Posting High-Value Content vs. Self Promotion

In our Speak, Serve and Sell seminars, as well as when working closely with my Master Mentors, our conversations often revolve around self promotion and how much is too much when it comes to posting on social media and websites. Self promotion is critical and tricky. It’s easy to get a brand reputation for pushing what you have to offer versus serving and contributing meaningful information. When this happens, people tend to ignore your posts and get the “blah, blah, blah…it’s all about them” impression of what you do and what you have to offer.

Our strategy to combat this trap involves the 80/20 Rule. We’ve shared this with many people as it’s a standard format that works and helps to build your brand. Here is how it works:

Simply put, if 80% of your posts are about information that is meaningful to your followers, you’re on the right track. If these posts are relevant, newsy, and engaging, they will get read. And, they will position you as the go-to person in your field. When you share tidbits and clues that make others successful, they will become more interested in you and see you as not only an expert, but someone they want to have in their circle of business advisers.

So, how do you use the remaining 20%? Self promotion! This 20% of your posts give you the opportunity to share what you are doing, where you are going, and when your services and products are available. Most importantly, they also provide an outlet to engage with you. This 20% shows your followers that you are sought after and that you are accessible should they choose to connect.

Self promotion is a critical part of your brand positioning. How you position yourself has to be in line with your key brand elements. If you follow the 80/20 Rule and take the time to share meaningful and relevant information in your posts, you will be on the right track for success.