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Providing Value
2:40 with Paul BoagA key to building your business is showing your audience that you are knowledgeable and great to work with. One way to do this is by freely sharing your expertise.
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[Paul Boag]So you get the idea.
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The idea here is to provide real value to your target audience,
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and by providing them with value you're going to get them to pay attention to you.
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The key is to show your audience that you're knowledgeable
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about what you do and that you produce great work.
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That's the great thing about providing value is you're also showing how brilliant you are.
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The way to do this is to freely share your expertise.
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So how do you share your expertise? What's the key here?
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Well it's about finding the right medium for you.
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Everybody is different and you need to find what suits you.
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Some people are naturally good writers and so blogging is the obvious medium for you.
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Others, like myself, can talk the hind leg off a donkey
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and so podcasting works well for me.
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You might want to run some kind of public Q and A, where you allow people within your
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target audience to pose questions to you and then you answer them in some way.
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Another option would be to offer a free consulting clinic
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where people can come to you with their questions about web design
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and you're there to answer them for them. Other options are giveaways.
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If you're not a natural writer or a natural speaker
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then maybe you're great at producing fonts that you want to give away.
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A designer friend of mine gives away
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WordPress templates, and that works great for him.
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If you're a developer you might be able to give away code snippets or plugins.
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There are so many options available to you.
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Webinars are another thing that I find an incredibly
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good way of engaging with your target audience.
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The key with whatever approach you use is that you have to be continual.
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You have to keep doing it.
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Your target audience needs to continually and constantly see your name
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cropping up so that when they do have a project they're going to think of you,
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because they're constantly hearing about you.
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The other thing is you need to be regular.
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You need to keep consistently coming up with content on a timeline.
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The problem is that we often get really busy with work,
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so we stop blogging, or podcasting, or doing anything else,
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and then we hit a trough where basically the work dries up
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because we haven't been marketing it. We need to keep going.
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We need our users—the people we're trying to reach—our target audience—
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to expect our content and be waiting to hear from us.
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That's where we need to get when it comes to marketing.
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