What would you think if someone came up to you on the street and told you that they could run a mile in under four minutes? You know that it’s possible because it’s been done. But if someone is walking around telling people they can do it, you smell a rat. It sounds an awful lot like they’re bragging without actually showing people anything to back it up. No-one likes a blowhard, so you’d probably give them the cold shoulder.
At the same time, how ready would you be to use a business that didn’t have any real presence online? You see its office, its store, every day on your commute, and finally, curiosity gets the better of you, so you decide to check them out. No website, no reviews, it’s like they don’t even exist. That’s weird, right? Why wouldn’t you get your name out there?
And there, in a nutshell, is the balance you have to strike if you want people to check your business out. You need to let them know you’re there, and know that you’re good, but you have to be able to back it up. So you need a strategy to publicize what you do.
It Starts With A Hook
You’re good at what you do, have been doing it for a while, and are doing OK for business. You don’t have much in the way of an online footprint, but you have a LinkedIn profile. That’s all a business needs, right? Well, no.
But at the same time, if you go shouting your name from the rooftops, people will ask: “If you’re so good, why am I only just hearing about you now?”. So you need to give people a reason to take notice. A special offer, a relaunch, an event you’re holding. Something.
You Get The Word Out There
If you don’t have a Twitter account, get one. And a Facebook page. Not personal ones, you need them for your business. Follow and engage with people in your area. Get the hook out there at this point. Get in touch with a press release distribution company and promote your event as widely as possible. Be ready for increased demand – the worst kind of launch is one that falls short due to lack of preparation.
Take The Chance To Harvest Contacts
When you do well with a business-based launch, it creates its own publicity. It attracts people, and this is where you take the chance to spread the word further. Harvest email addresses, phone numbers, business-to-business details. Use these, whenever possible, for properly targeted mailouts. Don’t spam anyone – the more information you pick up, the more you can hone your marketing.
One of the biggest mistakes companies make is not doing enough to sell their business online. This doesn’t just mean not having an online presence. It is almost as bad to have one and not use it properly. A standalone website with no interactivity is like a shop front without a shop behind it. Remember this, and engage with your customers. That’s how you’ll make your business sing.