Don’t Cut a Tree in the Middle of a Forest
“If a tree falls in a forest and no one is around to hear it, does it still make a sound?”
My thought is yes – of course it makes a sound. But does that even matter if no one hears it? For a second, let’s think that your company’s marketing plan is that tree, and you drop it in the middle of the abyss. Does it even exist if no one sees the social media posts, reads the blog posts or watches the carefully crafted videos?
Is great marketing great if no one sees it?
What’s the value of an innovative creative concept if your company’s target audience doesn’t know it exists? There are a few elements of successful marketing. One of the most important ones is being visible in your marketability.
There are two main schools of thoughts on how to achieve visibility in your marketability. The more traditional one, commonly practiced before the Internet took over our lives, focused on pushing advertising and other marketing materials to your customers.
Nowadays – even though they’re looking to achieve the same result – most companies put more emphasis on how to build credibility and establish themselves as an important resource for customers to find them. It’s the everlasting push vs. pull debate.
Whatever approach you favor, the importance of visibility in your marketability is not to be underestimated. Here are a few ideas to increase your visibility:
Use all your channels
Let’s say your content writer created a new blog post and posted it on your website. This is the epitome of a tree falling in the forest in the content marketing world. Do you expect your clients to miraculously stumble onto the blog post on your website? Or do you promote it several times on social media, make sure the SEO is top notch to increase the probability of getting some Google search love, use it as a resource in relevant client emails, give it prime real estate on your homepage slider, and include it in your monthly newsletter?
Whenever you have a new asset, think about how you can use it on all your own, earned and paid channels.
Say it loud, say it proud, and say it many, many, many times. And when you think you’re done… say it once more just because.
Whether you follow the rule of three, the rule of seven, or Thomas Smith’s infamous Rule of 20 published well over a century ago, everyone and their mothers agree: Repetition is key.
Nonetheless, you don’t want to post the same content over and over and over again. After a while, you’ll just look lazy. So, what do you do? You take that content and turn it into other pieces of content. You package it differently.
For example, take that awesome blog post and turn it into a simple video for YouTube and other social channels, a PowerPoint presentation posted on Slideshare, tell the story through photos on Instagram, create an infographic, so on and so forth. The message can be very similar; what you’re tweaking is the way it is presented. This also helps garner attention from people that respond to different types of content.
Repurposing content is one of the most underutilized, low-effort and big-return strategy out there.
Don’t forget PR!
No matter how much you strive to be visible in your marketability, you know who will ALWAYS be more visible (and more credible!)? Media.
When media picks up a story, visibility soars to new heights. Working with a **shameless plug alert** reputable and experienced public relations team makes all the difference. [Read about how we helped AVAD’s early success with a solid award-winning PR strategy on page 22 of Ultra Hi Def Marketing: 5-Step Guide to World Domination in the Tech Industry]
We could write the book sharing proven strategies to increase the visibility of your marketability. Lucky for you, the President of Marketing Matters, Coleen Sterns Leith, did. And you can check it out here: Ultra Hi Def Marketing: 5-Step Guide to World Domination in the Tech Industry.