The full name of this blog is Your Media Moment and Beyond and while the shorter domain name is easier to remember (and type), it’s the “and beyond” part that really matters.
That’s where you get your audience to take action. It's easy to let information wash over us. It's everywhere online and off. Getting your audiences involved takes more.
The goal in all your inbound marketing media content creation and publicity activities is to motivate people to want to know more about you and your expertise. And to ultimately want to buy what you have to offer…your products, programs, coaching, training or consulting services.
Without an audience that takes action, you won’t be able to make money as an expert or authority. Instead you’ll be sharing your knowledge and experience as a hobby. Nothing wrong with that, but it’s important to be clear about what you want to achieve.
Your media expert platform is your “soapbox.” With today's technology, you can create your own media company through your website, with your videos, book, blog, social media content, online radio and web TV interviews, digital products, etc.
You design the content to attract your ideal patient, client or customer and compel them to engage with you and your business.
To start the process to convert a browser into a buyer, you want to attach a call-to-action (CTA) to everything you do. That means every video, blog post, speech or interview ends with you inviting the viewer or reader to do something. Some online examples would be:
- leave a comment
- like my facebook page
- join a free webinar
- sign up for a free gift
You don’t have to be heavy-handed about it. Don’t start with BUY MY STUFF!!!! But plan to always have something to offer, a next step, for people who like your content enough to want to get more from you.
On traditional radio and TV, you can also include CTA’s but you need to be subtle. Producers don’t invite you on their show to sell your book or program. They want expert guests whose content entertains and informs their audience.
Today more than in the past, producers are willing to plug your book, put your web address on the screen or display your product, but ask first. Be sure you clear what is acceptable with the producer and don’t insist or get huffy, if they say no.
Never spring a CTA on an unsuspecting host during a live broadcast or repeat your book title or flog your website address endlessly in an interview. That’s a sure way to never be invited back.
Plus, word could spread in producer circles that you embarrassed the host and therefore were a horrid guest. That will kill your chances to get what I call “media momentum” where one appearance opens up opportunities for you with other media outlets.
On your own media platform, it’s a different story. You’re in control. Simply ask for the action you want. Again, not in a heavy-handed way, but be direct. Tell people what to do.
Make sure you only ever ask for ONE action in each piece of content. It doesn’t have to be the same action in all your media content, but a confused mind does not buy so keep the CTA to one simple step.
Now for the sales part. Few people are ready to buy on the spot from someone they’ve just “met.” It’s like dating. Relationships grow over time. People want to size you up and feel validated in their decision to continue to connect with you.
As in personal relationships, people want to KNOW, LIKE and TRUST the people they do business with. Develop a sales funnel that gets action-takers into a strategic conversation with you which builds and nurtures a relationship and may lead to a sale. (email, direct mail, phone calls, tickets to an event, special bonuses, whatever is right for your business)
I've heard stories of people who were featured on Oprah's old show and because they had no follow-up or funnel in place, got nothing out of that massive exposure. What a missed opportunity!
Bottom line – always ask your audience to take action and be ready when they do. It’s the only way to get “beyond” the first date.
I’d love to send you a FREE checklist for your Magnetic Media Expert Platform. Put your name and email in the box on this page and I’ll send it to you right away. (Yes, this is my CTA for today!)