Nikita Fahrenholz and Martin Eyerer rely on personal branding – even if they don’t always feel like it. You can read here what strategy they have for themselves and what it brings them.
Personal branding is the Currency for attention and relevance on Linkedin. And since Linkedin is a platform for business, entrepreneurs have to be visible there – say that Nikita Fahrenholz (Founder of Delivery Hero & Fahrengold) and Martin Eyerer (Ex-CEO Factory Berlin, entrepreneur, techno DJ) in our latest podcast episode Royal GS.
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With personal branding you present yourself as a brand. So you think about how you want to be perceived by others on social media and build a content strategy around that. The most important thing is to stay authentic. Eyerer and Fahrenholz also see it that way. However, there is a challenge with personal branding: “The line to narcissistic self-portrayal is very, very narrow,” says Fahrenholz.
Personal branding strategies
Eyerer and Fahrenholz have different approaches to their personal brand, but one thing they have in common is that they write their own posts. As they say, the two don’t believe in AI-generated posts.
Eyerer wants to be on Linkedin for several topics that he can identify with – such as DJing and music production, startup and tech, innovation and urban development and, based on this, politics. “I try to address these four thematic blocks so that there is rigor,” he says. To do this, he posts twice a week, Tuesdays and Thursdays at 9 a.m. This time worked well for him. By the way, Eyerer plans the posts, as he says. This leads to organic growth of 100 to 150 followers per month on Linkedin.
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Fahrenholz is pursuing a slightly different strategy. Like Eyerer, he also uses Linkedin, but also Instagram. His personal brand and Fahrengold’s corporate brand should mesh, but should also be able to stand on their own. His company’s social media profiles should deliberately not be linked to one person, he says.
“Many of my investors and actually everyone around me said: You are Fahrengold, and it really helps if you commit yourself to this company,” says Fahrenholz. “But if I want to sell this company, then the value should not be the Nikita plus Fahrengold package, but Fahrengold.” Eyerer also thinks this: “If you have too much personal brand in your company, then you will damage the company once it reaches a certain size.”
This is how much Fahrenholz pays per month for social media content
Translated into content, this means: On his own social media channels he talks about the topic of car culture, as Fahrenholz calls it – i.e. automotive – and about himself as an entrepreneur. It’s always about Fahrengold, since his company is also his everyday life. For Fahrengold’s social channels, content comes about like this: “We are now in Lech on Sunday with Fahrengold and I am moderating a garage story for the Fahrengold channel, where the product is also shown.”
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For all of this, Fahrenholz works with a professional team and has More Nutrition founder Christian Wolf on hand as a consultant. Fahrenholz spends “Real Talk 3,000 euros” a month on his social media channels, he says.
What does that bring him? “I can say quite clearly: I sell more through social media,” says Fahrenholz. “I can prove directly that I’ve been able to attribute 100,000 to 150,000 euros directly to it since I started doing it. And that’s a real success.”
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Audio player not available
In order to display embedded audio content, your consent, which can be revoked at any time (via the switch or via “Revocation tracking and cookies” at the bottom of the page), is required for the processing of personal data. Data can be transferred to third countries such as the USA (Art. 49 Para. 1 lit. a GDPR). By switching to “on” you agree. You can find further information in our data protection declaration.