As a consultant, one of the most common question I get asked often is how I can achieve visibility for a startup or young business. This is an important question that most clients want to know and it’s often a test to know if you as a professional have the knowledge and capacity required to achieve their campaign goals.
I would like to state that Visibility for any business, (including startups and established businesses) is simply about the ‘value’ that can be derived.
Value sells and is most sustainable, especially when your target audience come to understand that you are a consistent brand or business.
So here are some highlights of solutions I would often proffer, cutting across the inorganic approach to getting things done, as well as the organic approach.
Visibility for any startup takes time, but with consistency of publicity efforts, you can achieve a lot.
An inorganic approach would be to:
1) Drive promotions (paid ads) for content created across the communication assets for the organization or business.
2) Engage with influencer marketing across industries, relevant for your campaigns, where your target audience can be easily reached.
3) Drive Google ad promotions, which helps greatly with search efforts for such a company and its website.
4) Work on press releases regarding your business/ organization, request for magazine profiling / Interviews, as well as place ads in such publications/ Magazine prints, which aids with publicity efforts.
5) Radio jingles is another way to go, but consistent and effective ad placement comes at a very high cost. Depending on the quotes for the chosen radio stations and the number of times such ads will be aired.
To achieve these for quick and high publicity, greatly depends on how much one is willing to spend on ads and campaigns, as well as bids for search phrases and keywords for optimization and visibility of the business.
An organic approach (which is slower, but effective) would be to do some of the following:
1) Drive publicity consistently across the communication assets, taking into consideration digital marketing strategies, branding efforts and excellent content creation.
2) Create Content for company profiling for projects accomplished, projects in the pipeline as well as the company’s service offerings.
3) Content for client projects can be crafted as case studies, as well as consistent development of insightful articles. These two are always a good idea, thus demonstrating mastery of that industry the business belongs to.
4) Driving engaging, consistent and strategic social media publicity efforts, as well as strategic email marketing efforts to contacts (who may be potential clients), your target audience and already converted paying clients helps with visibility. It also helps client or those who have benefited from your services, remember your business when the need arises, as well as recommend your business to others who may need it.
5) Flash sales/ discount sales of complimentary products can become a market penetration strategy, especially at the MVP stage of a business or product by a startup, as well as during festive periods in efforts to stand out of the already saturated market.
6) Lastly, if a website exists, to drive Search Engine Optimization – SEO and Search Engine Marketing – SEM efforts for search relevance and ranking, articles focused on the core areas of services rendered, need to be developed consistently.
This greatly aids search, website ranking and relevance, helping establish the organization as an authority in its field.
The bottom line is being able to project the “Value” that will be derived from the services and products rendered by your business or organization.
Value is what sells and when you’ve got quality to offer, as well as great feedback from those already engaged as testimonials, great visibility can be achieved.
Even while pushing for sales at a good price (via the existing communication assets, campaigns, as well as one-on-one engagement with people) can help a startup find its footing and visibility amongst other existing and well established businesses.
At Brave Publicity Ink, we can always get you started with great visibility, we offer excellent services and products that are deeply satisfying and capable of meeting and exceeding your campaign goals.
Visit bravepublicity.com to get started!
Thank you for reading.
Article by Opeolu Adeyemi.
Corporate Communications and Public Relations Consultant
Founder, Brave Publicity Ink!
Brave Publicity Ink! 