are you a trusted resource?
by august j. aquila
price it right: how to value accounting services
let’s face it, achieving the firm’s goal is everyone’s responsibility. it cannot be delegated to a marketing director or a handful of rainmakers.
more: five ways to make partners fall in love with marketing | analyze your firm to keep it current | three more strategies for growing your practice | understand the 10 steps of the buying process | calculate the cost of losing clients | eleven possible pitfalls of mergers | six ways to expand your client services checklist | four questions for choosing your marketing audit strategies
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everyone has his or her own style, strengths, weaknesses and objectives when it comes to marketing and bringing in new business. a personal marketing plan gives you the opportunity to take responsibility for
- developing a referral network,
- obtaining new business from existing and new clients, and
- increasing your personal balance sheet by developing new marketing and communication skills.
a personal marketing plan must be linked to the firm’s plan. you can’t expect people to develop personal marketing plans in a vacuum. once the firm/ department has developed its goals then the individuals within the firm/department can start on theirs.
here are steps you can follow to create an effective personal marketing plan:
- define your target audience: determine the specific group of people or businesses you want to reach with your services. consider their demographics, needs and preferences. this will help you tailor your marketing efforts to appeal to your ideal clients.
- set clear objectives: establish measurable goals for your personal marketing plan. examples could include increasing your client base by a certain percentage, generating a specific number of leads per month, or expanding into a new market segment. having well-defined objectives will help you stay focused and measure your progress.
- understand your unique value proposition: identify what sets you apart from other professionals in your field. determine your unique strengths, skills and expertise and how they can provide value to your clients. clearly articulate these differentiators as part of your personal brand.
- develop a strong personal brand: build a compelling personal brand that reflects your professional identity and resonates with your target audience. this includes designing a professional website, creating a strong online presence on platforms like linkedin and crafting a consistent brand message across all communication channels.
- create an online presence: leverage digital marketing channels to promote your services. develop a professional website that showcases your expertise with client testimonials and case studies. establish an active presence on relevant social media platforms, share valuable content, engage with your audience and participate in industry discussions.
- networking and relationship-building: actively engage in networking activities to expand your professional connections. attend industry events, conferences and seminars to meet potential clients and establish relationships with colleagues. join professional associations and participate in online communities relevant to your field.
- content marketing: create and share valuable content that demonstrates your expertise and provides value to your target audience. this can include blog articles, white papers, videos, podcasts or webinars. focus on addressing the common challenges or questions faced by your audience and positioning yourself as a trusted resource.
- referral programs: encourage satisfied clients to refer your services to others by implementing a referral program. offer incentives or rewards for referrals, such as exclusive pricing on future services or exclusive access to premium content.
- monitor and analyze results: regularly review the performance of your marketing activities. track metrics such as website traffic, lead generation, conversion rates and client acquisition. analyze the data to identify what strategies are working well and adjust as needed.
- continuous improvement: stay up to date with industry trends and advancements in your field. invest in ongoing professional development to enhance your skills and knowledge. continuously refine and adapt your personal marketing plan to align with changing market dynamics and client needs.
developing a personal marketing plan is unique to you. this is ultimately a process and not a one-time task. the above steps will guide you in creating your marketing plan each year as your experience grows along with your client base. based on the feedback and results you receive from clients and prospects, your effort and adjustments will reward you.
stay committed to your plan and be willing to adapt as you learn and grow in your professional journey.