Four Tips For Positioning Yourself As A Market Leader


Annette Densham is co-founder of The Audacious Agency, specializing in award-winning profile building, branding and business awards.

The traditional mating call of small businesses that feel like they’re invisible in an overwhelmingly cluttered marketplace often goes something like this: “Hello? Is it me you’re looking for? I’m here, and I’ve got what you need and want. Look at me! I’m here. Why doesn’t anyone know who I am, what I do and what I sell?”

These types of businesses often spend oodles on logos, business cards and a pretty website with all the bells and whistles. They invest in seemingly every online course and program on Facebook ads, Instagram reels, using video, blogging and any other marketing tool out there. I’ve found that some also tend to shy away from doing things they don’t “like,” understand or make them uncomfortable. (But remember: Growth isn’t always comfortable, and discomfort is not always a bad thing). As a result, no one is banging down their proverbial door to buy their stuff.

They just want to be noticed. They want to sell their wares. But if you don’t have an audience, or if people don’t know what you’re offering, they can’t buy from you. At a time of the year when best intentions and resolutions reign, how about trying something different? To get started:

Stop winging it.

Take all you’ve learned from courses, programs and classes and create a quarterly plan using two or three marketing tools. Then, see that plan through to fruition. There’s only one way to see if something works: Implement, test, measure and analyze from start to end. One month playing with ads, sending one media release or entering one award does not maketh a sound marketing strategy. There are plenty of online planning and strategy templates. Pick one. Map out key actions on a weekly basis, and stick to them. See what works, what doesn’t and then do more of what does.

Have a mix of content you can share.

Think of your marketing plan as a beautiful and colorful tapestry that’s made up of lots of threads sewn together to create a pattern. You need different colors, textures and materials to make the tapestry pop. The same goes for marketing. Don’t do one thing; have a mix of content that you can share across platforms.

Earn your audience’s trust.

No one is going to buy from you if they have no idea who you are, what you do, how you do it and why you do it. An integral element of marketing is knowing your target audience. Like all good relationships, it goes both ways; your audience also has to get to know you to trust you. To do this, people need to see and hear from you across multiple platforms — regularly. You can do this through content. Strive to come up with four content ideas a month, and turn those into blogs.

Recycle your content.

Take those four blogs and repurpose them into social media posts, infographics and memes. You can turn four blogs into more than 40 other pieces of content. That’s a piece of content for every day of the month with some leftover. As people “pick up” the content you’re sharing consistently, they’re getting to know you. Then, when it comes time to buy or close the sale, they’re already hot for you.

There’s always room to try different things, such as tools you’ve dismissed because they’re too hard, you don’t know how to use them or they make you uncomfortable. A few marketing tools you can use to share repurposed content and position yourself as a market leader include:

1. Paid public relations: I’ve found there has been a massive boom of digital publications that offer paid contribution spots. Think of this like advertising: You get to control the message, timing and placement. That’s something you can’t do with earned media. However, make sure the publication is credible, targets your audience and is curated by a skilled editorial team.

2. Contribution sites: There are a plethora of sites always seeking great content. You can use Google to search for “article contribution sites” and “your niche” to find them. Using your four content ideas per month (and following the contributor guidelines, which depend on the publication), submit an article and share it across your other platforms and marketing channels.

3. Awards: There’s nothing wrong with tooting your own horn. Awards can offer business reflection, credibility and a marketing point of difference.

4. Facebook groups: These groups allow you to tap into an audience built by someone else. With theme days and topics, you can use your repurposed content to connect and build a profile. Use the search function on Facebook to find people asking questions about your area of expertise or product. Then, answer their questions, and take part in conversations.

This all sounds like a lot of work, and I won’t lie; it is. But given you’re in business to make money and grow, your No. 1 priority should be marketing and generating leads. You can’t do that if you’re not putting your business out there every single day. That means you have to promote what you do — and you have to do it over and over again.

But it does pay off. If you stick to a plan for one year, you will likely see your business grow. If you don’t, it won’t. It’s that simple. Remember: PR is ultimately about building relationships and developing a positive perception of your business. These strategies, when used strategically, can help build your profile and awareness of your business. Now, there’s only one thing stopping you: you.


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