Can Planning Your Marketing Be Simple?

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.

Should Your Marketing Plan Include Creating Content?

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:

What’s the Missing Ingredient in Your Marketing?

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!”

40 Ways to Build Your Professional Credibility

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.

Why You Shouldn’t Do What the Gurus Do

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.

When Is It Time to Stop Marketing?

When Is It Time to Stop Marketing?

When should a self-employed professional stop marketing his or her business? Here are a few possible scenarios where you might be tempted to put marketing on hold:

o When your pipeline is full.
o When you don’t need or want any more clients.
o When your schedule is so full you don’t know where you’d fit in another client.
o When you have five proposals pending and you’re afraid they’ll all come through.
o When the holidays / vacation / summer are approaching.
o When you’re so busy fulfilling your current client obligations you don’t have the time or bandwidth for marketing.

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