Stop Chasing Followers – the Game Has Changed Since AI

Every small business owner has been there. You're following all the social media advice, posting regularly, trying to build your "personal brand," but something feels off. You're getting likes and comments, but your ideal customers still aren't calling. You're putting in the work, but the revenue isn't following.

The problem isn't your content or your posting schedule. The problem is you're playing the wrong game.

Recent insights from the Profitability Playbook podcast revealed why successful business owners are shifting from personal branding to something far more powerful: Positioning themselves as the trusted voice their prospects turn to when researching solutions.

The Reality Check Your Business Needs

Here's what most business owners miss: Your potential customers are doing 70 percent of their research before they ever talk to a salesperson. If they're not finding your insights during that research phase, you've already lost them to whoever is showing up in their searches.

Yet most small business owners are sitting on valuable knowledge they don't realize they have. You know things about your industry that could help dozens of potential customers make better decisions. The question isn't whether you have valuable insights. It's whether your ideal customers can find them when they're looking for answers.

Why Generic Content Stopped Working

The game changed when AI tools made creating content 1,000 times easier. Now your prospects are drowning in generic, recycled advice that all sounds the same. But this flood of mediocrity creates an opportunity for business owners willing to share real insights from actual experience.

The businesses winning now aren't the ones with the biggest marketing budgets. They're the ones sharing original thinking based on real experience solving real problems.

Understanding Where You Stand

In today's market, business owners typically fall into one of four categories:

• The Invisible Operators work hard and serve customers well, but nobody outside their immediate circle knows what they do.

• The Popular Educators get lots of engagement sharing basic tips everyone already knows.

• The Hidden Authorities have deep insights and proven approaches, but terrible marketing.

• The Market Leaders combine visibility with original insights that shape how their industries think about key challenges.

The goal isn't social media fame. It's becoming the business people think of first when they have a problem to solve.

This Isn't About Building a Personal Brand

Here's the crucial distinction: Personal branding focuses on making you famous. Smart business positioning focuses on making you trusted.

When done right, this approach delivers benefits beyond just attracting customers. It helps you attract better employees, form valuable partnerships, and command premium pricing.

The most effective approach treats this as one strategic part of your marketing mix — roughly 20 to 25 percent of your content should demonstrate your unique thinking, while the rest can feature customer stories and helpful resources.

Getting Started When You're Already Busy

You don't need a complete content strategy to begin. Start with one simple question: What's one thing you know about your industry that most people misunderstand?

Write about that. Not a manifesto. Just a clear explanation of the problem and your perspective on solving it.

Then mine your existing customer interactions for content opportunities. What questions do your best customers ask during sales calls? Every question that comes up repeatedly is a blog post waiting to happen.

Remember, 98 percent of LinkedIn users publish nothing. You don't need to be perfect; you just need to be helpful and consistent.

The Long-Term Payoff

Building genuine authority takes time, but the payoff extends beyond just attracting more customers — it attracts better customers. Prospects who find you through your insights tend to be more qualified, more educated about what they need, and more willing to pay premium prices.

Your Next Move

Take action this week:

1. Pick one area where your business has developed a unique approach

2. Write about it, including a specific example of how this approach helped a customer

3. Share what you've learned from real experience

Then do it again next week.

Go Deeper

Want the full conversation? Listen to the complete Profitability Playbook podcast episode with thought leadership specialist David Kochanek for deeper insights on building business authority and strategic positioning. You'll get specific examples, detailed frameworks, and actionable strategies for positioning your business as the go-to choice in your market.

Subscribe to the Profitability Playbook podcast on Spotify, Apple Podcasts, or wherever you listen, and join the community of business owners building competitive advantages through strategic positioning.

Ready to position your business as the trusted choice in your market? The Simple Numbers team helps small businesses identify and leverage their unique strengths for sustainable growth. Visit SimpleNumbersCRI.com for proven strategies and resources.