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Yesterday, I had the AMAZING opportunity to speak on a panel (with Donna Brollier) at Tory Johnson's Spark & Hustle Conference. The conference was held in Tulsa, OK and is a life altering event that empowers women (and men) to go out there and hustle, to make your business happen and succeed.
I spoke about Muscle Marketing: How to Promote Your Business for Free and many have e-mailed in who could not attend the conference but wanted to know the tips so I thought I would post about those today. Since I have the space here, I'm going to expound on the topic a bit more and hopefully help some of you who might be in the trenches right now trying to get your business 'out there.'
Obviously, people write books on this topic so this isn't everything...but it's something. First, for those of you who aren't quite sure, let me tell you what I actually do. I am the co-founder & creator of MoneySavingQueen.com, author of The Power of Coupons (and a few eBooks), I also coordinate and hold events & workshops for hundreds of people every month and I do daily news segments in 4 TV markets and have syndicated my content in 11 markets around the country. Alright, so that's what I do.
Now, the question is, how did I ever get my name 'out there' in the first place?
{How to Promote Your Business for Free}
1. Local Media: I have been doing daily news segments for about three years now but it began with only one. I had to get myself out there and the only idea I had was to get on TV and in the newspaper. I had several news content ideas in my head to start. That's key. Don't just e-mail news stations and newspapers as a commercial for yourself. E-mail (or call) them with valuable information for their readers and viewers. In my case, this is '5 Ways to Save on Produce' or '3 Ways to Make Cash NOW.' You get the idea.
Also, be sure to contact the right people. If you want to promote your home decor business, do not e-mail the crime reporter. If you can, e-mail the producers of the show, send them content that is relevant and if you actually get on TV or in an article-DON'T STOP PITCHING. The goal is to be a regular not just a once-in-a-blue-moon person. You want to form a relationship with the viewers/readers so when they do need home decor (for example) they think of you.
When I went on TV for the first time, I gave them valuable content and then was able to promote my upcoming event. It was a win-win. It wasn't long before I had a regular spot. Yes, it is work and it is my job today but it started little by little and grew. You don't need to be on TV everyday, but you do need to form a long lasting relationship so they call on you when they have a story related to your content and also, so you can give them content that will in turn help promote your business.
(NOTE: To clarify, I am talking about providing content to local news and/or magazines & newspapers. This means, you provide real content their viewers would love. In return, they simply mention your name & business in the opening or closing of the segment. This is not an advertisement, a commercial or a print ad-it's a push to you b/c you're providing them real content.)
2. Social Media: Everyone knows what social media actually is but not everyone knows how to use it. In fact, many businesses just throw up a Facebook fan page without a clue in the world as to how to get followers or more importantly, how to keep followers engaged. The point of social media is NOT to sell your products and business, it is to form a community. Tory Johnson said yesterday, 'No one goes on Facebook to be sold to.' AMEN!
We go on facebook to be entertained, to be moved emotionally (whether good or bad) by photos or updates or to be informed. Be sure to keep a balance of personal and business. You can follow the 80/20 rule-80% personal and 20% business. The goal is to establish a connection with the community (your fans/readers) and build a relationship with them then, when they need to buy a new house, they know to call on you (if you are a realtor, for example).
The other thing about social media is to make sure you are using the correct platform. Ask yourself, 'where is my audience?' and use the platform that they use. For example, if you are a decorating blogger, your entire audience is likely on Pinterest. Therefore, you need to research Pinterest and find out how to use it to the best of its ability to maximize your business. Maybe you are a motivational speaker, then you might find YouTube is the best option for you.
In saying that, you never want to ignore other forms of social media as it can change at any moment and you want to be ready to move with your audience as they move. I personally use YouTube, Facebook, Twitter, Instagram and Pinterest primarily. I am where my audience is located. That is how you create community. Yes, it is work but that's part of building a business, right? You do actually have to work for it.
Check out this ROCKIN' article by Jon Acuff "Does Your Business Need to Understand Social Media?" Believe me, there is more to social media than you think.
3. Workshops & Events: If you want to create a community, you might actually have to go into the community. I started with only four people in my workshops and yes, they were all related to me. Those workshops built up over time to become sold out events. It took years...not days, YEARS. I started teaching workshops at community education centers and local colleges. It was easy and did not cost me a thing plus, I gained experience. When you are in front of real people, you can find out quickly what your audience needs and what they are looking for which puts you in a better position to get the job done.
On top of that, you establish real relationships with real people. There's something to be said about that. When I'm speaking in person, people tell me their stories and I tell them mine which suddenly makes me more to them than just a lady on TV or a woman with a website. It also helps me to see and hear the real people out there because quite honestly, blogging on a computer everyday can be a very lonely experience and 90% of the time, I feel like I am talking into space. Get out there and do a good job, people will then spread the word about you. The best marketing you can ever get is from the mouths of other people.
Of course, if you're not a good speaker, hiding beind the computer might be the right move too. :)
The point is that it is VERY possible to promote your business without ever spending a dime. However, it takes research and WORK. There is no easy button. Yep, it's true. The button is just a marketing tactic folks, it doesn't exist.
If you want success, you have to work your booty off for it. Get out there and use all that is available to you as best you can and you will see results.
Oh...and, if you ever get the chance to speak at an event and they're going to make you sit down, don't wear a skirt. Just a tip.
Big thanks to Michael Butler Sr. for this pic!
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