How To Build A Platform – Local Business Marketing in 3 Easy Steps
It’s very likely that you’ve heard the term “platform” or building a platform related to authors, musicians and other arty types. But building a platform is necessary for every local business. This platform is the stage from which your message gets heard. It used to be that only celebrities or those seeking celebrity had a platform. But thanks to the interwebs, that’s no longer true. Anyone can be a celebrity in their business, local community and industry.
How to build a platform – grab these three tools and we can get started.
- Concept
- Campaign
- Change
You were expecting hammer, nails and work gloves? Well, aren’t you cute. Our platform is going to be more cerebral and less elbow-grease. Although, some headlight fluid may not be a bad idea.
Concept
Your concept is the idea, the theory or the big picture that you BELIEVE in. It’s what makes you WANT to be in business in the first place. For the teacher, it may be educating as many people as possible to make the world a better place. For the flower shop, it might be making the world a more beautiful place every day with flowers. The restaurateur may be driven by the need to share excellent food at a great price to make the world less hungry.
No matter the concept, identifying the WHY of your business is step one. If you can articulate the why, you can begin to build a platform.
Campaign
Your campaign consists of the tactics you use. It’s the steps that your clients or customers follow to put your concept in place. The teacher would hold classes for students that give them a framework to learn her concept. The florist helps customers communicate better by giving flowers rather than words. The restaurateur gives free samples at the Farmer’s Market every week and works with organizations who need a space to hold their meetings or helps non-profits raise money by providing a venue with great food.
The campaign will change and develop. This is where all the FUN marketing stuff happens and your imagination can run wild. It’s also the place where online marketing strategy can be developed like a website, social media and video marketing.
Change
Change is the BIG TRANSFORMATION. It’s what happens when your customers and clients work with you, buy your goods and services and begin to change their lives because of your input. The teacher example is clear, she’s made her students smarter, and hopefully made a lasting impact in their lives. The florist has helped someone say, “I’m sorry.” or “I love you” or any number of messages that are often hard to say with words. But his customer as learned to change his communication and that message has made a difference to someone. The restaurateur has exposed people to food they may never have tried before. He’s given them a place to bring their family or business partners to share good food and friends.
The change is what people remember. Maya Angelou said, “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
When you Build a Platform
you are changing lives. That’s why building a platform is not just for authors and artists. When you build a platform you give customers and clients a path to a better life. It really is that big. Sometimes a small idea can make a whopper of an impact. Give thought to your local business marketing as if you are building a platform that changes lives. Then, when you build a platform, people will hear your message.