I’ve probably had more conversations on this topic with clients than any other: What marketing strategies should I use to market my professional services?
These days, there are more options to promote yourself than ever before. And you may have a tendency to look for something quick and easy that will generate an endless stream of new leads.
I wish there was such a solution. Some of the newer marketing methods, like YouTube videos, are very powerful, but extremely difficult for the average person to pull off.
Over the years, I have had tremendous success with three main marketing activities. And I have also helped many clients implement these strategies successfully. However, for all of them it can take a great deal of time and energy to get consistent results.
Here are the pros and cons of each strategy and my general recommendations on how to integrate each into your overall marketing plan.
Networking and direct outreach
This strategy is about building relationships with other people in your field who can connect you with potential clients. This means having conversations, attending meetings (individually or in groups), and following up. Sometimes it means communicating directly with those in your network (including LinkedIn), being proactive, and exploring possibilities for projects.
Advantage: Networking is the most concentrated, focused, and personal type of marketing. And if you do it well and consistently, it can be extremely effective at building strong, trusting relationships with your business partners and prospects.
Cons: The downside of networking is that it can drain your energy. This is a particular problem for introverts like me. And networking only allows you to reach a limited number of people.
Recommendation: Start marketing your professional services by meeting with as many people as possible, face-to-face. Join organizations and associations, then learn how to use LinkedIn to connect with new prospects.
Talk (live and webinars)
If you want to earn a reputation as an expert, nothing better than talking. And it combines the best of networking and writing, in that you connect directly with people and also share your valuable expertise.
Advantage: Talking can quickly establish you as an expert. And you can immediately follow up with your audience.
Cons: The downside of speaking up is that, for many people, it comes with a high fear factor, therefore many people avoid it.
Recommendation: As your network expands, begin to find audiences to pitch your ideas through professional associations, chambers of commerce, and other groups, both online and offline. Learn the skills of giving a great presentation and following up with your audience members.
Writing
Publishing articles and books has always been a good way to market professional services. It establishes your credibility. And with the spread of various platforms across the internet, like Medium, and tools like WordPress, it’s easier than ever to get your ideas out there.
Advantage: There’s no better way to get your ideas out into the world and in front of a large number of people quickly and at virtually no cost.
Cons: The downside of writing is the sheer volume of material online. There are so many articles published online these days and sent via email that it can be difficult to read. And yes, writing is a lot of work and takes a lot of time.
Recommendations: You need to publish an online newsletter and blog as soon as possible. Work to grow your list and you will expand both your reach and your credibility. Keep in mind that this can take years, so you have to be patient.
This is the fifth of five articles on the 5 Pillars of Marketing, my marketing blueprint that helps get your marketing on track. 5 pillars article here.
Social Media (additional strategy)
For freelancers, social media is a quick and easy way to communicate about what you’re doing in your business. It’s worth the time to set up LinkedIn, Facebook, and Twitter accounts.
Advantage: It’s easy to set up social media accounts and start posting and linking almost immediately.
Cons: It can take a long time to gain traction that results in any new business. And it can also consume a large amount of time.
Recommendation: Think of social media as a complement to networking, speaking, and writing. You can increase your visibility and credibility among those you already know.
All of these marketing strategies take time to master, and they don’t come with immediate results, but in my experience, the time and effort you put into them will more than pay off.
Perhaps the biggest mistake you can make when marketing your professional services is implementing these activities haphazardly and superficially. To be successful, you need to do all of them regularly and often. And for that you need a solid plan, step by step.
Regards, Robert