It’s more important than ever in a virtual world to make connections:
- Email less, connect more.
- Share authentic content.
- Like, comment, engage.
Becoming a super attractor
Connecting and becoming visible in a virtual world is vitally important given so many of us are working from home and not able to attend our usual face-to-face events.
So Tory Archbold’s recent virtual webinar about How to become a business super attractor, sponsored by Intuit QuickBooks and Business Australia, could not have been more timely.
More than 400 people attended the event, with almost 150 questions submitted before and during the broadcast.
Tory’s inspiring story is the epitome of authenticity. After returning from London 20 years ago, she was able to build Torstar – her global communication empire that has helped world-renowned brands like Seafolly, Victoria’s Secret and Zara – by following her values and making connections based on them. More recently she has set up a new business, Powerful Steps, through which she mentors and educates entrepreneurs right around the world.
Her values are:
- Passion: she’s laser-sharp focused on helping client achieve extraordinary milestones
- Integrity: she only works with brands that align to her values
- Delivery: she believes you’re only as good as your last phone call, email or conversation – or webinar!
Tory’s message is every entrepreneur has the same opportunity to build a successful business if they also follow their values. Here are the secrets to her success
One of Tory’s golden rules is to organise three coffee dates a week to build her referral base, even continuing this virtually during COVID-19 when in-person meetings have been restricted. It’s a strategy that has paid off given she was able to work with Drew Barrymore as a result of a coffee meeting with one of her former school friends.
Tory’s advice is to have three different coffee meetings a week:
- Catch up with someone you know, even someone in your business, to help maintain your connections.
- Meet with someone you want to partner with.
- Connect with someone outside your comfort zone.
“This has allowed me to build a powerful global network including celebrities and influencers who recommend me. You never know where these coffees may lead,” she says.
For more tips on building your global tribe, check out Tory’s article over at Business Australia.
Use the right channels to become visible
This starts with LinkedIn. Tory’s advice is to upgrade to a premium subscription to get the most out of this platform:
- LinkedIn receives nine billion impressions a week.
- Three million users share content on a weekly basis.
- This platform drives more than 50 per cent of traffic to business-to-business sites and is considered the most credible source of business content.
“Your image acts as a super attractor, so make sure you have direct eye contact, clean hair and a great close-up image of yourself in your profile shot,” she recommends. Writing a powerful bio that says who you are and what you’re capable of delivering is also crucial.
Her advice to other business owners to become a super attractor on this platform is to like, share and engage, but ensure you focus on connecting with other people and businesses that share your values.
Using appropriate hash tags to build your audience is also key. But be smart about how you use hashtags. For instance, using the hashtag #leader will make it hard for you to get found if potentially thousands of people are using this. So the idea is to use hashtags to make it easy for others to find you. For instance, Tory uses the hashtag #coffeechallenge, which is a phrase she can own and people can easily use to find her.
Instagram is another great channel business owners can use to make global connections. Tory’s top tip? Again, hashtags are key – but don’t include them in the main post. Include them in the first comment – you can include up to 30. That’s the best way for the Instagram algorithm to find you. IGTV live, which has an audience of half a billion people a week, is also a great channel to tell your story at no cost.
Writing informative articles that challenge the reader with dynamic titles is one of the best methods for doing this and generating new business opportunities. Tory’s articles are a case in point. Some recent examples include, ‘Three simple ways to reinvent yourself in a virtual world’, ‘Three ways to pivot and make your personal brand shine through a crisis’ and ‘Why 2020 is the year to reinvent yourself’.
Says Tory: “It’s all about leaving a footprint in a virtual world to show what you have to offer. To stand out, make sure what you’re posting is relevant.”
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