Bruno asks, “What is the channel that most impacts your personal branding?”
That’s an interesting question and is contingent on a couple of things:
– How we measure our personal brands
– How we align that data with our channel data
The statistical technique you’d use to find the answer is something called driver analysis, which is a fancy term for multivariate regression analysis. Watch the video to find out how to measure your brand.
Can’t see anything? Watch it on YouTube here.
Listen to the audio here:
- Got a question for You Ask, I’ll Answer? Submit it here!
- Subscribe to my weekly newsletter for more useful marketing tips.
- Find older episodes of You Ask, I Answer on my YouTube channel.
- Need help with your company’s data and analytics? Let me know!
- Join my free Slack group for marketers interested in analytics!
What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for watching the video.
In today’s episode, Bruno asks, What is the channel that most impacts your personal branding?
That’s an interesting question.
It’s going to
depend on a couple things. Number one, it’s going to depend on
how do you measure your personal brand? Or how do you measure any brand? And then to how do you align your channel data
with your personal brand data. So
measuring a brand
is probably one of the most complex and difficult things you can do in marketing because
brand is in a Morpheus term, there are so many definitions of of what a brand is.
My personal favorite definition is by a comedian named a frank who says,
brand is the emotional aftertaste
of a series of experiences and he goes on the site. That’s why the term grandma’s cookies gives you a certain emotional
sense, but old people’s cookies, not as much, even though they’re synonymous terms.
There’s definitely a cognitive dissonance between the two.
So that’s a good example of brand. So what is your brand? What is your personal brand? I would, I would argue it’s the the
ability for you to be known. Mitch Joel has a great expression for this as well. It’s not who you know, it’s who knows you.
And I think that’s a great starting point for the measurement of a personal brand.
It’s not who you know, it’s who knows you.
you may have things like social media audiences, or email lists of things. But at the end of the day,
if no one remembers you, if no one knows who you are, if no one knows what you do, then
I would say that you have you don’t have a strong personal brand.
So how would you find that? How would you get that information, but easiest place would be
if you have a personal website, and you really should. These days,
have a personal website that has Google Search Console setup,
what you would want to do is look in Google Search Console for branded organic search, which means people searching for you by name.
Now, if you have a common name, where you share a name with someone who’s famous, that can be tricky, believe me, I know there’s a a deceased actor who shares my name, and I’m still trying to outrank him and search and it’s been 12 years since he died. Sorry for the family. Still working on that.
using organic search data, branded organic search table data, the number of people who search for Christopher Penn
and and click
through to my website, because that clearly indicates that I was the person they were searching for, not the actor,
measuring that over time as a
great proxy for that
brand. And then long tail queries about your name too. So Christopher Penn
analytics Christopher Penn and data Christopher Penn and Google Analytics Christopher Penn and machine learning Christopher Penn and AI, those are all things that I
would want someone
to be searching for,
that are relevant to me that are relevant to what I do. So
your own brand terms. What are the brand terms that
That you’d want to track? To see how, how are people finding me? How are people finding what I do.
So that’s part one,
is getting your branded search data together, your render organic search did together
to part two is alignment that data with your channel data, which means extracting out all of your
Twitter data, your Facebook data, wherever it is you’re posting your email marketing statistics, your LinkedIn stuff, your blog, and putting it all in a giant spreadsheet
with your branded organic search data as
sort of the outcome of the goal that you’re
And you would run
something called driver analysis would you can learn a whole lot
more over if you watch any of the webinars, trust insights,
Ai, my company’s website, the whole bunch of things on predictive analytics, look for predictive analytics talks. But what you’re essentially doing this what’s called driver analysis, which is a fancy way of talking about multivariate regression analysis. And what you are
doing is trying to figure out
what combination of variables
like number of tweets per day or
new signups to your news letter, or
any of these things that you do, what of the of all things that you do have a relationship to branded organic search
have a mathematical relationship that you can then go and test so you find out that tweets on Tuesdays plus
emails longer than 1000 lines, that’s a really long email. But
if those combination of things really
seem to have a highest mathematical relationship with personal brand searches,
then you have the opportunity to go test that it’s okay. If tweets on Tuesdays is one of the things that that the analysis says is really important. Guess what I’m going to
double the tweet, the amount of tweeting I do on Tuesdays and see if the branded organic search number goes up by proportional amount.
really is, you find the relationships, and then you test the relationships for causality. If If emails are the thing, tried doubling the number of emails for a short period of time does the amount of branded organic search and double
Make sure if possible in your calculations that you account for lag.
So knowing how long it takes for your brand to become known, if someone receives an email from you, how long does it take for them to search you?
That’s something that you can also compute within the data.
answer to that question.
Your answer is going to be different than my answer. When you run this analysis, it is going to be very, very different. The way we do things what we do how we do all will vary. So there is no good answer that you could pick up from me and apply to your own marketing Do you have your own personal market just doesn’t work. You are a different person. You have
channels, you are effective in different places, and it’s not going to work
So keep that in mind.
So what channel most impacts my personal branding,
I don’t know I haven’t run the analysis yet. This will take some time. But that’s how to do it. That’s how to end the by the way this is same method
goes beyond personal brand it works for your company’s brand it works for your products or services and their brand. So
try this out with your own data
and see what answering you and your analytics teams come up
As always, please subscribe to the YouTube channel and the newsletter
will talk to you soon.
want help solving your company’s data
analytics and digital marketing problems. This is trust insights.ai today
and let us know how we can help you
Want to read more like this from Christopher Penn? Get updates here:
Get your copy of AI For Marketers (2019 Edition)