Ready, set, win! In business and in life, it’s not where you start it’s where you finish. When the bell rings at the end of the game—the end of the year—with all your heart, you want to be a winner. Whatever you’ve experienced this year, whether you struggled to close deals or were touched by an angel, your performance in the fourth quarter is going to be impactful. I think it’s safe to say that you’re motivated to leave no stone unturned as you aim to close out 2023 with a victory.
The 4th quarter officially begins on October 1 and summer ends on September 22, but you’re about ready to kick-off your year-end sprint now that September has arrived. It’s time to go full speed ahead; optimizing your visibility to potential customers and referral sources can be the wind at your at your back. Start your campaign by identifying organizations and venues that sponsor programs that align with your brand and will bring you and your company to the attention of the right decision-makers. Your objective is to position yourself as an expert, thought leader and trustworthy professional who, BTW, can deliver solutions to a certain target market and make those who hire you look good. Here are a few strategies that when implemented will propel you out of the starting gate and toward the year-end finish line.
Elevator pitch
You’ll have two or three versions of varying lengths that correspond to the person you meet but in general your elevator pitch , which is an introduction to you, your company and your product or service, should be 20-40 seconds long. Your name and the company name, what you do, for whom you do it (i.e., your typical client) and the primary benefit (outcomes) delivered are what you want to communicate. Hone your pitch until you can define your venture in just a couple of punchy sentences. An effective elevator pitch will grab the interest of the listener, showcase your mission and get people hooked on your vision, all in less than one minute.
Personal brand
It’s not unusual to confuse reputation with the personal brand, but the two are not interchangeable. Reputation is earned and acquired, influenced by how you behave and communicate. It is external and reflects how others see you.
Your personal brand, on the other hand, is internal and intentional. It’s also aspirational and is based on how you’d like others to see you. It’s your preferred identity, your unique selling proposition and what sets you apart from competitors.
Personal branding involves creating and communicating a compelling story about yourself, maintaining a professional demeanor and nurturing a reputation that positions you as trustworthy and dependable. Remember that your brand reflects your core values and purpose, it should resonate with your target audience and inspire their loyalty and respect.
Networking
Networking is the process of meeting and greeting, having conversations and getting to know colleagues and competitors so that you can exchange information, find common ground and develop professional or social contacts. Once in a while, you might be lucky enough to meet someone who becomes a real friend.
You’ll find opportunities to network wherever you meet people. The essence of successful networking isn’t about what someone can do for you; it’s about what you can do for them. Ideally, the experience of networking results in win-win outcomes. The best networking agenda is to create value, be a resource and forge genuine relationships, so that you and your network will support one another.
Social media
Whether your preferred platform is LinkedIn, Facebook, Instagram, Twitter or TikTok, establishing a consistent presence on social media will be a key element in your strategy to maintain visibility in your professional sector. Keep your audience engaged with promotional content, industry insights, interesting company updates and behind-the-scenes peeks, leavened with a dash of your charismatic personality. Because your customers and prospects feel more comfortable doing business with those they feel they know, make your content relatable.
Content marketing
Content is king, but not just anything will do. The content that you produce—text, visual, audio—must give the information and tell the stories that your clients and prospects find meaningful. Your content must also be high-quality, engaging and impactful to tell a memorable story , communicate your expertise and nurture your community. As well, remember that content marketing sidesteps a hard sell.
The format is about providing valuable insights, stimulating conversation and showcasing your genius to the audience. Publishing a blog and/or newsletter that explores topics that interest your target audience, producing or taking a guest spot on webinars and/or podcasts that allow you to personally speak to subjects you explore in your blog and/or newsletter posts are standard B2B content that you’ll post on your website and social media sites or send to your email marketing list. Creating video clips that show you engaged in a local charity event, receiving an award that honors your volunteer work, or even a clip of you decorating your office for the holidays are among the visual content possibilities you might use to present a less formal and more relatable aspect of yourself.
Public speaking
Public speaking opportunities are plentiful these days; your task is to identify venues that deliver your target audience. Panels, webinars, workshops, podcasts, rotary clubs or the chamber of commerce provide great venues for speakers.
If the very idea of public speaking gives you butterflies in the belly, start small and build your speaking skills. Practice in front of a mirror, practice and record yourself on your smartphone. Joining a panel or being a guest on a webinar or podcast are good ways to gain experience and build your confidence, as you get exposure to an audience that might bring you a customer or a referral. Soon, you’ll be commanding the room and leading the conversation in your industry. Public speaking is an investment with dividends in credibility, authority and a wider audience reach.
Press releases and media spotlight
While self-promotion is vital, third-party validation is perceived as impartial and objective and for those reasons, articles that appear in the media have the most credibility. Earned media is the term; to approach media outlets and invite them to in some way include you and your company in a feature, you must make contact with journalists or editors with press releases.
Journalists traffic in stories that they feel will interest their readers (or viewers), so your objective to obtain earned media must be based on a story that the media outlet’s audience will value. Write a press release when you win a business award, when you’re scheduled to appear on a local (or national!) television program, or when you’ll participate in a visible way in a noteworthy charitable event in your community. The story you’d like to share must be enticing and relevant to the publication’s audience. If done consistently and with viable story angles, media features can provide immense visibility and position you as a thought leader in your field.
Guest posts, podcasts, webinars
Engaging with your audience in virtual real-time has become standard practice in the digital era. There are now hundreds of podcasts and webinars broadcast nearly every day. More than just a knowledge-sharing medium, webinars and live sessions nurture a sense of community and belonging. They facilitate connection between you and your audience, fostering a dialogue that’s both dynamic and personal. The topic of your podcast or webinar session and information shared must deliver value to the audience.
Expand your writing credits and your reach by guest posting on popular industry blogs. Be sure to return the favor and occasionally invite a guest blogger to write for you and gain new readers as you do. Guest posting gives you exposure to a broader audience and solidifies your position as an industry expert. Whether you are the host or a guest, podcasts are a fantastic platform for showcasing your insights, opinions and your unique perspectives.
Thanks for reading,
Kim
Image: West Aurora, IL High School’s Victoria “Tori” Spagnola, left, wins the 300-meter hurdles race. Alexandra Johnson, right. (June 2021)
Freelancetheconsultantsdiary's Blog 