How To Draw Attention To Your Business

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Cheryl Tan's report, "15 things you can do right now to get attention for your business."

Without attention, your business will not survive. This means attention from you or from your customers.

Too often, I speak with entrepreneurs who don't know where to begin with their marketing strategy and they say to me, "I wish I had money for Facebook ads or for a 30-second spot." They say this as if those commercials are a magic bullet. In some cases, they are.

But without some sort of media plan, that money will likely go down the drain.

Think about the highly-watched, supremely expensive Super Bowl ads, where one half-minute commercial could set you back $4.5 million. They are well-produced, emotional, and sometimes funny. But are they worth it? If you're measuring likes, clicks and shares, you could hit the jackpot. But a study by research firm Communicus says 80 percent of Super Bowl ads don't do what they're supposed to do, and that's encourage buyers to pull out their wallets.

The Super Bowl ads may have been compelling, entertaining, and memorable, but they didn't make the company money.

Many of the ads didn't find the right audience. What an expensive lesson!

Trying to encourage customers to come into your store, tell a friend about what you do, or click "Buy Now" for your product? Find them where they are already hanging out, let them know you exist, and give them something enticing to check you out. Maybe you give them some valuable information, buying guides, a free consultation, or a coupon. But only those people already looking for information on what you offer will care.

Let's put things in motion to get your name "out there" in a way that showcases your expertise. By simply being in the public eye, you will attract members of the media. As a bonus, your customers will see you, too.

Take a look at this list of 15 things you can do right now to attract MEDIA attention to your business, book, or brand. You will notice not all of the tips below are what you would call "public relations." That's because reporters are everywhere, and they are always looking for stories. The term, "media," simply means a form of mass communication. Show up on social media or a national newsletter, or partner with a large non-profit, and the chances are greater a reporter will see it and save your name for a future story. It happens all the time.

1) Paid advertisements
I'm starting off with the elephant in the room. Paid ads. If your budget is big enough and you have researched where your target market is hanging out, radio, television, event print advertising can be an effective use of your money. But learn a lesson from the Super Bowl ads mentioned above. Before you invest one dollar, figure out where your customers are congregating–online or on in the real world–and carefully examine the choices in your chosen space. I met a business owner just last month who told me she spent thousands of dollars on a radio & TV ad campaign that netted her absolutely ZERO customers. She said she received more interest from being featured in a news story (see #4 below) than the money she spent in advertising. Could she have done things differently to maximize her spend? Absolutely. But on the surface, through the channels she used and the time she had to spend it in, the method didn't work (at least not then).

2) Social media (Facebook, Twitter, Instagram, LinkedIn)
The beauty of social media is it gives you a chance to engage with people. They're not your customers, yet. So, ask questions. Figure out what they want, where they want to do business with you, how much they are willing to pay. Your engagement is different on the four platforms mentioned above. All of them give you a chance to shine through content–information about your business, what you offer customers, and how the two of you can work together. And be consistent about it. Most people believe getting the accounts up and running is the hard part. No, the hard part is being consistent about using them.

3) YouTube videos
Do you have something to teach? Share it in a video. Can you show people the different types of damage caused by termites, mold, or the sun? Some people spend more time on YouTube than they do at home in front of the flat-screen. Continue to give them something useful they'll want to learn and they'll keep coming back for more. Make sure your page displays relevant information–your website, email, or phone number.

4) Television interview
There is so much value in getting someone else to talk about you or your brand. Offer a producer or reporter information that will help them do their jobs better. They're actively looking for stories or solutions that will resonate with their audience. Reach out and add value, and they'll be more likely to listen. Here's a more in-depth look at the process.

5) Radio interview (think NPR, AM radio shows)
Radio hosts need compelling guests. They are looking for essential information, a timely topic, and an expert who can pull it all together. If you can deliver that, you'll have a greater chance to get inside the studio.

6) Feature in local newspaper or neighborhood publication
You may or may not read the newspaper anymore (I do). Remember, newspaper reporters need compelling stories, too. If you have a complicated story to share, this would be the place to do it. If you have a heartwarming one, pick up the phone and call the assignment desk. These days, reporters put their email addresses, sometimes even phone numbers, next to their bylines. Use them.

7) Publications of specialty organizations (your college or university, your church, the city you live in)
Don't forget organizations from your past and your present (groups that are outside your job). Your old neighborhood, your high school, your college, how about an association you belong to? They may have newsletters, online publications, or something printed they send out regularly to their membership. If you've just published a book, let them know. Maybe you have opened a new business or launched a product. See if they would be interested in highlighting that.

8) Highlight testimonials
Where do you go to for advice? Family, friends, Google, the Yellow Pages? Let's say you need someone to help you winterize your pool, like I did. I emailed three friends and made my follow-up calls from there. But, let's say my friends can't offer any suggestions. That's when I would go to Google and then look for companies with strong testimonials. They're important and your customers should know you value what they have to say about your business.

9) Encourage past customers to sing your praises
Testimonials are one way your customers can help sing your praises. But they can go one step further by recommending you to someone they think would benefit from your products or services. You might think this happens all the time, but it is important to let your customers know you are open to their referrals.

10) Sponsor an event
Have an idea that can bring people together? Maybe you have a simple way to teach people about coding, painting or playing the guitar. Put together an event where you lead the class. Interested students can get a taste of what you offer in a group setting. Once you have your social channels in place, (see above #2), then you have a place to promote your events.

11) Write an e-book or book
Put your ideas down on paper, or in your computer. Are you an expert at fixing a/c units and you want to share what you know? Maybe you have the best methods for cooking Paleo on a budget. Outline your ideas, summarize main points, write a book.

12) Blog posts on your own website/Guest posts on larger sites
You may not be ready for a full-fledged book, but consider sharing your ideas in a blog. You don't get better unless you practice. Consistency here, just like in your social media outreach, is critical. A blog can be a great way to organize your ideas and keep you on a schedule to produce content. Or you can be seen as an author of a guest post on a site that is bigger than yours.

13) Partner with a non-profit
Is there a greater purpose for your work? Are you working toward something bigger than yourself? There is likely a non-profit organization that has already paved the way. Connect with that group and see how you can add value. Raising awareness for the non-profit group will also raise your profile. It's a win-win for both sides.

14) Partner with a non-competing company
Partnerships are a great way to create successful relationships in the business world. Some companies don't want to engage in this type of relationship because of the threat of competition. If that's you, consider creating relationships with businesses that don't compete, but complement yours. For example, restaurants might consider teaming up with a spa, a salon, or an arcade. Creating a "deal" that offers discounts for both destinations might result in a win-win for both businesses.

15) Speak (Toastmasters, Rotary Club)
Share your knowledge in an organized group setting. Toastmasters and the Rotary Club are just two organizations always looking for speakers willing to share their point of view. You may have to start speaking for free, but depending on your message and how good you are at sharing it, that could change with time.

Marketing your business, book, or brand takes time, effort and a plan. You don't need to do everything on this list to succeed. But generating attention for your business is critical for its success.

Stumped by what to pitch to a reporter in order to get your story featured in the news? Join my free Facebook group, Get Media Smart, and we can work on this together.

Here's to your success!

Cheryl