Why Professionals Need to be Marketers Too
Its no secret that our world has changed incredibly. Never before has the world been so interconnected. Technology provides instant access to endless amounts of information. Everyday we are bombarded with an astounding amount of messages and content. This groundswell of information hits us with a dichotomy as were faced with both massive choice and crippling option. Any consumer is now given a seemingly unlimited amount of choice for any purchase they might be considering. And it is no different when they are seeking to find professional services. This is why professional service firms either need to adapt or risk finding themselves lost in the virtual wilderness.
Adapting to this new environment requires professionals to make a key mindshift if they want to continue to stand apart amongst the plethora of choice available. That key mindshift is to not only be an expert in their professional area, but also be able to think like a marketer too. Which means figuring out how to use that professional expertise to enable potential clients to engage with you and your services.
Peter Finklestein, writing for Business Review Weekly, refers to those who can make this mindshift as Rainmakers. Finklestein describes Rainmakers as a person in a professional practice who has the ability to consistently find innovative ways to represent the profession in a way that encourages new clients without crossing ethical lines.
Marketers know that with the growth in the new online environment, there is the fantastic opportunity to be positioning yourself as the expert in your field, and reaching out through online channels in ways that provide value to a wider audience, not just your immediate referral network. After all, the most important person in the future success of your business is most likely someone you have yet to meet.
Of course you need to continueevery day, in every client meeting, with every phone call or email to beconsidering business development goals, not simply day-to-day productivity. And also continue working to build lasting, solid client relationships that encourage new future business. But gone are the days when professionals can rely solely on their network of referrals and reputation. Gone are the days of relying on print and broadcast advertisements as these platforms face their own challenge of dwindling readers and viewers.
People have moved online, and professionals need to make this shift as well. Having an online presence that enables potential customers to engage with you, your expertise and your professionalism from wherever they might be in the world gives you a professional edge over those still thinking in the old terms of print and broadcast marketing strategies.
Video blogging is seriously one of the most powerful strategies you can begin to implement in order to build your professional and personal brand online .Video blogging will create a highly engaging and valuable content catalogue that enables you to stay in front of your current clients and attract new clients.
Are you ready to make this mindshift?