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We (almost) made it, y’all… 2021 is just around the corner. As we round out Q4, and all of us are heads down in strict planning mode, most of us are asking ourselves the same question – how can I grow my business in 2021? Today, I’m sharing the top media and communications questions you should be asking yourself as you head into the New Year to achieve growth. There are three particular areas in your business that you should take a close look at – clarity, audience, and exposure: 

 

Clarity

Questions to ask yourself:

  • Are you able to tell your story in a clear, concise, and compelling way?
  • Do you know why you’re here and what you’re doing?
  • Do you know what problem you’re solving for your customer?

 

Next steps:

  • Create a content wheel
    • Here at Choice, one of the first things we do with our clients who need clarity is to create a content wheel where we work with them to brainstorm general topics/expertise related to their business. In fact, we’ve provided a downloadable content wheel that you can use to create yourself when you’re working through these questions. You can find the instructions + template at the bottom of this post!
  • Define your mission statement 
  • Develop an elevator pitch 
  • Prioritize, prioritize!
    • We work with many clients who have a lot of oars in the water and aren’t sure where to turn their attention first. We help by walking through all of the different things vying for their attention and mapping out an editorial calendar to follow, including all of the engagements they have – whether that be new products launching, speaking engagements, or media pitching. We help you plan strategically, so your time spent is intentional. 

 

Audience 

Questions to ask yourself:

  • Who is aware of you? Think through specifics – what are their ages? Are they mainly college-educated? Are they working professionals? Moms? College students? Where do they live? The more detailed you can get on your audience, the better.
  • Brainstorm (and I mean really spend some time here) the people who would be an ideal client, fan, or customer but aren’t aware of you yet. 

 

Next Steps:

  • A new audience can be a complete game-changer for your business. Establish what particular part of your message or service you offer could resonate with your new target audience. 
  • Develop a target plan to reach that audience (more on this in the next section, where I touch on traditional and social media).

 

Exposure

Questions to ask yourself:

  • What are the reasons you’re looking for exposure? To sell something? For credibility? Access? What’s the desired outcome of raising your profile?
  • Do you have something distinctive that is going to be a selling point? What is it about you and what you’re talking about that will be of interest to others?
  • Are you ready to dedicate the time that it takes to raise your visibility? 

 

Next Steps:

  • Research the right kind of media. And don’t just research – consume. Read, watch, and listen to your target outlets to know what they’re covering.
  • Focus on both social media and traditional media – don’t limit yourself to just one.
  • For traditional media:
    • Establish your target outlets. Be strategic here; the right five outlets could make a huge difference. Don’t just throw it all up against the wall hoping that something sticks. 
  • For social media:
    • Develop a social media content calendar. Include what format you’re going to post in, the copy, and the image. Be intentional around what is shared on your social platforms to raise your visibility to new groups.
    • Invest in good photography. Social media is all about imagery and consistency, and good photography can make a world of difference. 
    • Set aside some of your budget for paid social posts. Even putting a dollar a day behind a social post can have a lasting impact on exposure.

 

If you struggled to answer any of the above questions, that’s a clear sign that you need to spend time focusing on that area for 2021. At Choice, we believe that your voice matters and that you deserve to be heard, and we are here to help you do just that. As you work through these questions, it would be our pleasure to guide you and help make you known in 2021.

 

Download our free resource on how to build your own content wheel by completing this form.
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AUTHOR: Heather Adams
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