Don’t be afraid to start farther down the ladder.
Targets at the top of the food chain are generally hard to catch. C-suite executives are elusive buyers, so you have to be prepared to hook smaller fish first.
For example, if you have trouble getting noticed by directors at Fortune 500 enterprises, consider reaching out to less senior managers first. It is easier to make inroads at an organization by creating advocates who are farther down the organizational chart. It demonstrates a commitment to the company, and puts people who already have access to company execs in a position to promote you.
Monitor social media channels for opportunities, but focus on value-added posts.
It is okay to reach out cold to executives on public social channels, but it is wise to avoid immediate pitches. Instead, use social media for its best purposes: sharing information and forging connections. Always make sure that anything you post that’s directed at a prospect provides that person with something of value. That way, you condition your target audience to tune in to the messages you share over social media.
If you retweet them, add a comment that shows you gleaned insight from what they shared. You can also share content that is relevant to their company and tag them, which can help prompt an interesting conversation and position you as someone with real value to contribute.
Use the power of events.
The next time you host an event or organize a conference, consider extending an invitation to a relevant executive who may gain something from attending. You can give them the full VIP treatment while demonstrating that you are dedicated to enriching the business community and furthering knowledge and best practices in your field.
However, if your guest cannot physically make it to the event, consider providing them with access to view the proceedings on a live feed or recorded webinar. You can follow up with them afterward to continue nurturing the relationship.
Marketing and branding does not stop with your product—it extends to you as well.
When it comes to getting in a room with key decision makers, you are the product. You want to position yourself as desirable and worthy of attention. One of the best ways to accomplish this is by remaining as dedicated to your personal brand as you are to your company’s brand.
Your personal brand is the summation of your reputation, relationships, and perceived level of expertise. Just like other brands, your personal brand takes significant time to build and can be seriously damaged by one ill-advised action, so it is crucial to put in the time and effort to cultivate your personal brand before you even need to put it to work. And if every piece of content that is generated by the company is reflective of its brand, so too is every of your interactions indicative of your personal brand.
How to Create a Personal Brand
- Audit your online presence
- Build your personal website
- Find ways to produce value
- Be purposeful in what you share
- Be ubiquitous and ever-evolving