business in any way.
So how do you survive and thrive in the digital work space? By killing it on social media and other personal or corporate websites. Your online presence is your first elevator pitch – your first line of offense. It’s the first impression folks will have of you, your skills and your business. Think about it this way – have you searched for a certain service and landed on a website that was sub-par? Or it just didn’t impress you in the first 5 seconds you were on the site? What did you do? I bet you left the site and did another Google search to find a company that had a better-designed site, better copy, or better navigation. Potential clients or hiring managers will do the same thing.
Every future leader and entrepreneur needs an elevator pitch. But how do you establish and maintain your virtual personal brand? Below are some tips to help you get started.
Create the old school elevator pitch first
By going through the process of crafting a traditional 30 seconds or less elevator pitch, you will identify the elements you want to communicate across your social media accounts. The traditional elevator pitch includes details about you, your expertise, and a general overview. By confidently broadcasting who you are, you leave the listener wanting more. Which is exactly what you want. When they know you are a pro, they’ll look into you, call you for advice, offer you a job or become a client.
How to craft an elevator pitch
- Identify your goal. When you start to craft your elevator pitch identify what your main objective is. Is it to get a job, tell potential clients about your business, or pitch a new product idea? You will build your pitch around what you are trying to accomplish.
- Explain who you are, what skills you have and what you do.
- Include your personal value proposition. What makes you unique and why anyone would want to work with you over the next guy.
- Showcase your passion. Infuse your elevator pitch with what inspires and motivates you.
- Keep it short. 30 seconds or less.
Same message across all digital channels
Same message across platforms
One of the biggest strategies I am always urging my clients to do is make sure the same message is communicated across all channels. So your LinkedIn, Google +, Facebook, Twitter, Snapchat should all have consistent messaging about who you are and what you do. An easy way to do this is to cross promote posts on different channels. For example, using your LinkedIn as your Instagram profile link.
Consistency in your posts is also important. It’s not so much how often or when you post but more about how your posts reflect the same social messaging and are authentic. Authenticity is key. In order to get your message to resonate with people you must be sincere. In fact, authenticity is now one of the leading attributes millennials look for in leaders or brands.
Social Listening
A great corporate communications strategy includes social listening. With all the tools available today it’s easy to find out rather quickly what people are saying about brands and products. The same applies to you. Google your name. Find out what comes up. If it’s an old profile that’s embarrassing, then start some basic SEO strategies to boost the profiles you want seen. Start a new public Facebook page or YouTube account.
If you are a budding entrepreneur or business owner, I’d suggest you start to blog or add valuable content to your brand’s website. Add your name as the author. This way you will start to be indexed as both author and business owner. Plus when you read the comments of your content (aka social listening) you’ll get a better sense of what people think of you and your brand. When you own your brand, you’ve got to stay up on the latest commentary and respond when you can.
Rinse and Repeat
Social listening is an ongoing exercise. You have to monitor the social chatter regularly. Be ready to watch your brand’s reputation evolve and change. You should be an active participant in that evolution. Respond and react to the chatter when it’s appropriate. Stay up to date on what is said about you and your brand. I’d start monitoring once a quarter and bumping up to monthly as you gain ground.
You have the power to own your reputation. So don’t let social chatter run rapid. When you can start the conversation or control it, you will be able to steer your reputation in the direction you want it to go.
Challenge
So here’s your challenge – write your personal elevator pitch. Then take a look at your personal social media accounts. Do they match up? If not, I’d suggest giving them a facelift. Then do the same for your work accounts if they differ.