Promoting your company is a never ending job. It involves a lot of details and it certainly helps to have an identity.
But what if you had to promote your company without revealing anything about the people who run it?
This was the challenge faced by my colleagues at Burst Outdoor Event Structures. While I can’t reveal the owners, I can tell you that this successful Texas-based outdoor venue supplier has grown their business without having a personality out front.
This is the exact opposite of companies like Sleep Expert’s Christine Cook or Jim Click of Jim Click Ford. These are people who have to promote a business without being a talking head or projecting their personality as the business.
Well, I guess that leaves out LinkedIn. It did, but we worked around it.
Add to the mix, a low marketing budget and an existing website. So, here are some steps we took to get us from nowhere to the bottom of page 2:
- Took over the Facebook and Twitter pages and populated them with the same messages and pushed out relevant content through these portals three times each week.
- Capitalized on work already done by building up the “examples” page on the website with real-world sets done at MLB and NFL games. Facebook albums were established with the same examples.
- Did some simple SEO by “planting” the phrases connected to the business and their industry into the site.
- Revised the website to more clearly define the offerings. Series were set up for each size category and logos developed.
- A blog will be established to showcase both examples and issues related to the industry.
When you work for one of the biggest personalities in the world, the Dallas Cowboys, it’s hard not to want to emulate that. But given that these folks could compromise their other business interests, we had to take another approach. While this benign identity hasn’t reaped huge numbers of new clients, it has built on the web presence and given the company more of place on the internet than it had.
Here’s the bottom line on these simple social media efforts:
- Within the first 5 days, went from not being on Google to being at the bottom of page 2, using the term “Outdoor Event Structures.”
- Website analytics show a low bounce rate of 24% with 48% new visitors per month.
For more information about Burst, check out their website.
TTSG
