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Niche or Nest: Which is Best?
by Tony Vidler The concept of niche marketing causes a lot of confusion, so I thought I’d add to the confusion by adding in “nest marketing” at the same time as challenging the view that professionals should find “A” niche. The easiest way for me to explain the difference between niche marketing and […]
by Tony Vidler Many general practitioners would like to be seen and accepted as a recognised expert in a particular area, and for many of them this is a genuine opportunity. The competency, depth of knowledge or mastery of subject, and professionalism are all there more often than not. They are already actually experts […]
by Tony Vidler Creating and keeping happy clients IS essential for the success of a professional practice. There is no question about that. But is it enough to help a practice grow at a greater than industry average pace? I don’t believe so. Being a great practitioner and running an efficient & […]
by Tony Vidler You probably want more business for your practice, and almost certainly want to do more business with higher value and more challenging client cases. Well, something has to change. Something has to be done differently to get those opportunities. That something is “marketing”. Your marketing has to change. I […]
by Tony Vidler We learn as we go in professional services, and that is especially true when it comes to analysing why a marketing campaign was a “fail”. To be fair, few of us are trained in marketing at all so we do have to figure it out as we go along, and […]
by Tony Vidler To create an effective advertising campaign – one that gets you the results you wanted to begin with – there are 5 essential steps. Many professional services firms miss at least a couple of them, and inevitably are disappointed with the results of their advertising efforts. That is not […]
Why you should think of Prospects as “an Audience”
by Tony Vidler With the shift to content marketing fuelled by consumer’s online searching, it is essential tor understand who your audience is. More importantly though, it is important to continually think of your future clientele as an audience until such time as they choose to do business with you. “Audience” might seem […]
Here is how to work out WHERE to compete in the market
by Tony Vidler A problem for many of todays professionals is figuring where to compete in the market…or rather, which area of expertise or service offering to lead with in their marketing efforts. Once the target market clients have been worked out (so we know who we want to appeal to) we have […]
Tailoring: Making Your Content Fit Your Audience’ Desires
by Tony Vidler One size does not fit all when it comes to content marketing: you need to make your content fit the audiences desires and moods. As more professionals tap into the power of content marketing and create a presence on multiple social media channels and integrate those with other marketing tactics […]
An easy way to create good content when you don’t feel creative
by Tony Vidler Building an engaged audience of future prospects requires us to create content in todays environment. We need to feed the search engine machines, and we need to continually deliver content which educates or empowers those with whom we wish to do business. For many professionals the “creativity process” is daunting. […]