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3 Ways Personas Accelerate Brand Positioning

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Personas, also known as client profiles or target markets, are a description of the types of clients and influencers that choose your services. 

They apply to professional services whether you operate a firm or an association, and they should be a key component of your market research. 


There are three big reasons to create and use personas — and to update them. They   focus your marketing, assist with prospecting and train your team on client service. All of these areas affect your brand positioning because potential clients or members need to quickly know that you understand them and can help them better than anyone.

1. Personas for Marketing

Effective marketing campaigns offer solutions for the potential buyer. Personas should include a description of your target buyer(s) that includes challenges, pains, goals and desires. These descriptions will help you focus your marketing messages on how your services bring solutions and support goals. By articulating how you best serve the buyer, you are differentiating your brand.

Whether you are writing blog posts, creating an ad campaign or writing website copy, personas will help you create content that fits the buyer. You will avoid the common problem of writing all about you instead of what buyers really want to know. Can you help them, and what should they do about their issue?

If you aren’t sure of your target buyer’s pains, interests or desires, interview your current clients or members and find out how you solve their problems and help them. It will clarify your brand positioning. You can include that feedback in your persona description! 

2. Personas for Sales

When having sales conversations, one rule of thumb is to have the prospective buyer speak two-thirds of them and to actively listen to their answers. To get them talking, you need great questions. But don’t just ask any question. Ask a question related to your brand; convince them that you are the best choice. 

A persona description will help you develop sales questions that relate to your target buyer to qualify them, but also to get them talking about what’s most important to them in a professional service relationship. 

For example, if you solve the challenge of training, ask a sales question like, “How important is it to you that your [professional service relationship] supports a well-educated team at your company?” It’s likely that the right buyer will say that it’s very important, which gives you an opportunity to ask about types of education they seek, and then talk about your service offerings.  

The persona description helps you prepare for these conversations with confidence and consistency. 

3. Personas for Client Service

Once you attract a new client — or a new member in the case of associations — you can use your persona descriptions to address how to deliver great client service. The descriptions can be used to train your staff on client service expectations, how you solve problems and how you make a difference. 

You can even create persona descriptions for referral sources and influencers. Help team members understand how to develop industry connections that can refer new opportunities to your firm or association. Everyone can take ownership of your brand positioning with the right knowledge. Personas are just one way to do this. 

If you need assistance with this type of market research or brand positioning, talk to Ingenuity. In addition to personas, here are other things you need for brand positioning. 

Stick figure people steering an arrow graphic upward

Best Marketing Tips for Professional Services in 2020

Stick figure people steering an arrow graphic upward1. Voice Search SEO Strategy

It’s coming. Voice search SEO is gaining traction because it is easier to speak to a voice search assistant than it is to type on a mobile device. If a quarter to one-third of your website traffic are mobile users, consider optimizing your site for voice search. Voice searches are conversational and often involves a question. This changes how your web content should be written, including page headlines. 

2. Website ADA Compliance

Our Lead Designer and Web Developer, Robert Wasiluk, recommends making sure your website is ADA compliant. With 19 percent of the U.S. population identified as having a disability, major search engines as well as adaptive screen readers employ web crawling methods according to the WCAG (Web Content Accessibility Guidelines). Don’t miss out on these potential clients/referrals.  

3. Leverage CRM and Marketing Automation

Few firms are using their CRMs or automation tools to their full potential. Start with the basics: fully invest in the eblast tools within your CRM of choice or an outside product like MailChimp or Constant Contact. The tool Zapier can even help connect these outside tools to your CRM. (We are not paid to suggest these tools; we just happen to use them ourselves!) Try to automate frequent communications that will save time for your team, from calendar scheduling to monthly or quarterly marketing communications.   

4. Revisit Former/Inactive Contact Lists

Last month, Ingenuity sent emails to former clients, some from several years ago. The result was two new proposals! Never underestimate the value of staying in touch. If you are an association, customize a message to inactive members. Firms can tap into their database and sort by date of engagement. 

5. Personalize Your Messaging

In a world of big data that tries to answer every consumer whim before you even know you want it, your messages as professionals must also add a personal touch. Write like a human and have your firm communications come from a human. Individual social profiles and automated emails from partners and executives get far better engagement and open rates.  

Do you need to recharge your prospect follow-up? Get five tips to stay in front of your leads and get the business.

Niche Marketing Strategy Must Go Deeper Than Before

How to Grow Your Niche Market 

As your firm becomes known for a niche industry or service, you rise above the competition and are hired for that knowledge and your connections. The niche becomes part of your brand.

Niches can also attract and retain talented young professionals for the partner track.

For example, one of our accounting clients has built two-thirds of the firm’s practice in government consulting, a deep niche that is attracting non-CPAs with health care backgrounds as well as accountants. Another client focuses exclusively on pharmacies, and now has a national market. Yet another client has success with a large niche in buy here pay here auto dealerships that has contributed to double-digit firm revenue growth. 

From these examples, it’s clear that niche development is going deeper than before, requiring a focused niche marketing strategy to stay visible to a narrower audience. 

How to Deepen Your Niche Market

Which clients do you already serve in an industry? Can you grow a deeper niche for which you are better known than any competitor? Can the niche expand nationally?

You have to discern if the niche is sustainable as a growth industry, the level of competition and the potential to gain a significant portion of the market without being the lowest cost provider. Market research goes a long way toward defining your true niches. 

For AEC clients, we have done market research for specific cities as well as for subspecialties that range from senior housing to urban redevelopment. Check out our range of research capabilities.

If you don’t yet have a niche or if your firm is small, you can still develop a narrower niche within an industry. One professional services firm exploring new opportunities in manufacturing started to focus just on software developers because of the number of those firms in its region and the fact that no other comparable firms served them. It had a few clients and knowledgeable staff and was able to grow the niche through referrals and strategic marketing.  

Create a Firm Within a Firm

Speaking of your niche team, select someone as the lead or spokesperson who has the respect of other partners and can facilitate niche objectives. Organize the team like a company within a company. Build in administrative and marketing support, job descriptions, a budget, and incentives for participation. 

Ideally, you want a mix of established and new staff on the team to fuel ideas and momentum. Without this organization and commitment to growth, team members can be pulled in other directions — lacking time for focused business development and niche client services expansion. 

Choose Your Messages

Work with the niche team to identify its value proposition. Why do you service the clients exceptionally well? Why is your experience important to their everyday business? Decide what sets your firm apart in this area and what values and expectations you want people to associate with your team.

Helpful hint: To support niche visibility, your online presence should look like the people and industry that you serve. Update your images and messaging to speak to their pains, interests and desires. 

One of our clients recently asked us to develop team member bios that reflect their niche-specific experience. These bios can be used on the website as well as in proposals, presentations and speaking engagements to create more niche visibility and growth.    Other firms develop partner-marketing events and send out industry briefs to inform niche clients and potential clients about their knowledge.   

Remember that niche market development is not a rapid process. It can take years to establish your expertise. Make sure when identifying a deeper niche that it has internal champions with established industry connections and knowledge, a target market with growth potential, and synergy with your firm’s vision.

See how we worked with one firm to update their online presence to reflect their niches.

Dividing and Conquering Professional Service Marketing Tactics


When we are first invited to discuss marketing with most service firms, they immediately think we will be talking about advertising. Sometimes we do. But marketing is a much larger group of strategies, of which advertising is only one tactic. A working definition of marketing is anything that gets clients to buy from you, buy from you again, or refer others to you.

Marketing is a broad range of activities that include your signage and your payment terms as well as your logo and visual identity. It includes how you keep in contact with past clients, your online presence and how you and your staff talk about your organization. It includes key messages about your service, your own personal charisma and the sales techniques you use to close the deal. Marketing involves every activity affecting the way people think about your firm.

Here are examples of marketing activities (and their results)

One problem in professional service marketing is that it is very difficult to sell your services unless prospects already know they have needs. You can entice a person on the home shopping network to buy a supersonic jewelry cleaner, but you can’t get them to change accounting firms if they do not have a reason why. You just have to be in front of prospects and, better yet, have relationships with them when they start to feel a change is required.

Virtually every service firm does some marketing, but with long sales cycles, it is very difficult to decide which strategies work and even harder to track a return. Most firms end up throwing marketing dollars out the window, picking an ad here and a tradeshow there, and hoping it is good enough.

How can you make wise marketing decisions? Before you say “yes” to some of the persuasive sales people who assure you they can drive clients through the door, take some time to think through your basic marketing strategies. We have developed a simple model for making marketing decisions. As you can see in this diagram, marketing tactics can be divided up into hot, warm, or cold. Each of these groups is important, whether you handle marketing in-house or work with an outsourced marketing agency. Your hot market is those who like you, trust you, and want to do business with you. This circle includes your clients and former clients, close alliances and referral sources. Return on investment marketing to this circle is rumored to run about 15:1.

Your warm circle is composed of people who have some knowledge of you or your firm. They may drive by your office signage each day. You may have met them at a chamber event. They may be in an industry you target. Your long-term return on investment for well-done warm marketing should be about 7:1.

Your cold circle is full of people who have never heard of you and who may or may not need your service. Marketing to these folks is an art. If you are very accomplished, your return may run as high as 1:1. Cold marketing is brutal, expensive and difficult.

Although the highest ROI is clearly in the hot circle, you cannot live there forever if you want to expand your business. Each year you need to implement some marketing tactics aimed at each of the three circles. You need to introduce people in the “cold” circle to your firm in some way so that they have some awareness of you. You need to support those in the warm circle for a long time, think in years, as they move toward selecting your service. You need to make some of those warm contacts move into your hot circle and get a sufficient number of hot prospects to write you a check.

It sounds simple but rarely is. We all have our preferences. Some people prefer hot marketing: they lunch with their best referral sources, fish and golf with clients, and keep in close contact with their inner circle. They send out great client gifts. They know birthdays and the names of spouses. They are excellent at mining their contacts for referrals. They cross-sell new services easily because they know their clients as people and deeply understand their businesses. Hot marketing is a talent that pays off immediately. But focusing only on hot marketing will only take you so far because, due to natural attrition, your close circle will provide fewer and fewer leads over the years.

Many of us enjoy warm marketing. We like to write articles and send out newsletters that position us as experts. We might speak or be quoted in the media. We are often in networking groups. We enjoy helping people see us as experts and get to know us and our expertise better. We frequently have many contacts and enjoy marketing to groups. However, we may have a reluctance to turn those contacts into clients.

Those who truly enjoy cold marketing are few and far between. They like the thrill of a cold call. They plan ad campaigns with relish. They want to make a first impression and consider it a fun challenge if the people they contact know nothing about them. They want to woo and they want to win. The cold marketing part of professional services is really tough. It can take years for those contacts to pay off.

Being humans, we tend to focus on the circle where we are most comfortable. In order to have a steady supply of new business, you need to move out of your comfort circle and work in all three. If you are excellent at cold marketing, you may neglect prospects once they become clients. You are also spending tons of money and time to always get new clients. You need to develop specific programs for hot and warm marketing. If you stay in the warm marketing circle, everyone knows you but few pay you. You need to do some cold marketing and plenty of hot marketing.

If you are having trouble securing a steady and reliable supply of new work, whether from current clients or new ones, it is time to list out your marketing efforts and categorize them. You may find you are focusing too much on one circle to the exclusion of the other two. As a way to help you think about this model, we have provided you with a list of activities normally associated with the three different circles.

Hot Marketing Activities

  • Sort your clients into ‘A’, ‘B’, ‘C’. ‘A’ clients are pleasant, profitable and have other characteristics that make you want ten more just like them. ‘B’ clients help pay some of the bills. They may pay well and make you suffer or they may not pay well but be pleasant to work with. ‘C’ clients have a low, if any, profit margin and are usually a pain to serve.
  • Write the names and phone numbers of your ‘A’ clients in a visible place. Call them. Talk to them. Take them out to lunch. Tell them you would like more clients just like them — do they know any?
  • Write all your ‘C’ clients a letter advising them you can no longer work with them. Use the freed-up time to work with ‘A’ clients.
  • Send out regular communication to current and former clients.
  • Have a nice party and invite the hot and warm circles.
  • Call your best referral sources. Give them referrals.
  • Have payment terms and pricing structures that reward longevity and volume buying.
  • Make sure your customer service is excellent.

Warm Marketing Activities

  • Extend the use of your database and keep track of people you meet.
  • Be an expert. If you write, write. If you speak, speak. If you can teach a class, then do it. Build recognition as a credible “go-to” person in your industry. When someone who sees you as an expert gets to the point of pain, you will get a call.
  • Join a networking group. This is one of the best things for you to do because you build trust in a network of people, you practice how to tell your firm’s story, and you meet a wide variety of other business people.
  • Write an article for a trade magazine. After the article is published, send it to everyone in your database.
  • Good use of media relationships is also a great warm tool. You prove your expertise by being quoted in the media or written about.
  • Send out regular communication to your warm circle.
  • Consistently post to your firm’s social media channels.

Cold Marketing Activities

  • The most important thing you can do to make sure you spend cold marketing dollars wisely is tightly define who your target is and demand that any cold marketing you do is a great way to reach those prospects.
  • The second most important thing you should know is that you can die of exposure. Lots of firms throw their money at various things because it is “good exposure.” Never do that again! Have a plan and stick to it.
  • Have great signage.
  • Advertising usually falls mainly into cold marketing, although it is a positive if your current clients and warm contacts see your advertising as well. Do not bother to advertise in a publication once, unless you are advertising an event. Develop a regular schedule of advertising in a publication that hits your target market.
  • The problem with a lot of advertising is that you have to pay to advertise to people who are never going to buy from you. Make sure the amount of money you have to spend per person you actually want to reach is clear.
  • SEO and online advertising are cold marketing tactics that are easy to track. However, you can throw away even more money on the Internet than out the window, so stay focused on who you want to get your information.

View 6 Ways to Strengthen Your Firm (Without Getting Off Your Couch)

Is your Content Marketing Worth the Time and Trouble?

Tips to Make Professional Content Interesting and Memorable for Leads

Content is king, except when no one reads it.

If you want people to read your website, blog, brochure or articles, use these hints from our business ghostwriters.  These principles come from studies of sticky ideas, ways to attract attention and persuade readers. Use a few in your next writing project to create engagement with your audience. 

Blend logic and emotion. 

Prospects use both sides of their brains when looking for a new firm. They want quality services that persuade them of your ability to solve their problems. They also want to enjoy working with you. Use emotionally positive words, images and details about your people and the results they deliver.   

Instead of talking about your services, involve readers emotionally. Include stories about real people. Add engaging photos that demonstrate the benefits of your work. Remember, people process images much faster than words, which is why photos and video get better emotional engagement, likes and comments.

Click to see a newsletter example.

Use core concepts. 

Professional services are very complex. Boil your message down to its core. If your firm offers structural engineering services, you don’t have to write about all the sophisticated methods and options available to them. Instead, write about your approach to solving a problem. Include an infographic that leads them through that process. 

You can add the infographic to a proposal or to your website or in a prospect presentation. Whether they are engineers or board members, they will appreciate how you strategically distinguish your team from other good engineering firms. 

Surprise the reader.

Human brains are designed to tune out the expected and capture the unusual. That’s why the details of your regular drive to work aren’t memorable unless you have to take a detour. Pleasant and unpleasant surprises stick with us, so use unexpected language and unusual examples to make your content memorable.

We have a process for creating core branding themes for professionals that steer them away from words like “quality” and “service” and “knowledgeable.” Through conversations with leaders and clients, we identify words like “indispensable” and “pivotal” and “curious.”  These words are still accurate but more interesting. They make people pause, which can help your firm stand out from the competition. 

Tell stories. 

Consider fables and legends—the stories that are inherently memorable and have survived for thousands of years. Maybe your firm isn’t a legend yet, but you can use a few well-chosen stories of your own in marketing or sales conversations to clarify the benefits your firm delivers to clients. For example, we worked with a commercial restoration company that not only restores a client’s home after a flood or fire, but also restores the homeowner’s sense of personal security. 

In one story, this company talks about an older woman who lost her home in a fire. She was grateful that the crew treated her like their mom, she said. She felt comfortable with their efforts to clean and restore her personal belongings. They let her stop in anytime to check progress, choose paint colors and other details. When her home was finished, it not only felt like home, but the crew also brought her flowers.  

This is why personal reviews and testimonials are so important for distinguishing your firm from the competition. If you need to maintain confidentiality, keep a couple stories lined up about the most interesting work you’ve done lately or a result you’ve obtained for a client. 

We delivered a presentation recently for an association. The attendees spent some time working on their elevator speeches. They got bonus points for using metaphors, and the results were much more interesting than, “I’m an accountant.” 

If you’re having trouble making content interesting for leads, you could also work with a ghostwriter. Imagine. People get hundreds of emails a day and usually only read the subject line before deciding to open or delete — especially if they’re on a mobile device. We get much better open rates for clients by engaging the reader’s emotions and promising something worth their time right in the subject line.  

Click to learn more about our content marketing and ghostwriting services.


How to Prioritize Business Anniversary Marketing

Create brand loyalty and promote longevity

A big anniversary is approaching. The number doesn’t matter as much as the nagging feeling that you should do something to promote and celebrate it. The problem: how to prioritize business anniversary marketing in the midst of other important marketing work.

Some firms will let the opportunity pass by or maybe have a nice employee party and call it good. But they are missing the power of demonstrating longevity — particularly after the Recession when so many companies do not survive due to insolvency or an inability to adapt to rapid change.

A few years ago, a professor at Yale, Richard Foster, noted that the average life expectancy of companies in the S&P 500 has dropped to just 15 years.

Now do you feel like your anniversary is a big deal? It’s a great opportunity to reinforce brand loyalty.

You don’t have to plan your anniversary celebration alone. Many firms work with an outsourced marketing group to support both internal and external business anniversary marketing. There are so many ways to celebrate an anniversary, and it depends on your goals, audience and resources. Start with a plan.

Click for Ingenuity’s outsourced marketing services.

Here are some tips to leverage your business anniversary:

  1. Assign a team.
  2. Ask why your anniversary is important. Come up with two or three reasons.
  3. Discuss your unique firm story and how to tie it to your anniversary with key messages.
  4. Create a list of potential activities to promote your anniversary to internal and external audiences. Anniversaries can be a great source of pride and engagement for employees, so don’t miss this piece of the plan.
  5. Discuss how your anniversary can stand out visually: with a special logo or icon, a website history timeline, photos from the past and present, a video, special event invitations and advertising campaign.
  6. Identify media or associations that will share the news of your anniversary. Use it to create an anniversary PR plan.
  7. Plan and host a few small events or one big event, inviting clients and influencers to celebrate with you. Event planning, promotion and management are time-consuming and need their own team.
  8. Consider a commemorative item to give as a gift to clients and referrals to thank them for supporting your longevity. You may also dedicate something for your office or building such as a piece of art.
  9. Develop a timeline and identify champions to carry out the anniversary activities. An activity can happen each month or each quarter. Just make it consistent.
  10. Use social media to share the results of your celebration as appropriate.

As you can see, business anniversary marketing has many details to consider. It helps to plan at least a year in advance of a pending anniversary. Larger firms should plan even further out to organize people, processes and also the budget.

After considering all of this, do you think you’ll need help planning your business anniversary? Get started by talking to us at Ingenuity. We’ve helped many firms celebrate a milestone by supporting planning, visuals, event development and more.

Just need help with anniversary PR? Click here.


How Referral Engine Optimization (REO) Supports Business Development

Every time we talk to a partner for the first time at a law firm or engineering firm or CPA firm or fill-in-the-blank firm, we hear the same comments: “We don’t get new clients from our website. They all come through referrals from other satisfied clients. Our business growth is mainly word-of-mouth.”

Then they tell us that websites do not really help them acquire new clients; they are just something they have to do. So why are the second most visited pages on any professional website the firm leadership or bio pages? Your website has actually become a critical part of developing new clients from referrals.

How does a website support the business development process? When someone searches for your firm on Google, you need to consider not only Search Engine Optimization (SEO) to make sure that your firm appears high in search results, but also what we call REO — Referral Engine Optimization.

There are three primary ways that prospects use search engines and firm websites in the vetting or qualifying process. This process is similar to how you qualify prospects: cold, warm and hot.

In a cold search, the prospect is using Google or another search engine to locate a product or service with no other reference. They may type in “personal injury law firm Minneapolis” or “tax planning Philadelphia.” They are looking for a certain type of knowledge, location and professional who might look like an “approachable” or “experienced” advisor. In a cold search, inbound marketing is important because keywords and website content and links to other sites will help your site line up with all the cold prospects searching for you.

However, as we know in business development, a warm or hot prospect is a much stronger bet for closing a sale. Warm prospects are those who have a referral to your firm. (They have probably received three to five referrals to various firms.) Before they commit to calling and taking time to meet with your firm, they are going to look up your website, bios and other information. They will weigh its impression against the other referrals they have received. Then they decide who to call first. If your website is not REO-friendly, you lose and never know it.

Your hot prospects also use your website for decision making. They may have already met with you and there is more than one decision maker who will seal the deal. Now they’re digging deeper — comparing your team bios against the competition, checking out your connections on LinkedIn, reading your articles. How do you stack up against another firm in your branding and messages? Do they match how you talk about your firm?

Build REO to Reach Every One

SEO by itself is important and good. But good SEO combined with great REO is what firms need. Some of the most important factors for REO include the following:

  • A clean home page that offers messages about competitive difference and easy navigation
  • Sophisticated, content-rich bios
  • Informative niche services pages
  • An engaging firm story or history
  • Resources created by the firm
  • Testimonials or client success stories

REO Means Business

How do you know if some of your prospects are contacting you or calling you in for a second meeting based on some aspects of your online presence? First, you could ask them. Ask them if they visited your site, what they looked at and what they liked (or didn’t like) about it. You can also find out by tracking the number of hits to key pages to your website.

If you have ever had a referral source ask you if their client called — and the client didn’t call — it could be a failure of REO. Are you losing potential clients you don’t even know exist?

Websites are a serious investment of time and money, for sure. But once the site is up and showcasing the best aspects of your firm, it’s out there 24/7 for the world to see. Do a little research on how your current site is being used by your referral sources and prospects in the decision making process. Maybe it could use some Referral Engine Optimization.

Click here to learn about our online marketing services.


Four Reasons to Update WordPress Sites

When a website goes down, it impacts your security, your reputation and new business revenue. Lead Design Consultant Robert Wasiluk puts on his technical hat to discuss four reasons why you should always update your WordPress site. He also cautions professional service firms about the one critical thing that should always be done before updating any website platform.

Click here to learn more about Ingenuity’s website and online lead services.


Create Media Buzz – Ghostwriting for a ‘Boring’ Industry

Targeted Content Marketing Strategy Gets Media Attention

Buzz – an atmosphere of excitement or activity.

Social media is the dominant communicator of buzz today for your brand. You can create buzz through intentional content marketing or it can happen organically from an unrelated event that causes people to share, post and get excited about your services.

What’s so exciting about professional service industries? They have a reputation for being boring, but they are also known as stable, reliable, smart and indispensible for business owners. These latter traits are a journalist’s dream source. Professionals have seen, lived through – and helped their clients live through – all types of business climates and situations that make great stories.

Click to read our story about one firm’s ghostwriting strategy.

Professionals sometimes tell us that they don’t know how to use their “boring” work to get media buzz. Well, here are eight tips from our experience as ghostwriters working with professionals and media. You can use them to provide story ideas, articles or quotes that actually get picked up in top trade and business publications.

Strategize your media buzz.
Read the publications and listen to the broadcasts where you want to be visible. With that knowledge, tailor your story pitches. If they call a section “Business Briefings,” you should call it by the same name when pitching your idea. Look for the names of authors in the columns or sections where you want media coverage. Choose a few publications or news shows and focus exclusively on them.

Build up trust.
Good business reporters don’t like to get information wrong. As a source – above everything else – be trustworthy. Share the facts. Tell the truth. Don’t jeopardize your chances of being quoted again.

Create relationships.
When reporters and editors move around, they will take their best sources with them. Never blow off a reporter because you think the publication isn’t important enough. If it’s read by your target audience and fits your market, return the reporter’s call. Reporters will remember you as they move up the ranks of their journalism careers.

Don’t over-reach.
One of the main mistakes we see with professionals is that they reach out to the wrong contact. Don’t call the main editor unless it’s a staff of three. Contact the business reporter or the freelancer who covers business frequently. This strategy relates well to the previous tip on building the right relationships.

Thank them.
They like to pretend they don’t care, but every reporter will keep forever the few thank-you notes they’ve ever received. Send a sincere email or phone call, commenting specifically about something they’ve written. Just don’t send gifts, as journalists are ethically unable to accept them.

Get quoted and published as frequently as you can. It can take at least six months (with professional ghostwriter support) to 12 months to get traction with reporters or publications and broadcasts. Become a regular contributor so that when other reporters or editors start looking for sources online, your name will pop up more frequently on specific topics. To increase your odds of coming up on an Internet search for a specific topic: write an op-ed piece, contribute a how-to article, speak at a conference and apply for an award. Be in the news and you will continue to be in the news through Internet search.

Tell the world.
Don’t keep this great press to yourself! Share it on your website news page, post it on your social media profiles, send links to your friends for them to share. Add it to your speaker’s bio or PR bio. You PR bio is that little blurb that you use at the end of how-to articles to promote your experience and services. It’s the golden opportunity to talk about your experience without getting self-promotional in the article.

Embrace the chaos of media.
Many people have a love/hate relationship with ‘the media.’ They like to stay informed and they love when they get positive press, but sometimes reporters make mistakes. Sometimes your competitor gets quoted and you don’t. Sometimes you just can’t seem to get their attention with your ideas. Don’t give up. Don’t complain or ask for equal billing with your competitors. Earned media doesn’t work that way.

Keep trying with new ideas or ask Ingenuity for help with your content marketing strategy. Earned media is a big part of building the media buzz that leads to real business leads and new clients.

BONUS TIP: If you get attention from someone in the news media, have something to say…even if it’s a written statement or talking points. Lack of follow-up with a reporter or using “no comment” is just a good way to get dropped off their source list. Ingenuity’s professional ghostwriters can help with this too!

Yes, I want help with my content marketing strategy!