Here’s the best way I’ve found to move from unknown to known in your target market.
A reporter from the AP posed this question this morning: “Several years into your company, what has been your most successful marketing method?” Here’s my answer –
I have a very specific two-pronged strategy:
1.) Do anything required to become a speaker at a conference or other meeting people attend in person. I’ve given over 200 speeches the past few years, with some venues as large as the New York Stock Exchange, and some as small as a local Rotary Club.
Paid or unpaid, I speak in public as much as possible. When you’re on stage, those in the audience assume you’re an expert in your field. After all, you’ve already been vetted by someone (e.g. a conference organizer) who’s involved with an association/group they trust.
2.) Connect with those in the audience on LinkedIn and engage in two specific activities:
a. Produce content focused on helping educate your target market (this is the marketing component)
b. Send personal messages to those with whom you’d like to have further conversations (this is the sales/business development component)
Could you see my strategy working for you?