In today’s business climate, the idea of “media coverage” is inextricably linked to social media marketing. While social media marketing is a fruitful avenue for many brands, I liken it to the lowest-hanging fruit on the brand-building tree. Everyone is doing it because it is what everyone is doing.
I do not hate social media platforms. In fact, I love the democratization of these platforms, as they offer every Tom, Dick, and Sarah an opportunity to share their message with the universe. Yes, invest in your social media, because it is a necessary cog in your online presence. Social media platforms like LinkedIn, Instagram, and Facebook draw a high domain authority and help you become searchable in the almighty universe of Google. When clients ask me about social media, I advise them to focus on one platform and do it well. I have witnessed the rabbit hole of wishing on a star that a post will go viral.
It goes something like this:
post, post, post, post, cross your fingers, post and post, then post again.
I suggest doing a quick analysis of your favorite social media platform and decipher if the energy you are putting into these platforms is offering you the ROI you require for maximizing growth.
Are you selling your services?
Are you selling your book?
Are you getting more listens on your podcast?
If so, you have figured out the secret to social media marketing. ⬇️
Consistency, focus, and engagement are key.
To make a sale or acquire a new client is born out of knowing, liking, and trusting you. Think about the last thing you purchased. What were the elements that took you from curious to client?
I suggest that you knew the product or person, or that you were referred to this purchase by someone you knew, liked, and trusted. Cold selling is a tough approach that yields low results. I have a client who would post their services on social media with unabashed bravado. She made beautiful posts telling everyone about her offer.
“I am a coach, and I can change the way you do your business”. She bombarded my feed about what she did, instead of who she was. This approach felt sterile and almost offputting. I knew she could do the job, but she did not connect with me on a human level. If I am not connected with her, I will not give her thousands of dollars to change my life. Period.
Where to start:
Understand your story. Understand that your story is the stuff that binds you with the universe. Your story, whether it is big and bold or simple and understated, has the power to connect with your audience. In the beginning, I had a really hard time articulating my story. I told myself that I was boring, yet I had the tenacity of a bull. I worked hard, and that was that. The truth is, my story goes deeper than I could imagine.
I had to first, understand my WHY. Why am I offering media services? Why am I more valuable than anyone else in the industry?
This was my answer:
I was born a loudmouth. The nurses at the hospital, the day I was born reported to my mom that I was the loudest baby in the nursery. It goes further. I was often told as a young girl I was too much, too complex, too emotional, and too verbal. In fifth grade, I held court in the corner of the room, as I was told I was a chatterbox. My peers retreated and thought of my spirited commentaries as weird. It became a lonely place as a young girl to become isolated. My defense mechanism was to become “normal”. I strived to fit in, to be liked, and to be like everyone else. I did all the things I was supposed to, go to college, and law school, get married, have babies, and buy the house with the white picket fence.
The result? I was miserable.
I got divorced.
I grew to hate the idea of being a lawyer.
I moved out of my house with a white picket fence.
And I worked in a corporate conglomerate that offered me little autonomy.
Doing everything like everyone else was a vacuum of my creativity.
UNTIL- I became bold enough to tap into my true spirit and use my voice to change the world. I built a business in one year that yielded six figures and a deep satisfaction within my soul. Kind of ironic, that for so long I was told to shut up. And now, I have two podcasts, four books, 2 blogs, write for various magazines, and am ASKED to speak daily.
This is my story. It is unique to me, yet it is not. I am sure that there a hundreds of thousands of people who connect with my story.
By sharing my story I am giving you a piece of who I am. I am connecting with those who wish to get their message out and use their voice to build their brand and business. I do this with the unabashed enthusiasm that was once relegated to the corner of my 5th-grade class.
By sharing your story, you will connect with a potential audience. When you understand the pain that exists for your future clients you can speak to them with deep understanding.
BACK TO SOCIAL MEDIA AND YOUR OTHER OPTIONS:Here is Your REAL Social Media Help
I urge you to move past the pastures of social media platforms. Moving the ball forward includes being diverse in your online presence. I recognized this the day I became a writer for Entrepreneur Magazine. Writing for a trusted and established authority, like Entrepreneur Magazine, positions you as a thought leader in your industry. Check out opportunities to write in publications like Brainz Magazine, News Break, Mind Valley, or other outlets like this.
If you do not have the bandwidth to write articles for these types of outlets, make a concerted effort to engage with journalists. Many journalists are dying to have an opinion like yours. They need experts to quote in their articles. Do your research on journalists who write articles in your industry and reach out to them.
Sign up for HARO: Help A Reporter Out - Build an online profile on this website and pitch potential journalists on why you are an expert in your field. Journalists looking for your expertise will find you here on this site.
Research on Muck Rack: Muck Rack is the clearing house for all journalists and the articles they publish. Do a search on your industry and/or expertise and see what journalists are writing on your topic. Then reach out. Throw them out a compliment on their latest article or send them a note on X, formerly known as Twitter.
Research your favorite topics on Facebook: Facebook is a great resource for communities who love what you do. Find these groups and become an active member.
Whatever you do, do not put all your eggs in one basket. As I mentioned at the beginning of this article to stay focused, do not rely on one medium to build your brand. Unbrainwash yourself, do your research, and build a powerful brand that generates a true community of followers. These people will become your ride or die. These people will then transform into ambassadors of your brand.
You have the power to use your voice in a unique way. You, and only you, have the power to change the world.
Let me know what you think below. Share your story below ⬇️
Post-Script: If you are looking to uplevel your story and build an unforgettable brand, whether you are a writer, an entrepreneur, a business, a podcaster, or a creative–join me LIVE at Cre8tvie Con in 2024. This is where your story will be unleashed. Pinky Swear.