| You're the Expert | | | | both cases you are providing information for you |
| Think about your business for just a moment. Most | | | | readers, however, if you can be the source of the |
| likely you are quite knowledgeable about your service | | | | information...all the better. |
| or product. You know your professional knowledge | | | | 4. Speaking Engagements-Volunteer to speak at your |
| adds value to your clients. But value is a perception. Do | | | | networking group, chamber of commerce, or at a |
| your clients perceive you as well-informed? Or | | | | professional organization. |
| valuable? | | | | 5. White Papers-this is a six to twelve page document |
| If you answered no then there are low cost ways you | | | | that builds an objective and compelling case as why |
| can implement to: 1) establish you as a content expert, | | | | the service or product you provide is valuable and |
| and 2) increase your professional visibility. | | | | necessary. A good white paper is an educational piece |
| The short answer is public relations (PR). Traditionally, | | | | not an advertisement so it's completely appropriate to |
| public relations is broken down into two manageable | | | | distribute at speaking appointments. White papers are |
| parts: corporate PR and self promotion. | | | | also commonly known as reports, or guides. |
| Corporate PR involves feeding the public information | | | | 6. Awards-Look for opportunities to nominate your |
| about the company--corporate news, product | | | | company for an award or other form of recognition. |
| releases, new services, anything that reflects company | | | | The third-party validation and award offers a form of |
| activities. Self promotion is how you establish yourself | | | | social proof of your credibility. |
| as the content expert. Increasingly, the lines between | | | | "Collectively, these methods are part of the nurturing |
| these two areas are blurred. Companies are realizing | | | | process that will turn you into the 'go-to person,'" says |
| the value and effectiveness in producing content. For | | | | Karin Glazier of Pinpoint Positioning, a marketing firm |
| example, instead of a press release on a company's | | | | specializing in conceiving and implementing corporate |
| new product, the company will announce the | | | | marketing strategies. "And remember that corporate |
| publication of a white paper or guide that the public can | | | | PR and self promotion are general concepts that are |
| use to educate themselves on the value of a particular | | | | relevant to every business, regardless of size," |
| service or product. | | | | explains Glazier. |
| It's here where many small businesses fail to take full | | | | Professionals may wonder what benefits self |
| advantage of this powerful marketing strategy. | | | | promotion has over a traditional advertising campaign. |
| Simple Steps for Self Promotion | | | | A successful business is a visible one and advertising |
| How do you self-promote? Here is a list of six | | | | will accomplish this. Consistent exposure is critical to |
| methods you can use to get the word out about your | | | | effective advertising but finding the sweet spot for |
| area of expertise. They are: | | | | your return on investment makes this a costly strategy |
| 1. Print Articles-Write an article for the newspaper, a | | | | to pursue. |
| trade journal, or a newsletter looking for submissions. | | | | Alternatively, the self promotion methods described |
| 2. Online Articles-Check out online trade journals. Or | | | | above will give you what an expensive advertising |
| keep it easy and post articles to your Web site. Cast | | | | campaign can't: credibility. While these strategies are |
| the "net" further, by referring to your articles on your | | | | financially low-cost, they do require time and energy. |
| social networking sites (LinkedIn, Facebook, Twitter, | | | | Your presentation must be solid and offer useful |
| etc.). | | | | information and your articles should reflect you as a |
| 3. Newsletters-Pick your target group and find out if | | | | well-articulated professional. |
| you can get your name in front of them by contributing | | | | Implement some of these suggestions and know you |
| to a newsletter they may read. Or, create your own | | | | are reaching a larger audience not by advertising your |
| and offer useful information. There are two ways to | | | | company's name, but by providing helpful, valuable |
| approach newsletters: you can write the articles | | | | information. |
| yourself or purchase them from a provider such as In | | | | Good luck! |