Posts Tagged: Raising Profiles

Authentic Marketing / Networking / Relationship Marketing — No Comments
20
Aug 11

Networking – making it work for you!

Why network?
A common problem business owners face is that they don’t think about why they network.
As important as developing your networking skills, you need to think about whether you are using the network event as a social outlet or in a purely business context.  The Bangalow Business Women Networking Group being a women’s only event makes it easier to combine both social and business.  And that’s OK, especially if your a solo business – getting out of your consulting rooms or off the farm and meeting like minded women and potential new customers are both wonderful reasons to network.

Getting clear on the reasons for networking, helps you prepare for the right mindset for networking and prepare your 30 second introduction- the answer to that inevitable question “what do you do”?   Also important for  people who are new to networking  to research the event they plan to attend to see if it’s relevant as an audience for their business product or services.

Networking isn’t just about attending events.  Networking should be part of your authentic marketing plan. It’s not something that you should just do at events either – talk to everybody about your business products and services including your neighbours, family and friends.  That can be some of the best networking you can do – word of mouth can be very powerful.

Beating the fear
Approaching strangers and striking up conversation can be easy for some but absolutely nerve wracking for a majority of others.   BBW’s resident MC, Geraldine Barkworth owner of Goddess of Public Speaking, says small business owners can overcome this through coaching and practice, especially in a safe supportive environment.

Public speaking covers every kind of speaking and connecting situation you have with other human beings.  Being able to articulate who you are and your unique message with presence, ease and authenticity, allows you to remain in integrity, whether with one on one, a group, audience, impromptu or a prepared presentation.

Following up
Follow up promising conversations promptly, but maintain the friendly tone rather than sending reams of information about your business.
You can now follow up within 24 hours by sending cards in the mail, and this is now easy using online services like Cards4You.  People get too many emails a day, so a card stands out.  It’s a big mistake to not follow up, so schedule time in your diary for those follow-ups.

Online networking
Networking isn’t confined to conferences, breakfast events or industry trade fairs.  Increasingly, small business owners can find opportunities online by interacting via forums and social networking sites.  Social networking can prove a valuable tool for small businesses, as long as they contribute properly. Online gives you an amplification of your business that you can’t get face-to-face.  But it’s about finding the right channels and contributing and adding value to online communities, rather than just talking.  The Bangalow Business Women’s Networking Group Facebook page is a great place to start.  You should first listen and observe and understand the relationship dynamics of others.  Find your authentic voice online rather than a polished public relations tone because people see right through that.

Using Bangalow Business Women’s network as a tool to build your business
Networking events are a great way to connect with potential referral sources like the one happy client who tell twenty others how great you are. Donating an event door prize gives you a priceless opportunity to connect to a wider audience, earning you free promotional advertising on our BBW Facebook page and the opportunity to introduce your business to those attending the event.

Finally, don’t just attend, seek an opportunity to speak about yourself and your business vision at one of our events, or better still volunteer your time in organising the BBW, it’s a great way to raise your business profile, work with other skilled individuals and make new friends.

The Bangalow Business Women’s events are held every second Thursday of the month in Bangalow.  To join the mailing list or find out about our next scheduled event, you can either join the group on Facebook or email Teresa Bassham.

About the author: Teresa Bassham is an Authentic Marketing Coach and Director of Zenworkz Authentic Marketing.  Teresa is passionate about helping small businesses create the right marketing and achieve transformational results.

All or parts of this blog are able to be published with permission from the author – provided that the author is acknowledged and a link is given to the original source blog.

This blog is original content influenced by years of experience within the Australian small business culture and may not be applicable to other countries small business cultures.

 

 

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Business Transformation / Marketing 101 — No Comments
27
Oct 10

Simple and cheap ways to raise your business profile

Recently I was asked a simple question by a customer:  How do we build our business profile?
Ever mindful that I am when dealing with my customers, I didn’t want to say outright that it really was the wrong question; because you already have built an extensive business profile.  The questions I asked:
  • Who is the target for your need to raise awareness of your business?
  • What outcomes do you expect from raising your profile with this target and;
  • How do you leverage your existing profile for this purpose?
Firstly, the simplest and cheapest way to raise the profile of your business above those of your competitors is by promoting your products, services and activities, in a well crafted Media Release.
All businesses should have a continuous program of using Media Releases as an integral part of a marketing and sales strategy; aimed at enhancing the image, profile and credibility of your business and its products and services; and increasing cash flow.  One of the great benefits of Media Releases is that they allow you to choose to expose this information to the masses, or to a highly targeted market, which goes to the question of who is the target you want to reach.
For the smaller business with limited marketing funds, as long as you have the time and persistence; you can match big businesses in your industry, by developing your Media Release to focus on creating and maintaining a compelling brand profile.  This means consistently communicating who you are, what you do, why you do it, and how your brand will make a difference; and conveying this message strongly and often to existing customers, potential customers, consumers, suppliers and the media.
A Media Release is a succinct public relations announcement which tells a compelling story and should be written in an easy reading style.  It is only useful if it gets you media coverage – so it has to provide newsworthy information or a newsworthy story.  Public Relations is not rocket science; you just need a strong media release; some relevant media contacts and most importantly, the time to dedicate to your PR program.
Tips for writing well crafted Media Releases
Most journalists and editors will only read the heading and the first paragraph or two of a release, before deciding whether to use the information. This means that the heading needs to be catchy and interesting to grab attention, but still needs to convey what the release is about.  You then need to order the information presented within the release, with the most important information first.
The first sentence needs to grab the journalist’s attention, and engage him or her in the detail of the release.  The first sentence or paragraph should include:
  • Who is the story about?
  • What is the story about?
  • Where is the project/event being held (if relevant)?
  • When is it happening?
  • Why is it interesting or why is it happening?
  • How does it work?
  • What is the benefit to the customers, community or reader?
Quotes from the key spokesperson or celebrity supporter in the case of cause marketing; should be included where possible, as this increases the newsworthiness of the release.  The very end of the media release should contain contact details for more information, and should also note whether there are any interview or photo opportunities.
Additional tips worth considering when drafting a good media release:
  • Localise the information. Write for the intended target audience.
  • Keep it brief and snappy – use clear, positive language and keep words and sentences short.  It should be no more than one to one and a half pages, the shorter the better.
  • Make sure it’s relevant – don’t include unimportant information.  Stick to the essentials and don’t explain everything – just enough to make the uninformed reader understand.
  • Make sure it’s jargon free – do not use clichés and abbreviations.
  • Date your release – this ensures the journalist knows the release is current.
  • Include at least one contact name and number (preferably a mobile phone number) whom the journalist can contact for more information.  Make sure that person is contactable and is fully briefed.  If a journalist calls to find out more information and has trouble getting through, they are likely to lose interest in the story.
Finally, follow up with one or two emails or maybe a call, but make sure you ask if the journalist has time to talk briefly before you talk about why you’re calling.  Sometimes you can get good results if you call, but don’t call more than once.  Journalists are always busy meeting deadlines and appreciate it if you don’t push too hard.
About the author: Teresa Bassham is a Director of Zenworkz and helps businesses effectively source the right information that improves their decision making and bottom line.
All or parts of this blog are able to be published with permission from the author – provided that the author is acknowledged and a link is given to the original source blog.
This blog is original content influenced by years of experience within the Australian business culture and may not be applicable to other countries business cultures.
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