Someone recently posed a question to me that is definitely worth sharing because it’s a subject that comes up from time to time and applies to everyone trying to promote their personal or business brand.
This person knew that an array of marketing options exist – social media, radio shows, print media, a book, TV, public speaking – but he wanted to get right down to the nitty-gritty.
Of those many possibilities, he asked, which is the one that would be best for his branding goals?
After all, there must be one correct answer! Right?
I can be a nitty-gritty kind of person at times myself, so I didn’t hesitate with my reply. You can’t choose just one marketing option and unequivocally claim that it alone can get the job done. Each works in its own way to help you build your brand, and whenever possible you should take advantage of as many of them as you can.
We just celebrated Thanksgiving, filling our plates to overflowing and going back for seconds, so permit me to use a metaphor that involves food. You really shouldn’t look at marketing as an a la carte menu because in reality it’s a full-course meal – and a delicious one at that.
Sure, you can put nothing but mashed potatoes on your plate if you choose, but why do that when other delightful dishes are available and can give you a more nutritious and balanced meal?
So if you really want to feast on all the branding opportunities on the serving table these days, let me offer a few ideas on how to go about accomplishing that:
- Write a book. Yes, this one is ambitious, but as you’ve heard me say many times over, a book can be a critical piece of your marketing foundation. It adds credibility to your branding efforts and gives you a platform for getting your message out. You can hand out copies to potential clients the way others might hand out business cards. A book also opens doors to the media for you. (I already hear what some of you are saying. “I can’t write!” Not to worry. You can always hire a ghostwriter to do the work for you.)
- Get a slice of everything you can fit on your marketing plate. As I mentioned before, you don’t want to limit yourself to just one avenue of marketing. You’ll want to spread out in as many different directions as possible.
- Make sure you have a quality website before you do anything. You’ll want to drive traffic there with your branding efforts to capture email addresses. That way you can share valuable content that you write for your blog.
- Take full advantage of social media, which has so many options to offer in and of itself. You’ll find different tools you can use and different audiences you can reach through Facebook, Twitter, LinkedIn, Instagram and others.
- Look into hosting your own radio show or podcast where you’ll have great freedom to share your message and promote your brand.
- Get out and speak to as many groups as possible. A speaking platform positions you as an expert in your field.
- Cross promote. As long as you’ve plopped a helping of nearly everything on your marketing plate, it would be wasteful not to make the most of it. The smart way to maximize your marketing investment is cross promotion. If you have a radio show, give out your Twitter handle and tell listeners to like your Facebook page. At the same time, use your tweets and FB posts to entice followers to tune into your show. Do the same with speaking engagements – invite your audience to follow you on Twitter and FB. As you build your audience on multiple platforms, you’re successfully building your brand.
We really live in great times when it comes to branding because there’s such a world full of opportunity out there due to the internet and social media. The 1970s, ’80s and even the ’90s were the Dark Ages in comparison.
Remember that old potato chip commercial with the line, “I bet you can’t eat just one?”
When it comes to your marketing options, why would you want to?
P.S. If you need professional help with building your brand through recognition in the media and/or with social media, give us a call at 727-443-7115 ext. 215.