There’s a popular saying that we’re all familiar with: “It’s Who You Know.” When looking for a different job, or a new account or project, we may first think of going to “Who We know.” Instead of trying a scatter-shot approach to soliciting work, we probably first think of prospecting a little closer to home. We’ve met these contacts through previous employers, networking or industry events or through our referrals.
But we can greatly expand our opportunities for referrals if we think about the other saying: “It’s Who Knows You.” Of course, the people we know, know us. But, outside of meeting people face-to-face, how do we get a lot more people to know us? That’s where marketing comes in.
Of course you can run ads or hand out collateral but online content — the words and visuals that we distribute to start interactive conversations about our business – more effectively conveys our personality or that of our business. Published content (ebooks, blogs, videos, email, visuals, website content, your LinkedIn updates, Google + posts or Facebook shares) can go a long way towards creating familiarity, building trust and establishing your credibility. Potential customers will have a greater understanding of how you work, your industry knowledge, how you might solve a problem and of the expertise you bring. You become more valuable to them.
Your readers and viewers start to feel like They Know You. It’s the first step in working together. And it can all happen before you’ve ever even met in person.
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About the author: Martha Spelman is a Los Angeles-based business branding and marketing specialist. Want to find out more about content marketing? Buy my new book: The Cure for Blogophobia: How to Easily Create, Publish & Promote Your Business Blog. Click to find out more about Martha Spelman and connect on LinkedIn, Twitter and Google+. Martha can be reached directly at: 310.266.6992 or email@example.com.