Content and strategy go together for an effective marketing plan. And getting the word out there about your business is the main objective.
A Real and Effective Strategy for Promoting Your Company
There is a saying in the business world that “no one cares about your business as much as you do.” This is probably true. Consequently, no one is going to care enough about your business to talk about it as much as you do.
But people who like your company - and those that work for your company - can become your other "best" evangelists, as well.
Being your own company’s evangelist is not a new or novel concept. Business owners have been doing it for a few centuries at least. But now it’s become easier than ever.
The Stage Has Gotten Bigger!
The great beauty of the Internet, social media, and enhanced “word of mouth” channels is that you can talk up your business in a multitude of ways that never before existed. The advent of social media ranking sites like Yelp! and Rate A BIz have created venues for customer input that is simple and immediate.
Being able to leave reviews and testimonials has become a standard practice among clients and customers. And an entire industry has now erupted around curating, indexing, promoting and leveraging reviews and testimonials. Smart business owners are making full use of this form of "marketing" potential.
In addition, the content your business publishes whether through a blog, eBooks, or video, can be seen by potentially millions. And the net effect is that what you say and what you put out there, can multiply exponentially as it is passed along , linked to, and shared by others.
If it is true, then, that you are the chief evangelist for your company – possibly the only one evangelizing – then it stands to reason that you must make this a priority and a major function of your role in your business.
And that requires a strategy.
What’s Your Plan?
An effective Internet promotion strategy is three-fold:
1. Distribution
Determine what channels, or methods, you will use to talk about your company and how you will optimize them. The smaller your business, the smaller your staff and budget, the fewer channels you should focus on. The wonderful thing about pursuing an inbound marketing strategy is that you can succeed by leveraging only a handful of channels such as blogging and email marketing.
2. Get Help
Don’t settle for going solo – recruit your staff! They possess the ability and, hopefully, the willingness to promote and evangelize your business as well. Which means determining what channels they will use and how to optimize them. Just because you are the owner doesn't mean you have to do it all. In fact, because you are the owner you shouldn't do it all - that's not the most productive role as a leader.
3. Recruit "Converts"
There is absolutely nothing wrong with asking others to promote you and your company. Elicit the help of your customers, your vendors and suppliers, your friends, colleagues and even your family. Anyone and everyone that knows your business is a potential evangelist. Enlist them, boost them, and remember to thank them profusely and repeatedly when they do talk you up.
Say What You Mean and Mean What You Say
The key is to know what your message is going to be first.
In other words, what is it about your business that is unique and valuable to your prospects? Write it down. Read it out loud. Practice your message and be able to relate it with boldness and from the heart.
Imagine that all you had to work with was a billboard on a busy freeway - commuters are driving by every day, but they have only a few seconds to see your sign. What is the one thing you want them to remember?
What is the most important impression you want people to have of your business? The challenge is to clarify that impression, articulate it, and make it your own.
Then impart that to and instill it into your staff. Make it a message that is easy to take in, easy to remember, and easy to share.
If it’s worth saying, it’s worth saying well and saying with boldness!
Getting Help With Your Inbound Marketing Strategy
The approach of inbound marketing holds great promise for your business. Getting your message out there is, in some ways, easier than ever before.But achieving your marketing objectives with a content marketing strategy takes time. It won't happen with a few blog posts or great ebook.
People will need to consume your content for a while before they contact you. Yet, without your content compelling them to contact you, your goals may never be met.
The good news is that you don't have to figure out alone. In fact, one of the best investments you can make with your marketing budget is to partner with a solid firm like BroadVision marketing.
Click on the button below to get your free Complimentary Inbound Marketing Session so you can make an informed decision, or call BroadVision Marketing at 707-799-1238.
