As a self-employed professional, have you defined your marketing niche? You may think so, but a closer look might reveal that your chosen niche isn’t as effective as it could be. You may have selected a target market, but have no defined specialty among the services you offer. Or you may be clear on your professional specialty, but vague on who to target as prospective clients.
A clearly defined niche for an independent professional is one that spells out both a target market and a specialty needed by that market.
It might have happened that when you started your business, you told a few people what you were up to and clients just showed up. You may have had the good fortune of not having to work too hard to get noticed or think much about the details of your marketing; things just seemed to take off.
(If you’re saying to yourself, “Is she for real? This actually happens to people, where they don’t have to struggle to get clients, especially at the beginning?” The answer is yes, it’s a real thing.)
“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.