There are a couple of statements I hear fairly often from MR firms, especially smaller ones, and they go something like this… “We’re a well-kept secret” or “We want to break into a new in industry, but no one knows us there.”
These two statements get at an immutable truth… that buyers can’t buy from you if they don’t know you exist.
Those same firms will go on to say things like, “But we have a website” or “We blog twice a month.” Which gets to another immutable truth… that just because you write a great blog post (or have an engaging website), if no one sees it, it’s not doing you any good.
So, the real goals behind generating awareness are getting people to recognize your name, visit your website or read that great content you wrote. And how do you do that? Here are some proven, effective methods:
- Post, write and engage frequently on LinkedIn
- Send out an email newsletter
- Advertise in the Quirk’s newsletter (and others)
- Advertise on LinkedIn
- Network, speak or exhibit at events
- Get involved with groups like the Insights Association
- Send out press releases
- Actively employ SEO or Google Ads
Two other thoughts about awareness building…
First, it’s additive. That is, to get to the top-of-mind position with buyers, every touch point builds on the one before. With each LinkedIn post they read, each ad they see, and each time they run into you in an event… the more you move closer to top-of-mind. Which means… you can’t stop! Once you start with awareness building tactics, you have to keep at it. Stop for very long and you slide back down, having been replaced by another firm that didn’t stop.
Further, building awareness is really a two-part process. Part one is getting to that top-of-mind position. And part two is staying there. Both are equally important. Which means (again)… you can’t stop! Once you achieve top-of-mind status, you gotta keep at it to stay there.
As importantly, building awareness is not just about being known… but being known for something. And creating your ‘reputation’ is driven by:
- What’s emphasized on your website
- What you write about
- What you speak about
- What gated content you create
- What kinds of comments you make when you engage on LinkedIn
- And so on
So, for example, if you want to be known as a firm that specializes in data analytics… then write about data analytics in your blog, present webinars about it, speak about it at conferences, and engage in threaded LinkedIn conversations about it.
Bottom Line
The comments at the beginning of this post are spot on. If you want to grow your firm, you need to be known… and known for something. Awareness sets the foundation for all that follows – driving inquiries, generating sales leads, creating opportunities to speak at events, being asked to write articles for industry publications, and so on.
Want to build your business? Build your awareness first.