I’ve had the pleasure of working with several clients who are accomplished in their fields, but less sophisticated about social media and PR – and how to promote their brands in the digital marketing world. I’m working with four experts right now, in completely different industries and my mission is to take them from more of an offline world to an online world – and combine the two for maximum exposure, credibility and revenue generating opportunities.
Here are 5 Tips to Make the Transition from Offline to Digital Marketing Easier
- Be grateful for and take advantage of the wide network of supporters you’ve had in the past. If you’ve been helpful to them, chances are they’ll be helpful to you. What do you need to get you to the next step? An introduction? Referral? Recommendation? 15 minutes to discuss an idea? “Don’t ask, don’t get.”
- Don’t be someone you’re not. Sometimes when we’re afraid, we pretend to be more advanced than we are – to not feel stupid or left out. Experience has taught me that it’s better to be transparent and in learning mode, then to find yourself out of integrity and not on brand with your core values. You won’t get far spotted as a phony. Just be you.
- It’s ok to not know everything. Give yourself permission to accept where you are and decide where you want to go. If you think it’s boring to hang around a know-it-all, it’s far worse to be a pretend one! I’m not a rocket scientist and I have no intention to learn about the Theory of Aerospace Propulsion. I am more inclined to learn about PR secrets to get what you want, help others share their gifts and live a freedom based life traveling, teaching and speaking around the world. Note: We are all experts in training – the point is to learn how to share your expertise to a digitally “with it” market of your ideal clients.
- Pick one social media platform you like (and will use) and perfect it. I’m lucky that my clients like to write, have a voice and tone to their brand and can express their knowledge fluently. They’re also willing to “write to be heard.” Though each client is different, they can all benefit from email marketing, blogging, LinkedIn Pulse or Facebook – depending on where their target market is and how they like to engage.
- Find someone you like, know and trust who will help you get where you want to go. They don’t need to be your best friend, they should be your advisor. Be sure that they listen, understand what you’re looking for and outline a path. They can’t tell you how it will be done, step by step. It’s never one thing anyway, it’s always a combination. Sometimes it involves tweaking a website, creating expert reports, speaking to a niche market, teaching advanced classes, launching a JV, getting scholarship clients for testimonials, being interviewed, writing a book for credibility. These tactics are just a few of the possible hundred to take you from an offline brand to an online brand.
“Oh, the things you can find, if you don’t stay behind.” – Dr. Seuss