One of the best pieces of small business advice I’ve ever read comes
from Sir Freddie Laker. If you’re not familiar with the name, Sir
Freddie was one of the leading pioneers of budget airlines. He created
Laker Airways in 1966 and ran it until it folded in 1982.
He was one of Sir Richard Branson’s mentors and gave him this
critical piece of advice when Branson was looking to start his own
airline:
“You’ll never have the advertising power to outsell British
Airways. You are going to have to get out there and use yourself. Make a
fool of yourself. Otherwise you won’t survive.”
Sir Freddie’s advice is just as relevant to you! No matter what
industry you’re running a small business in (or starting a business in),
there are multiple companies who are larger, richer and better known
than you. If you want to survive, you have to get creative with
spreading the word about your company!
The key is to use a mixture of activities in order reach as many
people as possible. Here are three ways you can get yourself out there
and promote your company:
1. Write a bylined article and have it appear in an industry publication
Bylined articles are informative articles (usually 600-900 words,
depending on the publication’s specifications) that educate people about
a specific topic in an industry, offer advice or illuminate the
author’s stand on the industry. They are meant to be educational rather
than promotional, but the side benefit is you spread the word about your
personal expertise in the industry. You also include a one-line
description about yourself / company website at the end, further driving
people to your site.
2. Appear on a panel at an industry event
By participating on a panel, you not only get visibility at the
actual show, you also can use the opportunity to promote your company
beforehand by highlighting the fact that you have been selected to speak
on the panel. Panel’s are a great way to reinforce your personal status
as an expert in your particular industry. The also provide good social
media opportunities, as you can promote your involvement both leading up
to the event, during it, and even after.
3. Speak in front of business groups and / or university students about your industry
Providing free lectures about your industry is an excellent way to
increase your personal visibility, and thus the visibility of your
company. You expand your credentials as an expert in your field, you
reach a whole new audience and each speech gives you a fantastic
networking opportunity; both in-person and by expanding your social
network contacts.
Remember, the more visible YOU are, the more visible your company is!
Give speeches, talk on panels, write articles, attend events; get out
there!
You may never have the resources of the “big guys” in your industry,
but by being constantly visible, you can dramatically increase your
company’s visibility and thrive. Richard Branson started
Virgin Atlantic with one plane; one single plane. Now it’s one of the most established airlines in the world. Branson has many tips for
business survival, but few are as critical as this: “free publicity and word of mouth is probably the best form of advertising.”
“Have Fun, Work Hard and Money Will Come” – Sir Richard Branson
