Even the best business idea won’t succeed if no one hears about it. Alternatively, with enough buzz, even a mediocre concept can find legs.
That’s the power of hype.
We’re not saying you should put more effort into getting attention than you do creating a strong, healthy business model. But sooner, rather than later, you’re going to need to get noticed. The great thing about the internet and modern technology is that it makes it really easy to reach billions of people.
The downsides are:
A: everyone is doing it
B: a lot of the people out there don’t represent your target market
So how exactly do you stand out to the right people?
Get Education – Pre-Buzz
Before you begin the hype-train, you should make sure you have enough coal to keep the engine running. By that we mean you need to know what you’re talking about. Be a thought leader. Get caught up on the most recent events and trends in your industry. Study relevant information, subscribe to blogs, read books.
The more knowledge you get upfront, the more power you’ll have to wield down the track.
Gather Some Influencers
For better or worse, we live in a culture largely dictated by big name promotion. When someone you respect or idolize tells you to check something out, you do it. If you are not a well-known person in your industry, finding a few people who have some clout that are willing to drop your name is huge.
Even if you do carry some weight behind your name, external recommendations are great for creating some buzz.
Network, Especially on Social
For many industries, networking works a lot differently than it used to. There’s still a place for tradeshows and meet-ups. In fact, for your specific industry, that might be the best way to do it. But for many, social networking is possibly the best way to create some noise and produce recognition.
Venues like Twitter and LinkedIn give you direct access to the biggest names in your industry.
At the very least, you can get your name and brand in front of people that matter to your market.
Create a Little Mystique
If you’re trying to build hype up for a specific launch or reveal, a little mystique can do wonders. People love mysteries, and they’re driven by a desire to know what something is. But you have to give them enough to hook them in.
How this looks depends on your business. Some businesses create an invite only email list, or they’ll throw a launch event, only giving vague ideas of what it’s about. In a world where mystery and surprise is steadily decreasing, the masses are craving it more than ever.
Share the Story
Storytelling in business and marketing is more popular than ever. Even more so than mystery, people are drawn to stories. Many businesses will create a professional video that tells the story of how their company came to be or an event that inspired them.
Audiences love to watch a good video. They also love to share a good video. Telling your story through a video is a great way to drum up some buzz.
Whatever You Do, Be Smart About It
The old saying “There’s no such thing as bad press” is not true for your business, especially if you’re just getting started. Negative attention can create a lasting stigma, even for established brands. In 2012, during Hurricane Sandy, clothing brand American Apparel offered 20% off their online store for people living in affected states in an attempt to ride the trending topic on social media. They used the message “in case you’re bored during the storm”.
Needless to say, this didn’t go over well, and many consumers still haven’t forgotten about it years later.
When creating buzz, it’s good to be bold and exciting, but don’t be careless. As with all things relating to your business, you need to plan ahead. Learn more about planning and strategizing for your business with Business is ART, on sale now.