self promotion

Promotion: Getting the Word Out About You

The 4 P's of Marketing Yourself: Promotion, Part 3

By Catherine Lang-Cline

Once you have established where you need to be, how do you make an impact? How do you get remembered? How do you stay front of mind?

Creating your strategy for marketing yourself can be as easy as the 4 P’s: Product, Place, Promotion, and Price. Here we are going to talk about Promotion and how you can get the word out about you. These are some of the things that effectively work for me and for my company:

Partnerships > Sponsorships

At startup stage, we really didn’t have a lot of money. We had to think smart. We had to get the word out about us, so we sponsored an event. I know what you are thinking, sponsorships are a lot of money. Not necessarily if you go about it correctly. When groups put on a large event they cannot get enough money or volunteers. Many things can be offered in-kind or chipping in to help could be offered in exchange for logo placement at the event or on the website. If you are looking to meet people, you might be able to make an exchange for volunteering just for a ticket to the event. Stepping in at this level will also build great relationships. By the way, our first sponsorship was providing cocktail napkins to an event. That was all we could afford. Well, we did pay a little more to have our logo on all of them.

Invest in Branding

Get a really great looking logo and get it out there! This goes back to sponsoring events, writing articles, and handing out a lot of business cards. It is going to take the average person about 7 times of seeing your logo to actually remember it. Keep that in mind when exposing the world to your logo. It is not going to be a one-time thing. Persistence. Make it your friend. And make that logo memorable; clean, bright, and with your personality.

Use Networking to Build Relationships 

You may have noticed by now that this involves a lot of hand shaking and networking. All true. Personally, I had to learn to be comfortable with it. I would define myself as an un-shy introvert. What worked for me was walking into events and knowing that the only thing I may gain from it is getting to know someone a little better. When you go in with the desire to get to know people, what you do is build a network of people that will spread the word about you. All of our best clients and talent come from referrals. Put your time and money there first. It goes back to getting that 5-star rating from the people that really know you. Others will learn about that and take a chance on you.

Marketing yourself always needs a strategy. For me and my company it is always about the relationships; building and maintaining them. This goes for if you own a company or are just trying to get your foot in the door for your next job. One thing to be very aware of is that almost all people are very helpful. Do not be afraid to ask for help, connections, advice, or criticism. People will help as long as you are helpful and courteous in return.

Read part 4, Price, of our 4 P's of Marketing series. 

Place: Be Everywhere Without Being Everywhere

The 4 P's of Marketing Yourself: Place, Part 2

By Catherine Lang-Cline

There are many ways that people can advertise their services. Think about product placement in movies, commercials and magazines. The company needs to be very strategic to make sure their product is seen. Sometimes it needs to be seen in seconds and sometimes it needs to be seen in the time it takes for the consumer to flip the page. Yet products get found and purchased all of the time without having to advertise everywhere. You can do the same with some focus on where you need to be. I get told all of the time that “I see you everywhere.” In fact, I am not everywhere. I am just very strategic in where I need to be seen.

Creating your strategy for marketing yourself can be as easy as the 4 P’s; Product, Place, Promotion, and Price. Here we are going to talk about Place and how you can get connected to the right people in the right place. These are some ideas as to how you can be seen:

Show Up

Think about where your customer might be and focus on being there, too. Are there events or groups that draw the crowd that you wish to meet. Attend those events, shake hands, collect cards, and then follow up with the people that you met. People like working with people that have similar interests as them. Events that I attend or that my company sponsors are the ones where I want to build relationships with the attendees.

Provide Insight & Establish Expertise

Publish articles on LinkedIn that people can like and share. Speak to things that you are an expert on. If you get people to pass this around in your network they will see you more and more as the best in what you do. It was awkward for me at first, but I was rather surprised all of the knowledge I had gained over my years as a business owner and how what I’ve learned can help others just by writing it down.

Be Vocal About What You Want

Tell everyone you know what you are looking for. If you are looking to sell something or to find work, make sure that everyone in your network knows. What this does is expand your scope. You now have other people helping you and when they reach out to the people they know in their network, those potential clients are getting a testimonial about you. Nothing works better than to have someone else refer you. Think about how it works when you read testimonials on websites, about how it sways your opinion. Or when a friend refers you to a great restaurant they just ate it. This is an opportunity to get a 5-star rating from a friend or relative!

Save Time By Being Decisive 

Narrow down who you want to work with and focus on those companies. Rather than spend a lot of time or money blanketing your message everywhere, take the time to decide who you want to work with. If there is a company you have always wanted to work with or for, start connecting with the people that work there. Maybe you know someone there or you met them at an event? Do the research to determine what needs they have, how you can contribute and help problem-solve for their company and talk to people with that in mind. Once you have gotten as far as you can with the narrow search, expand it just a little and approach those companies. Then the next tier, then the next. The idea is not to take too much on at once.

Clean It Up

Finally, get your social media presence together. Professional photo on LinkedIn, update all of the information and make sure that it is consistent. If necessary, clean up your Facebook— people will check you out, make sure that you have it covered.

Don’t ignore the idea of casting a wide net. Opportunity can occur everywhere. Some people might say that it is all about being “in the right place at the right time.” What I am saying is that the right place to be is in relationships in your industry and your community. That way when the need arises, when opportunity knocks, they already know who you are.

Read Part 3: Place from our 4 P's of Marketing series.