No one will advocate for you better than you. Did you know an estimated 80% of the world’s population does not feel comfortable actively promoting themselves? Much of this comes from imposter syndrome and/or a general lack of confidence in self. The ironic part is that the more you believe in yourself and the work you do, the more genuine you’ll be as a self-promoter, and the more genuinely people will perceive you. As a business owner, promoting yourself is a crucial component of success. Finding the right combination for your business will take a bit of trial and error, but there are a few global tactics that will produce results in any industry. However, it can be challenging to navigate the right channels and strategies to increase your visibility and attract new clients.

First and foremost, it is essential to have a visual representation of your sellables to promote by establishing a strong online presence. In today's digital age, having a website, social media, and business page accounts is a must. Across the board, the most important components to focus on in establishing your visual presence are to stay authentically on brand, and highlight the ways your business stands out above the crowd. For your website, ensure it is user-friendly, visually appealing, and optimized for search engines. Social media platforms are additional channels to engage with potential clients, showcase your work, and establish yourself as an authority in your industry. These platforms are also instrumental in building your brand recognition, and diversifying your audiences. Business pages, such as Google My Business or Yelp, work to improve your SEO ranking, convert potential buyers, and secure reviews from satisfied clients. All of these tools and more are critical components for promoting yourself online, the most effective and global channel available. With such a wide reach available through online channels, it is imperative that your brand voice and story come through clear and strong consistently across all platforms.

Having a strong visual presence is a key component in promoting yourself, and it also paves the way for another powerful tool for self-promotion, networking. In business, every conversation is an opportunity. As John Seely Brown said, “Conversation is a catalyst for innovation”. Sometimes, an opportunity can present itself in the strangest, most unexpected ways. Those are the opportunities that usually end up being game changers, and can only come to fruition through conversation. Attend industry events, conferences, and trade shows to meet other professionals and potential clients. Joining business organizations and online communities can also help you expand your network and establish valuable connections. Depending on your particular industry, you may find success with Facebook groups, or maybe you fit better with the LinkedIn groups, or maybe even the Reddit community. Do your research, test each one out, track your results, and then refine. Start within your niche, but don’t get stuck in the comfort of complacency. Expand your definition of what your network should look like; before you pass over an opportunity because you don’t think it aligns with your brand, really think about what opportunities are available in that connection. Is there an opportunity for a referral partnership, or cross-promotional event? Do they have a unique and valuable perspective you don’t currently have in your purview? Does their audience match your brand demographics? Opportunities are everywhere; keep your eyes and mind open.

Finally, don't underestimate the power of word-of-mouth marketing. One of the most time consuming, yet critical pieces of the sales process is gaining your clients’ trust. Clients that are referred to your business come into the sales process with a degree of built in trust, because they have the endorsement of your business from a trusted person in their network. Encourage satisfied clients to leave reviews on all of your digital platforms. Reviews from your satisfied clients are almost as powerful as a direct referral in the eyes of a potential client. Offer referral incentives to current clients to incentivize them to refer new business to you. While this may or may not actually incentivize your clients, it is always a kind gesture to thank them when they do. It is also worth mentioning that, as influential and compelling word-of-mouth can be from a satisfied client, it is easily 10X more influential from a dissatisfied client. Word-of-mouth marketing is potentially the most powerful tool in your self-promotion toolbox; it can absolutely make or break a business. By providing exceptional service and building strong relationships, you can create a loyal client base that will help promote your business for you. 

In the business world, WHO you know is often as important as WHAT you know. Having advocates account for your success adds a big foundation for promoting the quality sellables you provide. And, the more validation you receive from others, the easier it becomes to validate yourself, thereby growing your confidence and making self-promotion that much easier. Remember, promoting yourself in business takes time, effort, and consistency. By implementing these strategies and working with the right people, you can establish yourself as a successful business owner and attract the clients you deserve. Act upon every opportunity you get, and always seek new ones. 

When you’re ready to take the next step, we’re here for you.