How can family enterprise advisers build awareness and attract clients? I'm
Promod Sharma with more marketing ideas for FEAs. This time we're looking at
content marketing. As FEAs, we answer many questions. We ask many more. We have
deep expertise in diverse niches. We also know how to collaborate. This gives our
clients extra value. Why not use our unique skills to increase awareness of
what we offer? Content marketing is a way to show our generosity and expertise.
Let's look at the potential on LinkedIn. Suppose 100 FEAs participate.
And each of us writes one article per year . That's a hundred articles, which
works out to about two per week. If we each have 300 connections — and we
probably have more — we can reach about 30,000 people. If 80 percent of us share
articles — that means you share eighty out of the hundred articles. Some articles
might be from competitors and you might decide you don't want to share those.
If three percent of the people we reach read an article, then we have readership
of about 720 per article. These numbers are conservative. Here's why. We are
ignoring our sharing on other social networks (Facebook, Twitter, etc). Also we
are ignoring sharing by our connections. Add those and the numbers get bigger.
Suppose that instead of writing one article per year, we write one article
per quarter. That's four times as many. You can see how the numbers get big fast
If we work together. We get prepared on LinkedIn. Here's how. First identify
yourself as an FEA in your profile. Continue making changes until your
profile is fully up-to-date. You can show your certifications. You can show that
you belong to the Family Enterprise Xchange.
Follow the Family Enterprise Xchange. You search for the organization name or
you can go to this URL. Following FEX builds awareness of the brand, which
helps everyone. Join the FEX group. You can do a search or you can use this link.
(If you're watching this video on YouTube, you'll find the links in the notes below
the video.) Connect to selected FEAs. The value grows as time passes, which is
a reason to start sooner. Follow influencers. An influencer is someone who
has lots of followers and who creates content that you think is good. You can
follow someone even if you aren't their connection. Now is the time to write your
original article. You have lots of flexibility: you choose your topic, the
length of the article, and when to publish it. Mention that you're an FEA in
the footer. Tip: consider using "evergreen" content which remains relevant and
continues getting views over time. Share your articles. That's something you will
likely do anyway. If you share articles from other FEAs, they are more likely to share
yours. That's collaboration. That's reciprocity.
Participate in our FEX group. Here's an article. I posted a comment and another
FEA did also. By doing this, you help spread awareness and you increase the
chances that people will comment on your content. Looking for article ideas? Why
not post your book report? It's already done. You just need to copy and paste it.
What questions are you asked by your clients? Answer them. That's valuable
content. Guaranteed. What do you think? Will you create and share original
content to help FEAs? There's so much we can do if we work together.
Không có nhận xét nào:
Đăng nhận xét