The ebn network is full of people who know their ‘stuff’. To add value, I’m asking a few willing
victims volunteers to share some of their wisdom. The first – er – volunteer is Lesley Morrissey of Inside News. Asking her was a no-brainer – she’s a writer, so writing a blog was like falling off a (b)log – and she’s given me tons of useful advice about her area of expertise. Read and enjoy! Glenys
Over the years many of my clients have come to me for a specific job – like writing a website or managing their Twitter account – but, when asked, they can’t tell me who I’m writing for.
I get on my soapbox about knowing your ideal client – a lot – so here are my 5 steps that I think EVERY business owner should work through and revisit regularly.
- Who do you want as clients/customers?
This needs to be as specific as possible. So it’s no good saying ‘accountants’, because there are big, multi-practice accountants, smaller practices with a handful of staff, specialists in taxation, one-man (or woman) bands who work from home – and that’s just a few. Which one is your perfect client – because they’re all different, with different issues, worries, problems and needs?
- Why you?
What have you got to offer that’s different or better than your competitors? What makes you unique? What issues can you resolve for your ideal client? What do your current clients rave about? Don’t guess – ask them. What are the measurable benefits of what you do?
- Where are your prospects hanging out?
A blanket approach to marketing probably isn’t going to work, so you need to think about where your target market are active. Are they on LinkedIn, Facebook, Twitter, Instagram, Pinterest or YouTube? What groups do they contribute to? What publications do they read? Which networking groups do they attend?
- Develop your strategy
Get your brand and identity sorted. That means your logo, strapline, font styles, colour references, headshot, banners, etc. If you don’t have a brand guide – you should – and make sure everyone in your organisation uses it properly.
What activities will you engage in to establish a top flight reputation in your industry? Blogging, social media (which ones?), List building, lead magnets, newsletters, email campaigns, direct mail, advertising, networking (where), etc.?
- Means, manpower and measurement
Who does what, how often, where and how? How will you check progress? What are your measurement parameters? How much time needs to be invested – daily, weekly, monthly? Who is responsible for managing the project? Who else will be involved? How often will you review and revise the plan?
This is the basic steps of a good reputation marketing plan – and the first three steps are important not only for marketing but will make a positive impact on the whole business plan.
Lesley Morrissey is a copywriter, consultant, and reputation marketing expert. Raid her Treasure Chest at www.insidenews.co.uk.