So, you’ve got a business. You’d like people to know about
you. But there’s a problem.
You have limited time and budget. You’re not sure if you need newspaper coverage but frankly Twitter scares the hell out of you.
With so many different ways and places to connect, how do you know what's best for you?
1. Be clear whom you
are trying to reach
It’s stating the obvious but different types of media appeal
to different groups.
As much as possible know your target demographic including their age, where they
live or even if you’d like them to be interested in a personal or professional
capacity.
By prioritising your target groups you’ll stop yourself
wasting time on media they don’t use.
Local newspapers, for example, are barely read by the under
25s. If on the other hand your message is for other businesses or councillors
then they can work a treat.
2. Find out what
everyone else is doing
I have to admit I love social networking sites like Facebook
and Twitter. For me they have generated work, cemented contacts and I’ve had a
lot of fun in the process.
At first social media is a bit like turning up at a huge
party where everyone else seems to know each other. Don’t be intimidated. You need only find your friends, not become best pals everyone in the room.
Start by looking for people who do the same thing as you and
see who they are in touch with. Hook up with associates, clients and
colleagues.
Do a bit of traditional talking to your main contacts and
ask them what sites and forums they find useful. Gradually build your networks
so that the emphasis is on quality not quantity.
If after all that you can’t find anyone you have anything in
common with then maybe social media is not where it’s happening for your key
stakeholders (there are still people for whom that’s true). But best ask your
nephew to do a search for you just in case.
3. Not everything on
the internet is equal
The joy of modern communication techniques is that everyone
is just as much as producer as a user of the information available. But there are
no automatic filters on quality or popularity.
Before you invest time and money on trying to get noticed by
a particular blog or website, make sure it is being noticed by other people. There
are websites that will help you with this.
4. Even social media
campaigns need a kick start
Just as all parties start with an invitation, so even social
media campaigns usually need traditional media to point people in the
right direction.
For example, TV programmes like X Factor regularly publicise a Twitter
hashtag that helps viewers also follow the online discussion.
Few campaigns are so targeted that you can rely on one form
of communication alone. Using traditional media and marketing to encourage people to connect with you online generates awareness in its own right as well directing people to your online presence.
5. Don’t ignore what’s
under your nose
The hubbub that's accompanied the rise of Facebook and
Twitter has to some extent drowned out less sexy but potentially more efficient
means of communication for you.
Often, my clients aren’t looking for global domination. And
as fun as it is to have @meatdressgaga following my tweets, I’m pretty certain she’s
not going to be using my services.
If your stakeholders are close to home you’d do well to
think about the simple, traditional means of communication that still thrive.
Large groups such as schools, parishes or councils often
have their own newsletters. Some
hold regular meetings. If you are trying to reach families in your area, for
example, this route might be much more effective then a press release or a
tweet and just as easy to do.
Finally, use what you already have. Your email database is a goldmine of people
who are interested in you and what you do.
Occasional updates to them, done properly, are far more targeted
and therefore effective than 140 characters sent out to the Twittersphere.
No comments:
Post a Comment