Innovation–The Key To Successful Professional Service Marketing

March 1, 2013

Once upon a time, professional service marketing was unnecessary.

Clients and potential clients generally knew what kind of help they needed. They also knew the people in their local community who provided this help.

As long as service professionals continued to do what they had always done, they could remain reasonably confident that clients would find them when they needed them.

But that was then…only a few decades ago…and this is now.

In today’s global marketplace, consumers face a staggering array of professional services, from traditional accounting to newer areas such as website and mobile marketing. And within each service area, there is an equally staggering array of individuals seemingly qualified to deliver the professional services that they promote.

Putting aside the question of how individuals find and choose the right service professional to help them, how can we as service professionals distinguish ourselves from the competition and stand out from the crowd?

The best, in fact the only way to distinguish ourselves and stand out from the crowd is to continue to innovate in everything that we do.

Effective innovation starts with a clear understanding of what it is…and what it isn’t.

Innovation is something that is really new and different for you and/or your business.

Innovation is not unique in the world.

From this perspective, there are six main approaches to innovate:

  1. Combine existing things in a new way.
  2. Learn something new from a different business and apply it to yours.
  3. Challenge the usual assumption of continuing to do things they way they have always been done.
  4. Learning from the competition.
  5. Collaboration with customers.
  6. Experimentation, trial and error.

Choose and apply as many of these approaches as will work for you and your business.

If however, you ignore all of them, you will probably remain lost in the crowd.


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