You’re trying to expand your Product Marketing network. How can you use social media to make it happen?

LinkedIn is a popular option for professional networking, but it's also worth exploring other platforms. I highly recommend delving into Facebook, Telegram, and Slack groups and chats, where vibrant communities centered around product marketing thrive. Groups such as UA Society, Product Marketing Alliance, ADPList on Slack, alongside Telegram's User Acquisition Chat and various SEM&SEO groups on Facebook, offer invaluable opportunities for engagement and learning. Additionally, don't overlook the potential of guest posting or sharing insights on blogs and niche websites. These endeavours not only boost visibility and engagement but also foster a deeper understanding of the field through diverse perspectives and discussions.

This is as important as when you are developing your 4P's. In order to select the best channel (the platform) for networking, you have to define your ultimate goals including what personas or which people specifically you want to network with. Based on these two things, then it's relatively easy to define what channel (platform) give you the best access (at the lowest cost) to your target customers (the people you are trying to network with).

Enhancing your social media profile goes beyond the basics. Keeping your profile updated is more than a housekeeping task; it actively draws people towards you, ensuring you're always in the loop with the latest tools, services, and trends crucial for your daily work. Participating in collaborative articles on LinkedIn not only showcases your knowledge but also amplifies your voice within the community. This proactive approach not only highlights your expertise but also positions you as a go-to resource in the product marketing arena.

Your profile is akin to the Product in the 4P's approach. Thus, you need to make sure that it's clear who you are, what is your value proposition, what are your superpowers, what do you value, what kind of problems you are trying to solve, and what is your vision for the future. This is also the foundation to building your Personal Brand.

When I first ventured into sharing my perspectives publically, I found myself grappling with the challenges of content creation and choosing the right topics. However, I soon discovered the key: focus on what genuinely matters to you—write, build, create, and share from a place that you care deeply about. In doing so, you'll naturally attract an audience who shares your values and passions, creating a space together.

In recent years, I've observed numerous individuals elevate their industry status to that of respected consultants or mentors, simply by cultivating a strong LinkedIn presence. While I may not be the most prolific content publisher myself, I deeply appreciate the contributions of others. Their shared insights and knowledge not only help keep me informed but also facilitate valuable connections with thought leaders and innovators. This dynamic exchange of ideas on platforms like LinkedIn underscores the power of sharing meaningful content. It's not just about broadcasting oneself but engaging in a broader conversation that enriches the entire community.

A very important consideration is that the content should directly connect and elevate your personal brand. For example, my personal brand is about eMobility and AI applications in Manufacturing so 90% of my postings (original content and repostings) are about the topic of Automotive, Electrification, Batteries, AI in Production, and Responsable AI. Beyond your content being engaging, it has to help you build your brand. If they are not aligned, you will confuse (or worse, annoy) your target audience.

Social media is all about two-way conversations, not just broadcasting messages into the void. To build real connections, show genuine interest in others. Here's how: Engage actively: Like, comment, and share content you find interesting. Respond to comments on your own stuff too. This shows you're listening and participating in the conversation. Reach out and connect: Identify people you'd like to know, like potential mentors, clients, or partners. Introduce yourself politely and professionally. Seek connections and help: Don't hesitate to ask for advice, referrals, or introductions – that's what networks are for. But remember, be kind and respectful, and avoid being pushy or overwhelming.

Remaining engaged within your network not only fosters ongoing connections but also ensures you're consistently in the loop with industry happenings. Whenever someone reaches out to me, I make a point to assess the potential mutual benefits, whether it's relevant to me personally or beneficial for the company I represent. Maintaining an open attitude and extending courtesy not only facilitates meaningful interactions but also lays the groundwork for genuine connections that can evolve over time. It's this sincerity and willingness to engage respectfully that truly solidifies relationships in the long run.

Beyond building your personal brand with content that directly aligns with it, you also have to develop relationships within the platform with your target customers. For the networking to be effective, it has to be a 2 way exchange of information. Thus, make sure you are publishing content that is valuable to your audience but also spend the time commenting valuable insights to your target customers' postings.

In my experience, the best way to be consistent is to schedule as many postings as possible. Different platforms have different features, but if possible write most of the content at one time and then schedule the release of new postings with a "fixed" time and days. In terms of being authentic, the best approach is to analyze new information or news about the area of interest that you share with your target customer. And that this analysis is always your honest point of view. With time, this will provide a sense of how you honestly see the world.

Authenticity truly is key in the realm of social media networking. I place a strong emphasis on sharing content that genuinely impresses or excites me — be it attending noteworthy events, discovering innovative solutions, or uncovering something uniquely beneficial. This approach not only ensures that my interactions are genuine but also resonates with my audience, who can sense the authenticity in the content I choose to share. By focusing on authenticity, you not only stay true to yourself but also build a more engaged and trusting network. It’s about striking the perfect balance between professional insights and personal passions, ensuring your social media presence is both relatable and respected.