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:
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:
“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!”
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.
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.
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.