Are you having a hard time getting your clients into the spotlight they deserve? Regardless of whether you are trying to get your clients press coverage, podcast or TV appearances, or are growing their brand through social media, it all boils down to strategic brand building.
Most agencies are taking the wrong approach to strategic brand building and are looking for shortcuts when there are none. But done right, this brand building approach is not as hard as you might think. Taking this approach helped us to turn our company into one of the fastest growing agencies in the U.S. in less than three years and has led to big wins with our own projects.
Strategic brand building is a way to "level up" your clients little by little. Before you know it, your clients will be achieving their desired result if you execute this plan effectively. If you are looking for do-it-yourself branding methods, strategic brand building also works if you are not an agency.
While a strong backstory is at the forefront of building up someone's image and brand, you must use your persuasive and creative abilities to get your client out there while managing their expectations. Here are five ways to get your clients into the spotlight that they deserve:
1. Create An Ascension Plan
Most of the time, a client will come in and say they want to get a million social media followers, get on top podcasts and be featured in the top publications. While this kind of optimism is great, you have to start by making an ascension plan, which helps with two things.
First, it helps balance your client’s expectations. If they have done absolutely nothing and have no press or name, it is going to be very hard to snap your fingers and create this kind of brand overnight. While it is certainly possible with the right budget, it will take time.
Second, an ascension plan shows your client how you are going to get them from A to Z within the allotted period of time. This helps with client expectations again and keeps you and your team on track to hit goals. I’m also a big believer in being extremely upfront with our clients on what we can do for them and on how long that will take.
We brought one of my big health industry clients from $0 to more than $10 million in sales in less than nine months. But it didn’t happen overnight. It took 15 years of our experience and nine months in the trenches grinding away for them. The big wins are possible, but it always takes time.
2. Leverage Strategic Bargaining Chips
If you want to take a page out of the movie industry's book of secrets, here is a golden nugget for you: In the film industry, studios, actors, directors and producers will enter into what is called a "slate deal." If you want the new Tom Cruise movie, you also have to pick up a lesser known project and put funds into it. And if you want The Rock in your film, you are going to have to take the agency's lesser known actors and give them a role in the project.
Think of this as strategic leverage and as taking advantage of bargaining chips. If you have an ace up your sleeve, you might as well use it. A strategic bargaining chip can get your other clients some big-time deals.
Let’s say that you represent a well-known author who is looking to get involved with some popular podcasts. If you find yourself in a situation where everyone wants your guy or gal on their podcast and you have other clients who could also benefit from this podcast, you have yourself a strategic bargaining chip. We have used this strategy many times to get clients who otherwise would have had a harder time getting that feature in the podcast, appearance, event, article, etc.
3. Don’t Be A Sellout
Do not just automatically send your client on every free opportunity that presents itself. You need to draw a line somewhere and not just say "yes" to an opportunity for your client. In time, your client will appreciate that you don’t agree to just anything on their behalf. In the end, they will value you more.
I have used this in my own personal branding and it works incredibly well. For example, I was very happy to agree to appearances on Entrepreneur on Fire, Unconventional Life, Power of Great and Create Your Own Life because they have sizable or dedicated enough followings to add value to what I’m building.
But then I was asked to do a podcast that was brand new – and turned it down. While I do several smaller podcasts, I can’t say yes to every opportunity or I would be spending every waking minute on podcasts. I had to draw the line somewhere. You should do the same for your clients.
4. Build Up Social Media Numbers
Nothing makes your clients look worse than a small Facebook and Twitter following. A simple social media marketing strategy will go a long way to get your client out there. Part of this strategy should include posting unique content native to each platform. Facebook, in particular, loves native content, such as Facebook Live videos. They give these a preference in their algorithm.
5. Maintain Mutually Beneficial Relationships
At this point in my career, I have relationships with basically all of the top podcasters and writers at publications in the entrepreneur space. And as long as I bring those content producers quality people to interview, they are happy as well.
Make sure that you are providing value not only to your clients but to each outlet that you pitch your clients to. As soon as you start making poor introductions, you lose value as an agency.
