Build Your Brand: Become a Small Business Celebrity!
The dictionary defines a celebrity as someone with fame or renown. In the past, celebrity status was reserved only for people who soared to the top in fields such as acting, pro sports, politics, and journalism. These were people whose faces, names, and voices appeared regularly in our homes on television, in newspapers and magazines, and on radio.
Today, you don't need traditional media coverage to become a celebrity. Technology and social media today mean that almost anyone can become a recognized expert -- a mini-celebrity -- in his or her field.
Even you can propel yourself to stardom and fame. But it takes hard work, dedication, and most of all patience.
Many people ask me how I became an expert contributor for ABC News, Fox Business, Fox News, and other media outlets. I can assure you it didn’t happen overnight. It’s the culmination of many years of effort, but it's well worth the investment of time and resources.
Here are five ways you can begin building your expert status.
1. Book Speaking Engagements. Create information-packed presentation, and let appropriate organizations, conferences, companies and groups know you are available to speak at their events. Organizations are always looking for good speakers.
Keep in mind that your program must be helpful with good tips and resources for the audience -- not a sales pitch. If you try to sell to these people you’ll be blacklisted quickly. But if you do a good job, the word will spread just as quickly.
What if you're not comfortable speaking in front of a group? Try starting small. Volunteer to be part of a panel discussion instead of a solo presentation. If you’re really struggling with the idea, then hire a speaking coach or join an organization such as Toastmasters International.
2. Start Blogging. A blog is an excellent way to build a loyal following and enhance your brand. Use your blog to connect with your market and establish yourself as an expert.
Don’t be shy about letting people get to know your personality. Blogs are much more personal than articles, so let your voice come through. To be successful with a blog, you must define your mission -- in other words, what is it you want to say. You must also be committed to blogging on a regular basis. Share your blog posts through social media to amplify your voice, and interact with readers who leave comments.
3. Host Internet Radio or Podcasts. I must admit I wasn’t originally a fan of podcasting and Internet radio, but I’ve seen them work well for small business owners, so I have changed my mind.
An Internet radio show allows you to position yourself as a subject-matter expert. It also gives you a chance to spotlight special guests.An Internet radio show is a major time commitment, however, because you have to prepare in advance and book your guest(s), plus it must be recorded at a specific time each week.
A podcast, on the other hand, is typically shorter in length -- 10 to 15 minutes -- versus an hour. But a podcast can be recorded at your convenience. However, just as with any of the tools I’ve mentioned so far, in order to build a following, you should establish a regular schedule to distribute or post your podcasts.
4. Make Yourself a Media Expert. Most business owners know the value of getting their businesses mentioned on television or radio. But without an expensive public relations firm, this goal may seem unattainable.
Yet this is something you can accomplish on your own. Check out HARO -- www.helpareporter.com. You can register on the site as a media resource, and you’ll get daily emails with queries from journalist representing all types of media outlets. I use it to find experts as well as story ideas. Social media is another way many journalist identify story resources. I often post opportunities on my Facebook Fanpage.
5. Write a Book. Nearly every “expert” has authored a book. With the self-publishing online resources today, publishing a book is easy and affordable. Wondering how to write all that content? Repurpose your blog posts. Compile your blogs, and before you know it you’ll have enough material to fill the pages of a book.
Remember, as the founder and owner of your small business -- you are the business. Building your celebrity status is a great way to help your business soar to near heights.
