Step four: Profile raising for new business
Getting well-known for what you do is a very long-term process. But this should not deter you because it’s relatively easy nowadays to become known for a specific skill or product.
Becoming famous for being good at what you do in a public forum takes a few simple steps, repeated.
The goal of this step in the new business development process reinforces prospects’ decision-making when they come to select someone to do work for them or with them. If they can find out about you independently, and online they are far, far more likely to hire you then if they cannot find out about you.
Where is your brand findable in public?
So let’s have a look at the different places where a stranger could find out about you and your business and the things that you do.
- Do you write articles?
- Have you been mentioned in the news?
- What about public speaking?
- Have you ever been to a conference?
- Do you ever speak or present at business events like BNI, the Chamber of Commerce or Local Business / Professional Membership Associations?
- What about running workshops or webinars?
- Do you host events at your own premises?
- Could you invite clients and prospects to learn more about your skill and expertise in a face-to-face environment?
Here are some of the things that you could do to improve your “find-ability”.
Business awards Does your industry run annual awards and could you enter? Many parts of New Zealand have local Westpac Business Awards happening every year. This not only adds to your internal feelgood factor for the team by entering, but it also gives you handy PR and some external credibility if you get through to the final stages.
What about opinion formers? There are always people who are prepared to stand up and talk about your industry; could they quote you? These people may be journalists but often nowadays they might be bloggers or podcasters.
Networking is important for most businesses particularly if you want to win clients locally. Having actually met someone is a very strong and easy way of building trust. Find out where your local networking opportunities are. This may be the Chamber of Commerce, local meetup groups or BNI.
I do recommend you check out the website meetup.com because a lot of good events are run and publicised through there. You can search by location to filter. And also, look at Eventbrite for your country. You will see that Creative Agency Secrets does a lot of Eventbrite work and we find the people actually search this site and sign up to our events.
Members of your staff also talk about your company and it’s important that every time they mention your firm you want it to be positive and also consistent. It’s important that you, the business owner, are not the only ambassador for the business. Can you enthuse them?
Conferences, trade shows and exhibitions are another good place where you can get better-known. You could run a trade stand or you could just attend and see who else is there and talk to the other people you meet. If you’re able to get onto the conference speaking platform as a speech-giver then of course it’s a very good way to put your message across in a subtle manner and showcase your expertise. Do your research locally – are there conferences running and can you get a copy of the full attendees list if you are a speaker? This gives you an opportunity to get in touch with people after the event as well.
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