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5 Steps For Small Businesses To Promote Online Content

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5 Steps For Small Businesses To Promote Online Content

You’ve listened to all the experts. You’ve done your keyword research, crafted a backlog of blog posts that will reward the customers who come to your page, and created an editorial calendar so that your content will continue to arrive on schedule moving forward.

You are competing with millions of posts every day and promoting a new content gets harder and more complex. But how do you get those first visitors to your blog? How do you get your content the attention that it deserves?

Leverage interested friends and family

There’s a limited number of times that this will work, so only beg for help specifically from your personal audience with big events. The initial launch of your website is a good time, as well as when you’ve written content that has a wider potential interest base than your specific audience.

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To help your close group feel comfortable sharing your content, consider providing them with some basic language for how to spread the word. Instead of starting with “My daughter wrote a blog,” for example, they might say “You know, I found this great website devoted to approachable tech tutorials – actually, my daughter writes for the site – and you should check it out, I think you’d find it very helpful.”

One of the keys of marketing is to lead with how you’re helping the customer, and that’s just as true for your content as it is with anything else.

Spread the word to your social media pages

When your site is ready to go, spread the word to your personal and professional social media pages. Depending on where your social media platform exists, you may or may not be able to have your content automatically shared to your sites. Figure out whether this will be automatic or manual, and make sure you have a process in place for regularly sharing content if it will be necessary to share it manually.

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Make sure that your content shares with pictures! There’s no exception anymore to not using featured images with each and every post. It’s expected. Make it happen.

Make sure your more specialized audiences know about your site

Online content is the key to marketing for the future. Integrating content with SEO, however, is just as important as writing it in the first place. If you’re paying attention to your industry, you’ve probably found more than one content site that’s devoted to fans or customers of the service or product that you plan to offer. It could be a group of message boards, like Absolute Write, the Fountain Pen Network, or Ravelry, or it could be a set of blogs were the comments section engages in rigorous discussion.

Whatever it is, consider plans to make your new site available to that audience. If you’re following a blog, pitch a guest post to the blog owner where you can link back to your site. If you’re following a message board, consider a post announcing the new site, and potentially offering a temporary discount or perk to members of the site.

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You already know that these people like your product in theory; now’s the chance to help them like it in practice.

Advertise in any brick-and-mortar locations

If your business has a physical location, make sure that customers who come in are aware of the new site. Be prepared to tell them about it’s value while they’re in your location. “I’m so glad you asked that question! Here’s the answer. Now, you should also know that we’ve launched a series of instructional videos on our website, let me give you the web address.”

One great idea for any in-store marketing is to use QR codes. Most smartphones can scan these easily and then direct users to your website without them needing to type in your URL. If you’re giving out postcards or business cards, include these scannable codes to make customers’ lives easier.

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Talk about your website whenever it’s relevant

A marketer’s work is never done. While you want to be careful not to become that person who never stops talking about their job, and can seem too salesy and pushy about it, look for opportunities to promote your work in relevant ways. If your website is about the benefits of a particular product, for example, and you see a discussion come across your social media asking a question you’ve recently addressed, drop a blog link into the discussion. Preface it with an acknowledgement of the question and a brief version of the answer. “We discussed that recently on the blog! In short, you’ll find … check out the post for more details.”

Featured photo credit: FirmBee via pixabay.com

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Margarita Hakobyan

MBA from the University of Utah

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Last Updated on August 25, 2021

Why Personal Branding Is Important to Your Career

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Why Personal Branding Is Important to Your Career

As a recruiter, I have met and interviewed hundreds of candidates who have no idea who they are.

Without a personal brand, candidates struggle to answer the question: “tell me about yourself—who are you?” They have no idea about who they are, what their strengths are, and how they can add value to the company. They present their CV’s believing that their CV is the key to their career success. In some ways, your CV still has its use. However, in today’s job market, you need more than a CV to stand out in a crowd.

According to Celinne Da Costa:[1]

“Personal brand is essentially your golden ticket to networking with the right people, getting hired for a dream job, or building an influential business.” She believes that “a strong personal brand allows you to stand out in an oversaturated marketplace by exposing desired audiences to your vision, skillset, and personality in a way that is strategically aligned with your career goals.”

A personal brand opens up your world to so many more career opportunities that you would never have been exposed to with just your CV.

What Is Your Personal Brand?

“Personal branding is how you distinctively market your uniqueness.” —Bernard Kelvin Clive

Today, the job market is very competitive and tough. Having a great CV will only let you go so far because everyone has a CV, but no one else has your distinct personal brand! It is your personal brand that differentiates you from everyone else and that is what people buy—you.

Your personal brand is your mark on the world. It is how people you interact with and the world see you. It is your legacy—it is more important than a business brand because your personal brand lasts forever.

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I have coached people who have very successful careers, and they come to me because they have suddenly found that they are not getting the opportunities or having the conversations that would them to their next role. They are having what I call a “career meltdown,” all because they have no personal brand.

A personal brand helps you become conscious of your differences and your uniqueness. It allows you to position yourself in a way that makes you stand out from the pack, especially among other potential job applicants.

Don’t get me wrong, having a great CV and a great LinkedIn profile is important. However, there are a few steps that you have to take to have a CV and LinkedIn profile that is aligned to who you are, the value you offer to the market, and the personal guarantee that you deliver results.

Building your personal brand is about strategically, creatively, and professionally presenting what makes you, you. Knowing who you are and the value you bring to the table enables you to be more informed, agile, and adaptable to the changing dynamic world of work. This is how you can avoid having a series of career meltdowns.

Your Personal Brand Is Essential for Your Career Success

In her article, Why Personal Branding Is More Important Than Ever, Caroline Castrillon outlines key reasons why a personal brand is essential for career success.

According to Castrillon,[2]

“One reason is that it is more popular for recruiters to use social media during the interview process. According to a 2018 CareerBuilder survey, 70% of employers use social media to screen candidates during the hiring process, and 43% of employers use social media to check on current employees.”

The first thing I do as a recruiter when I want to check out a candidate or coaching client is to look them up on LinkedIn or other social media platforms, such as Facebook, Instagram, and Twitter. Your digital footprint is the window that highlights to the world who you are. When you have no control over how you want to be seen, you are making a big mistake because you are leaving it up to someone else to make a judgment for you as to who you are.

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As Jeff Bezos, the founder of Amazon, once said, “Your brand is what people say about you when you are not in the room.”

In her book, Becoming, Michelle Obama writes about the importance of having a personal brand and her journey to defining her personal brand. She wrote that:

“if you don’t get out there and define yourself, you’ll be quickly and inaccurately defined by others.”

When you have a personal brand, you are in control. You know exactly what people will say about you when you leave the room.

The magic of a personal brand is that gives you control over how you want to be seen in the world. Your confidence and self-belief enable you to leverage opportunities and make informed decisions about your career and your future. You no longer experience the frustrations of a career meltdown or being at a crossroads not knowing what to do next with your career or your life. With a personal brand, you have focus, clarity, and a strategy to move forward toward future success.

Creating your personal brand does not happen overnight. It takes a lot of work and self-reflection. You will be expected to step outside of your comfort zone not once, but many times.

The good news is that the more time you spend outside of your comfort zone, the more you will like being there. Being outside of your comfort zone is where you can test the viability of and fine-tune your personal brand.

5 Key Steps to Creating Your Personal Brand

These five steps will help you create a personal brand that will deliver you the results you desire with your career and in life.

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1. Set Your Personal Goals

What is it that you want to do in the next five years? What will your future self be doing in the next five to ten years? What is important to you? If you can answer these questions, then you are on the right path. If not, then you have to start thinking about them.

2. Create Your Unique Value Proposition

Create your unique value proposition by asking yourself these four questions:

  1. What are your personality features? What benefit do you offer people?
  2. Who are you and why do people enjoy working with you?
  3. What do you do and what do people want you to do for them? How do you solve their problems?
  4. What makes you different from others like you?

The answers to these questions will give you the information you need to create your professional story, which is the key step to creating your personal brand.

3. Write Your Professional Story

Knowing who you are, what you want, and the unique value you offer is essential to you creating your professional story. People remember stories. Your personal story incorporates your value proposition and tells people who you are and what makes you unique. This is what people will remember about you.

4. Determine Which Platforms Will Support Your Personal Brand

Decide which social media accounts and online platforms will best represent your brand and allow you to share your voice. In a professional capacity, having a LinkedIn profile and a CV that reflects your brand is key to your positioning in relation to role opportunities. People will be connecting with you because they will like the story you are telling.

5. Become Recognized for Sharing Your Knowledge and Expertise

A great way for you to promote yourself is by sharing knowledge and helping others. This is where you prove you know your stuff and you gain exposure for doing so. You can do this through social media, writing, commenting, video, joining professional groups, networking, etc. Find your own style and uniqueness and use it to attract clients, the opportunities, or the jobs you desire.

The importance of having a personal brand is not going to go away. In fact, it is the only way where you can stand out and be unique in a complex changing world of work. If you don’t have a personal brand, someone will do it for you. If you let this happen, you have no control and you may not like the story they create.

Standing out from others takes time and investment. Most people cannot make the change by themselves, and this is where engaging a personal brand coach is a viable option to consider.

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As a personal brand coach, working with my clients to create their personal brand is my passion. I love the fact that we can work together to create a personal story that defines exactly what people will say when you leave the room.

Other People’s Stories

Listening to other people’s stories is a great way to learn. In his article, 7 TED Talks About Personal Branding, Rafael Dos Santos presents the best Ted Talks where speakers share their stories about the “why,” “what,” and “how” of personal branding.((GuidedPR: 7 TED Talks About Personal Branding))

Take some time out to listen to these speakers sharing their stories and thoughts about personal branding. You will definitely learn so much about how you can start your journey of defining yourself and taking control of your professional and personal life.

Your personal brand, without a doubt, is your secret weapon to your career success. As Michelle Obama said,

“your story is what you have, what you will always have. It is something to own.”

So, go own your story. Go on the journey to create your personal brand that defines who you are, highlights your uniqueness, and the value you offer to the world.

Featured photo credit: Austin Distel via unsplash.com

Reference

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