Remember the feeling of possibility at the start of a new school year—unsharpened pencils and crisp notebook pages? But there is something to be said for the security of a routine, knowing the rules and what is expected, too. Here’s how to benefit from both when launching your new brand.
If you are on the cusp of launching your new company, initiative or brand, mazel tov! It’s an exciting time for you, and we don’t want to do anything to dampen that, but we do have some advice that we hope you will take to heart.
Process Makes Perfect
Maybe one of your goals with your new endeavor is to throw out the rulebook and blaze your own path. We get it, honest we do. We felt the same way when establishing our business. Excuse us while we traffic in some clichés, but just because you are ready to break out of your former mold, that doesn’t mean you should throw the baby out with the bathwater. Translation? Establishing a few processes and workflows may seem like a drag, but they serve a vital purpose.
Take some time to sit with your team and brainstorm how you can align different departments or work areas, i.e. what would make the collaboration between the marketers and the sales people easier, the graphics team and the conceptualizers? Then give everyone some input on creating a process to address any issues.
Use Your Freedom
When you are starting out, you do have a lot more room to do things a new and different way, without someone telling you “This isn’t how it’s done” or even just the silo-ing and bottlenecks that larger companies can experience. So don’t hesitate to take advantage of this opportunity to craft a content strategy that is reflective of your goals, not your size or manpower.
A bigger, more established organization may have more resources to craft content that can really increase awareness of a particular brand, but they also may be frustrated by having to constantly one-up their competition, which is also as established. As the new kid on the block, you and your fellow newbies have yet to raise the bar on content quality, so you can instantly bypass them by cranking out more sophisticated stuff.
Build It, and ...
Yes, again with the clichés, but they wouldn’t be repeated so often if they didn’t hold some truth. Grounding your content in some real facts is one of the best ways to ensure that your content gets taken seriously. When you back up your work with research and data, others are more inclined to take it (and you) seriously and to keep coming back for more—oh, and recommending you to their colleagues. Build it and they will come—that, my friend, is how you become an influencer!
But once you increase your traffic, don’t neglect optimization. It’s great to have people looking at your site and your content, but eventually you have to turn your attention also to translating those eyeballs into dollar signs.