Getting noticed in an increasingly crowded marketplace takes more than just a good product or service. It's also about crafting a compelling narrative, one that showcases your unique value and grabs the attention of potential customers. The advice of our professional communications experts – Charlotte Tomic of Tomic Communications; Nancie Steinberg, an integrated communications “pitch specialist; John Mallen of JMC Marketing Communications & PR; Rajiv Jadhav of R Square Media; and Sam Mattingly of SM Communications Solutions - is even more relevant today than it was when we talked to them during the pandemic. So we thought it would be good to share their advice again.

Here is what they said:

Create a story that centers on your mission. This is the “age of storytelling,” states Sam,  “because people connect with stories.” Share the story behind your business, your passion for what you do, and the impact you have on your clients. This emotional connection is what makes you stand out from the generic "buy our stuff" messages. “But your stories need to be relevant. Focus on developing stories about yourself and/or your organization that relate to today’s current events,” adds Sam.

Identify your point of difference. This is your “unique selling proposition,” notes Charlotte.  It’s what makes you and your business unique. Identifying your niche and value proposition is crucial. What problem do you solve, and how are you different from the competition? Once you understand your "why," you can craft messaging that resonates with your ideal audience.

Find the communication vehicle or social media outlet that is right for you. You need to focus on the media “in your periscope,” suggests John, rather than on anyone and everyone.  And your story needs to be “engaging and relevant news”, says both Charlotte and Nancie. John suggests creating two “press releases – one for traditional media editors and one that is “crafted for digital media to reach audiences directly.” 

Structure your content for the particular platform. Not every social media platform should get the same treatment, notes Rajiv. For example, Pinterest is image-based and appeals to a female demographic while Reddit is quite the opposite. Tailor your content and approach for each platform, be it informative tweets, eye-catching visuals on Instagram, or in-depth discussions on LinkedIn. Remember, consistency is key.

Become a Trusted Resource. Once you decide on the relevance of the media outlet, you have to "follow" and make friends with the writer or journalist. “It really helps to become a reliable source,”says Nancie. You can also share your knowledge and insights through blog posts, social media content, or even guest lectures at industry events. By establishing yourself as a thought leader, you build credibility and attract potential clients who value your expertise.

Treat your outreach to the media as an on-going dialogue. This is especially true for social media. Sam suggested ”quick soundbites” with the thought that you have to “treat  social media like you treat your friends, Stay in touch often and have something interesting to share.” Rajiv followed with “employ key words, hashtags, and tagging.”

Be Your Authentic Self. People can spot a fake a mile away. Let your personality shine through in your communication and marketing materials. Let your passion for your business be contagious, and people will be drawn to your genuineness.

By following these strategies you'll be well on your way to promoting yourself and your business effectively. Remember, promotion is a marathon, not a sprint. Be patient, consistent, and keep putting yourself out there.  The rewards of a growing business will be worth it.