Is it possible to influence without becoming an ‘influencer’?
By Kari Owers, Founder of O.agency
If I’ve heard the words ‘I don’t like self-promotion’ once in my career, I’ve heard them dozens of times. Most of my most successful founder clients have actually been very low key when it comes to promoting themselves.
What if – in today’s world of always on social media, and the rise of influencers and content creation on hyperdrive – you are quite an introvert?
Is it possible to influence without becoming an ‘influencer’?
Firstly, full disclosure, I am an out and out introvert. The thought of talking into my iPhone camera or sharing my bad days on LinkedIn gives me the ick.
Yet, most often when I see people out and about in the business community, they say ‘you seem to be doing well’ and ‘I’ve been seeing you everywhere’. How do I do it?
It helps that I have been in the world of PR and marketing for three decades, and whilst new platforms, trends and ways of communicating will always make me excited – I also hold the firm belief in being authentic before playing to the algorithm.
If I feel disingenuous posting something, I just won’t do it. I find a different way to share my expertise and build a reputation as an expert in my field. It might not be the new wave, but it works.
Let me share my tips for being present in the world of business, without always being the performer.
1. Let your work speak for you
Sharing your recent creative work, a project just completed or a contract you’re excited about delivering is by far the best way to let people see how good you are. I am also a firm believer in sharing best practice, whether that’s tips you’ve picked up over the years in your practice, or a common industry issue that you can explain in real terms – sharing your knowledge is better than saying you are knowledgeable.
2. Build real connections
Networking isn’t for everyone – I much prefer a 121 meeting than attending a big event. Understanding your networking style is important if you are to get real results – try focusing on a few key people that will really benefit your business or your progression in your career and build a proper two-way relationship over time. Start by thinking about what you can offer them and look to set up a face to face – if that’s too hard, find someone who can introduce you for added authenticity. There are new networking events popping up all over that are more intimate, from industry round tables to entrepreneurial or sector small working groups or dinners – hunt down the smaller opportunities and build from there if you need to. If the only option is a big conference, see if you can get the attendees list beforehand and use LinkedIn to reach out to one or two people for a pre-conference coffee, start the day off with a 121 meet and they’ll likely introduce you to others as the day goes along.
3. Embrace traditional PR
Social media is wonderful – we all have our own platforms to shout about what we do. But nothing is more valuable than someone else saying you are good. That’s where media coverage comes in. Sharing your story in a founder feature, participating in a broader media article that reflects your journey, passions or professional area of expertise, or simply sending out a news announcement on a big win – using press gives you a small sense of distance from the story you’re sharing – someone else endorsing you speaks volumes. Other types of traditional PR include entering awards, which done correctly can generate great PR and credibility.
4. Speak on your own stage
There is nothing that will put me into a cold sweat more than standing on stage, but I have found ways to overcome my fear of public speaking for the benefit of my business. Switching up a keynote opportunity for a fireside chat or panel discussion is a great way to feel more comfortable in front of a room of people. Webinars and podcasts have also been a lifesaver for the shy, because you can prepare beforehand, use slides if necessary and let the host guide you through.
5. Be part of the community
This one is for the LinkedIn lost souls. Not knowing what to post, how often or whether to try the new trend everyone else is doing can tie people up in knots. What most people don’t know is that chasing engagement through posting alone is lost energy – you have to be present – ‘the commerce is in the comments’ as they say. Making sure you set aside a few minutes a day to build a rapport with your network, comment, like and share the things you find genuinely interesting and being supportive of your network will rise you up the visibility game and the upside is – it also makes people feel good. For me that’s a win.
So for all the vloggers, influencers and Top Talent out there – I salute you. You’re smashing it. But if you are an introvert like me, don’t let that stop you having an impact.
Contact us
If you need advice on Founder PR strategy or personal brand – reach out to me in my DMs, or send us an email at letstalk@o.agency.
