For Self-Employed Professionals & SMEs

We live in a new era. We live in the information era.

Owners of small and medium sized enterprises, including self-employed professionals, all face the challenge of processing an ever-increasing overload of information, but are hampered by severely limited resources. This challenge is especially acute regarding marketing, which could be considered the most important business task of all.

Simply put, marketing is whatever we say or do to generate more new business. It includes everything from advertising through satisfying clients to keeping in touch with everyone who can help your business grow.

In one form or another, marketing generates the inflow of new business that represents the lifeblood of small and medium sized enterprises and self-employed professionals alike. Without the inflow of revenue from new business, whether generated by referral or repeat purchases, few business operations can survive, let alone thrive.

Certainly there is no shortage of marketing information available online and off. Much of this information can be quite helpful. However, given the sheer volume of information available and limited resources, this marketing assistance is virtually inaccessible to self-employed professionals and owners of SMEs.

This is where marketing consulting can help.

Plain and simple, a marketing consultant is an expert. This is someone who has taken the time to process an overabundance of marketing information in order to learn and understand the critical elements of generating more new business.

The benefits of an experienced marketing consultant fall into four main categories:

  1. Improve and enhance clients’ understanding of strategic marketing concern such as planning, branding and content strategy.
  2. Increase the overall effectiveness of clients’ marketing.
  3. Align marketing activities with business operations.
  4. Enhance clients’ brands.

What does an experienced marketing consultant know…and more importantly do?

As an expert, an experienced marketing consultant understands how marketing works and how these concepts are applied to generate more new business. Based on tried and true marketing approaches, this expertise incorporates the best of today’s techniques to attract more ideal clients and generate more new business

Ideally, this expertise is shared for the purpose of helping others improve their marketing. See for example, this website and LinkedIn profile.

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Marketing Challenges of Self-Employed Professionals & SMEs

Although the primary focus of the above links is marketing professional services, the same principles apply to most SMEs. In fact, self-employed professionals and SMEs face the same fundamental challenges.

Limited Resources

Given their limited resources, few if any professionals or SMEs have the luxury of dedicated marketing resources. Whatever marketing is undertaken is typically performed by employees who have other responsibilities within the business. As a result not only must the marketing be effective, it must be performed as efficiently as possible.

Relationships

For success in their businesses, professionals and SMEs alike must maintain trusting, mutually beneficial relationships with the people who purchase their services or products. This relationship-building starts with the marketing process, and continues through the transaction to the post-transaction stage of keeping in touch to maintain the connection.

Quality Service

The quality of client or customer service is the most critical element of developing and maintaining relationships. For those SMEs that provide tangible products, it is the quality of their service that ensures ongoing customer satisfaction and loyalty. Realistically, all SMEs, regardless of what physical products they provide are in the service business—just like providers of professional services.

Marketing consulting support can assist self-employed professionals and SMEs in the following three areas.

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Marketing Planning

Typically the entire planning process addresses 14 themes, which include essential marketing elements for all self-employed professionals and most SMEs. Few clients need support in all of these areas.

The Basic Marketing Plan is ideal for business less than five years old as well as business that have never developed a written marketing plan.

Businesses that have operated between five and ten years and have a Basic Marketing Plan will benefit from an Enhanced Marketing Plan.

A Comprehensive Marketing Plan is ideal for businesses that have operated for more than ten years and have an Enhanced Marketing Plan.

Using the marketing planning process as a check list, specialized consulting will help identify strengths and weaknesses in the overall marketing program. Once these factors have been identified, appropriate strategies will be developed to optimize opportunities and minimize, if not totally eliminate threats.

By way of follow-up support, Laser Coaching is available.

Want to learn more about how this consulting service can help you? Click here to book a preview session. In this free session we can discuss your marketing concerns and how we can addressed these concerns.

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Brand Development

Today’s marketplace is more competitive than ever before. Potentially ideal clients and customers have virtually unlimited choices available to them. They are flooded with an infinite array of competitive choices.

A strong brand can help you distinguish yourself and stand out a crowded marketplace. Your brand will help attract new clients and consumers, build trust, and showcase the value that your business delivers.

Branding consulting offers support in the following areas:

  • brand positioning statement, based on your unique selling or value proposition
  • brand promise: the value that clients or customers will enjoy from you service or product
  • brand strategy: how and where to use your brand for optimum benefits.

If you already have a brand, but think it needs refreshing, specialized consulting will help identify your brand’s strengths and weaknesses. Once these factors have been identified, appropriate actions will be developed to refresh and improve you brand.

Again by way of follow-up support, Laser Coaching is available.

All self-employed professionals and SMEs need a strong brand to stand out in a crowded, competitive marketplace. If you want to learn more about how a strong brand can help you, click here to book a preview session. In this free session we can discuss what makes you unique and how this distinctiveness can be the basis for your brand.

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Content Strategy

Developing and implementing an effective content strategy is the key to achieving a high level of engagement of the audience for your marketing.

Story-telling is a key element of content strategy. By effectively telling your story, you help potentially ideal clients understand how you can help them and also help past and current clients recognize how you can help them even more.

There are four inter-related phases of developing content strategy:

  1. Preparing A Content Road Map
  2. Content Execution Plan
  3. Growing The Audience
  4. Optimizing and Measuring the ROI of Content Strategy

Once again, by way of follow-up support, Laser Coaching is recommended & available.

Want to learn more about content strategy and how it can help you? Click here to book a preview session. In this free session we can discuss the concept and how it will help you generate more new business.

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How To Start Improving Your Marketing

If you are like most self-employed professionals and SME owner you probably want better marketing. And like many of these people, you probably also don’t know where to start.

To address this issue, check out this Marketing Performance Assessment. It is an online self-assessment tool can help you improve your marketing and generate more new business.

This self-assessment, which is based on a questionnaire that addresses 30 marketing issues, is both convenient and comprehensive.

Completing this online tool is about as convenient as it gets.

By way of follow-up to completing the assessment, you can also have a laser coaching session if you want one. It’s included as part of the assessment.

Now it’s your turn. Do want more business for your business? If you do, let’s get on with it.

Return to the top of this page and select the option that will best address your marketing challenge and let’s start improving your marketing.

I look forward to working with you.

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