Do you want to create a personal brand? What does it take to build an online brand from the ground up? <\/p>\n\n\n\n
In his book Crush It!, <\/em>Gary Vaynerchuk teaches readers how to turn their passions into profits by creating a niche, personal brand. He explains every step of the process in detail so you, too, can do what you love<\/a> for a living.<\/p>\n\n\n\n Continue below for Gary Vaynerchuk’s eight-step guide from Crush It!.<\/em><\/p>\n\n\n\n\n\n\n\n In Crush It!, <\/em>Gary Vaynerchuk repeatedly argues that your personal brand must be true to who you are\u2014and that starts with your niche. While it\u2019s tempting to choose a topic based on its marketability, he insists that you must let your passion guide you because that will not only resonate with your audience but also keep you motivated<\/strong> and interested in this work during the inevitable long hours and late nights.<\/p>\n\n\n\n (Shortform note: In contrast to Vaynerchuk, Cal Newport argues in So Good They Can\u2019t Ignore You<\/em><\/a> that the idea that following your passion<\/a> will lead you to love your work<\/a> is flawed<\/a>. Instead, he says that the way to find fulfilling work<\/a> is to hone your skills, and use them as currency to secure a job that gives you autonomy and purpose.)<\/p>\n\n\n\n Vaynerchuk writes that any interest can be fodder for a personal brand<\/strong>\u2014from accounting to carpentry. It may be an extension of your professional expertise, or it may be a hobby, but as long as you\u2019re enthusiastic about it and creative about how you present the information, you will be able to gain digital traction. <\/p>\n\n\n\n Your website will be the home base for your personal brand<\/strong>; all of your social media posts and outreach should ultimately point people to your website. Vaynerchuk recommends these steps for creating a website:<\/p>\n\n\n\n Once you know what<\/em> you\u2019re going to talk about, you must decide how<\/em> you\u2019re going to present it. When choosing between text, audio, and video, Vaynerchuk suggests basing the choice on your personality and comfort level, rather than the nature of your niche. <\/p>\n\n\n\n Vaynerchuk recommends having multiple platforms. He advises using each one strategically to maximize its strengths, and having them all direct fans back to your blog. (Shortform note: Although he doesn\u2019t clarify, \u201cblog\u201d here seems to refer to either a written blog, vlog, or podcast; Vaynerchuk often refers to written and video \u201cblogs.\u201d) He breaks down the pros and cons of the top platforms of the day, but because much has changed since the book\u2019s publication, we will instead highlight the key features <\/em>to look for when choosing a platform. <\/p>\n\n\n\n Video<\/strong><\/p>\n\n\n\n Blogging<\/strong><\/p>\n\n\n\n Social<\/strong><\/p>\n\n\n\n Now that you have the building blocks, it’s time to start creating blogs, Tweets, posts, videos, or podcasts about your topic. Vaynerchuk emphasizes that everything you post is a tool for attracting people to your personal brand and enticing them to become part of your growing audience. (Shortform note: Taking this a step further, when people share and view your content, it boosts your search engine optimization<\/a> (SEO) score, which makes it easier for people to find you online. This creates a virtuous cycle<\/a>.)<\/p>\n\n\n\n To make compelling content, Vaynerchuk says you must: <\/p>\n\n\n\n With good content, you can build the audience you need to be able to monetize your brand<\/a>. Vaynerchuk notes that, when it comes to creating community, quality beats quantity: A few loyal, engaged fans are likely to draw more followers than a large crowd of passive subscribers. <\/strong>(Shortform note: When it comes time to monetize your brand, many advertisers also recognize the value of quality over quantity<\/a>. A 2017 report on influencer marketing revealed that \u201cmicro-influencers” with narrow niches and devoted audiences<\/a> of 10,000 to 1 million followers often drive more traction than celebrity endorsements.)<\/p>\n\n\n\n After you\u2019ve created and posted some content, Vaynerchuk provides step-by-step instructions for building your community. Repeat these steps continually to consistently grow your audience<\/a>. <\/p>\n\n\n\n You\u2019re well on your way to having a thriving, profitable personal brand\u2014now you just have to keep it up. Vaynerchuk suggests tempering your expectations on several fronts. <\/p>\n\n\n\n Once you\u2019ve established your credibility and gained an engaged community of followers, you have leverage to start monetizing your passion. These are some ways to earn income through your personal brand. <\/p>\n\n\n\n 1) Advertising<\/strong>\u2014Vaynerchuk recommends cold-calling companies that are relevant to your niche and asking them to advertise with you directly. (Shortform note: Some brands will have ready-made content for you to post, while others will want you to create the content. If you have to create the sponsored content, be sure to charge more<\/a>. )<\/p>\n\n\n\n 2) Affiliate programs<\/strong>\u2014Connect with businesses that sell products you believe in, promote their products, and get a commission when people use your link or code to buy the product. (Shortform note: Since you will be representing the brand, expect the company to thoroughly vet you before partnering<\/a> for an affiliate program. Brands typically want to see that you have a positive reputation and that you have a large following (at least 5,000 on Instagram).)<\/p>\n\n\n\n 3) Merchandise<\/strong>\u2014Create your own products with your logo. They can relate to your niche (like resistance bands, if you have a fitness brand) or be promotional (like T-shirts). (Shortform note: Since authenticity is key to online success, selling your own merchandise is better<\/a> for your brand than selling someone else\u2019s. Alternatively, you could get the best of both worlds by partnering with an existing brand<\/a> to design a new product or product line.) <\/p>\n\n\n\n 4) Speaking engagements<\/strong>\u2014Find a conference on your niche, think of an original theme, and call the organizers to offer a free presentation. Vaynerchuk says you can start charging after you have five or six under your belt, and, in the meantime, you\u2019ll build credibility<\/a> and gain exposure to an interested audience. (Shortform note: Building on Vaynerchuk\u2019s advice, look locally for your first few speaking gigs\u2014you\u2019re likely to have more contacts in your area, and if it\u2019s unpaid, you\u2019ll minimize your travel expenses. When you land your first gig, leverage it to get more<\/a>: Ask the organizers to record your presentation so that you can use it to promote yourself as a speaker, and ask them to provide a testimonial.) <\/p>\n\n\n\n 5) Seminars<\/strong>\u2014Host events that give you a chance to share your expertise. Be creative and look for opportunities to partner with other entrepreneurs or local businesses\u2014for example, if you have a fitness brand, put on an informational and training session at a local gym. (Shortform note: Seminars have an earnings ceiling\u2014you can only put on so many seminars each month and year. For a more flexible and profitable approach, many influencers are now developing online courses<\/a> that bottle their personality and knowledge for mass consumption.)<\/p>\n\n\n\n 6) Consulting<\/strong>\u2014As you gain followers and credibility, others will start asking you for advice about your niche or on building a following. Charge them for your time and expertise. (Shortform note: Even when consulting, continue to focus on your niche<\/a>; while you may be an expert<\/a> at social media branding as a fitness influencer, your skills and tactics may not work for a travel influencer.)<\/p>\n\n\n\n 7) Articles<\/strong>\u2014Write articles for blogs, newsletters, and magazines related to your niche. (Shortform note: First, use Buzzsumo<\/a> to find publications in your niche. Second, gather three to five samples<\/a> of your writing to show your chops; you can use past blog posts or write new pieces. Then, send samples to the publication\u2019s editors along with a short, straightforward message with your name, niche, and a snapshot of your online presence and credibility.)<\/p>\n\n\n\nStep 1: Choose Your Niche<\/strong><\/h2>\n\n\n\n
Step 2: Establish Your Web Presence<\/strong><\/h2>\n\n\n\n
Step 3: Choose the Right Medium<\/strong><\/h2>\n\n\n\n
Step 4: Choose the Right Platform<\/strong><\/h2>\n\n\n\n
Step 5: Create Engaging Content<\/strong><\/h2>\n\n\n\n
Step 6: Build Your Community<\/strong><\/h2>\n\n\n\n
Step 7: Keep It Going<\/strong><\/h2>\n\n\n\n
Step 8: Monetize<\/strong><\/h2>\n\n\n\n