I have a confession to make. I’ve been freelancing for over two years now and I’ve been lucky enough to have been very busy with a constant flow of work. But in the midst of all that hard work writing copy and marketing other businesses, I’ve managed to neglect the promotion of my own business.
It’s such a ridiculous and cardinal sin of a marketer – to disregard your own promotion. I’ve talked to many clients about the importance of having a regularly updated blog and written their blogs for them, but yet I’ve not taken the time to write my own. I suppose my only excuse is that I naively felt that I didn’t need to do it as I was so busy.
A lesson that I’ve quickly had to learn in the world of freelancing is that nothing remains constant. There are times when it can be incredibly busy and you wonder how you’re going to cope. Then it will suddenly change and you’re left scratching around for work. This is probably true of many small business owners, but one thing that I’ve learnt is that to remain competitive, you have to spend a huge percentage of your time promoting yourself.
The Art of Self Promotion
As an owner of a small business, there’s no room for shyness or being self-effacing. If you don’t promote yourself, no one else is going to do it for you. It’s essential to keep reminding others what you do and why or risk losing out to the competition. You know your business best and therefore you’re the most able person to promote yourself, but if you simply don’t have time to keep on top of it, let others help you.
Consumers expect to be able to see you and follow you on Twitter and Facebook. Yes, it’s time consuming, but it’s also essential. Twitter is a great way to network to find new clients or prospects who might be interested in your product or services. It’s also a great way to find like-minded people to learn from. If your business is creative and lends itself to products which are more visual – make use of the other social media tools like Instagram and Pinterest.
Blogs let others know what you’re doing. They can be more personal and let customers know more about your personality and your thoughts on a subject. They not only promote you and your business, but they act as a retention method to keep your customers coming back to find out more. They also drive traffic to your website – if somebody stumbles upon a blog post on a Google search and they like what they read they will be more likely to click through to your website and will be a step closer to making a sale or enquiry. Finally, regularly updated blogs are loved by the search engines such as Google which means your website will gradually rank higher.
Nothing beats a bit of self-promotion like an article in a magazine or newspaper, an interview on radio or some favourable write up online. The key to PR is finding a hook which will interest the different media and their respective followers / readers. So perhaps you’re launching a new product that is completely different to anything else in the market. Or maybe your business is approaching a landmark anniversary. There are plenty of things that can act as a good hook, it just needs some thought and some dedication to contact the relevant media.
So what have I learnt? Never assume that work will remain constant or that business will continue to boom. You need to spend a large percentage of your time promoting yourself. In doing so you’ll be seen as a key player and remain competitive. Self-promotion takes time and dedication and sometimes it can be a chore, but in this cut-throat world of business, it’s absolutely vital.
Perhaps you’re struggling with the art of self-promotion or you don’t trust your writing skills to maintain a blog? Maybe you’re running out of things to say on social media or you’re unsure about contacting the press. Get in touch and I’ll gladly give you some pointers.