If you are wanting to learn:
- How to promote your business
- Short term and long term strategies
- The 25 best strategies in 2019 specifically
... you're going to love this article!
We've poured through hundreds of strategies to identify the 25 best ways to promote your business, right now.
So if you're ready to begin cooking with dynamic, let's start with the undisputed best strategy in 2019.
1. Build an Email List
An email list is the ultimate promotion asset.
- Email subscribers are more engaged than other types of followers.
- Email subscribers purchase at a higher rate and higher dollar amount than other types of followers.
- You completely own your list and can't lose your followers due to anyone's algorithm changes.
A blog post or social promotion could drive thousands of visitors to your site over a week, but if you don't do something to capture them, you'll be back to where you started. If you turn these visitors into an email list, then you've got an incredible asset that you can tap into to drive targeted traffic every time you publish a new post, promoting your services and making more money.
There are countless ways to build an email list, but here is one the easiest and most effective:
Content upgrades produce incredible results if done right. Write an epic blog post that provides real value to your audience, and then offer a highly customized downloadable gift. It could be a book, a template, a checklist—anything that your reader gets when they give you their email address.
By creating a content upgrade, Brian Dean increased his conversion rate from 0.54% to 4.28% in one month. That's a 785% increase in conversion rate, which is INSANE.
Alternatively, you can offer a second article as a PDF. You may have seen this one before. Write a two-part article, publish the first part and let the reader know that they can download the second part instantly, in exchange for their email.
The content upgrade strategy may not look effective on the surface, but you'll be amazed at the potential it has. It has driven over 600 new email subscribers from one blog post.
2. Build a Podcast Following
Podcasting is one the best content marketing mediums. 72 million Americans listen to podcasts monthly. Each listener consumes an average of almost 5 shows a week.
The best way to build a podcast following is to research what's already out there in your industry and ask yourself:
- What do they lack?
- How can you say something different or unique?
Don't overthink it. As long as you're not a complete newbie in your niche, there's something unique about your experience that your audience will find valuable. Start simple with a bit of your own background, and add more by inviting experts to chat about topics that interest your audience.
Podcasting also offers side benefits to boost traffic and leads:
- Host a landing page on your website and send your visitors there to subscribe to your podcast.
- Turn your episode topics into corresponding blog posts, and use keyword research to help them rank well and draw in more listeners and readers.
- Ask the people you interview to share their episodes - that's a great way to build a huge following that you can use to promote your business.
3. Utilize Email Signatures
Believe it or not, using your email signature the right way can support your marketing and drive leads and sales.
First things first: Don't annoy your email subscribers with too much information. Just use the following:
- Your full name
- Your company name
- Your role
- Your email address and phone number
- A tailored CTA to accomplish one goal, be it to increase your following, get more leads, drive sign-ups, or something else.
For example, HubSpot used this unique email signature to drive traffic to their Facebook Ads guide:
If you don't want to include a CTA, you can use your email signature to build trust:
Your email signature is more of a "set it and forget it" tactic that can help you promote your business and build credibility. Don't underestimate it.
4. Use Blogging to Build Your Brand
You can position yourself and your business as a thought leader with blog posts, whether you write a column for a large publication or publish on your company website. And you can get even more value out of optimizing your blog posts for the search engines - we'll cover that in the next section.
To make it work, don't just write about what you think your audience is interested in. Find out what struggles they have.
The best place to start your research is your customer service department. Sit with them and collect as many questions as you can about your audience's problems. If you don't have a customer service department, then reach out to your customers directly. Ask your audience what they want or send out surveys about potential topics on Twitter.
When writing, make sure every post counts by aligning your content to who the post is for and what the problem is you're solving.
If you keep consistently publishing great content, then you will start getting leads. HubSpot found that companies saw a whopping 83.9% increase in leads in the first seven months of regular posting.
5. Implement On-page SEO
In essence, "ranking on Google" means your content shows up at the top of search results for the keywords your audience is using to find you. Over 90% of search engine traffic goes to the sites on the first page of results - SEO brings those people to your business instead of having them go to your competitors.
If you don't know much about SEO, there are a number of short courses you can take to get up to speed. We recommend you check out this beginners guide by Moz.com, a leading authority on the complex subject of SEO.
Once you've read the guide, you'll understand how SEO is critical to getting traffic from the search engines. And when you start to dig deeper, you'll discover that on-page SEO is the foundation you lay for your keywords to start ranking. Without proper on-page SEO, you're just wasting your time building links for keywords that won't rank.
When Harsh Agrawal got a penalty from Google's "Panda" ranking update, he said that optimizing his site properly for his targeted keywords helped him recover: "Search engines are nothing but a set of algorithms. They look into various factors to rank your page for certain keywords. Now, we need to help search engines identify that target keyword from the post in order to make that post more relatable to readers."
Here's the simple version:
- Include the keyword in your headline
- Have one H1. Don't over-optimize
- Use your secondary keywords in your H2 & H3
- Avoid ugly URLs. e.g. Change site.com/p=20 to site.com/main-keyword-goes-here
- Make your website responsive
- Write a catchy meta description and include your main keyword in it
- Don't just mention the keyword in the image alt-text; make every image valuable
- Avoid short content. Write blog posts that are at least 1,000 words long
- Link internally to your homepage and related posts
- Only link externally to authority websites that add value to the reader
That's it. Bear in mind that nothing can beat a great site experience; along with the above tips, make sure your page is beautifully designed to boost your ranking.
6. Guest Post On Major Blogs in Your Industry
Publishing blogs on your own site is a good start, but it may take time to get noticed by search engines and readers alike. To gain traction faster, try reaching out to bigger sites in your industry.
Publishing valuable contributed content can increase your revenue, as Josh Steimle confirmed when he wrote a guest post for Forbes. According to a chat he did with Tim Soulo from BloggerJet, a single article he wrote for Forbes now accounts for $50,000 or more of his company's revenue.
Guest posting can be incredibly useful, but you have to be strategic about it. Most people throw articles here and there for the sake of updating their website with "featured on Entrepreneur and Forbes". There's nothing wrong with that, but you can do more than just earn bragging rights!
Look for keywords that are related to your business (as Josh did), write amazing articles about them, and pitch them to blogs in your industry with high domain authority to rank quickly.
Josh's article ranks on lots of different keywords:
Make every guest post count. Don't be that average guest contributor who writes for the sake of it.
One final tip: When you do get published, be sure to link back, when relevant, to your website. Most guest bloggers will be happy to do this as long as it's not overly promotional - the best bet is to put the link in your bio on the article, rather than in the actual body copy. That way you kill two birds with one stone: a high-quality link and more targeted traffic to your webpage.
7. Build Links to Your Blog Posts
Links from other websites pointing to your website are called backlinks. They are one of the important ranking factor that Google considers to rank a given web page.
What makes a link "high quality" is subjective, because every SEO specialist has a different point of view. However; here are three main criteria that everyone agrees make a good link:
- Relevance: In simple terms, from a website in your own industry.
- Trust: The link is from a trusted website, such as Entrepreneur or Wikipedia.
- Traffic: The link you get should at least send you some traffic.
- In content: There are many types of link, such as a link in your author bio or in the footer of a website. But most people agree that in-content links - the links you get in the main text a blog post, article, or web page - are the best.
So, the more relevant, high-quality links you can build to your blog posts, the greater chance of ranking.
Link building is not difficult. There are lots of ways to do it, but we're going to cover three tactics that you can use on your own:
Thorough how-to guides. As mentioned above, a really strong piece of content is a great way to get links. For example, this blog post from Brian Dean is a great resource about link building.
Find a problem that's been covered by your competitors, and create an article that articulates every aspect of it perfectly. Post it on your site, then reach out to blogs that might find it interesting. As long as your resource is valuable, many people will be happy to link to it.
Infographics. Do you have data to share? A step-by-step explanation of how to do something? Why not turn that into an easy-to-read infographic and share it with your audience? Almost 40% of people prefer visual content, so by creating a valuable infographic you're more likely to build links to your posts. There's a lot you can say in an image that will make other people want to link to it. And you don't need a professional designer: sites like Venngage help you build beautiful infographics with a few clicks.
Guest blogging, which we've already listed on here, is one of the best ways to get links to your site. Lots of today's marketers built a loyal audience just by relying on guest blogging. For example, Josh Giardino earned 75 links to his blog through a single post he wrote for Distilled.
Collect a list of targeted blogs with a domain authority (DA) of at least 50 and pitch them a list of content ideas tailored specifically to each site. DA is a measure developed by Moz that predicts how well a page will rank. The score ranges from 0 to 100; the higher score a site has, the more ranking power it offers. And remember to link naturally back to your site - only link when it's relevant and adds value, don't force it. To find the domain authority of a given page or website, check out Moz OSE.
8. Build a Twitter Following
Twitter may not be the most popular social media platform, but it is truly a gold mine for promoting your business. Seriously, it can be a game-changer for your business if you implement a proven plan based on one question: How can you build a following? Here are some tips:
Have a schedule in place. Using a tool like Buffer or Hootsuite, you can easily schedule tweets. Don't be random: tweet only posts that your audience will find interesting, and most importantly the ones published by key players in your industry, so that you can leverage their audience.
Follow at least 100 people every day. The rule of reciprocity is strong on Twitter. When you follow someone, there's a chance he'll follow you back. But let's be real: You'll probably get 25 or fewer reciprocal follows from every 100 people you target. Following 100 people a day means you'll 3,000 a month. If 25% reciprocate, that's 750 followers in 30 days. Not bad, right?
Be active. Comment on tweets from influencers, join chats, add value, and be remembered. People will be much more likely to follow you back if they know you aren't likely to disappear into a sea of silent followers.
9. Create a Facebook Group
Facebook groups are one of the best ways to promote your business, product, or content. Now more than ever, whatever you're promoting, there's likely a Facebook group on the topic - and room for many more.
Create a Facebook group around your product or service. If you're a marketing agency, you can create a marketing group. If you're running a SaaS company you can create a group around your domain of expertise.
Curate content and post it daily to keep the group engaged. Start discussions twice a week to increase that engagement tenfold.
Next, join other groups in the same industry and provide so much value that people start to think you're the admin. Build a relationship with the real admin, and trust me, they'll be more than happy to recommend your group to their members.
Want evidence? Marty Marion, an SEO and positioning expert, provided so much value in the SEO Signal Labs group that admin Steven Kang recommended his group for LinkedIn marketing:
10. Attend Popular Industry Events
Anyone who's been in business for a while will tell you to make networking your best friend. Networking can open many doors and industry events are one of the best places to do it.
Finding events in your industry is easier than you think. Head over to Google and use a term like "[your industry name] events near me" and lots of results should pop up. If you live in a rural area or a small town, you may have to extend your search to nearby urban centers to find appropriate events.
Simply put, the more events you attend, the bigger your network gets. You especially want to go after those with speakers who are top players.
Don't be shy when you're at an event. Talk, make friends, and let people know your craft and what you do to help your clients. You never know who may eventually send you leads or even offer you a partnership.
Beside all of that, you can email the speakers and try to build a genuine relationship with them, or even ask them if they're interested in some sort of partnership.
11. Participate in Slack Communities
Slack isn't just about a virtual workspace anymore: You can promote your business using Slack communities.
Slack groups have doubled since 2016, and that growth doesn't seem to be slowing down.
Use a search operator like "[keyword] Slack communities" and you'll get tons of groups. Now, create a spreadsheet and pick your communities carefully. You can't keep up with all of them - the notifications from 25 groups alone will kill your email. Start small.
Introduce yourself in every community you join, get to know the members, see what type of questions they ask, and help if you can. As always, try to give more than you take, and you will see results.
And be careful with promotion: Most Slack communities have dedicated channels where you can freely promote your work but frown upon marketing in other channels.
12. Post Daily On LinkedIn
According to Carly Okyle, you have to create 20 LinkedIn posts every month to reach 60 percent of your audience. If you're in the B2B space, chances are your audience is hanging out on LinkedIn, and you've got to be active there to reach them.
The end goal of posting daily is to get more profile views so that people message you or check out your website.
Caroline Leach, founder of the Carrelle company, said that after posting daily on LinkedIn, her profile views went up by 45% in the first month.
Now you're wondering, "What and how should I post?" There are plenty of ways to go about this:
- Put a schedule in place (Buffer.com is a good tool for this)
- Share your findings
- Repost the articles you've written on your blog
- Share content you like
- Mention key influencers and say what you liked about their recent articles
Also, you can like and comment on the posts you see in your feed to get even more eyeballs on yours. Use LinkedIn's business profile (analytics tab) to see how your posts perform.
13. Answer Questions on Quora
Answering questions on Quora builds connections with members who might help your business, and allows you to publish your own content, promoting it to thousands of people.
To optimize your time, make sure these two things are set up correctly:
A good profile that mentions specific information about your role, your company, how you help people, and your domain of expertise.
Searches that find questions your audience is asking. Look for questions specific to your niche; instead of searching for content marketing questions, for example, narrow it down to content marketing for B2B SaaS startups (if that's your target audience).
14. Leave Quality Comments on Key Blogs
Comment marketing is still a great strategy to promote your business.
No, I'm not talking about your typical "great stuff" comments that you see spammed everywhere by comment bots. Check out this superb example by Ryan Stewart, an expert digital marketer. Robbie Richards, an SEO expert, ended up linking to Ryan's content and featuring him - all from one value-packed comment.
Besides using your real name and linking to your own website, play safe with these rules:
- Cherry-pick the content you comment on
- Choose sites with domain authority of at least 40
- Make every comment count
- Inject your personality into your comments
- Mention what the writer misses in a way that positions you as an expert (without being rude)
- Share your own results
Ryan Stewart recommends that, if you want to leave a comment and you can't seem to find something to discuss, pick one point from the article and expand on it.
Michael Pozdnev, a passionate blogger, used that exact strategy and landed a backlink and a feature on GrowAndConvert.com, a leading content marketing blog:
15. Repurpose Your Content
Instead of struggling to come up with new topic ideas, you can take advantage of your existing content by repurposing it — in other words, rewriting it, changing its format, or adding new value to it.
Repurposed content offers the following benefits:
- Reaching new audiences
- The chance to rank for more keywords
- And most importantly, making the most of your effort
There are many ways to repurpose your content, such as turning it into a webinar, updating a blog post and making it a comprehensive guide, creating a PowerPoint presentation and uploading it to SlideShare, curating multiple articles into an E-book, or turning your content into videos.
Every time you repurpose your content, track your metrics to discover which way brings in the best results - and double up on it.
16. Hire Influencers To Promote Your Business
Don't think you have to start out spending thousands of dollars to get Selena Gomez to post about your brand. What matters is that their target audience matches yours - there's no point hiring a Pinterest Influencer if your audience consists entirely of men.
Make sure the influencer you want to hire has the audience you want to target, then select the content type to use: your product, a blog post, a podcast interview, or a video. Do your research and see what type of content your chosen influencer's audience engage with the most.
Depending on your budget, you can either work directly with the influencer or hire a PR marketing agency. As you probably expect, the more followers the influencer has, the more you'll pay.
17. Host a Webinar
If you prefer public speaking over writing, consider creating webinars to promote your business. Lewis Howes, high performance business coach, said that doing webinars helped his business grow by a factor of 12 in a single year.
Webinars are considered one of the best ways to generate leads, not only to promote your business. According to ReadyTalk, hosting a webinar can turn 40% of attendees into qualified leads.
First, find a topic. Check your social media accounts and pick the most commonly asked question.
You can also find inspiration in Google Analytics by looking for the most popular topics on your site. Simply go to Behavior, click on Site Content, then on All Pages.
Second, create a landing page to gather registrations. You can use Unbounce.com for this one.
Third, promote your webinar so that people know you've got something coming. Use your mailing list, Facebook group, and other touch points from the promotion methods above to reach as wide an audience as possible.
Finally, Youtube Live has got you covered for the webinar itself. It's free. The most important thing is to keep your webinar to 60 minutes or less. Aim to present your topic in the first 45 minutes and save the last 15 minutes for participants to ask questions.
18. Speak at Local Events
Local events can generate qualified leads for your business, but you must make sure you check these two boxes:
- Are the attendees part of your target audience?
- Will your topic be of interest to them?
If the answer is yes to both of those questions, then the event would likely be a good opportunity for some self promotion. At the end of your presentation, offer a free gift people can download in exchange for joining your email list.
Next, create an email drip campaign to build trust with your new subscribers and promote your business. They already see you as an expert because of your presentation, so you can jump right in.
19. Participate in Joint Ventures
Sometimes, all you need is a person or company who completes you.
A joint venture is when you partner with someone and promote each other's products and services, either through your email lists, blogs, or both.
This strategy only works if you build win-win relationships. In other words, you must consider what's in it for them as well as you. It won't work with a "me-me-me" approach. Make sure you offer something they want.
For example, Teachable hired the famous affiliate marketer Melyssa Griffin to help promote their Black Friday offer.
Teachable gained access to her audience - which perfectly matches their own - and generated lots of sales, but what was in it for Melyssa? A special 50% commission.
Collect a list of the best affiliate marketers in your niche and offer them a special commission, like Teachable did. Or reach out to companies in your ecosystem and offer product promotion through your email list in return for the same for yours, through their list.
20. Hire a Marketing Consultant
There's no doubt that you can do your own marketing to an extent. However, having an experienced hand to guide you and help you better promote your business is a bonus.
Before hiring a consultant, consider the following:
Relevance: The consultant should work exclusively in your industry.
Credibility: They must show you a track record of proven numbers from previous clients.
Fits your budget: Consultants can cost serious money, so pick one that fits your current budget.
Remember that the most vital factor to business success is the ability to bring in qualified leads constantly. The years of experience a consultant offers can make an immense difference.
21. Collect and Share Reviews and Case Studies
There are two things people look for when deciding whether to hire you or buy your service: case studies and customer reviews.
You may already have testimonials on your homepage. However, with fake reviews so easy to obtain, there are better ways to use your client history to establish credibility. Use this step by step process to nail it:
- Find a case study that you can really dive into.
- Repurpose this case study in a few different ways - write an in-depth blog, create a social video, or build it into a webinar.
- Share your case study. Use social media links, or even your email signature as Hubspot's Siobhan McGinty has done below.
22. Make Guest Appearances On Podcasts
Imagine appearing on a podcast that attracts a million listeners per month, and 5% of them visit your website. With some of these other marketing practices in place, you can translate that new traffic into solid leads.
However, as we've already seen, podcasts are just like any other promotion tactic. If you don't set yourself up for maximum results, you won't get any results at all.
John Lee Dumas, the host of the Entrepreneur On Fire podcast, once said, "I look for podcasts whose audiences I know I can provide massive value to. The content/topic has to match what I can deliver on [to] give my strengths and knowledge. Otherwise I know I won't be serving those who are tuning in."
To get the most success from this tactic:
- Look for highly relevant podcasts. Research on iTunes and social media can produce an almost endless list of podcasts that you can pitch to be interviewed on.
- Offer value. Instead of bragging, provide so much value that the listener will start looking for your name.
- Tell a good story. People love stories, so use that to your advantage.
Always remember to have a clear call to action so that you can drive targeted traffic to your website at some point during the broadcast. Consider creating a unique URL to a landing page, so that you can offer a promotion or at least track the new traffic.
23. Encourage Customer Referrals
We all buy the products our friends recommend. Research confirms that referrals can significantly increase sales. In fact, Kotton Grammer, renowned digital marketer, grew his business from zero to $142k per month in six months, basically through referrals.
So, if there's one thing you should be doing from now on, it's encouraging your customers to refer, refer, refer.
Here are four ways to encourage referrals:
- Partnerships. Let's say you're a digital marketing agency that mainly works with local businesses. Look for design agencies that work with the same audience and offer to refer them your clients who need designs, provided they do the same with their clients who need your services.
- Crazy offers. Kotton Grammer offers his clients one month free of charge if they refer a new client or two. That's an offer they can't refuse.
- Outstanding service. If you go above and beyond to provide a jaw-dropping service, like sending them a free gift, giving them more time and making them feel that you're there for them, your customers will refer you voluntarily to their friends. Word of mouth is still the most effective form of marketing in the world.
- Straight-up ask for one. It doesn't hurt to ask happy customers to refer you to their friends, on social media or in the real world.
24. Utilize Remarketing
Have you ever visited a website and, when you left and went to check Facebook or watch a video on Youtube, you saw an ad from that website calling you to go back?
Remarketing uses a tracking code taken from the platform you're advertising on. You embed the code in your website to connect your platform ads - on Facebook, for example - to site visits from people who visited recently. Without knowing why, those potential customers see your ads in their feed.
The beauty of remarketing is that you're showing ads to people who've visited your website. They already know you. However, the downside is that just one small mistake can lose you these potential customers for ever.
The trick is to get your foot in the door. A tailored gift can get you their email address so that you can drop them into an email drip campaign to promote your product. A special offer can bring them back to your site to complete a purchase they abandoned and, again, get their email address.
For example, take a look at this clever ad from Google. Besides the simple language and perfect use of active verbs, offering free starting credit as a gift can bring people back to the website and—better than that—get their email address.
Remember, the more relevant and customized your ad is to your target audience, the higher chance you'll have of attracting them back to your website.
25. Participate in Focused Communities
Unlike big communities (say forums) that talk about general topics, niche communities are more specific, sharing a common interest in one topic. They're better because they're less noisy and less crowded.
A quick search using "[keyword] niche community" will give you a TON of niche communities related to your business. For example, you've probably already heard of Inbound.org - one of the best inbound marketing niche communities - If you've been in marketing for a while.
The main benefit of being active in these niche communities is that you'll know your audience inside-out, and that's a HUGE advantage to use in your own marketing.
Remember, we said to participate in these communities. Self-promotion is not tolerated; introduce yourself, jump into conversations if you can help, and offer value. Only promote your business when someone asks for service providers like yours.
No one can tell you which tactics will work for you. Successful marketing and promotion is about testing, measuring, analyzing, and optimizing.
Rather than spamming a bunch of these, choose one that you think is best suited for your business and invest 1-3 months trying to make it work.
At 3 months, if you aren't seeing results, move onto the next option.
And if promoting your business is just one of a long list of skills you know you need to succeed online, click below to try our complete premium course, 100% free. This is the same course more than 3,000 of our students have used to build successful businesses, quit their jobs, and live the life they always knew was possible.
Why guess your way through when you can follow a proven framework?