To reach a wider audience, first you need to conquer the small. When you begin your business, you had to do a prep work. I wrote about it on the topic “How to Stand Out in a Crowded Market“. If you check your ideas with free resources and start selling, you probably have a business that works well by now.
“Well” means three things:
- People know what solution do you provide
- They know how your solution is beneficial to them and how it transforms their lives
- And they often buy.
That also means:
- You know who is your Ideal Client
- What are their Needs, Pain points, Dreams, Desires
- You also have a step by step process to solve the problems they have
If all the points are in the place, let’s move towards a larger audience.
There are two ways to look at it:
Marketers will propose you to sell your products via ads. It’s a great option that can bring you money quickly. However, once another player who sells a better product appears in the market, you may find that people are going to buy from new players, not from you. The decisions to focus on product quality against the brand needs and vision affected many brands. Kodak chose to focus on film, while they were pioneers of digital cameras. Nokia shifted to smartphones quite too late and not very successfully. We all know what happened to them.
However, you may focus on your brand, create mission and vision and start building and authority around it.
Ex: Steve Jobs built Apple around his vision.
- First, become an authority in your niche.
- Second, increase awareness of your brand.
If you want to know how to build a brand, you may like to join Brand + Photo School.
Brand awareness allows your prospects to see your leadership quality and accept them. Once they believe in you, they will want to learn from you or work with you.
Here is a little trick: Brand awareness comes from three aspects; authority, consistency and clarity. In other words, you have clarity on what you do and where you lead your tribe. Next, you create an authority around it. Then you spread awareness consistently.
To start, choose one media that suits your talent. If you like to create videos — choose Youtube, Facebook, Vimeo, if you like to write — choose Twitter, Medium and Facebook, etc. Post one or two entry every week to your preferred media. Write guest posts. Participate relevant groups on LinkedIn and Facebook and help people out. Build your authority with help to your clients — share their results, testimonials and stories.
Along with this, you can start adding advertising. Facebook ads allow you to be in your customer’s timeline all the time so think about what you would like to share.
And one more moment: You need to engage with your clients. It doesn’t matter if you have 10K followers on Instagram or Twitter or in your group. If you do not engage with them, you will be alien to them. Connect with your audience individually, write your emails as if they are messages to your best friends. Genuinely care about them so that they can feel it.
All these methods will help you to build a brand that turns your buyers into brand ambassadors. If done right your clients will advertise you and as William Bernbach said: “Word of mouth is the best medium of all.”