Smart social media Today, it’s crucial to be part of the social conversation. Unfortunately, most business professionals spread time and effort across too many social networks without a smart, engaging strategy. Narrow your social media focus to the networks where the majority of your target market is spending time. Then, appoint one person as a spokesperson for each of your social networks (this could be you as the business owner, your marketing manager or you could outsource social media management to a consultant or agency). Instead of spending time trying to amass a large number of friends and followers, encourage conversation with the people who are already engaged with you. Ask questions, share motivational quotes, welcome feedback and provide valuable articles and resources to create positive interactions and an enthusiastic community.
Build your list List-building is one of the most effective strategies you can employ to grow your business. Collecting email contact information from people who visit your website or people you meet offline creates a database of interested prospects who gave their permission to get your content and are interested in learning more about your special promotions and offerings. The people on your list are highly likely to become future customers. To ethically entice people to opt-in to your email list, offer a content-rich and valuable incentive like a free video series, eBook or special report. Create a schedule for staying in touch with your list by delivering consistent, valuable content. You can use an email list management service such as MailChimp or AWeber to streamline your strategy.
Spotlight clients The press loves a good success story, and your customers love basking in the spotlight. Collect stories and testimonials from your customers to showcase in offline and online marketing materials. You can pitch the most interesting stories of triumph and overcoming odds (with customer approval, of course) to an appropriate media outlet, which may result in excellent press coverage for your business.
Host a newsworthy event Hosting events is an excellent way to attract new customers, secure media coverage and re-engage existing clientele. Look at national events and occasions to conjure up creative challenges. For example, a personal training company may host a 30-day shopping challenge around the December holidays to encourage clients to stay fit and healthy while waiting in long lines and wrapping presents. You can also link up with a charitable organization to raise funds or awareness for a healthy cause.
Craft a consistent, compelling content strategy Delivering consistent and compelling content to your target market is a surefire strategy to grow your audience, create loyal advocates and drive new customers. Focus your time and energy on creating a content plan for the next six months. First, survey your customers and ask them which topics they are most interested in learning about. Next, create a plan to deliver advice on those topics via blog posts, newsletters, social media, etc. Choose the frequency you plan to deliver this content (once per week, once per month, etc.) and the channel you’ll deliver it through (video, article, audio). Finally, schedule your content into your calendar so you’ll never miss a deadline and you’ll never wonder “what to write” again. Publicity starts from the ground up; engage your core clientele by using these 10 strategies and meaningful large-scale publicity may likely follow.
Melissa Cassera is a PR expert and CEO of Cassera Communications, a PR and personal branding training company. To read more about her superstar credentials (such as national press features, working with amazing clients and being a professional actress) and to get more behind-the-scenes scoop, visit her website at www.casseracommunications.com.
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