Marketing your business well takes effort. Make the most of your time and market dollars. You can put a new spin on old school techniques and get creative with new technologies to get the word out. The rest is all about networking and following up on your efforts. Keep your pipeline flowing through the winter doldrums and get ready for an active spring by building these efforts into your business today.
Find Your Niche. Your niche doesn’t need to be based solely on geographical areas. Think about the people you’ve worked with in the past. Is there a common thread among your favorite clients that really allowed you to connect with them? Target the demographic where you’re most likely to find success and gain referrals. It could be that you work best with pet owners, or have a great relationship with a particular immigrant community. Maybe you work really well with young families. Your marketing and networking efforts should focus on connecting with that target.
Create a Slogan. When done well, a great slogan sums up your business in a short, memorable phrase. Avoid smarmy puns and aim instead for a sincere, reassuring tone. Great slogans will create an emotional connection. Keep your slogan short for maximum impact. Think about your niche and how your slogan can reflect that. Some examples we’ve seen online include luxury brand Kerwin & Associates’ Exceptional Properties. Exceptional Clients and Podley Properties’ Your Next Chapter Starts Here. Both are simple and direct and convey a certain message about the client. Kerwin & Associates slogan gives them an air of exclusivity. Podley Properties convey that they are able guides through the transition that a move brings. What feeling do you want to convey about your brand?
Update your value proposition. Write a short statement about yourself and your company that highlights your unique strengths and qualifications. Underscore how they benefit your clients and your community. Be prepared to use your value proposition when you meet someone new and in your marketing materials.
Write your Bio. With your target audience, slogan and value proposition in mind, write a short bio that emphasizes your professional qualifications and your values. Clients should get a sense of your personality, experiences, and interests. Use this in your presentations and on the “About Me” page of your website.
Get a professional headshot. Unless you’ve had a headshot taken in the past couple of years, it’s time to update your photo. No selfies, please! You are your brand and you want people to respect you as a professional. Hire a photographer who can give your photo proper lighting, positioning, and in several formats and sizes for reproduction. A good photographer can show you how to optimize your headshot for social media, websites and print materials.
Create a marketing plan. Now that you’ve defined your target market and your brand identity, it’s time to develop a strategy to make it all come together. What strategies can you incorporate to underscore your brand this year? Dream up a big, audacious goal and take small steps every day toward achieving that dream. For instance, break up your marketing strategies into time-specific increments: what can you accomplish annually, quarterly, monthly, weekly, and daily? Taking the time to plan out the year will help you prioritize.
Now you’ve got a good foundation for creating a successful marketing campaign. Watch for our upcoming blogs where we’ll discuss how to implement your new brand through altruism, networking, social media campaigns, and advertising.