From whom are you looking for business referrals? Obviously asking your existing customers to tell others about your business is wise but are there bigger fish out there that you can hook? Can you find your voice in a crowded field. I say you can!
Recently I signed on a new customer in the tourism industry whose products were not extraordinarily unique. My point in that statement is that it’s easy to sell something that’s truly unusual but these folks were not breaking much new ground so we really had to work to stand out with our messaging.
In this case our first course of action was to create a few videos about the website but videos that legitimately tied-in to much bigger fish. We then let those “big fish" people know that they were included in the videos we did and, sure enough, they shared those videos on their channel (they were pretty well done, I must say). Their gigantic reach was much, much more than the reach we could get through our own efforts as they had years of promoting their social channels.
Naturally we saw a huge spike in the number of people who were aware of our client’s service and saw the website traffic grow exponentially.
We also reached out to one of the largest podcasts in the industry just to see if the client would be a guest that this podcast would be interested in, based on the topic. Well, sure enough, the host was very interested in having our client on the podcast and, again, we saw another monumental swell in interest.
My point in this isn’t to brag about getting website traffic for people. My point is that there are so many places you can reach out to that might not initially seem apparent. Are there leaders in your industry who would be a “unicorn” partner? In other words, someone who’s so exceptional it’s like finding a unicorn to work with? Are there channels you haven’t even thought of to partner with that might be leaders?
Doing things the traditional way by buying ad space in the media and having a website are solid methods that do work, but there might be other ways to spread your message that could do even better.
And partnering with leaders in your industry is a great place to start. These unicorns - one in a million voices - are just one place to look. We’ve also used the power of Facebook groups to share this same message and this was described in the linked blog post.
That one video partnership alone was good for about 50,000 visitors to the client’s website and the cost was minimal. That’s typically more visitors in one week than they would see over a two year time span.
Being a guest on the successful podcast was good for even more. Podcasts are hot and getting hotter.
Finding these unusual but large avenues can be a good way to bolster the voice of your business. Where are places or people who are well respected or large groups in your industry? Perhaps it’s time to start considering being a partner there. Or maybe even a squeaky wheel (in a good way). You’d be surprised at how willing some of these people with a large voice are willing to be to share your message as many of them are actually looking for content too.