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Creating media to generate inbound leads to grow your business

By Pavlo Phitidis

Your business has an interesting story to tell, no matter the nature of it, or the services and products you offer to customers. But telling that story, and using media to generate leads that bring customers to you, requires some decision-making. There are two strategies you’ll use for attracting customers: an outbound strategy, whereby you hunt for customers to sell to; and an inbound strategy, which generates leads that bring customers to you.

Using media to attract and engage with customers is an inbound lead generation strategy. On this week’s The Money Show with Bruce Whitfield, we delved into the ways you can create, implement and assess your media strategy:  

These six steps will help you develop and implement an effective media strategy for your developing business: 

Know what business you are in

Knowing your business well begins with understanding who your customer is. While going through applications for the Business Accelerators, I had a fascinating discussion with someone involved in cybercrime. Cybercrime will become a 500 billion Dollar industry over the next five years, and it’s one of the fastest growing sectors in the world. The biggest challenge as a business owner in an industry that presents this incredible wealth of opportunity, is that it’s tempting to want to become everything to everyone. To create an effective media strategy, you need to:

• Know your business;

• Know your customer;

• Know the problems they face and, 

• Understand the experience they expect in terms of having their problems solved. 

Remember that, while hype can be fun and attract attention, it does not always pay off. Richard Branson’s launch of Virgin Money in South Africa saw him bust through boxes and hit newspaper headlines, but that hasn’t necessarily led to stellar success. 

Know how your customers consume media

Media is a message that is delivered in a format, across a platform, so finding the platforms your customers are already visiting, is your next step in getting your message to them. And there are many from TV, radio, social media, outdoor media, aeroplanes in the sky dragging billboards etc. You won’t find much success in selling Zimmer frames on Twitter, but you will find better success in advertising in appropriate magazines or lifestyle publications. 

Create media content suited to your customers and the distribution platform

Once you’ve found the right distribution platforms, creating appropriate messages that resonate with your customers is key. Different platforms, however, require different types of messaging. While Twitter is more suited to short, informative messages, other platforms, including blogging, require more in-depth types of content. 

Using the correct platform,  seek to establish yourself as an expert on an aspect of your industry, as this helps to not only elevate your business’ profile, but enforces your growing company’s reputation, and helps you to continue creating relevant content for your customers. By becoming an expert in your industry, you become more adept and creating media that’s relevant and contextualised within the broader context of our society.

Build a media and communications strategy to generate leads  

Your media and communications strategy shouldn’t just be focused on attracting people towards your website. Other platforms, like social media channels, are just as effective for interacting with your customers. Forcing people to move away from the platform they found you on, and towards a different one, could lead to you losing them as a customer completely. Every media message must have a call-to-action somewhere.

Deliver your messaging through a campaign

Adopting a project management approach to your media strategy is both useful and insightful. This approach guides the activities, the media and distribution platforms used, and sets the objectives you’d like to achieve. It also helps you to create measurable goals, by which you can monitor and assess the success of your media strategy. 

Adjust, improve and repeat

Using those insights, you can create more campaigns, tweak your strategy and roll out improved mechanisms for generating leads.

Building your business into an Asset of Value takes time, attention and strategic use of the marketing tools you have at your disposal. Let our team at Aurik help you discover and utilise the best type of media for your growing business, and let’s build your asset of value, together. 

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