Often I will say that the name of the game is being found. For most business owners and entrepreneurs, they have created a product or service to fulfill a specific need. So there is usually a market for their business. The problem is visibility.
How do you become top of mind when and where people are searching for your business?
That’s why visibility is the name of the game.
There are so many ways that CEOs and business owners can get their name out there and here’s two things that I would say you should consider:
- Building your own media company
- Contributing to someone else's media company
If you haven’t heard my “You are a Media Company” marketing philosophy, you should take a look at some of the content. At the heart of it, it's about approaching your business outreach and content as if you were a journalist. Think about media platforms like Fox, ABC, USA Today or Washington Post, they create a tremendous amount of audio, video and written content for their target audience(s). They cater storylines, images, content all around who they are trying to target.
You can do the same.
Think about your target market. What is that audience looking for? Where are they spending time? How can you make an impact on their day?
For some it may, in fact, be funny cat videos and for others it could be local news or possibly their favorite sports teams.
The most important thing is that you pay attention to is your target audience, your goals and then the resources you have available and then you start working on #1
Building Your Own Media Company
I’m certainly not the only one that is speaking about this, check out this post from Gary Vaynerchuk. Very similarly, I believe that we are all in the media business and there are different
“ingredients” in your media strategy but the point is that you create a media strategy around a few of the different platforms at your disposal. It could be your blog, your podcast, Tik Tok, Instagram, Twitter, or your Facebook group. This is where it becomes so important to understand your target market and your goals.
Maybe if your ideal clients consume a lot of podcast content, you decide to start a podcast but maybe you will engage on Clubhouse after each episode to connect with your audience.
Or possibly you feel like your target clients love music, so you use Tik Tok so you develop content there and incorporate Instagram Reels to repurpose your content.
The marketing combination and “recipes” are endless but I’m a big proponent of choosing one or two main platforms to execute and then you can always repurpose on other platforms.
Contributing to Someone Else’s Media Company
If you decide that you don’t want to start your media company yet, or even if you do have your own media company, contribute to someone else’s. This is an opportunity to cocreate. Is there someone that you feel would be a great person to connect with, ask how you can become a podcast guest, or maybe you ask how you can join their Facebook Live or maybe you can publish a guest post on an organization’s blog.
The point is that content creators are always looking for content and ideas and if you find that the opportunity aligns with your target audience, the resources you have available to you and your goals. Then by all means create.
I’m really big into building your own media company or finding other media companies to co-create valuable content. If you want to learn more about it check that out here and look for our guest post and other opportunities on our FAQ page.