Posts Tagged ‘Seminars’

Education as a Marketing Tool

July 17, 2017

The outreach that you provide to your clients and prospects has two roles. It should educate them, as well as provide value – meaning that your efforts do something to enhance their lives. For this reason, any sort of educational outreach is a marketing tool. These outreaches should be carefully considered, so that they are both of value to potential clientele, as well as economical for you.

  • Newsletters
    How frequently are you sending out an informative newsletter? Is that frequency right for your targeted group? How much outreach is engaging to the reader, and how much becomes white noise? Separate your contacts into groups and determine how frequently they would like or need a newsletter, as well as what type of information will be valuable to each group.
  • Blogs
    If not adequately promoted, blogs may sit in a dank corner of the Internet, unloved and unread. Carefully select search terms, and if you cite an author, be sure to include them. Publicize your efforts on social media, email signatures, and even business cards.
  • Gatherings
    These may take many forms. Whether it’s a seminar, “Lunch & Learn,” or an educational dinner series, don’t attempt to ‘pack the house.’ Smaller events, aside from being more economical to cater, allow you to give focused attention to each attendee, and begin forming a professional relationship with each individual.
  • White Papers / eGuides
    These are also an important part of the outreach process. Unlike newsletters and blogs, this is a ‘one-and-done’ exchange of information. These types of educational pieces can be very useful when it comes to lead generation – allowing you to offer something of value in return for contact information.

Whichever elements you choose to utilize, the best guideline is to Keep It Simple. Remember to balance cost and benefit. You can make your marketing much simpler and more cost effective by subscribing to a service like MarketingPro, which offers compliance-reviewed content as well as automation tools. Visit www.Marketing.Pro to learn more.

Advertisements

Six Marketing Channels

March 1, 2013

Everyone accepts the importance of demonstrating the value of their services to the public through marketing. What may not be as obvious, especially to less experienced marketers, is where to direct your marketing energies when you’re starting out.

To that end, here’s a list of channels you can use to get the ball rolling (or pass along to a colleague or protégé for their reference).

Client Referrals: Some of your best referrals may come from the folks you are already doing business with. You can’t put a price on word-of-mouth recommendations. Provide your valued clients with a few business cards and let them know you’d appreciate them passing along your information to friends, colleagues or family members who may benefit from the services you provide. If you don’t ask, they may not think of it. Speaking of which: don’t neglect your current clients. You’re far more likely to receive referrals from clients if you stay in regular (meaningful) contact and provide excellent client service!

Professional Referrals: Forge strong relationships with other professionals and communicate clearly to them that you’re interested in receiving referrals. When and if they refer someone, treating their referral with care and demonstrating your superior client service can help to grow the referral relationship.

Seminars: Hosting a seminar where you can engage a group of potential clients is a great way to inspire some new business and break new ground. Use this as an opportunity to demonstrate your knowledge and professionalism. Select comfortable surroundings and let your personality shine through as you speak; just because it’s business, doesn’t mean it shouldn’t be pleasant.

Client Events:  Speaking of pleasant, don’t discount these relationship-building opportunities. Try starting out with educational events and, as you get to know the tastes of your clients, you can expand to more entertaining, social events.  Don’t forget to invite your clients to bring a friend.

Automated Communications: Staying in touch on a regular basis can be a valuable way to nurture your client relationship and keep them informed. A regular newsletter, either through the post or email, can become a resource to them, not to mention demonstrate that you’re invested in the relationship.

Networking: Being an active member of the community and taking advantage of local events may help you to develop your client base. Don’t join a club, group, or attend an activity with the sole purpose of touting your services, of course, but don’t be afraid to put yourself out there in groups you belong to and care about – after you’ve established yourself as a committed, active member of the group.

Also, when people hear the word “networking” these days, it’s usually preceded by the word “social.” Incorporate Twitter, Facebook, LinkedIn and other online options (as your Broker/Dealer allows) into your marketing arsenal.