This week I was working with one of my client’s marketing team to create their communications strategy for 2019. We discussed the importance of quality professional articles from members of staff, using LinkedIn as the primary platform. The question was posed, ‘What process can I use to help a busy director to create quality content for an article?’
It’s surprising how many businesses don’t have any sort of marketing plan. ‘We are doing well, we have long-term clients, we don’t need to do marketing’ is something I hear from time to time. Great the business is going well, but what about the future? A marketing plan is not just about growth, it’s about risk management too.
My typical clients are experienced business owners or C-Suite and high-level professionals in management roles, who are already doing things outside of their daily job like giving keynote addresses, sitting on panels or working as directors on boards. A few of my clients are emerging leaders – on their way to building successful businesses or climbing their personal career ladder.
I was fortunate enough to be invited as guest speaker for Part 1 of the WISE launch: a webinar on professional personal branding. Here are some of the key take-aways from the personal branding webinar.
People do business with people… and now more than ever we need to stand out from the flooded online marketplace by connecting with our target audience on a real, ‘human’ level. Personal branding means considering values, company culture, personality and expertise to show WHO YOU ARE in business and make people want to work with YOU, not the competitor next door.
For most companies, competition is widespread. Within one city there are many accountants, financial planners, lawyers, HR consultants, etc. And basically all accountants do the same thing. Of course there are variations in target markets, services provided, delivery methods and skill set – but generally speaking, you provide the same benefits to the client.
Today I ordered some flowers to be delivered to a friend. I had 10 minutes to get it sorted so I didn’t have time to shop around. I quickly did a Google search and jumped on one of the first websites I saw. The website was very clearly set out with some lovely flower arrangements. I thought they were a bit pricey but I went ahead and placed a call.