Building Credibility: A Brand Advancement Advertising Campaign
Freelance consulting solopreneurs know that silence = death and visibility promotes viability.
To that end, we craft an expert elevator pitch to serve as our verbal package and use it to open doors to new opportunities.
We position ourselves as experts by speaking,teaching,attending conferences and writing a newsletter or blog.
We attend selected networking events and business association meetings so that we can connect with prospective clients.
The next step along the continuum is to upgrade visibility to credibility, for that is how to convert prospects into clients.
As you brainstorm strategies that have the potential to advance your brand and build credibility, examine the benefits of an advertising campaign.
Traditional media, available as print or online, are still very much with us and I would argue, still effective, despite significant inroads by social media.
Traditional advertising campaigns are often costly, but if you can find the budget, this option can be worth your while.
There is significant data to support its power, while the ROI of social media has yet to be convincingly demonstrated.
Begin by assessing your priorities: 1.
The objective.
Decide what you would like to accomplish.
Do you want to establish credibility among clients and B2B referral sources?Are you announcing a new product or service? Are you building a niche market? 2.
The audience.
Who must you reach to accomplish your objectives? Which publications are read and respected by that audience? 3.
The budget.
Visit publication websites and peruse the rate cards.
See also the demographic data: circulation, distribution, special issues that might benefit yourobjectives.
What size ad can you afford to place for how many times during the year? Message Whatever your objective, remember that there is power and elegance in simplicity.
Use clear and compelling language that sells your core services and portrays you as a competent and reliable professional.
Be consistent with your marketing message across all ad placements and be sure to align with messages used in social media and printed collaterals.
Placement If you belong to a chamber of commerce or similar business association,consider advertising in its newsletter.
Advertising rates are typically reasonable and such newsletters are usually read by the members.
If your objective is to build your credibility among colleagues and stimulate B2B referrals, or announce a new product or service, then chamber of commerce newsletter ads will be a great way to remind fellow members of who you are and what you do.
Be sure to attend association events and build relationships.
Because chambers present lots of programs, you may be asked to speak or moderate.
Chambers always showcase members who advertise with them.
Consider also placing ads in the newsletters of professional associations to which clients belong.
Whether your objective is to enter a new market,announce new products /services or build credibility,these publications likewise make excellent ad placement choices.
Frequency Consistency is key in advertising: the message, graphic style and frequency of the ad must be repeated again and again.
Studies have shown that ads do not register with the target audience until they have been seen at least three times.
Budget your ad placements to appear several times throughout the year and at least bi-monthly.
One time only ads are a waste of money.
It is better to appear in one publication 4-6 times a year than in two publications 2-3 times a year.
Design Hire a professional (or a student) to devise a good visual concept, even if your ad will be text-only and business card size.
Your ad must look sleek and professional-just like you! The style of your business card could be the starting point for the development of a graphic style for your ad.
Be consistent with colors, logo and graphic look in all ads.
Thanks for reading, Kim
To that end, we craft an expert elevator pitch to serve as our verbal package and use it to open doors to new opportunities.
We position ourselves as experts by speaking,teaching,attending conferences and writing a newsletter or blog.
We attend selected networking events and business association meetings so that we can connect with prospective clients.
The next step along the continuum is to upgrade visibility to credibility, for that is how to convert prospects into clients.
As you brainstorm strategies that have the potential to advance your brand and build credibility, examine the benefits of an advertising campaign.
Traditional media, available as print or online, are still very much with us and I would argue, still effective, despite significant inroads by social media.
Traditional advertising campaigns are often costly, but if you can find the budget, this option can be worth your while.
There is significant data to support its power, while the ROI of social media has yet to be convincingly demonstrated.
Begin by assessing your priorities: 1.
The objective.
Decide what you would like to accomplish.
Do you want to establish credibility among clients and B2B referral sources?Are you announcing a new product or service? Are you building a niche market? 2.
The audience.
Who must you reach to accomplish your objectives? Which publications are read and respected by that audience? 3.
The budget.
Visit publication websites and peruse the rate cards.
See also the demographic data: circulation, distribution, special issues that might benefit yourobjectives.
What size ad can you afford to place for how many times during the year? Message Whatever your objective, remember that there is power and elegance in simplicity.
Use clear and compelling language that sells your core services and portrays you as a competent and reliable professional.
Be consistent with your marketing message across all ad placements and be sure to align with messages used in social media and printed collaterals.
Placement If you belong to a chamber of commerce or similar business association,consider advertising in its newsletter.
Advertising rates are typically reasonable and such newsletters are usually read by the members.
If your objective is to build your credibility among colleagues and stimulate B2B referrals, or announce a new product or service, then chamber of commerce newsletter ads will be a great way to remind fellow members of who you are and what you do.
Be sure to attend association events and build relationships.
Because chambers present lots of programs, you may be asked to speak or moderate.
Chambers always showcase members who advertise with them.
Consider also placing ads in the newsletters of professional associations to which clients belong.
Whether your objective is to enter a new market,announce new products /services or build credibility,these publications likewise make excellent ad placement choices.
Frequency Consistency is key in advertising: the message, graphic style and frequency of the ad must be repeated again and again.
Studies have shown that ads do not register with the target audience until they have been seen at least three times.
Budget your ad placements to appear several times throughout the year and at least bi-monthly.
One time only ads are a waste of money.
It is better to appear in one publication 4-6 times a year than in two publications 2-3 times a year.
Design Hire a professional (or a student) to devise a good visual concept, even if your ad will be text-only and business card size.
Your ad must look sleek and professional-just like you! The style of your business card could be the starting point for the development of a graphic style for your ad.
Be consistent with colors, logo and graphic look in all ads.
Thanks for reading, Kim