Take a look at this picture. Does it look familiar?
This stock photo is endemic in our industry; it shows up in case studies, websites, and slide decks. The other day, I did a reverse image search and found over 1,000 different companies using the exact same image or a variation of it.
Marketers in our industry are lazy. Instead of actually showing their product, they reach for the same stock photos everyone else uses. Or worse yet, they throw up some AI slop like this:
Their laziness is our opportunity.
While the Big Guys might have a bigger marketing budget, you have a secret weapon they can’t match: your personal brand.
When an end-user sets out to buy a piece of equipment or a custom automation project, what they’re really buying is twofold: a return on their investment and a relationship. They know that whatever you install in their plant will need to last for a decade or even longer. They want to know that who they’re getting in bed with will stick around to support them.
That’s why I encourage founders to build their personal brand. A 2024 Edelman-LinkedIn survey found that 73% of corporate decision makers trusted personal-brand content more than corporate marketing materials.¹ But just what is a personal brand, and how can you build yours?
In my experience, it boils down to three simple actions:
- Become seen as the expert in your field by showing up where your customers are and providing value. This might look different depending on which industries you serve, but some examples include LinkedIn articles, trade publications, and speaking at industry events.
- Tell your story, even if it feels uncomfortable. What are your unique points of view? How do you work differently than others in your field? An easy way to get started is to post pictures and videos of your work on LinkedIn. A before-and-after picture of a control panel you upgraded is a powerful story and gives you an opportunity to show how you go above and beyond to solve problems for your customers.
- Build trust by doing #1 and #2 over a long period of time. Stories build trust that no stock photo can compete with.
There are hundreds of ways to build a personal brand, and I love helping people find theirs. If this is something you’d like help with, you can reach out to me here when you’re ready.
-Sam
¹ 2024 Edelman–LinkedIn B2B Thought Leadership Impact Report