- Marketing campaigns designed to get the word out
about your firm and its services
are a major source of sales leads.
Know where your buyers are and meet them there.
If they read trade journals and stay away
from online platforms,
all the social media posts in the world
won't land you a client.
Figure out where you can get in front of your buyers.
Consider conferences, speaking events,
print advertising, and other online approaches.
Consider using platforms like websites,
social media, and public relations firms
to help spread your message.
Get a professionally built website.
Nothing sends a buyer running away faster
than an amateurish online presence.
Social media's great for content marketing.
If you go that route, commit to it.
In my experience, we've been writing
our blog for eight years.
It took us eight years to get to a point
where we have 30,000 visitors a month.
It's been a big commitment, but it's been worth it.
If you use PR firms, be careful
they don't just churn out bad email press releases
instead of doing the research on your market
to get you in front of your buyers.
Paid advertising can complement your marketing efforts
and get your services in front of likely buyers.
Pay to get your offerings in front of your buyers.
If your buyers are mostly on LinkedIn
and you're buying ads on other platforms,
don't expect to be very successful.
Match your message and your channel
to where and how your buyers
are making their buying decisions.
A lot of our buyers are chief learning officers.
They're buying training services.
The best way for us to get in front of them
is to speak at conferences where they can see
the product they're actually buying.
When you market, be clear about your marketing objectives.
Is it to build awareness of your firm,
sell a specific service,
to position you as an industry leader,
or to promote a unique perspective that you have?
If you're not savvy about marketing,
there are plenty of consulting and marketing firms
out there who are experts,
and they're more than willing to help you.
If you don't have a clear marketing objective,
your investment will likely be wasted.
With a focused marketing plan,
you'll get the right message in front of the right buyers
at the right time.