Don’t Let a Great Idea Fall Flat by Not Marketing It Correctly

We’ve given you plenty of ideas with regards to creating content, building your own entertainment brand and advice on what’s hot in the media and entertainment business. Having your finger on the pulse and knowing what’s in vogue is great. So too is building up your own brand within the industry. However, all those efforts can quickly evaporate into nothing if you don’t know how to promote yourself.

A great idea isn’t great unless other people know about it. In short, marketing is important. In fact, marketing is entertainment. Take movies, for example. Everyone has their own preferences, but many critics would argue that we don’t need 13 instalments (including spinoffs).

Marketing Will Make a Difference

The original was great but stringing out the story for two decades seems beyond ridiculous at this point. However, the movies still attract attention. Why? In many ways, it’s because of clever marketing. Even if you’re not a fan, the trailers are impressive (see below for an example). That can often be enough to lure people in. It’s also a great example of how the right tactics can impress people enough so that they buy into a product. Then, assuming that the product offers value, people will return time and time. Therefore, when you’re building a brand or creating something creative, the way you promote it is just as important as the end product.

How, then, can you promote something? An unlikely source of inspiration is the financial world and, specifically, the mortgage market. Mortgage broker Trussle promotes its services in a variety of ways but one of the most interesting is its calculator. Why is this effective? Firstly, it’s simple and convenient. Secondly, it’s useful. It offers users something of value. The calculator tells people something they didn’t know before. Trussle then gives users a way to use their newfound knowledge i.e. by suggesting mortgage products.

Offer Value and Turn Viewers into Customers

Many of the best social media stars use the same strategy. Take, for example, Layne Norton. He’s one of the go-to guys for health and fitness advice. Why? Well, other than having a PhD in nutritional sciences, he’s been a competitive powerlifter and bodybuilder. Via his YouTube channel and Instagram, he dispenses free high-quality knowledge that people would pay money for. Yes, he adds a touch of drama to his videos (see below). However, underneath his snarky exterior, he provides value. Norton attracts an audience by offering something of value before turning viewers into customers.

There are many ways to promote a product or service. However, in a day and age where there’s too much choice, it’s the companies that offer something of significance that stand out. How you choose to provide said value will depend on what you’re offering. However, it needs to relate to your product and enhance someone’s experience.

If you’re promoting a YouTube channel, offer bitesize clips of your best content on Instagram, for example. If you’re selling something, create auxiliary content that allows people to learn more about the product and why it could benefit them. If people feel enriched, they’re more likely to engage and, in turn, show some sort of loyalty. Thus, if you take the time to make something, make sure you promote it in the right way by offering your audience something extra.