The Brand Called You - part 3
The Internet allows you to use a wide range of tools to reach people who are specifically interested in what you stand for. Not only web sites and e-mail newsletters (those produced by you and others), but blogs, podcasts, discussion forums, e-mail networking, online media coverage, e-books, free articles, digital file sharing and more.
Let's say you're a fitness trainer who specializes in creating customized workouts for men in their 40s. There are already thousands of web sites, e-zines and discussion lists dedicated to health and fitness. Plus, with a little research, you could easily uncover dozens of sites and online publications geared toward men in your target age range.
By offering free articles, downloadable resources and other valuable online content that focuses on workout routines for fortysomething males, you could slowly start getting exposure through these targeted outlets. Doing so will drive potential customers to your own web site and build a database of subscribers to your free fitness e-zine.
Using exactly this approach, I steadily built an online identity as a marketing resource for do-it-yourself musicians. I now make a nice living as an author as a result of my Internet branding and promotion efforts.
Personal branding online works. I hope you find a way to make it work for you, too!