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.
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:
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.
I recently ran across a 2017 study by FreshBooks Cloud Accounting asking 1,700 self-employed professionals, independent professionals, and small business owners what they found to be the most effective marketing strategies. All the participants had fewer than 10 employees, and 77% of them were solopreneurs, making this group a close match to the readers of this blog.
I was pleased to see how closely their answers aligned with the list of Effective Marketing Strategies in Get Clients Now! and the advice Kris Carey and I give our clients, students, and readers. Here’s what these self-employed professionals named as “highly effective” marketing strategies:
A question I often get from clients and students goes something like this: “I’ve been collecting marketing ideas… and I have a drawer full! I also have a stack of promising leads I’ve accumulated. And I know it’s important to stay visible, so I keep marketing, but then I just end up with more names in the stack. How do I prioritize all this?”
If you’ve ever wondered something similar, you may have lost sight of a very important truth — the way to win the business game is not to collect the most leads; it’s to make the most sales.
“But how do I get them to trust me if they don’t know me?” my client asked.
“Exactly,” I replied. “They have to get to know you in order to trust you. Either that, or they need to be referred to you by someone they know and trust already.”
Client: “So, you’re telling me that making cold calls and running ads are a waste of time and money?”
Me: “Yes. Unless you use those tactics to open the door to your prospective clients getting to know and trust you. If you expect to move from a call or an ad to a quick sale, you’ll be disappointed.”