Here is the one factor that I shared with Kathryn about business visibility: ‘it is the cumulative effect of all publicity’. With that being said, your business visibility quotient is determined by calculating what percentage of the people who should know about you actually do know about you.
There are a number of ways to get the word out about your business without breaking the bank. All you need to do is to be creative, devote time to promotional activities, make connections and build relationships. Below are 3 Surefire Strategies for Gaining More Business Visibility:
1. Be visible in your local newspapers or trade publications. There are three ways of getting your name and your business printed in the newspaper: 1) writing an article, a feature story or a column; 2) getting quoted by a writer; and 3) submitting letters to the editors.
The best newspapers or publications to target are the nationally syndicated and best-known publications. If you can’t get into a nationally syndicated publication, your local newspapers or trade publications are also good.
Writing articles, publishing a book or getting your opinions quoted establishes you as an expert in your field. Becoming an expert in your field can lend credence to you and your company’s image.
To see your name in print, you must begin by cultivating relationships with reporters by sending them free information. Editors and writers are constantly on the lookout for new materials and they may give you a try when they need to do a story that touches on your particular skill or knowledge.
You can also write letters to the editors, which should include your name, title, and name of your business. You can submit letters to the editors to praise an editorial or news item, support or comment, correct slanted or inaccurate news coverage, support new initiatives in your community or even commemorate an important event.
2. Speak, speak and speak. Wherever you live, there must be some venues where you can speak and give advice. One effective way of increasing your visibility in your community (and beyond) is by becoming aggressive in giving speeches and presentations in your areas of expertise to chambers of commerce, business and professional organizations, women’s and men’s groups and Rotary Clubs. You just might be surprised to learn that many organizations and groups are constantly on the lookout for informed speakers.
3. Educate your customers. Your role is to tell everyone who will listen to you how great your company is at delivering its products or services to its clients. Explain to your clients what they are getting from your products or services, what sets you apart from your competitors, and what they can get from patronizing your business.
Education is a very powerful tool. Today’s consumers don’t just buy: they first gather information, review alternatives, choose an alternative, and evaluate the decision after the fact. By informing them of the benefits of your business, you are most likely to have them coming back to you.
What types of people should know about your business, and what systems do you have in place to reach them? Which one of the 3 Surefire Strategies for Gaining More Business Visibility is Right for YOU?
As a Positioning, Success and Business Growth Expert, I coach high-achieving woman entrepreneurs, executives and non-profit leaders on how to gain more business visibility for enhancing their career, business and life.
© 2011 Dr. Laureen Wishom
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