Using a two-pronged attack to build your brand.
In my day job, working at Social INK, I coach coaches, consultants and startups on how to build their brand. I find myself reminding a lot about the necessity to build a strong network in order to build their brand. The best tactic for building your brand requires constant touchpoints with potential customers or influencers in your niche. The metaphor I use to describe this is tapping on the window.
You want to tap on the window once a week just to let people know you are there and demonstrate what you do. In a practical sense, you want the contact to see one piece of content or have one direct contact a week with you. This plays into the idea that you want to present your idea at the right time to the right person.
No guarantee people will buy your service the first time they see it.
Selecting a properly defined niche is key to building a brand. However, this is not a surefire guarantee that they will buy from you the first time they encounter your solution. So you need to stay top of mind for that time when they do. As a sales guy that used to be through monthly calls – which to many sounds like overkill.
But now with social channels, written content, images, videos, newsletters, podcasts etc. There any lots of ways to keep the tapping on the window going. The best strategies to build your brand revolve around a two-pronged attack. Marketing; so passive content creation (like this blog) and direct messaging and outreach. If you only have outreach your success will be limited; the contact will only have direct messages to form an opinion. If you only have content; you have high competition with big brands for the attention of your prospect’s eyeballs. So you should do both.
A two-pronged coaching model for building your brand – Marketing & Sales
That’s one of the reasons that at Social INK, we have developed a two-pronged coaching model. With me looking after the direct outreach model and sales coaching. Whilst Chris Bruno coaches our clients on the marketing and content sides. Individually the results will be OK; but together, as our clients tell us time and again, it works!
How do you stay top of mind with your clients? And if you are just starting are you guilty of relying on just putting out content once in a while? Hoping to catch a new connection or a new client? I am interested in hearing what works for you. Keep in touch with me on Twitter via @JODonnellCoach.