It is business awards season. The perfect tool to use to get the ultimate in publicity. If used the right way, a business award win can provide ongoing promotion opportunities that won’t cost you a stack of money or time.
The most obvious is media attention. Getting your story in the media certainly adds to your street cred – there is nothing more powerful than having a story written about you by someone else. Add to that … a story about winning (even being nominated) for an award – you have a double banger third party credibility.
But this is not the only way to tell people about your achievement. There is this wonderful tool called ‘leverage’. It is a powerful verb – to use (a quality or advantage) to obtain a desired effect or result: to exert power or influence on. To use the power of one point to influence people.
The reason leverage is so powerful is this: promoting and publishing your business is not a one-off job. You have to keep doing stuff over and over, on an ongoing basis to reach more and more people. Why do you think big brands continue to advertise and create content? You have to keep front of mind.
• If you want to build a relationship with the media, you can’t stop at one media release.
• If you want to connect with your target audience, you have to provide useful and helpful info on a regular basis.
• If you want to establish your expertise and showcase your knowledge, you have to create content EVERY week about different topics.
The bottom line is marketing and promoting a business is not as simple as we’d like it to be. Leverage means you can take one piece of content and repurpose it for multiple uses or one achievement and share across multiple platforms for greater coverage.
What to do when you are nominated or win
Once you have announced your win or nomination to the media, here are a few other ways to leverage it for ongoing publicity.
Include the news of the award in your e-mail newsletters. Share the story behind your award and why you won. Or share why you almost did not enter. You can even include a link back to your award press release.
Use the awards logo:
Put the award logo on your website, email signature, business cards and social media profiles. Also make sure you update your bio to include your win. Use ‘award-winning’ in your marketing – online and offline.
Spread the news on your Facebook, Twitter, Instagram, LinkedIn with info about your win or nomination. Post a link to your media release, write a blog about your win and then repurpose into some social media posts. Remember to post the links to the awards site so people can see your name officially listed as a winner.
You’ve done what so many don’t, make your win/nomination the centrepiece of your marketing. Mention it everywhere you can – brochures, back of your book, in your newsletter footer, guest blogs, in your bio. Do not be shy.
Blog about your awards:
Share with industry or guest blogs. A great way to spread the word and highlight your talents. Also blog about it on your own blog – why you entered, what it means for your business, how you went about it, what it was like going to the presentation night … and then share on social media.
Send an email or special newsletter to your network of colleagues, partners, friends, family and customers to let them know about your win.
If you’d like to learn what awards are out there, how to do it, where to do it and just how valuable awards can be to growing your profle, check out the Award Winning Accelerator program – it is only $297 – and over 6 webinars, you will know EXACTLY what to do and how.