Marketing Your Services

INTRODUCTION

Now that you’ve established your business, how are you going to attract clients? How much time and effort do you need to put into marketing your services? Does your financial plan include a budget for marketing your services? How are you going to brand ‘you’? How are you going to get your target market to see you as the ‘preferred choice’?

THE MARKETING PLAN

Take the time from the get-go to develop a marketing plan for your new business. Once you have one, you’ll be able to refine it over time, as you determine what works for you and what doesn’t.

  • Define your niche. If you were to give a 30-second elevator speech about what it is you do and what differentiates you from others offering similar services, what would you say? What services do you offer? What gap in service do you resolve in the marketplace? Does this market have growth potential?
  • Identify your ideal client market. What do you know about your prospective clients and the industry they represent? What challenges do your clients face that you can offer a solution to? Is your client market willing to hire external consultants? Are they in a financial position to hire external consultants? What is the best medium for reaching your clients?
  • Describe your marketing objectives. Is it to increase your client base? Is it to generate revenue? Make sure your objectives are measurable so that you can effectively evaluate the success of your marketing efforts and investment.
  • Marketing messages. What is it that you want to convey to prospective clients about you, about the services you offer?
  • Marketing strategy. How are you going to meet the objectives that you have set? How are you going to position yourself? Your services? What is it that you know about the prospective client(s) that will support you in making your services appealing to them?
  • Action plan. What tactics are you going to use to reach your prospective client?
  • Budget. What budget are you going to invest in your marketing plan?
  • Execution. How are you going to go about executing the various tactics you’ve outlined in your plan?
  • Evaluation. Don’t forget to evaluate the effectiveness of your marketing efforts by reviewing your marketing objectives against your outcomes.

NETWORKING

Not everyone is comfortable with networking yet it can be one of the most powerful tools in your marketing toolkit. The opportunities to network are limitless. The Alliance of Independent Practitioners (AIP) is a perfect way to network with like-minded individuals who are already in independent practice or who are interested in independent practice. We offer the perfect venue for brushing up on your networking skills before you test them out on the client market. Networking through AIP can also lead to working together with other independents through joint RFPs or through sub-contracting to meet a particular client’s needs.

Take the time to explore networking opportunities in your area. These might be through professional associations like IABC and AIP or through other organizations like Toastmasters, boards of trade, volunteer positions (i.e. boards of directors, community events/committees), professional development seminars or conferences.

If you offer expertise in a particular area, consider making yourself available as a guest speaker at service club, business association or community event where your audience may include prospective clients or those who are in a position to make referrals.

MARKETING COLLATERAL MATERIAL

Don’t underestimate the promotional value of your stationery items. Make sure your letterhead, business cards, envelopes, fax cover sheets and invoices all carry your contact information, your visual identity (if you have one), and your website (if applicable). Are there other pieces that you need to reach your prospective clients (i.e. postcards, brochures)? Keep in mind that the professionalism of the printed piece is a direct reflection of the quality of the service you provide, so consider hiring a consultant to design your materials if you plan to go this route.

ADDING VALUE

How can you add value? One of the greatest tools now being used in the online world is ‘freebies’. These can be in the form of free reports, templates, workshops, webinars, podcasts, blogs – where you as an independent offer your insight, expertise and practical tips for free. It’s one way of bringing people to your site, and another way of positioning yourself as an expert in a particular field. If people find value in the services/offerings you provide free of charge, imagine how they would perceive anything you charge a fee for – must be great, right?! For many, this approach can lead to new contacts and referrals.

WEBSITES

Do you need a website? Don’t create one just for the sake of having one, but if you believe it will fill a need in terms of reaching your prospective clients, then take the time to research the websites of existing independents. How are other independents positioning their services? How can you differentiate yourself from others who have engaged in online marketing? Have you ever seen a website for an organization that doesn’t reflect the company’s name? Don’t fall into the trap of using a catchy phrase for your domain name rather than your company’s name. People looking for your website won’t be looking for ‘thewrittenword.com’ if your company name is ‘Joe Brown Communications’. Large corporations and banks are good examples of organizations that know the importance of carrying a domain name that reflects the legal name of the company.

ADVERTISING

As a member of PIC, you can place a business-card size advertisement on IABC/Toronto’s online Marketplace at a discounted rate. This special discount is offered to PIC members in January each year. You can list your information in as many categories as you’d like for one fee.

WEBSITE RESOURCES

About.com (Small Business: Canada) - http://sbinfocanada.about.com/cs/marketing/a/bizpromotion.htm - Article: Ten Low-Cost Ways to Promote Your Business

Guru.com - http://www.guru.com - The world’s largest online marketplace for freelance talent, connecting freelancers and consultants with contract projects.

Solo-e.com - http://www.solo-e.com - An online learning and connection community dedicated to lifestyle-inspired solo entrepreneurs. Includes a variety of articles on marketing and other entrepreneurial topics as well as templates/tools to help you run your independent practice.

Zeromillion.com - http://www.zeromillion.com - Contains a library of articles on marketing, entrepreneurship, personal development, and web marketing.

Roaring Women - http://www.roaringwomen.com - Roaring Women is an organization set up to connect Canadian and American women entrepreneurs. This website features an online presentation on building a website.

Website Tips - http://www.websitetips.com - An educational website design and development resource for anyone wanting to learn about websites. Includes 2,400 annotated resources.

Effective Marketing Plans - http://www.sheridaninstitute.ca/programs%20and%20courses/continuing%20education/distance%20learning%20and%20online%20courses/~/media/WF_04_ConEd_026/Online_Course_Outlines/comm78004_al%20enl0022.ashx - Posted by a professor from Sheridan College in Oakville, this site takes you through a simple and straightforward outline for developing your marketing plan. Also includes a plan for web-based marketing.