Choosing your Exposure placements Wisely

Your Niche: This is your industry, let’s say a bank

Your Client’s Interests: This is where your clients enjoy receiving information. Being a bank your clients vary, however studies show that people look for new bank options when they need a loan.

Policy Agenda (marketing): This is what makes you the leader. Some banks have policy agenda for inbound clients regarding < Housing loans>.

Client’s timing: We are not in a mood to consume all kinds of information all the time. So if this bank advertises housing loans on Billboards, or Facebook, where people driving or go for entertainment, it may not be the best way to build relevance - It helps awareness though.

Prospect Journey: Following our example, a client looking for a bank in the housing loan market is likely already decided the city they want to buy their house. If the bank is targeting high spenders (likely buying a house beyond their first residence, possibly for investment), then we assume that the prospect’s journey seem like this (hypothesis):

Best cities to invest in with high yields → end up in an article that analyses those markets → decides on worthy investments

Relevance: That’s possibly the easiest part, know where you seem relevant and where you are just there (like a white wall nobody notices). e.g. If this bank is advertised in a Facebook group that talks about Start ups, it is already a failure since founders or start up enthusiasts don’t spare money for traditional investments, nor will they pass bank due diligence as they are considered high risk. Do they need a loan? Probably. But would they pass the loan process, likely not.

Articles that are related to the client journey;

Common mistake;

Banks often go to magazines or portals that bankers read. Which is not where their client is. It is where THEY are, but they are not their clients. It may seem obvious, but we are human, therefore biased on where WE read information, not where our client is, unless we have common interests with our clients.

Platforms / Magazines that talk about the Policy agenda → We want to be the biggest housing loan bank → Go to places that talk about statistics, investments, housing market.

Amplify exposure with a trusted piece; Being in the trust business (anything that involves money and commitment, or high competition) means you need sentimental proof (if its your first time seeing this term, we have quite a bit of work to do, on another email). It could be a director / founder / C-suite executive feature in a magazine or a massive amount of client reviews. Since client reviews are often very difficult to get, an interview feature is your easiest option here.

Amplify further to increase eye balls; This could be social media ads on your interview feature and / or social proof.

Common mistake:

This amplify further activity works when you have something that is worthy. If your interview is not good enough (in case you just wrote it yourself and sent it somewhere cheap to be published, no direction or goal alignment or even story sentiment goals), then this is probably harming you than helping. If the work is not good enough, amplification is making it worse, that’s the exact meaning of amplification.