To reach a point of "planned serendipity," when prospects are most receptive to your message, it requires the right combination of eight elements, Tech Image President Mike Nikolich writes. They include targeted public relations and third-party endorsements, paid and organic search and social media efforts, and thought leadership, among others.
“Demonstrate your thought leadership by authoring whitepapers, case studies, columns, and bylined articles,” Nikolich writes. “Then repurpose that material as blog entries, podcasts, videos, and tweets so that people regard you as a knowledgeable and reliable industry resource.”
It’s impossible to know when a prospect will come looking for your services and expertise, Nikolich adds, “but you can stack the odds in your favor.”
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