Banking on Digital Growth
Banking on Digital Growth

Episode · 8 months ago

196) #ExponentialInsights - The Seismic Shift in Personal Branding


Who do you see when you look in the mirror? Does the world see that same person?

Your peers’ perception of you is everything. So, why do some people drag their feet in building their personal brands?

In this episode, I sit down with Kyle Lacy, SVP of Marketing at Seismic, to talk about the perks of crafting a positive persona for the masses.

A co-author of the book Branding Yourself: How to Use Social Media to Invent or Reinvent Yourself, Kyle lays the groundwork for you to trademark your winning brand.

Join us as we discuss:

- How personal branding is different from self-promotion [3:18]

- Some potential roadblocks, such as compliance and content creation [11:10]

- How you can start building your brand and reaping the benefits [17:35]

Check out these resources we mentioned during the podcast:

- Connect with Kyle on LinkedIn

- Email Kyle at

- Follow Kyle on Twitter

You can find this interview and many more by subscribing to Banking on Digital Growth on Apple Podcasts, on Spotify, or here.

Listening on a desktop & can’t see the links? Just search for Banking on Digital Growth in your favorite podcast player.

I don't want to hear about your ten steps to better financial outcomes right like I want to hear about that, probably, but also like, what was your experience at your your son soccer game this weekend that really made you think about life? You're listening to banking on digital growth with James Robert Laigh, a podcast that empowers financial brand marketing, sales and leadership teams to maximize their digital growth potential by generating ten times more loans and deposits. Today's episode is part of the exponential insight series, where James Robert Lay interviews the industry's top marketing, sales and FINTECH leaders, sharing practical wisdom to exponentially elevate you and your team. Let's get into the show. Greetings in Hello, I am James Robert Lay and welcome to the one hundred and ninety six episode of the banking on digital growth podcast. Today's episode is part of the exponential insight series and I'm excited to welcome Kyle Lacy, who is serving the team at seismic as the svp of marketing. Kyle is also the author of three books, twitter marketing for dummies, branding yourself and social crm for dummies, and today I look forward to diving into the insight's cow shares in branding yourself, as this has become a common topic of interests for both financial brand as well as fintech marketing and sells leaders. Welcome to the show, Kyle. It is so good to share time with you today. Buddy. Hey, thanks for having me. Before we dive into branding yourself, what is good for you right now, personally or professionally? It's your pick. To get started on a positive note. Man, I've recently jumped on the pellets on bandwagon. Nice. I tell you what, man like thirty, forty five minutes a day in the morning where an instructors yelling at me like I'm I'm for it. So the good thing in my life is pellets on, and I've, outside of that, my family and Stephen King. Yeah, I've been really into Stephen King lately. Well, let met you because this whole conversation is about branding yourself and you're talking to Peloton, and Peloton has a nice community and I know that there are a lot of people who listen to the show and ride pellet on as well. You are to throw your screen name out for someone that wanted to connects with you and ride together. Yeah, I'm the idiot that just use my name. So it's just kyle a saying like it's not any cool, like Indie, indie Dad bond five four five or something. It's just my Dang Kyle Lacy. I like the that's that's one that we indeed dead bond five hundred. There you go, that's great. I joined it. I was and all these all these members on the leaderboards. I'm like, nobody is actually using their real name. I have to be an idiot. Thirty thousand that I'm tracked right. Yeah, so no, connect with Kyle, ride with Kyle. I'd be great to make it. Make It, make a connection like that. Off The podcast. I want to come back to the book, because writing a book it's a big...

...undertaking. I've done one. I'm working on a second right now. You've done three, branding yourself being with the second one, and and shout out to bryce nobles over at mx for connected as via Linkedin. I want to get into branding yourself. Why write this book in the first place? Like what was what was your where was your mind at the time? I mean at the first I'm very passionate about personal branding in general, like I think it is a I think is a hidden talent. If you figure it out, I think it's a competitive advantage for you on the on the second side of that or on the side of that. It was I was talking to my coauthor, Eric Decker's and at the time we were in very different parts of our lives, like he was an older individual that was trying to reinvent himself. I was somebody that was inventing my brand coming out of like owning an agency and getting into the software world. So it was a cool we are sitting at a coffee shop one day and we were talking about it. We're like, actually, that's a pretty cool idea to to create a book that you could use for both individuals who might be leaving a job and trying to reinvent themselves and and people who are coming out of college and trying to figure out what the hell they want to do. Right. So that and then we just got really excited about it because it's what we it's what we love to do and what we love to talk about. You know, it's interesting you talked about coming out of college, because I remember it was probably two thousand and six, two thousand and seven time period. Chuck Crosser at the University of Houston Clear Lake, where I did my underground it am I ask and the did an MBA. I was guest lecturing in his classes back then about the idea of building a personal brand, not even calling it that, but social media was really like in its infacy and how you could use this to position yourself, differentiate yourself. And and the first edition for your book drop back in Two Thousand and eleven. It's now in its six edition. I'm curious if you look back in your mind over the this time period, what have been some of the biggest changes that you've seen unfold when it comes to just personal branding? You know, it's channels. It's channels to use. Like in two thousand and eleven we were talking about blogger. Yeah, we probably had my space thrown in there, and now you know, it's talking about tick Tock right right now. The fundamentals have not changed at all. That's key that it like it. You don't have to do a lot of editing. It's just the fact that, oh, we talked about this one feature that twitter got rid of, like vine I got rid of it while I got right correct. So that's it. I that it's mostly the channels and changed. I think that's a key takeaway for the dear listener. The fundam middles will always stay the same. The channels in which you communicate, that is what is, will continue to transform. And you open up the book with a tremendous question, a very good question, a question for both financial brand and Fintech leaders. Doesn't matter to coming from marketing cells, leadership teams, lending you. You Open up the question why should I... about self promotion? And I hear this all the time, especially from those on these different teams. What's the point of building a personal brand? Why should I even take the time to do this? Why should one care about self promotion? To begin with? I think it's about there's there's two reasons. Number One, self promotion is hard because the word promotion in general, I think, has a negative connotation. I'm solute. That's not what it that's not what we mean it to be in this in this in this context, for me, it's building trust with a community of people. Yes, that could be that could be peers, that could be your prospects, that could be your customers. The second thing is telling a story that's different from everyone else. Like if I walk, if I walk out into the into the into the community, into the market, and I say I'm Kyle Acy, I lead marketing for a software company, that like, if you can add another five thousand people, that cricket exactly like that, right, and the only thing, the only thing that it's the perception of you. Right. So it's very important that you control the perception that people are seeing through social through the way you communicate in person, like all this stuff. So for me it is it is the it is ultimately about building trust through telling, telling a unique story, and we all have unique stories, just most of us are terrible telling them. You know, I think about two people in the space come top of my mind right now. Paul t long, out of the northwest, south sound, a Washington area. He is a SMB commercial lender has been working to build a personal brand. Same thing with Greg Martin, out of college station Texas. He frames himself as the entrepreneurs banker. He actually has the entrepreneurs bankercom and this is exactly what you're talking about. Carrie and bet and Stimpson, who's a chief marketing officer out of Jam and maybe group in Jamaica. Same thing. She hosts what's called the internal marketing podcast. And so, from from your point of view, what is personal branding here, because we've talked a little bit about, like you know, the the negative connotation of self promotion. Now we're moving into personal branding and this is a subject, and you wrote about this in the book. We've been having a lot of conversations. I mentioned a couple of people who've been on the show, but when you wrote the book you noted you ask a hundred people what personal branding is, you're going to get a hundred different answers and I agree. It's like why we define what is digital growth? I think when you define something, you plan a flag of the ground. What is personal branding? How would you define this and how is it different from self promotion? I mean, I said it before, it's the perception that other people have about you and and that's their truth. You know, you can you can have an opinion all day long about what you're good at or how you want to be seen or perceived eaved, you have... lead somebody in the direction that you want them to go and it can't be false, right. You can't be a false prophet when you're talking about this stuff. But I think it is the perception people have of you right. And it's about building and creating content, telling that story in a way that's meaningful and it's not about self promotion. It's just about doing it differently. A great call out in this space which who I love, and he's actually based in Indie. He's kind of out of the space now, but it's pete the planner, Pete done yes, who. Yes, he he has a perfect example of what we're talking about because he differentiated himself. He had a pot, he had a podcast before podcast was cool, right. He was on the radio, he was doing stuff different. He is now become an entrepreneur and start a software coming all that awesome stuff, but he's a great example of he had an idea and he went for it, and that is that is eighty percent of this thing. Right. I can write a book all day long about how personal writings important, but if you don't just go do it and put yourself out there, it's very, very hard to try to tell a story a little bit differently. I you know Pete, Pete the planner, he's great. It's a fantastic example. We got to we're going to have to get them on the show, just have a conversation. More than happy to hook that up. I had appreciate I really appreciate that, because I think the more that we can elevate these stories of others, we can provide inspiration. Saying because, because a lot of times, and I want to get your take on this, like you know, when it comes to financial services, the roadblocks. What? What is it that holds people back from committing to take this journey? Because, like you said, a lot of it you've written the book. Well, that's knowledge. Is One side of the equation. You got to apply that knowledge to actually grow. There's difference between knowing and growing. What are some of the roadblocks that hold leaders back from committing to following through, to build a for a personal brand, to begin within? The first place? They don't know where to start, they don't know what content to produce. They think too hard about it, they listen to somebody that says you need to build a content calendar to publish, when in reality just need to go do it. I think the other side of especially in this world, is is it's a very hard answer. It's a very it's a very it's a very hard challenge to overcome. Is Compliance, like you mean to make sure right like the right contents being shared at the right time, especially if you are a leader of a group of people who want to also get their personal brands out there. And this is an age old discussion, age old meaning like since two thousand and two, where you know the difference between your professional brand in your personal brand, and I think a lot of times with somebody like pete the planner, he was so he's he is so good and was so good at melding his personal and professional life together. Now he was independent right up for a long time. So there's there's differences there. But I think that it's about how do you how do you bring your best self forward? And for me, my best content is about servant leadership, my family and time management.

It's what I and that connected with you on, like you're the idea of time management of family, because I'm right there with you. Like one of the best questions I think that we can ask ourselves as a leaders is, how are you teeing things up, or how do you tea things up where you spending your time, where you spending your effort, where you spending your energy, and well it it. I think I think people get I think people get really overwhelming. They think about digital hmm, and the reality is this. It's all the same concepts. It's just a different delivery mechanism. It's like my my one of my good friends, is in is in asset management and his personal brand is he remembers everybody's name. He writes handwritten notes to everybody that he meets and he connects people via Linkedin when like all the time. That's his personal brand and that's what he lives by. He doesn't post on Linkedin every day, but he has built a brand around a specific thing that he really enjoys. I listed three things that I enjoy talking about outside of marketing. But it but I would pick one thing, just one thing. And sometimes you might have people to say nobody cares about hearing about my son or Blah, blah blah, but they do, like we can. We are human beings, like I'm I don't want to hear about your ten steps to better financial outcomes right, like I want to hear about that, probably, but also, like, what was your experience at your your sons soccer game this weekend. That really made you think about life. Yes, says, we're all humans, and that's where that's where people fail, in my opinion, is that they don't try to connect the to they're just doing their professional their professional persona within digital channels, and I think it's a losing it's a losing argument. So this is something that I'm really going to be digging deeper into and banking on change the concept of what I've defined as exponential growth. Exponential growth is where one is growing personally as well as professionally at the same time, because I do feel it's going to be a struggle to try to disassociate or break these two worlds apart as we go forward, and as we go forward, I'm really predicting over the next five years, the the micro has the potential to beat the macro when it comes to reach digitally, and you had touched on this before we started hit record, and you know, I look at the personal brands of leaders and lenders, at financial brands. If we can do if we can empower them to build personal brands so to connect with people, to establish trust. What's your take on this and what are y'all doing over at seismic, because this really is a seismic shift, if you will, in the way of thinking about go to market. So I could help myself on the PUN. No, I now ultimately seismic. Seismic is about personalization of communication with clients. That's it, right, whether that as an interactive doc or training and coaching with reps,...

...or you interacting with a client on or a prospect on Linkedin, as an example, or twitter, or you, you providing content for your reps to share that is meaningful and also compliant and gives them the ability to kind of build their personal brand at the same time. Right. So for me, it is it. It's all about I talked about this before, but it's about building trust. Yes, and so as you're thinking about your personal brand and you're thinking about your professional brand, it's really all it is is trust based. So what are the vehicles and what are the content that you need to whether micro? I A hundred percent agree that it's micro and it's personalized, and micro interactions that are personalized build trust. And you don't go and sit at a lunch with a client and talk all day long about their portfolio and not ask anything about their personal life, right. I mean some might, they're not very successful. Right, like, I'm not going to. I'm not going to keep that person around because I want interaction and I want I want to know about the personal life. So I think that social open that up, especially. I mean we can go back as far as GEO cities, but I don't think we want to get into that feed or or what was the what was the journal site? Me and I used it. It was it was all my teenage angst was poured into it. Oh, you're right there, it's on the tip of my tongue and I got better. Well, I got to tell you to be you know, as you're talking through this, I think I experienced this early on in my friend from high school. We had graduated high school, were early college. He was at Baylor University, I was at university Houston, and he called me up. You say, Hey, we got a big problem. I was like what's that? Is Like the bookstore? We absolutely the bookstores a problem because, you know, you buy a book for a hundred fifty two, hundred bucks and then they buy back for ten. And we built an early social network called bear swapcom and we probably had about twentyzero users and it was early digital, it was prefacebook, and it's two thou, two Thousan two, two thousand and three. And we figured out a way to bypass the middle and we connected people directly with people would even know like this idea what we were doing. But it was just like human nature, and I think that right. There's that human nature doesn't matter for what you're do, what you've been doing as a financial brand leader for, in some cases decades can still be applied in this space in well, let let's put it into like some some like an actual example. For let's say, let's say I am searching for I'm searching for something to manage my assets or whatever like. I'm completely butchering that, but and I have somebody on Linkedin that that has followed me, that as pot that it's commented on content that has is giving examples within the comments on how they deal with their kids and things that I'm posting about. And they call me or email tell me, and then somebody that...

...doesn't do that at all calls me and emails me. Who Do you think I'm going to connect with faster? It is not the it is not the person that didn't have any interaction with me and they called email on me. It is the person that spent a little bit of time to give feedback and put a little bit of their selves themselves, to put a little bit of themselves out there. And you know, I know I'm a very specific where I'm just a power user, but I think that applies to a lot. I mean there's a reason why we have millions upon millions upon millions of people using this stuff. Yes, yeah, you know the idea of asset management. I can't help and he's been a guest on the podcast. Child Chad Willardson wrote a book called smart not spoiled, the seven money skills kids must master before leaving the nest. I think maybe there's an opportunity here. You're an author, I'm an author, I know I know bryce is writing a book as well. When it comes to personal branding, that almost kind of like starts to bleed over a little bit into this. You know what some called, quote unquote, thought leadership, and you mentioned to a roadblock or challenge is like where do we even start this? I'm going to put a really big idea out there. Maybe we start with the book, because like writing a book is more accessible today than it's ever been before. And the reason I say with that because if it's a forcing function that allows you to package your ideas up, and then that book becomes all of the micro content that you can repurpose and reuse through multiple channels. So it really is a true pillar piece of content that gives you about probably two to three years, if you do it right, of how to just continuously repurpose and reuse and recycle this or you just flip it. I know, I know a lot of people have just posted linkedin post for a year and roll them up into an edited book of three hundred pages. But you could go either way. Right like, I do think that the best place to start is to spend some time thinking about what is meaningful to you, what is the most what's the favorite thing about your job and what's the favorite thing about what's going on in your personal life, and spend right one linkedin post about each. Yes, like just or twitter or tick tock, I do not care what you use. Right like, I think there's a whole I think we could I could spend thirty minutes just talking about like the the financial planners and stuff they're on tick tock, because that's a whole another world where you know they're spent. They're serving micropieces of content. Yes, fight sizes like you, like you talked about, in some and and in some cases they're completely wrong with what they're right. You probably shouldn't listen to them. But that goes that goes across all things. So I think that do not get overwhelmed with the amount of content you think you need to create. Just go do it. Digital growth is a journey from good to great, but sometimes this journey can...

...feel confusing, frustrating and overwhelming. The good news is you don't have to take this journey alone, because now you can join a community of growth minded marketing and sales leaders from financial brands and Finn text who are all learning, collaborating and growing together. Visit Digital growthcom slash insider to learn more about how you can join the digital growth insider community to maximize your future digital growth potential. Now back to the show. One of the exercises that I have to get really practical to build up on your thinking, and you're right, like the idea of Tick Tock and the disinformation, of the misinformation out there I want to give a shout out to Jennifer Beaston, who is in the mortgage space and she has been utilizing platforms like youtube and stuff, ticktock. That's awesome. As a nationwide mortgage lender to help first to sell, second to answer people's questions. And I have an exercise that I teach and coach. I call it three two, one contact and it's an old rip off from the old pbs days of there's a show called three two, one contact. It's literally every day you make three new connections and and you can do this at a local market level because you can search and filter based on city. So now it's like you're not connecting with any one of the ECOSPHERE. It's like now it's becoming really hyperlocal. So physical community begins to bleed over into digital community. So three contacts, with three connections a day to comments on someone else's con tint. I mean I'm thinking through now the lens of maybe just linked in here, but this could be applied to any other channel. And then finally, one piece of unique original content from your own point of view back to what you're talking about. Maybe that's personal, maybe that's professional, maybe mix it in but three, two, one. Contact is a very simple exercise to build some habits. That's what it boils down to. It's the habit building, I think is the hardest part. Is established to have in the routine, to start doing this day in and day out. A My what you'r the hardest. The hardest part of that is the original content and and some of the some pointers that I have towards that is if you, if you are a reader, whole excerpts from a book that you just read and put it within the content and give your feedback on the excert right, that's a that's a big win one. If you get very passionate about something throughout your day, like an email you responded to, our conversation you had with a direct report or a customer, as long as you're not sharing financial data, you know, post it right like that type of stuff. I think it's easy for for you and I because we grew up in the alll ic q space, yes'm I mean and and for me, I've been posting micropieces of content since I was like seven, right right to my friends viicq or are, and then text messaging and then my space and then friend feed and then blogging and and we've been doing I mean I'm thirty seven, I've been doing it for thirty years. Right me, sitting down and writing a linkedin pot is second nature, like it's just so easy for me... do. You know, it's so interesting that you say that because, as of recording, Elon just acquired twitter. Yeah, and so I was like curious, I want to go back and look at what were my first tweets, and that was back two thousand, two thousand and seven, two thousand and eight, when you could tweet via SMS into the platform. And I'm like my Gosh, now now, like so much as has transformed since that time. But you're right, it's I think it is. It becomes second nature, becomes second second I was a second life, but that's a that's once again, we're not the whole as a whole. Other thing. We wrote about that at one we we wot and and it's like but, but now it's like, okay, what can we do to empower individuals, to empower teams, to empower organizations? And I almost see like cohort based number one, learning to help people see things a little bit differently, and then number two cohort base, Co coaching to help teams begin to establish the habits and hold each other accountable. Going Ford here. Yeah, a hundred percent. And at and for us that seismic and it's some of our customers. Like we have the training and coaching component. But then what's very important is that you you feed content to people to share. Yes, and that, and that could be new speeds or anything, but but that, that is another part of this. is to say it's okay if it's very hard, hard for you to think up content, if your organization is thinking about social and marketing in your personal brand appropriately, they should be giving you the tools and giving you the content to comment on. Like a like twitter, buying, you know, are sorry, Elon buying twitter. What should you be thinking about? On the stock right, like I'm an owner of the stock. Like, what should I be thinking about? On cashing out? Blah, blah, blah, all the stuff. So m there there is a there is a there is a production element of this, but there's also a there's also a feeding to people on your team for them to share content as well. Well, that's where sharing component for sure, a promotion or what I look at as a content multiplier because you have to produce and you also have promote. And back to your point on the idea, if you're a reader, like digest what you're reading and give your own perspective. Audrey, who's all on our team over here, Audreyk Oda, she's doing that on Linkedin and I've been like encouraging her. You love to read. Just start sharing this and giving some perspective. Jennifer Steel, she's in wealth of wealth management advisor at northwestern mutual. I went to high school with her and seeing how she's using content through her own linkedin. It's actually being tagged by her. So it's all about like using like the U tm's and the cookies, and it's just very unique of ways to take something that was done once and then repurpose at time and time and time again. I would to paint a picture here of two futures for the dear lists we start to wrap up.

You know, it doesn't matter if they're at a financial brand or Fintech or if they're marketing, sales leadership team. I want to leap ahead five years. Want to leap out of the future and reflect back onto this conversation today. For those that are listening, but maybe they failed to act. They failed to help build the personal brands of lenders and leaders. Five years ahead, look back. What does that future look like for those that might still be a little bit behind? You're still going to be looking for a job instead of building a career. HMM, that's how that's how I frame it. It's this the idea of personal branding and using digital channels to promote it, is that you are thinking about a career, not your job. One of the concerns I hear a lot when, you know, coaching and training around this subject. It's okay, this is great, but we're going to invest all of this time, effort energy, we're going to tea it up with our teams, but then what if they leave, like are they going to take everyone with us? And I want to get your take on them. I think it's always been that issue right, like you either. It's just you can amplify it now. That that's why I get I get kind of frustrated when people say that, because if you invest in your team and you invest in them appropriately and their business grows because you're doing it, they're probably not going to leave. They're probably going to leave because of they ei there, should leave for a lot of reasons, or you just doing a terrible job supporting Yep, right, like that's the reality. And most of the time people don't understand how to build. Like I talked about, we talked about personal brand, but it's more than just kind of like we're talking about brand. It's everything correct like each personal brand within your company is part of the brand of your company. Yep, it's part of the culture, as part of how you promote it, and it's just important to think about it holistically instead of hey, we're going to support Gary's ability to get more business and than he's going to piece out because now he knows how to do it on his own. Well, fine, good job, Gary, you actually built, you actually help somebody build a career. It's probably going to come back tenfold for you. Absolutely it's going to pay it back. Yeah, and it's like it. Once again, I think it's the way that you view the world. Is it from a sense place of abundance, or is it from a place of lack and scarcity? And I want, I want to leap out on the opposite side of the equation. It's five years in the future we're reflecting back on this conversation, someone has applied this thinking maybe they haven't even started yet, but they're listening to this and, like you know what I've been hearing about this, not just from you, not just from me, not just from others, but it's to the point now to where they realize they're seeing things differently. They're seeing things differently and thinking about things differently. Their feelings are now, you know, at a point to where they're wanted to take some action. What does that future look like for them, those that just start and make the commitment? I mean there's tons of different examples, but you're never going to have to chase business,...'s going to come to you. And the second thing is you're never gonna have to use your resume to get a job. I mean, it depends on it depends on the context of the person we're talking to, but that's by that is my reality. That I've discovered is because, ultimately it's about the community of people I've built around me. It's the people that I've invested it. It's the people. It's past customers, it's customers lessoningly, it's customers as seismic. It's it's portfolio companies of open viewed dventure capital firm I work for, like it's CEOS, like it's people that I have that it's it's no, it's more about from a personal braining perspective, it is about the content that you create, but it's also how you invested others. Yes, if you do that appropriately, it's going to come back. It's going to come back appropriately, and that's and five years from now, that that is what you're looking at, and that and it's and I I've I have multiple examples of people who have done that and I think it's it's playing the long game right. You can't play a short game with this. It's almost it's a banking acronym. It's like the more that you place the posits into the minds of other people, positive deposits, it's going to make it. It's grow and it's investment over time, and then you'll have a huge return, like in that five year time period. And that and that's what's so hard about especially social and using social is because social is built to hit, to get our dopamine hit right, like I want a bunch of likes, I want and so it's really hard for people to stick with it, because they could spend four months and not get any interaction at all. But the key is your framework that you laid out, which is the three, two one, because most of the time people go in and just post content. They're like, you know, two weeks later, like what the hell, no, he's comment in. This is stupid. Yeah, but if you but if you're interacting as well, it's going to come back and it gets fun because people are investing in you as well. It's not just you screaming into the void. Yeah, it's like Joe Polish over a genius network. One of the things that he says life gives to the giver and takes from the taker. I want to I want to give something here together. As we wrap up, get really practical. You know, I'm a big believer that all transformation, that that leads the future growth starts with a single simple step forward. And we talked about like where do I start? Where do I begin? What would the small commitment that the dear listener can take next to start to build their personal brand, to maximize their financial brands future digital growth potential? What is one small thing that they can commit to do next? So in the book we talked about an elevator pitch and trying to figure out how to tell your story in a sentence when you're meeting somebody. That's where I would start. On top of that, I would just post once on Linkedin. Honestly, I love your three two one framework, to be honest with you. I mean it's it's easy to follow. You can, you can set it up to where you do it, but for me it's it's you've got to figure out your value statement and your elevate and how... tell your story and that. Let me give you another one to take away too. It's three, two one, and then right off of that is playing the game of tag, and the game of tag is this. Once you make a connection, you have to thank them for connecting with you. Then you can ask them, is there a question that you might have about financial services, about money? And then you have to guide them, and the best way to guy, and this is a great way to start building a content portfolio or a content library, is by just thinking, asking, collecting all of those questions and then guiding them through. Maybe it's a sixty second loom video and you don't address it that way. You could repurpose this content or you do. It's like hey, hey, kyled thanks so much for your question. I just wanted to follow up with you. You know, what are the top stresses that I see when it comes to buying a home? Is X, Y or Z. Sixty to ninety seconds, boom, done that. That's a private DM. Then you're making a deposit in someone else's life. You might then take that and repurpose it into tick tock or onto YouTube. So yeah, play the game of tag. The only the only caution I would put there is hit the personal side of this first, because a lot of times what I see is that people feel like they always have to put a DM in and then they try to game it by sending the same DM to a bunch of people. So for me, it's I love why I loved your three two one is that you're commenting like I if I were in in listeners shoes, it would be go create a list. I mean you can buy sales now if you want. It's, you know, for what it's worth. It's very it's cheap for what it gives you. But you know, sales now on Linkedin. Go, go and create a list of the thirty people you want to meet in the future and go comment on their post if they're active. Yep, and do that for a couple weeks before you absolutely you send out the Linkedin the game of tag. Yeah, absolutely, they gave attack. That game of tag is a second dary action to the three, two one, as a way to dive deeper into the relationship, and I think framing on that is important too, because I always frame it around. You know, when I connect with someone, particularly in the banking space, it's like it's always good to connect with great people who are working to transform baking. Just something along those lines. It's like a very simple, sweet, positive and the connection rate is typically high, and then I just follow that up with hey, just thanks, you know, great to connect with you, looking forward to learning together with you, growing together with just something along those lines. And they make the main key is personalization. Like yes, if there's any if there's any realm of possibility that it was a can statement, you are screwed. Exactly people, people can sniff it out and they understand, and that's where taking a little bit of time to make those comments, to make those, you know, initial discoveries in the in the in the general feed, maybe dive deeper into the profile would have been the last couple of things that they've posted cod of like we did today. I was like, Hey, dude, I really like you're thinking a round. Yeah, you know, commitment exactly...

...takes ten. So you can't, you can't automate no, personal branding. No, no, no, that's it's zero chance you can automate it. And that's, once again, I think, where the micro has the potential to beat the macrow because, you know, as we move further into this world of AI and automation, I think we're going to see the PINELM start to swing back to, you know, one tow one is is a way to differentiate and not a sea of mass but a see of automation. So this has been a lot of fun, Kyle. Thanks so much for the conversation with you today. Speaking of that, how can someone continue the dialog in the discussion that we started here? What's the best way for them to connect with you? Say Hello, can connect with me on Linkedin, you can connect on me on twitter, you can connect with me on Peloton. I mean my emails Kyle Lacy at gmailcom's pretty sure for so and and all my linked in twitter. All of it's kind of lacy, so connect with me. They're always open. Connect with Kyle, learn from Kyle. Get the book to where can they get the book? Best place it goes probably Amazon. Get the book, go check, go branding yourself. Make sure that you're looking at the most recent addition and it's in. It's in four or five languages too. So if there's anyone here that that needs something different, I would just go to Amazon. Fantastic, grab the book. Connect with Kyle, ride with Kyle on Peloton. Kyle, thanks for joining me for another episode of Baking on digital growth. Thank you as a pleasure as always, and until next time, be well, do good and make your bed. Thank you for listening to another episode of banking on Digital Growth with James Robert Leigh. To get even more practical and proven insights, along with coaching and guidance, visit digital growthcom slash insider to join a community of growth minded marketing and sales leaders from financial brands and Finn Tax. Until next time, be well and do good.

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