<\/a>4 approaches to successfully embracing marketing.
\n<\/strong><\/p>\n
by bonnie buol ruszczyk
\n<\/em>bridging the gap<\/a><\/em><\/p>\n
more: <\/b>a simple way to dissolve the generational gap<\/a> | growing, developing future leaders is a two-way street<\/a> | they don\u2019t want to be owners!<\/a> | the culture of continuous improvement<\/a> | a winning culture is an intentional culture<\/a> | a call for change: an open letter to each generation<\/a>
\nexclusively for pro members. <\/span><\/strong>log in here<\/a> or 2022世界杯足球排名 today<\/a>.<\/span><\/p><\/blockquote>\n
\n
- identify your differentiators:<\/strong> delivering great work, having wonderful employees and being a \u201ctrusted advisor\u201d to your clients are not differentiators. these are the price of entry in today\u2019s competitive market. take the time to figure out what makes you truly unique in your clients\u2019 eyes and build your marketing efforts on that. teach everyone in the firm how to talk about differentiators consistently \u2013 both existing partners and younger up-and-comers.<\/li>\n
- create a strategic marketing plan:<\/strong> ideally, this plan will not just include the tactics you will use to increase awareness and add new business, but it will also take a big-picture look at your firm, its services, its competitors, the market at large, ideal clients and your objectives. until you understand your place in the ecosystem, it is hard to create a plan that will return results. so take a step back and discuss who you are as a firm, determine which specific target markets you want to reach and then talk about the best way to do it. be sure the plan includes a variety of specific activities that not only reach the target market through different channels but also offer everyone in the firm, regardless of where they are in their career, the opportunity to meaningfully contribute.<\/li>\n
- include your managers and even associates in the planning process: <\/strong>ideally, everyone at your firm will be involved in your marketing and business development efforts. you will get significantly better buy-in and more enthusiasm if representatives from various levels of the firm are involved in creating the plan. younger staff members will have great new ideas for ways to reach your audiences, and by adding those to your more traditional efforts you will win in two ways. first, you\u2019ll be reaching more potential clients by expanding the number of tactics you use. secondly, your younger staff will be excited about the fact that the methods they embrace, social media in particular, are now part of the firm\u2019s overall plan.<\/li>\n
- train, recognize and reward for greater success:<\/strong> it\u2019s not enough to involve your younger staff in the planning; you need to give them the training, tools and time to implement their part of the plan. invest in training them on things like how to get the most from networking efforts, how to turn social media into business development and how to recognize opportunities and turn them into new business. recognize successful efforts and have the staff member share how he or she did it. set up systems internally to reward new business, including financial compensation. once the laggers see their peers\u2019 success, they often decide to jump on board too.<\/li>\n<\/ul>\n
keep in mind that what works for one person might not work for everyone. and that\u2019s okay too; each person can find their personal way to market and develop business. as long as your message is clear and consistent, it really doesn\u2019t matter how it is delivered \u2026 just that it is. the more you share your marketing objectives and involve everyone at the firm, the more quickly you will see that return on investment and increase in revenue that everyone wants.<\/p>\n
just as importantly, you will bridge generational gaps within the firm by achieving teamwide goals that allow younger team members to show their strengths and contribute where established leaders may struggle. becoming the teacher in one area makes it far easier to be a gracious and disciplined follower in others. the reverse is true as well. current leaders will have an opportunity to see the facility and success younger staff display with the new techniques, developing an increased respect for their abilities. and as older team members are put into the unfamiliar position of not<\/strong> being the best performers, they will find it easier to empathize and as a result, become more effective leaders and mentors.<\/p>\n
discussion questions<\/strong><\/p>\n
\n
- how will you expand and modernize your firm\u2019s marketing plan to take advantage of the latest tools and techniques?<\/li>\n
- who might be particularly adept with social media already and willing to lead efforts in this area? (it is often useful to pair or group older and younger team members to achieve the ideal balance of skill, comfort and judgment. this has the added benefit of building individual bonds outside the normal firm dynamics.)<\/li>\n
- how can you encourage current leaders to recognize the value inherent in the new marketing techniques and allow younger staff to really lead where they have expertise and develop their own personal approach to marketing and developing business for the firm?<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"
4 approaches to successfully embracing marketing.<\/strong>
\nby bonnie buol ruszczyk<\/em>
\nbridging the gap<\/a><\/em><\/p>\n","protected":false},"author":2355,"featured_media":52607,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","footnotes":""},"categories":[1363,2259,3120,2297,2301],"tags":[643,715],"class_list":["post-52240","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-featured","category-leadership","category-pro-member-exclusive","category-staffing","category-talent","tag-hiring","tag-jobs"],"acf":[],"yoast_head":"\nmarketing is not just for partners anymore - 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