3 hacks for building buzz among investors, press and clients

With over 581,000 start-ups launched in the UK last year, finding a way to stand out has never been more important. Here’s how to command attention...

Successfully managing your own business requires generating and cultivating a steady buzz surrounding your brand. Your company, its product line and positioning need to command attention and conversation.

However, surrounding your business with positive, ongoing buzz is easier said than done. If you break it all down into the three distinct types of people you want to be excited about you, though, then it gets a bit easier to identify the most effective tactics for reaching each of them.

Before we dive into some tips, let’s take a quick look at the key benefits of generating buzz with investors, press and clients.

  • Businesses fail early and often, which is why so many of us are fixated on rapid growth, which, of course, requires capital. With the right investors knocking on your door in response to all the hype surrounding you, the risk that you’ll “run out of runway” is minimised.
  • Quality press coverage is great for building brand awareness, reputations and digital footprints.

There are virtually endless resources dedicated to helping business leaders to build hype. Here are some extremely straightforward, actionable, relatively easy and tremendously effective hacks to try out using digital tools available to businesses with any budget.

1. Target journalists with Facebook ads

Today, every company needs to think like a media company. Building business influence requires publishing dynamic content that’s easily discoverable and distributed shrewdly. The content has to be superb, too – it needs to be at once valuable, distinctive, positive, accessible, emotionally evocative and memorable.

Pick one item of content you’ve published that you think of as being especially outstanding, and get it in front of the eyes of journalists who are likely to get excited about it. The best way to do this is with the amazingly powerful targeting capabilities of Facebook’s advertising platform.

Simply use the “workplace” parameter to find people who work at the publications likely to cover you, either because you’re geographically located in the territory they cover or because your company operates in an industry that’s within their beat. Add a second targeting parameter, “interest,” to get your ad shown to actual writers and editors, as opposed to designers and distribution managers, and you’re good to go.

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It’s also wise to use a media monitoring platform like CyberAlert that can help you measure the impact of your social media campaign, as well as target journalists through Facebook and Twitter.

2. Trigger email offers to repeat visitors

You’re building a list, right? In tandem with your publishing efforts, a strong transactional email marketing strategy is critical for engaging with clients and sales prospects.

No matter what type of messages you’re issuing, however, it all hinges on those opt-ins. If your company faces people primarily online, then building your list means featuring prominent subscribe boxes with compelling offers. If your emphasis is offline, then you can simply ask people upon checkout if they’d like to join.

While email was recently used by smaller companies strictly for “spray and pray” selling and driving traffic to content assets, today it’s become far more sophisticated. Luckily, modern email marketing platforms like GetResponse incorporated advanced time segmentation tools and time triggered messages based on behavioral triggers. This means you can set up the right time to send messages to the right people at the right moments. If a member of your list visits a given product page twice in one week, for example, then you can send them a voucher for that product. This hack is all about leveraging relevance.

3. Pitch to the crowdfunding faithful

To reach prospective angel investors who are most likely to be interested in your offer, you’re going to need to do a bit of homework. Sorry.

Start by joining all the biggest crowdfunding platforms such as Crowdcube or Kickstarter that are relevant to your company and tracking the activity in categories most similar to yours. Build a spreadsheet listing the investor profiles that are the most vigorous with their backing activity. Sort your spreadsheet to create a list of the people who finance the most projects that are closest to yours.

Next, spend time crafting a top-notch pitch for each of your top targets, personalising each message to demonstrate that you’re paying attention to what they’re doing and that you’re interested in building a proper relationship. You might not capture a huge volume of leads this way, but the leads you do capture will be hot.

Hack your buzz

Your company has a lot to gain by keeping angels, writers and customers thinking and talking about it. Remember, though, that each of these groups has its own interests in you, just like you’re aiming for different types of interactions and conversions from each of them. Target each using the growth hacking tactics that match these considerations, and you’ll be all the more likely to achieve liquid, publicity and revenues.


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