I literally talk to hundreds of business owners a month and it is no surprise that each is looking for way to increase market share and grow the reputation of their business or organization. I must admit I’ve seen some innovative strategies and of course some that leave a lot to be desired. However, I’d like to share the strategy of Social Mobile Buzz Marketing & Communication with you. Seriously, I’m about to open up my play book and share the goods behind our brand. Why would I do this?
A) Because it works and it’s good and B); We need more businesses leaders doing good things.
The marketing strategy for my company is simple. Never market. Instead, care, contribute and make it easy for others to see you doing it. Let me explain. All too often businesses think that if they just put their products in people’s faces enough the more likely they are to buy them. OK…so there is some truth to this (it’s all old school though and based on a TV marketing model) and there is huge value in brand awareness. However, I’m not only talking about brand awareness here. I’m talking about creating meaningful experiences and relationships that establish you as a leader and generate new business because of who you are and how you walk in the world as opposed to how good your “take away close” or product actually is.
So what does this looking like?
Step 1: Find an issue or cause that you love and is in alignment with your business. Keyword: “alignment.” For me, I’m super passionate about international affairs and supporting businesses that are seeking markets abroad and desire to be involved international…And it just so happens that this is a part of my firm’s service offering.
Step 2: Allow your staff and/or yourself (if you’re solo) to not just get on a board (which isn’t a bad idea) but to truly lead a worthwhile initiative on a local, state, national and/or international level. It has been my experience that that supporting initiatives on at least three levels simultaneously is the most effective.
Since, I’m passionate about international relations, I have recently directed the resources to my firm towards informing my city about the role on international affairs and its impact on local business by hosting a community event and inviting a speaker from the U.S. Global Leadership Coalition to speak to local business owners, NGO’s and veterans.
Step 3: Get busy doing the work. This is the most important part because this is where new and meaningful relationships are built. By engaging and enrolling people in the vision of the opportunity you are creating, you will establish deeper relationships with stakeholders you might not engage regularly (past customers, venders, channel partner, competitors, Facebook fans, Twitter followers, YouTube subscribers, the media, etc).
My project with the USGLC has introduced me to an entirely new world of people and organizations that share my interest in international business and international affairs. The relationships I have been able to forge as a result have been deep, meaningful and mutually beneficial.
A Word of Caution
I want to caution those of you that are simply looking for your next “sales and marketing tactic.”
Let me be clear. That is not what this is about. If that is your mindset, stop reading this now and go back to making cold calls. I promise you, if your intentions are anything less than honorable this level of engagement with the world will backfire on you.
Everyone can spot an opportunistic phony and people generally don’t take to kind to them (in my southern accent). Obviously, if questions about your business come up, address them but don’t fish for them. In fact, it’s even ok to even schedule a time to engage further with someone interested in your business. However, your goal it to keep the main thing the main thing and that is caring for others through your initiative and making a genuine contribution to all connected to you.
If you focus on contribution you will find that you feel happier, have an overflow of energy, are more connected to the world, and new opportunities will overtake you.
Learn more about how to attract amazing opportunities by not chasing them in my latest book “My Now Entrepreneur”