When entrepreneurs read about marketing concepts and create plans, they often get all wrapped up in jargon and strategies that just won't work on a smaller scale and with a small (or even non-existent) budget.
But one thing that will work on any scale is being out there for everyone to see. It's a tough thing for some people, because it means seeing yourself as worthy of the spotlight and that you have something meaningful to share with the world – which you do! You need to take every opportunity to show people who you are and what you can do for them. It's about the fine art of self-promotion.
I'm not just talking about your brand visibility; I'm talking about you – the human being behind the brand. What do you stand for? Why should people work with you? How are you going to get your name out there? Here are five great ways to hit the ground running:
1. Remember that the human being comes before the brand, so you need to be visible, too. This is a huge mistake I see so many entrepreneurs make. They put so much effort and money into designing the fanciest logo and business cards, building a matching website and building their company brand without building their personal brand along with it. Repeat after me: "I am the company – the company is me." You must be visible, too.
2. Writing and creating content online is a great way to be visible. You can write one article for your blog and then turn it into a webinar, send a link in your email newsletter and share it on social media – all from one piece of writing. I know this sounds crazy coming from someone with my professional background, but in many ways writing is even more important than speaking – you need to be able to write and speak well about what you do.
3. Speak about your area of expertise. This is a great way to blow your trumpet as long as it's not just a sales pitch, but has real value to offer. You could do this by leading your own seminars and workshops or organizing a MeetUp around your subject area. Make sure you have both good content and strong delivery. You also need to be persuasive and engaging so people want to keep in touch with you after the event. This concept ties well into my point number 5 about social media.
4. Volunteer your time for a worthy cause. You are still visible, it's just on a smaller scale and with people who share your values – that's a powerful force. You'll build stronger relationships that way. For example, you could be on a committee or volunteer to work at a charity gala. Remember to pick something you genuinely care about and then just throw yourself in.
5. Be active and visible on social media. I love this one because for the most part (other than your time, of course) it's free. Free is always good! Remember to use your authentic voice both when you lead your seminars and when you compose your social media updates. Show people who you really are – don't just blast them with blog posts and business promotions. They want to get to know the human being (back to point number 1 again).
Having said all this – there are a few things you need to bear in mind. The above strategies take time and patience. You need to sow seeds of effort over months – patiently and consistently (that's the key) to see the desired results. Now I don't want to hear that you don't have the time; you need to make the time. It doesn't have to be all or nothing though – you can pick just one thing and make it part of your marketing strategy. It really will pay off in the long run – I can tell you that from experience. We live in an over-processed, over-stimulated world where being busy is worn like a badge of honour. Without a conscious effort to be visible and get noticed you will just fade into the background noise of life and be forgotten. •
