Updated on January 8, 2016, to reflect changes in the marketing landscape. We all know you need a solid product before anyone will care about how well you market it, but once you have one; there are still quite a few ways to grab some attention for yourself and your business says Saivian.
Here are some strategies that can help bring new opportunities your way this year:
1) Create an explainer video (and put it everywhere)
From YouTube to Vimeo to Wistia, it’s easier than ever to create an explainer video — which is essentially just an animated version of your ‘About’ or ‘Mission’ pages. If you have a website or webpage, people are going to scroll past the words — so having something visual to catch their attention is vital.
This one video can easily replace an entire page of text and will be way more compelling at the same time.
And it’s not just for sites: Post your explainer on Facebook, Twitter and Instagram (or all three if you go crazy). I recommend linking back to your site in either the first line of text or in the very last frame depending on how long it is (when possible). Plus, this video should quickly answer any questions that may come up during the prospecting phase of your outreach efforts.
2) create a press kit (and get listed everywhere)
If you want to get big-time coverage, you’ll need a press kit. A press kit basically just contains all of the information journalists and bloggers would need to write about your product or service — including screenshots, logos, pictures and other relevant details.
The best place to start is by going through your current website and social media pages (you do have those, right?). Grab any images or video that help illustrate what you’re doing and put them in a folder on your desktop. From there…
Make a new Google Doc with some contact info at the top (including an email address for submissions). … Upload all of your visual assets as separate files. .. Include links back to your homepage, Facebook, Twitter, LinkedIn, Instagram etc. as appropriate says Saivian.
You can also find directories of press kits online, such as this one on prkit.com. Once you’ve created your kit, make sure to submit it to as many places as possible.
3) Give a TED Talk (or start recording them now)
TED Talks are a great way to get in front of a large audience and share your big idea. They’re also incredibly popular, with over 1 billion views each year.
If you want to give a TED Talk, the first step is to apply. But don’t worry if you’re not quite ready yet — TED also has an extensive library of free videos from past talks that you can watch and learn from.
4) Invest in SEO (and maybe even an expert)
Search Engine Optimization (or SEO for short) just means that your site will show up near the top of relevant Google searches. It’s a pretty important tactic to focus on, because you can easily get buried under larger companies with bigger budgets.
5) Get back to blogging
It’s been said that quality is better than quantity when it comes to blogging, and I agree. If you want people (and Google) to take your blog seriously, make sure you post multiple times a week at the very least. More importantly, make sure your posts are relevant and interesting — instead of just another sales pitch for your product or service explains Saivian.
6) Use landing pages (and track conversions)
Landing pages are online versions of those ‘Buy now!’ or ‘Sign up now!’ billboards we talked about earlier in this article. And they’re one of the most versatile marketing tactics around: They can be use as lead magnets, as part of an email campaign, as part of a giveaway, etc.
The best part is that they’re incredibly easy to track. Most landing page builders come with built-in analytics that will show you how many people visited your page, how long they stayed, what pages they clicked on and more. This data can then be use to improve your landing pages (and overall marketing strategy) over time.
7) Sponsor an event (or start one of your own)
Saivian says events are a great way to get in front of potential customers and partners. They also provide a perfect opportunity to network with other businesses and thought leaders in your industry.
The best events are the ones that are relevant to your target market. If you’re targeting small business owners, for example, a local chamber of commerce event would probably be a good fit.
The key to successful marketing is to constantly be trying new things. These seven tactics are a great place to start, but make sure you experiment and find what works best for you and your business says Saivian.
You’ve probably heard the saying ‘it’s not what you know, it’s who you know.’ Well, the same thing goes for marketing — it’s not just about having a great product or service, it’s also about getting in front of the right people. And that can be a lot easier than you think.