by Tony Vidler
It would be fair to say that the majority of people in professional services are not marketing specialists. Usually great technicians and specialist advisers, often great at selling and relationship management at an individual level. Not so great at getting the marketing going though….
Whenever I talk at workshops or conferences about marketing, client engagement and building the professional services brand the question that invariably arises is “what do I need to have in my marketing mix?”
That could potentially be a very very long list, but here are the Marketing Kitbag Essentials:
This is potentially quite a daunting list for many professionals today, yet it is just the essentials for a practice or adviser wanting to establish a credible presence with their target market customers.
Whether you intend to use digital marketing methods or not the reality is most customers will expect you to have an online presence, so it is critical to establishing credibility as a modern professional. Equally, it is critical that your physical marketing material is polished, well branded, and consistently positioned.
Of course, way back at the top of the list are those fundamentals which are so often missed in professional services marketing…being clear about who you are trying to attract, positioning for them, and being totally clear about what value you provide to them.