Are you getting people excited about your business?
You want people queuing up to become clients or attend your events. How do you do that? FOMO!
What is FOMO?
FOMO stands for fear of missing out. It’s about making people keen to buy from you, whether that means working one to one with you, coming to your event, or buying your online course.
It’s a positive feeling where someone sees you as the expert that you are. They see people talking about your product or service. They hear about the success that person has had thanks to investing in you, or the enjoyment they got from buying from you, and they want that for themselves. They know that buying from you is going to help them get to where they want to be. FOMO is about sharing the enjoyment and value that you bring to people’s lives.
I’m going to walk you through how to create that ‘I’ve got to be part of this’ feeling so you can grow your business.
To build FOMO you need a community
Generating FOMO does not happen overnight. You need to build towards it, and you can’t create FOMO if you don’t have a community. If you don’t have a community yet, you need to start building one.
To do this, follow my 5 steps to FOMO:
🎙️Brand awareness
🎙️Relationship building
🎙️Authority
🎙️Notoriety
🎙️Direct communication
These are not linear. Marketing is a non-stop activity. For example, you can be doing activities which build your notoriety at the same time as building one’s brand awareness.
Let’s go through each one and I’ll give you ideas for what you can be doing for each step.
1. Build awareness of your brand
No-one is following your career or your journey from the start. Some people will have only heard about you today. Others will find you in six months. Everything you do online is raising awareness about your brand with new people.
Make use of your pinned post on Twitter, your Featured list on LinkedIn, or your Instagram highlights. All of these help to build a case for who you are as a brand.
2. How to build relationships online
Building relationships online is a similar process as when you’re networking face to face except that it’s much more powerful because you can create content for the lurkers. These are the people who are seeing your posts, but they are not liking or commenting. You don’t see them, but they see you.
You’re not only having a conversation with the person you are talking with online, you are also having a conversation with people who are tuning in and listening.
We need to continue to create good content and information, helping tips and advice, for those lurkers.
3. Build authority
Sharing helpful content enables you to build authority. You are showing that you are an expert in your field. You are a leader.
You can do this through Instagram Stories, LinkedIn Stories, LinkedIn articles and posts, Facebook posts, tweets, sharing links to your YouTube interviews. This helps you get discovered. People are searching using hashtags, including on Facebook, so that’s a great way for new people to come across you, which links back to brand awareness.
Authority also links with prospecting. As you are building relationships with people and building trust as an authority, you can introduce your offers when you think the time is right. You’re letting people know you have a product or service for them.
4. Become notorious
Building your authority means you can confidently say you are an expert in your field. You will become known for what you do. Then you can pitch to traditional media and get featured on TV, on radio, in newspapers and magazines.
In addition to that, you create your own PR and can be your own PR agency by shouting from the rooftops about who you are. One of my favourite quotes is by Muhammad Ali, who said: “It isn’t bragging if you can back it up.” We’ve got to stop being British about it and just shout from the rooftops about how good we are.
5. Start conversations
D is for direct communications. This is where you take those online relationships and make them more personal. Timing is everything but if you notice the same people are liking your posts, and you haven’t spoken to them, then maybe thank them and have a look at their stuff and see what they do. If they look like they are the right match for you, then maybe jump into their DMs and say, ‘I wonder if we can have a catch up on a Zoom call’ and then take it from there.
Following these five steps will enable you to build your audience, market your business, and create pre-FOMO. This means that when you have something you want people to get excited about, like an event, or a launch, you already have an engaged community who are interested in you and what you do.
Now you are ready to create FOMO
To find out more about how I can help you create FOMO for your conference, networking event, or launch, book a call with me.