Friday, March 28, 2008

It's About Who Knows That You Know

As someone who is growing a business in a new locale, I'm very aware of the time, energy and relationship building it takes to turn a business idea into a viable enterprise. Yes, it's very important to be a knowledge leader in your field, but if no one knows who you are, what knowledge you have and how that knowledge can benefit them, you'll not be on their radar.

Establishing yourself as an expert involves utilizing a wide variety of marketing and relationship building efforts. All of them take time, persistence, creativity, research, analysis and faith. Here are just a few ideas to consider:
  • Article Writing - Placing articles in trade publications, magazines, newspapers and on other websites
  • Speaking - For local and national organizations, conferences, tradeshows, etc.
  • Interviews - This includes radio, t.v. and being interviewed as an expert by a reporter/writer of an article
  • Advertising - Web ads (banners, etc.), Google ads (and similar types), display ads in newspapers/trade publications, etc.
  • Authoring Books - Getting a book published related to your expertise and in doing so, creating an additional revenue stream
  • Networking - Attending events where your target market may be and meeting people who are decision makers
  • Volunteering - Working with decision makers in organizations related to your area of expertise. This provides an opportunity for others to get to know you and your skills
  • Keeping in touch - Keeping connected to business contacts and keeping them abreast of your offerings
  • Producing Related Products - Producing other products that may be of interest to your target market and in doing so, creating an additional revenue stream
  • Newsletters & Blogs - Creating opportunities to write about your area of specialty and through subscriptions, making regular contact with your target audience
  • Whitepapers/Special Reports - Writing about your area of expertise and making the paper or report available as either a Free item or an incentive in exchange for subscribing to your newsletter
  • Adding an Advertising Signature to Your Emails - Using your email program, add a permanent signature line that is included in every email response you send. Use it to market your website, products or events by including links

These are just a few of the many ways you can market your services. Most of them are free or low-cost marketing tactics. The key is to be consistent.

It is important to include "Author Info" at the end of each post, article, book, whitepaper, newsletter or blog. This should include info about you, your books, products, services, website and how to reach you.

Better get going. You've got a lot to do.

Kennette Reed