In business, exposure may seem to be as valuable as currency. What business owner wouldn’t want to gain the sort of multinational fame held by certain clothing labels and fast-food restaurants, whose logos and slogans are not only instantly recognizable but also drilled into the public’s cognizance?

In the digital marketplace, who would scoff at the opportunity to become a branded influencer with a verified account and an inbox stuffed with sponsorship requests?

Such a degree of fame may be alluring, but service professionals and smallbusiness owners may be better off cultivating a smaller yet more dedicated audience of followers. Matt Johnson, podcast host and author of the book MicroFamous: Become Famously Influential to the Right People, has established a career helping professionals build enriching networks. His specialty is producing business-oriented podcasts to help connect his clients with their ideal audiences. With deliberate planning, he says, professionals can become local celebrities within their circles and reap the rewards of microfame.

So you want to be famous?
Earning hundreds of thousands of followers across social media and amassing a degree of worldwide fame isn’t inherently negative, even if such a goal is lofty. Johnson’s microfame principle doesn’t necessarily rally professionals to avoid becoming household names; after all, one of the chief aims of marketing is to earn brand awareness. Rather, he encourages small-business owners and service professionals to turn their focus toward the relationships that are directly relevant to their respective industries. As Johnson notes, the company with the most Instagram followers isn’t always the one with the most sales. So rather than wasting effort and marketing funds attempting to draw as many eyes as possible to your business, aim to attract the most relevant eyes—and motivate them to keep coming back.

Fortunately, microfame is attainable. Professionals can easily achieve small yet profitable influence by following Johnson’s key recommendations.

1.Identify your ideal customer

The famous may be far removed from their fan bases, but the MicroFamous know exactly who knows them. To enrich your network, you must first recognize which contacts offer you maximum value. Sit down and build a profile of your ideal client according to basic data like their age, income level, and city. Then clarify more specific data points, such as:

• Education level
• Favorite hobbies and interests
• Social media platforms they actively utilize
• Accounts they follow
• Competing businesses they are likely to patronize

Essentially, you won’t just be marketing to a forty-year-old accountant named Rose in Milwaukee. Assembling this data can highlight specific types of individuals who are not only relevant to your industry but also qualified to engage with your products or services. In other words, you can pinpoint who wants to hear what you have to say.

Once you identify your niche, it’s time to start conversations. Naturally, there are potential profits in marketing yourself to your target consumer. But to achieve microfame, you need to also connect with other professionals who are communicating with this same audience.

2. Develop relationships

The ideal professional network is not a list of acquaintances. Your network should instead consist of genuine relationships. What’s the difference? Acquaintances run into each other by circumstance; people you form relationships with will choose to engage with you, share relevant information, and even introduce you to other people you should know.

Forming these relationships may seem challenging—perhaps even more so than finding clients. After all, you want more from professional relationships than their patronage; you ultimately want to establish a referral network with them. The key to forming these bonds is to offer significant value to influential individuals so you can make a positive impression on them. Develop yourself as a valuable person to know, and they will return for more conversations.

Attend conferences, cold-call potential In time, you will develop influence among a small yet engaged audience that consumes your content, interacts with your social media posts, and refers clients to you. business partners, arrange meetings with professionals you respect, and create content marketing that speaks to your particular slice of the industry. Over time, you will develop a rewarding community of people who feel they can gain value from you—and the feeling will be mutual.

3.Become a podcast host

This particular marketing strategy deserves a deep dive. Podcasting is Johnson’s specialty, and he has seen it generate decent profits for those who deftly execute their shows. Creating your own business podcast, or what he calls “the new networking,” can position you in front of your ideal audience: likeminded professionals who would enjoy listening to you talk shop.

Professionals may be wary about entering an airspace crowded with famous influencers atop every industry, but don’t fret; just recall that microfame is your goal, so you don’t need to hustle to reach the top of the Apple Podcasts charts. Rather, you should aim to achieve influence among the key individuals you have identified as relevant to your professional goals. Select a podcast theme that’s broad enough to attract your target audiences yet specific enough to start enriching conversations.

Think of every episode as a discussion that addresses an issue to find a solution. For example, ReminderMedia’s Stay Paid podcast interviews service professionals and entrepreneurs about the sales and marketing strategies that led them to success. How did these people reach their level of business acumen? Which key takeaways can other professionals gain from these conversations? Apply a similar strategy to your own show. Ultimately, your goal is to deliver value to your network by discussing industry topics.

Now to the most pressing matter. Your dedicated Instagram page, earworm intro music, and snappy conversations are all dressing for the true opportunity behind podcasting: meeting influential people. Reach out to other professionals in your industry, paying particular attention to those in segments relevant to your target audience, and invite them on your show to discuss their work and volley with you about your podcast’s subject. If they are also interested in your target audience, they may gladly participate—especially if you can pitch the value of introducing themselves to your listeners and sharing valuable information.

Once the interview is over, ask your guest, “Who is the most important person I can introduce you to?” This is a twofold question: it endears you to them by offering value, and it welcomes them to grant you the same favor in return. Participating in such mutually beneficial exchanges will eventually generate microfame. I

n time, you will develop influence among a small yet engaged audience that consumes your content, interacts with your social media posts, and refers clients to you. Johnson even suggests that you can monetize a podcast by inviting your audience to coaching and networking events.

Find your microfame
Podcasting is just one of many potential avenues for connecting deeply with a targeted network. Whether or not this medium is for you—perhaps you mumble your words a little—there are virtually endless alternatives to consider as well. Arrange happy-hour gatherings at a local hotel for industry professionals, or participate in trade shows alongside colleagues. There is lucrative potential in just about any activity that positions you in front of relevant professionals. Once you become an individual who knows valuable individuals, you will achieve status as a central member of a professional network—a connector with a contact sheet of influential people at your fingertips. Continue to mine value from your microfame, offering value in return, and you can generate profits from these lasting relationships.

TAKE ACTION:
Write down a list of influential names within your network. Think of five pairs you could introduce to one another, then request a return referral for each introduction..