How to Promote Your Work

December 17, 2009 · Comments

magazine stand Using social media as a promotion system has been quite effective for me over the years. I’ve also been able to show our clients at New Marketing Labs the benefits of promoting using the social channels. This post won’t be an exhaustive recipe, but instead, a taste of what to consider when promoting using social channels, and also some starter moves. Feel free to share your success stories in the comments.

How to Promote Your Work

The Mindset: Don’t Be That Guy

First, learn to promote, but don’t be that guy. It’s really important that you are participatory in the social space. If you’re here just to talk about you, your work just won’t get as much spread. People won’t take the actions that they might if they feel you’re “one of us.” By starting with this point, I’m saying this: your mileage WILL vary if you approach social media tools as just another channel exactly like what you were doing with marketing.

The Groundwork: Home Bases, Outposts, and Passports

Second, put into place a system where you have a simple presence framework set up. Make your blog (or the main site you need to promote) your home base. Build outposts that point people to this blog. That means, link your blog into your Facebook, into your LinkedIn, into your Twitter, into your email signature, and on every other relevant social network you belong to, so that people there can also see what you’re talking about. If your blog is unique and useful, consider submitting it to Alltop, too. (If your home base isn’t a blog, skip that step.)

Outposts are essentially places where crowds might be gathered, but not specifically gathered for your blog/site. Giving your social networking participants a chance to interact with your material is a great way to find new audience.

Some people ask if you should automate your blog posts to dump into Twitter. Google recently added this feature to FeedBurner, and before that, several people were using the RSS-to-Tweet apps of a few other groups. I’ve never been a fan. I like hand-delivering my posts to Twitter by asking a question related to the post. (Most recently, however, I’ve started a new Twitter account called @broganmedia, where I am automating my tweets, and no one seems to be expressing a negative opinion. Test it, if you’d like.)

Passports are just accounts on sites where you might not feel like maintaining a full blown presence, but where having an account will be helpful, should someone start a conversation on that platform about you. Swing by this post to get some starter sites where passport accounts might be useful.

Find Your Audience

The first steps to finding the people you need relates to growing bigger ears. Your audience isn’t the person with the largest Twitter following. Your audience isn’t the person who “likes tech.” Be better than that. Find the people who seem to be talking about what you’re talking about.

And then, COMMENT. Comment on their stuff, and don’t talk one lick about your site. Share your passion on that person’s site. More often than not, you get an instant new relationship where you’ll see eye to eye.

Here’s a hint: people aren’t exactly sitting around wondering what else to read. They’re thinking, “what else will equip me to do my stuff better?” That line of thinking will change EVERYTHING. It should change how you create content, and how you go about finding people to promote your work to, in the larger run.

Details of the Promotion Itself

If you’re promoting blog posts or other content pushes, the goal is to attract eyeballs. My best advice here is to be helpful. People want information that will equip them. Whenever I write something about myself, people are polite. Whenever I write something you can use, people are voracious in their sharing.

If you’re promoting an event, use multiple tools. Build a Facebook following and promote it there. Use Upcoming.org and Eventful.com and consider tools like Tweetbrite.com. Be everywhere, if the event is open to everyone. Look at Google Groups and Yahoogroups for the area where you’ll be holding the event and determine if there’s any value in your joining beyond just promoting your event. (Don’t just join to promote, but become part of the community and see what else you can do BEFORE promoting).

If you’re promoting a product or service, it’s better if your audience are the types of people who might want to use such products. It’s amazing the kinds of things people try promoting to me. I get invited to try out make-up and vegan food dishes and all kinds of things that have nothing to do with my lifestyle. I guess the best I can tell you here is that if you’ve built a blog and social following, hope that they’re the people your stuff is built to support.

Promoting for Others

Here’s where things get crazy. I get asked to promote for other people dozens and dozens of times a day. Most times, it’s just a bold request to help someone get attention, whether or not it even relates to my typical audience and community. Smarter people know I’ve a soft spot for causes and charities, but even that can get tiresome. Think about all this before you ask for help promoting something, and think about it when you start promoting for other people.

Promoting for others isn’t just a matter of passing information along a stream. In some way, by passing the information, you’ve agreed to spread that word. Think on that before saying yes. Is it something you’re willing to stand behind? I’ve sometimes fallen prey to this one, as sometimes, I just want to support a friend, and I don’t necessarily realize what their project is fully about. Rest assured that I take a few moments to see where I’m sending people.

One big point of getting others to promote: make it EASY. The more you make someone do, the less likely it is that they’ll do it.

Make sense?

Above All Else

Keep it always in your mind that we’re not at these social networks for the same reasons. Some of us are there socially. Some of us are there for business. Some of us are working our passion jobs on social networks while our “real” jobs are something completely different. So bear in mind that there is no one-size-fits-all method for connecting, no “audience” the way marketers like to think of “lists.” This is all a matter of connecting one relationship at a time. It takes longer. It’s messier. it requires more work to do.

And yet, it’s working pretty darned well for lots of us, and could potentially do the same for you. It just requires heart.

What Did I Miss?

What else do you want to know? What else are YOU doing that works for you? How else can people promote better?

Photo credit Tiago Ribeiro

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  • Great article
  • Great post - i think social media promotions really take consistent action.
  • victoriapavlov
    . Thank you very much for sharing this with us!
  • gcjmarkets
    I have recently became more involved with social media marketing and one thing that I had a problem with was changing my mindset. I had to get rid of the push marketing mentality and start thinking about pull marketing. Thanks for your post
  • Great post! I'm going to force feed it to our staff because you really capture the ethos of the social Web.

    One thing you didn't addresss that I think bears mention is optimizing your content for search.

    There is no more efficient way to find people who are most likely to be interested in your content, than by matching your content with their search queries.

    And that goes not just for blog posts but for video or photos or presentations; any content you share online, really.

    Again, great post.
  • lydizzle
    This was an awesome read. Especially talking about actually being social in social media...not just advertising yourself all the time. I know people who have definitely turned into 'that guy/gal' I think this is an awesome post! I just found this blog from another site will have to check back for more awesome stuff!
  • chris...i need a whole morning or day to read and process your posts...thanks for being present online...
  • I'm glad you touched on this and from so many different angles/perspectives. I know I called a bunch of people out on Twitter for promoting themselves on twitter, facebook and stumbleupon without proper disclosure. If we are authentic and credible, we will disclose... just like our clients.
  • Thanks a lot for this Stuff!!!
    I have just recently started a Blog & was looking for ways to promote it.
  • rainy1
    Wieder was gelernt ! Danke
  • You're right about helping others in social media. A while back when I was first starting out on various social networks, I didn't quite understand the community part of it. I was just on there promoting my stuff and it went no where. Then I started figuring out that there was community there and began networking with others. I noticed that the only way for each other to achieve success on those networks was from other people helping each other. So, I began going out of my way to help other people achieve success on those sites. You are right, people notice and the next thing I new, people were helping me and I became successful on those sites.

    They call it "social" media for a reason.
  • It was a very knowledge gathering experience reading this post I think all those related to the marketing field must know this thing very well....to sustain in business.
  • marryroy01
    This will inevitably annoy people less than the big push, and allow you to get much more of your personality (if that's a benefit) into the promotion when things do heat up before the event.These things take time, it's consistency that counts.


    external hard drive
  • Scarlettjacob
    Most artists start out just wanting to create. Then, time goes by and they realize that they want more; they want a career.The only problem is, most want-to-be pros don’t realize how much time, determination and spunk it takes to make it in the business. Oh, and not to mention connections. Selling art is all about networking.There are potentially hundreds of ways you could promote your new Web design business and build up your portfolio. Assuming your target clients are located in a small geographic area -- for example your home town -- there are a number of ways you can drum up their all-important custom.Mio Navman M450D
  • Susan Hamilton
    This has been the best information I have found so far. Thank you so much, its extremely helpful!

    Susan Hamilton
  • colettebarry
    Great article Chris.. Thanks .. Social etiquette, sometimes you just have to be told.
  • These points are also mentioned in 'Trust Agents', I love it.

    To disturb the people is OUT! Internet users decide by them self who they want to like. And folks who try to sell them, are not the folks the most of them likes.

    I like people wo share information and want to be helpful without pushign me to buy any stuff. These are my personal Trust Agents! :-)
  • kkoczwara
    Really like your post. Bookmarking it and passing it along multiply social media platforms for others to check out.
  • Thank you for putting what most people find difficult and confusing into simple, easy to execute terms.
  • i've been waiting for this article since long time.. even though there are several others on the web about promoting and stuff, this one stands out proud.. thanks a lot!
  • ELDUQUELI
    Thank you for the step by step guide. Very helpful to remember most of them as it can become overwhelming at times.
  • Chris,

    I'm finding that with all the social media tools out there, it's best to do a lot with a little, rather than try to do a little with a lot. Automate those other apps as much as possible to pull RSS, twitter feeds, FB updates, etc., but find 1 or 2 tools and make them the bread and butter of our relationship building efforts.

    Thanks for the ongoing, helpful information. Really.
  • remarkablogger
    If you really want to promote your work, promote others' work and they'll naturally reciprocate (if they don't, it may mean your stuff didn't have the value for them you thought it might, but it also could mean they're busy). I've sent links to people simply because it seemed like something that would be good for them to pass on to their audience. Occasionally those links may be to my own content, but mostly they're not.

    Also? Not a big fan of automatic cross-posting of everything, either, because it's less human and it reduces the value for others to follow/friend me in multiple networks.
  • Brilliant post, as always. My favorite bits:

    1. The Twitter advice about not automating the RSS-to-Twitter but asking a question related to the post and Tweeting it by hand. A little more time, a lot more useful. And friendly. I do a hybrid: I do allow TypePad to post the initial notice to Twitter as "Blogged:" + post title, but I also schedule several Tweets asking a question about a facet of the post, and those I do post by hand.

    2. "Growing bigger ears." Love this expression. May I steal it? So much punchier than "listen first," "monitor first" or the dreaded one with the ear-to-mouth ratio.
  • sytaylor
    I had Disqus setup to post comments to twitter but it hurt my soul seeing those tweets. If it feels wrong don't do it.
  • marcpickren
    “what else will equip me to do my stuff better?”

    I am making this my new morning phrase. Thank you Chris.
  • An important aspect about your article here is the importance of ALREADY having a presence before you start promoting away. Most folks are well aware of the intention of those who have only signed up for a service 2 hours in advance of a flurry of self promotional messages. Glad that you reminded everyone.

    Thanks Chris. Stay warm and happy holidays.
  • This post and Amber Naslund's post on relationships today make an interesting pair. What strikes me in reaction to both (and what you both are questioning, each in your own way) is how often we, as both individuals and businesses, forget to turn the mirror around.

    In so many of our interactions, we forget the "inter" part...that two of us are involved. We forget that the other person cares about what *they* care about as much as we care about what *we* care about--but those aren't necessarily the same things, nor can we make them that way.

    When I look at the shift in what's happening around us, at how the ways we interact are suddenly in the spotlight, I wonder if--and how--we can teach that ability to truly see interactions from the other side. The tools give us the ability to see our customers' side (or our friends' or...), but are we really *looking*?

    Once we focus more on what the other person wants from an interaction (and on if and how we can best deliver that), we're always more successful.
  • Mike Looney
    Whattup Chris, been following your blog for about a month now and YOU ARE ROCKIN IT! I'm absolutely AMPED! WOOOOOOOO!!!!
    - the Loonman
  • Thanks so much. : )
  • Sometimes I think you are writing just for me. It's true what they say, when the student is ready the teacher will come. Whenever I come to your blog I find answers to those nagging questions that linger in my head and seem to hold me back. I appreciate how useful your articles always are.

    I think another part of laying the groundwork for promoting your work is being specific about what you are promoting. If you are promoting your blog, what is it that you are looking to get out of it? When the visitor comes to your blog is it clear what you are promoting? If you are asking someone to promote your work be specific about what you actually do and what you want them to do for you.

    This goes right along with your last tip on making it easy. Unfortunately, I am speaking from experience here because I have had people ask me "so, what is it that you actually do?". Ouch. But, thank goodness for those learning experiences. It forced me to work on my elevator pitch, revamp my bios and strategize. It's like a resume that will always be tweaked, but now I'm clear on my "why" and my "what".
  • These are great points, Chris. We also need to remember to LISTEN as much as, or more than, we talk. So many people put things out there but miss out because they are not tuning in to what their audience is saying.

    Also, I think we are all guilty of shameless self-promotion at one time or another, and I believe it's okay to put your product out there, so long as you're not pandering or outright bothering people (i.e. don't inundate Twitter and Facebook with links to your product, but refuse to participate in conversations and put other ideas out there).
  • If you have a list already, broadcasting to your current list (that you created from participation in social nets) is another tool to promote a new product of event. Also, we are starting to use video in a big way. It worked really well for us with a few of our clients...especially when we answer frequently asked questions is short form videos. We learn what these questions are from "growing big ears":-)
  • BillKerschbaum
    Excellent points, as always, Chris. Thanks for making it clear and simple. So much advice about using social media is overwhelming and complicated - it's good to be able to think more simply about it!
  • As an 'old hand' at marketing but Twitter novice (8 days old & counting!) this was so helpful, especially as it reinforced what I had learned a week ago on my social media training at @IT_Bluegrass. It's so true - what goes around, comes around - I've been wowed by just how helpful and giving others are in this virtual world, even to newbies like me. Now I'm really looking forward to seeing Chris in Exeter for #likeminds in 2010!
  • Chris, one of the things that I like about your posts is that they are thoughtful and kind. Thank you for that.

    Happy Holidays to you & yours!

    Pixie
  • I like you because you're awesome. That's all. : )
  • Great tips once again Chris! I think the whole mindset is one of the most important things. Like you said, "your mileage WILL vary if you approach social media tools as just another channel exactly like what you were doing with marketing." Social Media is more than just a channel to push your content out there...it's a new and improved way of connecting with other people and I find that the more you pay it forward, the more people interact and engage back with you.

    You can do far better good by sharing valuable content and connecting with others than pitching the latest greatest product where an affiliate commission is only going to last you a small period of time. How about building something worth way more than that, say relationships? ;-)
  • I love the point about making it easy for people. Ramit Sethi shared the same piece of advice with me. In the past, I've given friends a lot more freedom to spread the word about my key projects, but I think that's backfired in some cases. I did it that way because I didn't want to be pushy, but it was too open-ended.

    Kind Regards,

    Alexandra Levit
    Columnist, Wall Street Journal
    Author, New Job, New You
    http://www.newjobnewyou.com
  • I like this notion of "passports." It provides a formalization for something I need to get handled. For example, exactly what should I do with my Plurk account? I got a load of traffic from Plurk once. Is that repeatable? How would I find out?
  • Interesting tactic with automated twitter accounts. I do like the idea of it (in fact, may set up one or two tonight for my wares), but yes, I don't automate my twitter postings. Instead just putting it live with a question.
  • partyaficionado
    Just noticed the new plush hotel robe I received as a gift says. OSFM (One Size Fits Most) Due to our expandingwaistlines I'm sure. I like to think of a social strategy as OSFM. The people who fit are just the people you want to reach. Gr8 Post!
  • One really great thing that I do is cameo appearances on other sites. I'll work with the site owner regardless if they've got 10 loyal followers or 1000. I'll create a series of informational and super rich content posts/videos for them and their community without once ever promoting myself, just giving them what they need. It's my way of letting them know I care and I'm human and I'm one of them.

    As always Chris, great post, loved every bit of it
  • Always think giving before getting. This is what thetop promoters do. People go out of their way to help someone - be it in promoting their opportunity or any other favor - who help them first.
  • ShopTheAndovers
    growing bigger ears in Find Your Audience provides super helpful info. Like andybonjour, I needed to read this today. Thanks!
  • Thanks for the incredibly clear, useful and actionable info. I find the observation that people are using social media for different reasons to be interesting and it makes sense. I never really thought about it that way.
  • Chris, great points. I agree: automated tweets (except when 100% intentional as with @broganmedia) can distracting. We had them set up for a bit and ended up double-tweeting with a question or something to encourage click-throughs and tracked the results - no doubt a better option to write our own (even if the titles were great!)

    I think many people starting out in social media get hung up on chicken-and-the-egg situations - few followers/subscribers/fans etc. so asking questions or publishing great content seems to have little return. Following advice - just hang in there. If it is truly good content and you are pushing through appropriate channels, they will come.

    Sarah at GY&K (@gyktweets / @sarahdoespr)
  • One thing that's helped me: Make sure you fill ALL the available time! If you have a set date for an event, and it's close, you have to go fairly hard. However, further deadlines, or even no deadlines (such as long-running serials and site launches with a far-away set date) make it a lot easier to move in at a slower pace. This will inevitably annoy people less than the big push, and allow you to get much more of your personality (if that's a benefit) into the promotion when things do heat up before the event.

    Three weeks to event means hot hot promos. Six months to event should not mean six months of hot hot promos; you'll burn out, and so will the arenas you're promoting in.
  • Nice guides. Since you have to listen to others before you promote yourself, so the comments are important. You can be seen if you have read the post before you comment.
  • andybonjour
    Thanks for writing this. I needed to read it today.
  • sytaylor
    Agreed, me too. It's like your conscience reminding you "Overnight Success" isn't real and was an ironic name for a series of videos by Mr Brogan.

    These things take time, it's consistency that counts.

    Great blog post.
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