Attention is scarce.
There’s so much stuff in cyberspace, it’s easy for people to overlook you and your business in your small corner of the world.
So, get out of your little pond and start swimming with the sharks.
Here’s how you can punch above your weight.
1. Go Newsjacking
Newsjacking is the art of shining a light on your brand by injecting your own angle into breaking news stories.
Why does it work? Because journalists are always looking for opinions to stir into their stories. If your opinions serve as good story thickeners, then you’ll make it into the news.
How can you newsjack? David Meerman Scott, who invented the art of Newsjacking, follows a three step formula:
A. Find News to Jack
Before you can jack the news, you need to know what the news is. To find hot stories you can:
- Monitor keywords and phrases relevant to your niche using Google Alerts
- Follow journalists who cover your industry on Twitter
- Monitor relevant Twitter hashtags
B. Create Your Newsjacking Strategy
What will you do that’s newsworthy? Will you simply share your opinion? Or will you do something spectacular that adds to the story?
C. Make the News
Now you’ve decided what you’ll do to jack the news, do it, then tell everyone about it. Blog about it, tweet about it, or hold a live news conference on Google Hangouts.
2. Connect With Influencers
Have you developed a product you know people will love – if only you could get the word out?
We’ve looked at how you can jump on the bandwagon of the news. But the news is no longer the only trusted source of information.
Where else do people turn for insight?
They look to their network. Their friends and family. And the influencers they trust.
Get an influencer on board with your brand, and you instantly create a bond of trust with their audience.
What’s the best way to reach out to influencers? We recommend starting on Twitter. You can check our advice on hooking up with Twitter influencers here.
3. Create a Ton of EPIC Content
Content marketing is a brilliant strategy for getting attention. And you can get started for peanuts. All you need is around a hundred bucks to host a blog and a pocketful of ideas.
Easy peasy… before you know it you’ll be hitting the front page of Google, right?
Not so fast, cowboy.
Creating content will engage your audience. And some of it will go viral. But this will only happen if the content you create is epic.
There are oceans upon oceans of mediocre content out there, created by bots, or people paid $2 an article.
You can do better than that. And you must.
As Corbett Barr puts it:
Write things that make people think. Inspire people. Change lives. Create value. Blow people away with your usefulness.
4.Channel the Power of Images
“A picture is worth a thousand words.”
According to urban legend, that phrase is a Chinese proverb. The truth? It was coined by a newspaper editor in the early 20th century.
Either way, it points to the deep truth that you can say a lot more with a single image than could ever be expressed in an article or blog post.
Images grab attention. They’re eye candy and brain candy. That’s why infographics are so damn popular. It’s also why photos and albums are two of the best types of Facebook post for creating engagement.
So, get trigger happy on your camera, or sign up for a stock photo service. We can promise you won’t regret it.
5. Learn to Think in Stories
Stories are what make us human. We’ve been sharing stories ever since we sat around the cave fire discussing the day’s hunt.
Everyone loves a good story. And everyone wants to be part of a great story. So if you can tell good stories about your brand, you’re onto a winner.
What makes for a good story?
First you need a villain. That’s a problem your customers face (note: it’s also the problem that you’re able help them solve). Without the problem, their lives would be a whole lot better.
Next, you need a hero. The hero’s the guy (or gal) who defeats the villain.
Are you ready to step into the breach? Stop right there!
You are NOT the hero. The customer is the hero.
So what’s your role? Maybe you’re a sidekick who works with your clients to help them defeat the villain. Maybe you’re a magic potion that gives them extra power. Maybe you’re their secret weapon.
You’ve got a key role to play in the story, but you’re not the hero. Remember that whenever you’re telling stories about your brand.
Need more storytelling oomph? Then check out our 72 questions to help you dig deep in telling your brand’s story/
6. Become a Thought Leader
There are two ways of getting attention. One is to push yourself out there. Shout loud and be proud. It works, but it can be exhausting. And if you shout too loud, people might just start to block their ears.
What’s the alternative to pushing? You got it: pull marketing. With pull marketing, people come to you. You’re the magnet.
How can you magnetize yourself? An easy way is by sharing your expertise, for free. Start a blog. Ask podcasters to interview you. Guest post around the web. Write an ebook.
As you establish yourself as a thought leader in your field, you’ll find that people start coming to you. When you’re a go-to source, people turn up on your doorstep.
Everyone’s an expert in something. You’re probably an expert in your business (or at least in running a business). So start sharing what you know.