The right type of attention
The internet is unforgiving. If you create the right (or wrong) attention—there is always the potential that it will never go away. We all see ourselves as our own celebrity. DON’T BE A CLICHÉ. We have created a society that praises self-induced narcissism (when we think everything is about us), and cultivate it as a form of self-confidence. Selfishness as confidence is a lie.
Your target doesn’t browse the internet and engage social media to be slipped an advertisement.
…they go on the web for what is important to them at that time; respect that.
Create the right type of attention:
- Use gathering tools. There are services that will alert you when a specific phrase or word is used on a new blog post or website. There are also hashtag (#word) or keyword searches on social media networks and websites. If you search words that are specific to your target client, you can strike up a dialog as content is posted (that is complementary to your expertise), and is interesting enough (to your target) for them to write it.
- Choose your resources. When you locate someone who shares a common target audience, it’s wise to engage their content, because your comments on their platform are visible to those you are trying to reach. Does their brand reflect the brand you are creating? If their expertise and their referrals are something that you would like to have access to; introduce yourself and offer to write a guest blog post on their site. As you engage other’s content, you’re getting your expertise in front of your target audience without having to give the time that is required to create or maintain that website. Keep in mind that as you connect yourself with other’s brands, your brand is being defined by your associations.
- Distribute content. Use websites, landing pages, blogs, social media, email, text blast, video channels, podcasts, TV shows you watch, forums, groups, everything… Turn whatever you are doing into attractive content. Whether you use multiple social networks or only use one—look for excuses to offer expertise. Not all content needs to be business (and shouldn’t be, because that’s boring). Give a review of a show you just watched, share a picture of a great outfit, or engage friends while you’re watching a game. Create and distribute content – and be fun about it.
It’s a pretty simple process: 1. Share information, 2. Select wisely the brands to which you attach yourself – and attach, 3. Distribute enjoyable content. One, two, three, and attract the right type of attention.
The “simple process” of turning created and engaged content into a lead requires more of an intentional system than making comments or sharing a picture. Attracting the right kind of attention requires a macro-level understanding of the mechanics and process of sales (later in this guide).