Not Reaching Your Marketing Goals? The Time to Act Is Now

If you’re like most self-employed professionals, you started the year with goals, plans, and maybe even dreams, for your business. This was going to be the year you reached ambitious marketing goals, implemented a realistic marketing plan, or expanded your business with a new market or service. And now, you find yourself not on target. The goal’s not met, the plan isn’t in place, or the expansion hasn’t taken off. That’s a pretty normal state of affairs for us self-employed folks. Stuff just gets in the way.

There’s really only one solution to this problem, although it comes in a number of different flavors. Take action. Now.

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Advanced Maneuvers: Getting Things Done Beyond the Basics

As a service-based professional, you’re likely familiar with marketing basics, yet are you taking advantage of advanced maneuvers beyond those? If you’re not sure what the difference is between the basics and the advanced, keep reading to learn more about the distinction, and why you may want to consider moving beyond the familiar.

Marketing Basics are those things that apply to the foundation of your business, things that help ensure you know who to talk to, and what to offer, and how to keep your business organized. Some of these basics include:

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What Stops You from Marketing… and What to Do About It

The number one complaint my clients and students — self-employed professionals — bring me about their marketing is that they aren’t doing enough of it. You would think this would be easy to fix. I could just tell them to spend more time marketing and selling, and that would solve their problem. But like so many other challenges in life, knowing what needs to be done doesn’t necessarily make that thing occur.

Consider losing weight, for example. If it were as simple as being told to eat less or exercise more, we would all be as thin as we wished just by deciding to make it so. Since that doesn’t happen very often; it’s clear we humans need a bit more help.

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Can Planning Your Marketing Be Simple?

Planning your marketing can be as easy as sitting down with a pen and paper (or your keyboard) for an hour. What’s that you say — sounds too good to be true? What if this were the truth: your marketing is easy and simple, and creating a plan for it is simple, too. What could be possible for your business from that viewpoint?

When you have a marketing plan, things become easier. Easier because you know what you’re going to do, you have a plan, and you just follow it. You don’t need to think about it. Thinking is often the thing that gets in your way the most. As much as your human brain is an asset, it can also be a hindrance when it comes to getting things done.

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Should Your Marketing Plan Include Creating Content?

Does content marketing have any relevance to you as a self-employed professional? When you hear or read conversations about using free content to attract and persuade clients, the type of marketing being discussed may often seem out of your league. After all, you don’t have a marketing department down the hall that you can ask to produce a video documentary or customer magazine.

But creating content for prospective clients that is useful and relevant to them doesn’t have to be out of reach for a solo professional or small partnership. Much of the best content for professionals to use in their marketing is based on the written word. Consider these forms of content that you may already be producing, and that others like you frequently create:

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What’s the Missing Ingredient in Your Marketing?

“How can I improve my marketing?” one of my students asked me. “I’ve spent hours and hours trying to get clients, and none of my efforts seem to pay off.”

I asked my self-employed student just one question: “What would you say is the missing ingredient in your marketing?”

He thought about it for a moment. “Well,” he said, “I don’t think I’m networking in the right places. I seem to meet a lot of jobseekers and salespeople, but I’m not connecting with corporate decision-makers or meeting other consultants like myself who might be able to give me referrals. That’s who I really need to be meeting. Say, I’d better find some new groups to network with!”

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Success Ingredients and Daily Actions: What’s the Difference?

In the Get Clients Now! program, the 28-day marketing plan you design for yourself should include two different types of action-oriented elements: Success Ingredients and Daily Actions. During the course of the 28 days, you’ll work on projects and you’ll take action steps. With projects, you’ll acquire tools or skills you need for your marketing. With actions, you’ll take steps that lead directly to achieving your 28-day marketing goal.

Even if you’re a veteran of the 28-day program, it’s possible to get tangled up when designing your projects, which are called Success Ingredients, and the tasks necessary to achieve your marketing goal, which are called Daily Actions.

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Three Elements You Need for a Successful Marketing Foundation

To lay a good foundation for your marketing and your business, you need essential tools and skills. In the Get Clients Now! program, we call these elements Success Ingredients. These are fundamentals that will make your marketing easier, and ensure your business is around for the long run.

Below are three different types of Success Ingredients. Having these elements in place will make your marketing activities more effective, leading to more clients and more overall business success.

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40 Ways to Build Your Professional Credibility

It’s harder than ever for a self-employed professional to land clients unless you appear credible. Once upon a time, you could get clients based on not much more than a business card, decent clothes, and your ability to present yourself well in a conversation.

Now what happens is that prospective clients check you out online before they decide to do business with you. Even when prospects are referred to you by someone they trust, they will typically visit your website, search online for your name, or look for you on social media. If what they learn doesn’t shout “credibility” to them, you’ll have a tough time getting their business.

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Why You Shouldn’t Do What the Gurus Do

It’s only natural to emulate successful people. You’d like to copy their success, so it seems it would make sense to copy their approach to sales and marketing. But modeling your marketing after the gurus in your field may not get you where they are.

Simply put, the present situation of these highly successful people may be entirely different from your own. Gurus typically have plenty of money to spend, staff to help, a large in-house mailing list, many followers on social media, widespread name recognition, a suite of products and services to offer, and many years of completed work to draw from. If you don’t have all this in your business, trying to copy their marketing and sales approach may be a recipe for failure rather than success.

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Business Building Writer Program starts Sept 13, 2018

Join C.J. Hayden for a six-session live webinar series! Business Building Writer: Learn to Build Your Business by Writing… Learn to Write So It Builds Your Business.

C.J. will teach you how to use quality writing as a business-building tool, how to write your stuff so that your desired audience will want what your business offers, and how to put those elements together into a business-building plan. You’ll take away a new set of tools and skills, an action plan, and an inspired new direction for using your writing for business-building.

Find out more.

Business Building Writer Program

 

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