Successful entrepreneurs are used to bootstrapping their business. They (and you) are good at it.
HOW TO PREPARE TO BUILD YOUR BRAND
Podcasting? They’re on it. Blogging? They get it done. Social media? It’s not just a distraction (most of the time, anyway).
If there’s marketing to be done in any form, business owners are well aware and are doing their best to get the word out. But there comes a point of diminishing returns. Your website has all the traffic you feel you’re going to attract through organic (and
even paid) methods. Your mailing list growth has slowed to a crawl. Your income has leveled off.
You may want to consider bringing in a pro to help you get some much needed local and national media attention. But before you do, be sure you have a good foundation in place, or all your time (and money) will be wasted.
Solid, Consistent Branding
This goes a lot deeper than just your logo, colors and fonts. Branding is your message, identifying your ideal client, your unique area of expertise, and even how you speak about it. It’s everything that makes you instantly recognizable to your fans, helping you to become a resource – dare I say – an influencer. And it’s what helps media outlets know you’re exactly the person they need, right when they need you.
While you’re updating your branding, be sure to consider how it will impact your:
Media-Ready Swipe Files and Photos
Imagine for a minute that TV network or social media influencer called you to ask your opinion about an important news happening. How quickly could you respond with a bio and headshot? If it would take you more than 5 minutes, you’re not ready.
A key component of every PR campaign is having an accessible, easy-to-find media page from which you can instantly pull the information any journalist or producer needs. Unless you have this page in place, you’re not yet ready to jump into the mass media space.
A Crystal-Clear Message & Ideal Client
While it might seem more marketable to have a wide area of expertise and varied clientele, the opposite is actually true. Experts are tightly focused. As one content marketing strategist puts it, they delve “an inch wide and a mile deep.” By focusing your
efforts, you are able to dig deeper than simple surface issues, and serve your clients better.
The same is true of your ideal client. When you try to help working moms, new dads, college students and empty nesters, you wind up serving none of them very well. Instead, you should have a very specific client you strive to attract, and venture outside
of that mold only rarely.
For instance, I focus on entrepreneurs. The mindset that comes with being an entrepreneur is so vastly different than an employee. The inquisitive spirit, ability to multi-task and drive to reach business goals and dreams are just different. And that’s
good – for me.
Once you have these 3 pieces in place, you’ll have a solid foundation that will support you in your branding and media outreach efforts. More importantly, you’ll be able to make the most of every opportunity that will come your way.
BUILD YOUR PERSONAL BRAND COURSE BUNDLE
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Emilia Andrews is a visionary executive leader and Fractional CMO who delivers marketing strategies and services that accelerate business growth.