Building a Platform: Five Lessons From a Start-Up

Two years ago when I was unexpectedly let go from my job of 13 years, I figured I could either hunt down another job in the same industry or pursue a life of freelancing and consulting on my own. The former would likely result in starting over at the bottom and even moving my family to a new city. The latter meant I’d have to build a marketing platform for a new business. Ultimately, I decided to follow my heart and pursue my entrepreneurial passions.

At that time, I had been blogging for more than five years, which established a foundation for all the other outside pursuits I had going on. I had self-published a book about ten months earlier and was in the middle of writing another book acquired by a large traditional publisher. I was even making some part-time money managing social media for others, most notably with The High Calling.

All of this side work evolved into a nice portfolio of experience to launch my start-up company that is now called Fistbump Media, LLC. Leveraging something I was already well known for (the #fistbump), I set out to help other artists, non-profit organizations, and small business owners build web platforms for their messages and products.

First, I had to establish a strategy for own my new enterprise. Along the way, I learned five important things about building marketing platforms for business.

Find a mentor (or two, or three, or . . . )

When I was getting started, I sort of knew what I wanted to do, but I had no idea how to do it. So I scheduled half a dozen meetings my first week with people whom I respect. I talked to people who do similar work, people who provide complementary services, and most importantly, people who built successful organizations (regardless of industry).

Simply asking people for their best advice resulted in a wealth of information that I still refer to often. The experience also forced me to remember there are people who know much more than me and I need to stay humble and value other’s expertise.

Additionally, I added a few books to my reading list to help me think more broadly about my new business. One of those books was Do the Work by Steven Pressfield (a shorter version of The War of Art).

Give freely of yourself

In the beginning of this new business venture, it was difficult to find enough clients to fill my time. So uncovering ways to give myself away helped me stay busy and sharp in those early days. I volunteered my services to help a local TEDx team revamp their website and manage social media leading up to one of their conferences. I started offering webinars to teach other bloggers how to do what I do. I stayed busy, developing new contacts and skills, and the experience looks nice sitting in my portfolio.

Though it might seem counter-intuitive, giving away my time was a good strategic move to building a marketing platform. The end result? Many of the “clients” I volunteered with end up hiring me because I’ve established myself as an expert with them.

Not to mention, I’ve found that giving away my time even after I’m more established helps keep me grounded, allowing me to serve others with my business, along with earning a living.

Be different, be you

I’ve spent a lot of time studying my competition. At first I was trying to emulate them. But the more I studied them, the more I started to identify how I wanted to do things differently. In the end, I discovered more specifically what I wanted to do by understanding what I didn’t want to do. As a result, I began fine-tuning my product offering.

When I work on being me and offering my own unique set of services, I’m not competing head-to-head with other businesses. I’m not selling my twist on what everyone else already does. I have something that people can’t find anywhere else.

Niche the heck out of yourself

Building on the previous point, I don’t try to be everything to everyone. How could I? I found my sweet spot, and I’m staying there. I see this with my Fistbump Media publishing projects. I release books that will never be on The New York Times Best Seller list. Instead, I publish a niche message to a niche audience. In the end, I find that I’m building a stronger, more loyal fan base than I would if I tried to speak to everyone.

When I discover other complementary services that I’d like to offer, I try to to build a strategic partnership with someone else who already does that work really well, and we work together, building a mutually beneficial relationship.

Pray like it’s all on Him, work like it’s all on you

I can’t end without mentioning my most important business partner. What I’m doing wouldn’t be possible without the Holy Spirit guiding my steps. I start most days with devotions and prayer, putting my work in his hands. I pray for my clients and for the wisdom to be able to serve them well. I thank God for the ability to do what I do and ask him to help me keep things in the proper perspective.

Then, I do everything I can with the knowledge and talents He’s blessed me with to rock every project I get. I figure if I give it my best effort, and ask Him to bless it, then I can’t lose.