No matter the business you’re in, honing your brand and mastering the fine art of self-promotion will play a big part in your professional success.
People want to be seen as accomplished, smart and skilled in every endeavor, whether in business or in life. Confidence is a good trait as long as we don’t come off as overconfident jerks.
“There are times where a little self-promotion is necessary and acceptable, especially when competing for scarce resources, such as in an interview vying for a job with 50 other applicants, or when you are 1 of 28 women competing for the love and affection of one man on a dating show like The Bachelor,” says study.com. “Yet, research shows that self-promotion in most cases can backfire in terms of social likability, in that it comes across as boastful and obnoxious to others.”
Agree or not with that sentiment in terms of self promotion, there are ways to successfully work it into your overall marketing strategy. Promotion is a marketing technique used to reach customers and create awareness about a product, after all.
Promoting aims to secure short-term sales to a large extent. Consumers are always looking for deals and free stuff. Promotions focus on getting exposure for your brand. Customers also want companies to help solve their problems and address their concerns.
Advertising through social media, newspapers and websites broadcasts your message to a target audience. Can this be done in a way that nurtures customer relations and builds a loyal following?
If you aren’t sure, then ask yourself if your efforts are nurturing customer relationships. If you’re only focused on the sales and not considering your faithful customer base, you’re showing that the brand is only worried about promoting the product and not whether they are a vital part of your brand family.
Become a social networking pro or at least hire people who know what they’re doing. Some people may disagree, but getting to know social media platforms intimately is an important part of your overall marketing business plan. Successful social media marketing doesn’t include popping in and out of platforms when you feel like it.
Giving people valuable nuggets of information via social media is just as important as promoting a new product or special offer. What you get back over the long run is worth more than what you “gave away.” The benefit for you is that social media marketing has a 100 percent higher lead-to-close rate than outbound marketing, and at least 84 percent of B2B marketers use social media in some form.
One of the most successful social entrepreneurs is TOMS founder Blake Mycoskie. A pair of TOMS isn’t cheap, but the product has a large worldwide impact. For every pair of shoes purchased, TOMS gives a pair of shoes to needy children in a developing country — at least 20 million pairs have been given since the company’s inception in 2006. Pop culture and social media has given the company an amazing edge over other social enterprises. Tom’s success is a great example of why it’s important to integrate fans into your content strategy.
Deliver on Promises
Self promotion is a key component in interviewing for a job with a new company or securing a client in a new city. But of course you have to be able to deliver on what you promised in the interview or when you signed the contract with the new client.
Keeping promises should be at the core of everything a person or company does, especially in today’s competitive market when you have to earn people’s trust. If you can’t instill trust in confidence in the minds of customers, they are unlikely to stay no matter how awesome you tell them you are.
An ever-growing branch of marketing involves the creation and sharing of online content, such as blog posts, website copy, social media posts, and videos. This content doesn’t explicitly promote a brand, but is produced to add value to people’s lives and stimulate interest in products and services.
Instead of being advertising-focused, the content is more educational in nature and designed to build relationships with potential clients and customers. It’s a good job scene for those with their finger on the pulse of content marketing right now. The number of content marketing jobs has increased by 350 percent since 2011.
Marketing doesn’t have to be a shameless attempt to get attention, and well-respected companies know the fine art of self promotion that also provides informative, real and inspiring value for people. Sometimes the work speaks for itself, but sometimes you need to build awareness by giving people a push to pay attention to you.