Marketing As Education
May 14, 2013
Another entry from the ‘What Is Marketing‘ Department.
In addition to attracting new clients and also your favorite definition of marketing here is another definition that you can add to the list.
Marketing is all about education. Specifically, it’s about helping five groups of people learn more about you, and how you help clients.
Helping Support Staff & Colleagues Learn
Before even thinking of telling the world about our services, make sure that everyone at home base is on the same marketing page.
Anyone and everyone who will have any client contact plays a part in our marketing. In practice, this means that it’s essential that they fully understand who we are, what we stand for and how we help clients.
As an added bonus, these people can and often do, offer helpful insights and observations that might improve the effectiveness of our marketing.
Helping Referral Sources Learn
Networking and referrals remain the major source of new clients for service professionals. This being the case, it is essential that our referral sources fully understand who we are, what we stand for and how we help clients.
It’s also essential that they understand who the kinds of clients we love to serve…our ideal clients. If they know the kinds of people we love to serve, it’s unlikely they will refer any potentially problematic clients.
Helping The Market Learn
Strange as it may appear, parts of our market remain unaware of our services and similar services of comparably qualified professionals.
This means that the starting point for marketing as education is helping the market understand not only the existence of our professionals services, but also how these services can help them make a difference in their lives.
Instead of echoing what everyone else in your industry is saying, tell your own story, which includes an introduction to your personal brand and brand promise.
Helping Potential Clients Learn
For potentially ideal clients to hire us, they must see us as likeable, competent and trustworthy.
Instead of promoting personal and professional achievements, a better approach would be to outline common problems that face people like them…and then discuss how these and similar problems were resolved. Another good place for your personal brand and brand promise.
Ideally, our marketing will help potentially ideal clients learn why we are their most logical choice as some one who can and will help them with their problems.
Helping Clients Learn
Consistently, professional services includes huge elements of helping clients learn. For the most part, this involves learning more about the technical aspects of out service.
We can also help clients learn to make the most of our help…how to get even better results from our service. Even better results will produce even more satisfied clients, which in turn will probably produce even more repeat and referral business.
For most of us, education is a critical component of our client service.
Why not also make it a key element of marketing professional services?