There are endless ways you can get attention from the media and your customers. After writing my 26 tips last week, I kept thinking about all the ones I didn’t mention. So I thought I’d just go ahead and give your 26 MORE tips to getting your business the attention it deserves.

  1. Create a one-sentence “pitch” that will interest your contacts. Something quick and to the point that won’t bore them. “My company, <name>, is developing <service/product> to help <ideal customer> <solve problem> by utilizing <your secret weapon>.” Or, something like that. Make sure it presents an idea that’s different from everyone else in your industry, so you stand out.
  1. Target publications that your ideal customer would read. While being featured in an industry-specific journal is great, is it what your potential customers are reading? For example, a regular person wouldn’t read the Journal of Manipulative and Physiological Therapeutics, so a chiropractor would want to focus more on getting featured in a local wellness magazine instead.
  1. Don’t forget about the top bloggers in your industry. I talk a lot about journalists and the media, but blogs are equally important. Readers subscribe and usually get more emotionally invested with blog writers than they do with a favorite newspaper or magazine. Make some contacts here. Offer to be an expert. Once you establish a stronger relationship, ask to write a guest blog.
  1. Invoke curiosity when choosing blog titles and email subject lines. Ask questions. “Do you want to lose 5 lbs this month?” Create interest for readers to click through to the post. “The 3 best exercises to get 6-pack abs. Hint: It’s not crunches.”
  1. Get negative – in a good way. Headlines including “greatest,” “best,” and “biggest” are overused. Instead, try using negative words. “The 10 worst things for your back.” “Why you shouldn’t shop on Amazon.” Negatives will help you break through the noise.
  1. Look at buzzwords. Research what buzzwords are hot in your industry and sprinkle them throughout your content – blogs, emails, pitches, and social media posts. These terms are highly searchable and using them makes you appear more authoritative because you’re clued-in on current trends.
  1. Choose or create attention-grabbing graphics for your content. Use Canva to quickly create images with your titles or even simple infographics. Find free stock images on Pexels, Pixabay, Unsplash, and ISO Republic that you can use. Choose visuals that are bright and interesting but are also on-brand.
  1. Send press releases to your designated hit list. I talked about creating a contact list in my first 26 tips, but there are also sites who will just post your press releases. Here’s a list of 54 websites – just note, some aren’t free. While these websites are nonspecific to your industry, they create more opportunity for your audience to find your content and more backlinks to your website.
  1. Get “personal” with your emails when sending a pitch or media release to a publication. Don’t send out a generic email to everyone on your list at once. Create a form-email that you can plug in personalized information. “I saw your recent blog on ____. I see you feature stories about _____ often. I think my content on ______ would really resonate with your readers.” You get the idea.
  1. Did you know you can easily spy on your competition to see where they’re being featured? Use this link explorer tool to see who is linking back to your competition’s website. Then you can reach out to those outlets to try to get featured (and linked, of course) instead. Extra tip: use this tool to track your own backlinks too.
  1. Create a Facebook group for your business. This works best for very niche markets and industries where there is already a sense of support and community, like fitness, beauty, recovery, etc. A group creates the feeling of exclusivity for its members and creates a community of people surrounding your business, meaning a constant pool of prospects.
  1. Tell your story. This can be on social media, in a blog, a short video (under 3 minutes, please), or in an email. People love a good narrative. And when you’re honest, authentic and a little vulnerable, it will seriously boost your LKT factor.
  1. Get personal on Instagram. Be your brand. Let people get to know YOU and your lifestyle. For example, @thepapayapodcast (business) only has 14.6K followers, but @thebirdspapaya (business owner) has 462K followers. People want to follow people, not businesses. This doesn’t mean you have to post your entire life on Instagram, but put enough out there that people feel like they’re getting to know you on a more personal level.
  1. Create relationships with micro-influencers. These are people (usually on Instagram but sometimes Facebook and Twitter) with 10K-500K very dedicated followers with high engagement. An example is Marta Pozzan, a fashion micro-influencer on Instagram. Find a few in your industry that interest you. Interact with their content and build a relationship. You can take this a step further by sending them sample products (with the hope they’ll review them) or let them do a “social media takeover” for a day.
  1. Get involved on Reddit (more on that here) and Product Hunt to gain a more authentic following. These sites take old-school message boards to the next level with hyper-specialized followings. Interacting with potential customers and posting about your products and services can bring your business to an untapped audience. Plus, the more places you’re found on the internet, the better your visibility will be.
  1. Use emojis. They aren’t just for kids anymore. They’re used in successful marketing campaigns, especially on social media. Emojis encourage engagement. Facebook posts with emojis get 33% more comments, 33% more shares and 57% more likes than those without. To be effective, make sure they serve a purpose and are applicable to your post. Willy nilly emojis will make you look like you don’t know what you’re doing. Not your goal.
  1. Have fast response time. This goes for social media, web forms and emails. If a prospect sends requests to 3 or 4 companies and you respond first, you’re much more likely to get the business. If you respond to a comment or direct message within an hour, your followers get the sense that you care. Being responsive gets attention. Not to mention, Facebook scores you on it.
  1. Be funny. Humor in your posts and other content makes it memorable. People are more likely to share it – whether it’s hitting the “share” button or verbally telling their friends about the hilarious thing they read yesterday. Doesn’t everyone read off funny memes to their significant other? Just me? Ok.
  1. Build your email lists. Email marketing is still incredibly relevant, so encourage people to sign up for your mailing list. How? Write a must-read white paper or create a checklist your prospects can’t live without. Ask them for their email address before you give them the content. Seems fair, right?
  1. Personalize your emails. This can be as simple as inserting people’s <name> into the email. Or you can check out tools like Active Campaign to create automated emails that appear to be personalized. Sending an occasional email that looks like a note directly from you can also be effective. It’s all about building a personal relationship with your readers.
  1. Create a strong brand impression. Choose a name, logo, and/or slogan that will stick with people. Think of Nike – a simple logo and a slogan, “Just do it,” that people can’t forget. Build the rest of your messaging around these strong concepts to support your brand. Here are 9 great website tagline examples.
  1. Invest in a well-designed website and offer valuable content. When someone clicks through to your site or looks you up, you want them to feel welcome, answer a call-to-action, come back later or at least learn something about your business. Make sure your website is mobile friendly too. Responsive design is best.
  1. Speaking of your website, when was the last time you did some keyword research? Search is still the #1 way people will find your business online, so keep your website content fresh and consistent, and make sure to sprinkle in long-tail keywords and phrases. Use key questions as part of your FAQ page. What questions would people ask to find your business? They’re equally important for voice search too.
  1. Don’t forget about video. Video content becomes more important every day. And, you don’t have to be a Hollywood director. Creating 1-2 minute videos about your business, a new product or an announcement doesn’t have to look like it was produced by Steven Spielberg. All you need is a little courage and a smart phone. Practice makes perfect, but know, no one looks for perfect. So, let loose a bit.
  1. Ask your happy clients for reviews. Having raving reviews online stands out big time with potential customers. Testimonials on your website are helpful, but “unbiased” reviews on third-party websites like Google and Yelp are better. It’s one more thing to build your LKT, plus Google loves good reviews. Of course, good reviews are usually a result of great customer service, so every time you interact with someone, imagine that they will review your business. Give them and every prospect your best.
  1. Get more involved in your local community. Schedule lunch with a neighboring business. Join your town’s Chamber of Commerce. Go to city council meetings, and attend charitable events. The more people you meet, the more people will know about you and your business. Plus, you never know when an opportunity will arise.

Ok, so there you have it. 52 tips to market your business and brand. If you work on one of these each week, you have a plan for a whole year. I expect to see your name in lights by the end of 2020.

 

Copyright 2019 - Robin Samora, Partner Promotions Inc. All rights reserved.