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#56: Low Budget, High Effectiveness Visibility

Posted By Mark Haas CMC FIMC, Monday, May 25, 2009
What are some moderately priced ways for consultants to increase visibility and connect with customers?

Slow markets are exactly the time to step up your marketing efforts. Customers want more information about what kind of services and skills you have than in the past. A list of past clients, and services offered don't seem to differentiate you enough. Given that list and description of your "approach" to providing services is "what you do," it is critical that you find a way to help customers understand "who you are."

You know the long-standing methods: advertising, membership in networking groups, attending conferences, etc. These don't give a prospect much insight into who you are. You've also heard of high-tech approaches that some praise as the "wave of the future": airline radio, teaching, YouTube videos, CD by mail. What has become increasingly clear, however, is that some of these methods are questionable as to their effectiveness in today's business culture. Much of the problem with these is that they are too fixed in how they present your qualifications.

Tip: Customers look for someone with insight into their emerging problems. Show them how you think, not just what you do. This puts a premium on regular blogging, public speaking, workshops on current topics in the industry, vidlogging (video blogging) giving your ideas about trends in the market, and writing white papers. With these approaches, you can refresh your content and respond quickly to current events. Pick a format that fits with your capabilities and keep up with it.

© 2009 Institute of Management Consultants USA

Tags:  customer understanding  marketing  publicity 

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