Mac's Musings
Little Terrier's Media Profile
05/11/2007For business development and raising your media profile, a quarter page in the Financial Times must rank quite highly. In fact, most firms would give their eye teeth for it.
Step forward debt collector Kerry Bland of Jack Russell Collections and Investigations. Kerry owns a small but successful national debt recovery agency. At just 5ft 5inches, Kerry isn't exactly a leg breaker or arm twister but he does punch well above his weight when it comes to media coverage.
He has a fund of wonderful debt collecting stories and a keen eye for humorous self-promotion. After more than 20 years in the business he's suffered his fair share of bloodying by dogs and humans but remains unbowed in his enthusiasm for the job. He's featured in more than 20 radio programmes and his name pops up in print all over the country. But how does he manage a quarter page in the FT?
Quite simple. He's right near the top of Google with a well-optimised website. If you are not familiar with the dark art of optimisation then you need to learn more because that's how the FT found him. And if you're not near the top of major search engines you might as well be invisible as a company because that's where journalists look for their informed commentators.
At the top of search engines is where Kerry's clients find him too. So search engine positioning should be an essential part of your business development strategy. Kerry is also a past master at that other business development essential, netting or networking. He attends two or three events a week as well as being heavily involved with his local football club.
When he has a spare minute he's also a very entertaining real ale enthusiast - if that isn't a contradiction in terms - with whom I often share a convivial pint.
