By Victor Ochieng

The only person who can promote what you do and who you are is none other than yourself. Whether you’re an entrepreneur looking to get some coverage in the press for your business or an employee preparing for the CEO’s job, you’re your best publicist.

Getting people to talk about you and your brand takes strategy and is more than luck. Thankfully, there’re several low-cost and free ways to be your own publicist. Here are a few of them:

Carry out thorough research on your target audience

To serve a person better, you need to know his/her needs, wants, lifestyle, background, etc. To get useful information about your audience and to build trust, your research must go beyond the basic demographics: find out what makes them happy. Where do they go for information? What keeps them awake at night? These and many other questions can help you come up with a product that fits their lifestyle perfectly.

Be original when it comes to content creation

Stay relevant and fresh by producing content that shows who you are and speaks to your target audience; not something that’s general or something that’s copied from other outlets like radio, print, TV, and even online. Nowadays, mega brands and media outlets spend their time searching for the next best thing online — Snapchat, Periscope, YouTube, and Instagram,— to name a few. If your content is found to have been lifted from another website, it is obvious that your product will lose its taste.

Make good use of social media to promote yourself

There’s no better way of getting clients than through advertisement. With millions of people today connected to the Internet, it has become the best platform to let your business to be known. Make sure that all your social media profiles are public so people can find you. You should also try to be present in as many social media platforms as possible, and ensure that you are active in all of them. Use relevant hashtags for your business in your captions, and optimize your social profiles such as Facebook, LinkedIn and Twitter with keywords.

Be the face of your brand and know who you are

Having an understanding of why you do what you do and who you are can attract the right target audience to your brand, including media outlets, potential business partners and supporters. As Simon Sinek puts it, “People don’t buy what you do; they buy why you do it.” So, who you are and what do you stand for are what matters.