Many people are still hoping that the major media will “find them”, when the power to be the media is right in their hands and, in the long haul, both less work and more sustainable. Social media marketing gives us the tools to be the New Media–if we are willing to learn some new skills. I jokingly say that adult learners would rather have a root-canal then develop one new behavior. It is not easy for most of us to learn a new skill, yet doing so can be valuable in promoting your small business.
A surfer doesn’t try to control the ocean, he learns how to catch the right wave. This is more like the new world of marketing and key to being the media. So many times I have seen people get short national coverage by the major media and gain a quick spike in business that didn’t last like they thought it would. Today’s approach is about generating quality keyword-driven content and being responsive to topics in the major media that you can contribute real value to.
Here is the sequence to enhance your skills in Being the Media:
– Listen carefully to what is news in the traditional media, both small and large, for something that you could add real value to or a perspective that the media did not represent.
– Generate quality content worth your customer’s and prospective customer’s attention. Your goal is offering content that is worth your customer walking across the street to see.
– Make sure to use the words the media used in the content, and if you can, in the title of the content. For example, if you called it “John Doe’s resignation talk” and the media calls it “Mr. Doe’s Resignation,” then that is what you should call it too. For example, the media says that Mr. Doe’s Resignation was voluntary and you have a relevant comment that it is not, you want to have it heard. You have a clearly different message so it is key that your content includes “Mr. Doe’s Resignation” and maybe in the title if possible. Follow with something clear and to the point on the topic worth people viewing or reading. Like a video referencing it, accompanied by a link to what you want them to see next.
– It is about catching a wave like a surfer. You can also make comments to the media referring to your perspective on Twitter, YouTube and Facebook as well, but be polite just as though your best customer or Mother was watching.
– Make sure to use the terms they use, even if it is not the way you would describe yourself. Using terms other people used to describe you is not new. The Quakers for example are actually called The Friends, and the term Quaker was originally used to mock them, making fun of the way they would jump up and “quake” in church. So they “rode the wave” by calling themselves “Quakers”.
Remember: Learning to surf is better than trying to control the ocean. Many smart businesses have learned this and are looking for new ways to use it. I also offer training and classes on this topic. Also see my realated article about creating Keyword driven content: http://pronetworkingo.wpengine.com/keyword-driven-content-attracting-the-right-customer/
Let me hear how you are becoming the media with your business or causes!
Martin Brossman
On Facebook at: BrossmanOnFB.com , Twitter at: BrossmanOnTw.com , Google + at: BrossmanOnGP.com and LinkedIn at: BrossmanOnLi.com
