In the briefest of words, a professional service brand is what distinguishes your services from the services of other comparable professionals.
As an key element of your marketing, your brand should be reflected in every aspect of your marketing communications, from business cards to social media marketing.
Clarifying your brand is the first of 8 steps to successfully developing and implementing a social media marketing plan.
If you have not already done so, take some time to reflect on your professional brand.
What specifically distinguishes your services from those of other comparably qualified professionals?
Take as much time as you need to develop a short, succinct description that accurately identifies what’s special about your services.
Once you are comfortable enough with your description to tell your best friends and strangers alike, you’ve got it right.
Your Brand Promise
This distinctiveness of your professional service brand helps attract clients.
It offers them a compelling reason for choosing you instead of the competition.
From clients’ perspective, the most compelling of all reasons is the promise of satisfying their needs and wants.
As a result, a professional service brand includes a promise…a promise that by delivering professional services in your own personal manner, you will satisfy clients unlike anyone else.
Your brand promise is the foundation of branding as a marketing strategy.
Properly communicated, your promise can attract new business potential clients, actual clients and referral sources.
Once again, think about your professional services.
What benefits do clients receive when they hire you to help them?
Specifically what do you do that is different, perhaps even better, than the competition?
In most cases, your brand promise is implied by the statement of your brand. It is the conclusion to which your brand statement logically leads. As such, it need not be specifically included in the description of your professional service brand.
In effect, it answers the prospects’ question: why should I hire you? It offers potential clients a compelling reason for hiring you instead of the competition.
This is content represents Step 1 of 8 Steps To Successful Social Media Marketing For Service Professionals.
The 8 steps are:
Step 1: Build On Your Brand
- what does your brand stand for?
- what makes you different from the competition?
- what benefits do clients/customers enjoy as result of dealing with you instead of the competition?
To learn more about applying your brand to social media marketing, see Developing Your Professional Service Brand.
Step 2: Give More Than You Expect To Receive
- people do not follow or connect with you in order to read your sales pitches
- help your connections and followers learn from your knowledge, expertise and experience
- preparing marketing communications that make the connection
To learn more about giving more than you expect to receive, see Givers Get More in Social Media Marketing.
Step 3: Understand That The Impossible Is Possible
- if you think you can’t master social media marketing, you’re right.
- if you think you can master social media marketing, you’re right
- just because nobody else has done some specific thing it, it doesn’t mean it’s impossible
To learn more about how the impossible can be possible, see With Social Media Marketing, The Impossible Is Possible.
Step 4: Create A Playbook (And Be Prepared To Revise It)
- you need to have a plan
- you need to have a plan for when the plan changes.
To learn more about preparing your social media marketing plan, see Your Social Media Marketing Plan.
Step 5. Keep It Real
- social media is less scripted and less polished than conventional marketing communications
- social media feels the way you interact with friends, it feels more real than promotional copy
To learn more about keeping your social media content real, see The Secret of Social Media Marketing Success.
Step 6. Manage Your Social Media Continuously
- selecting the right social media for your communications
- you or some one who knows your business as well as you should write the content
- who is going to post your content and monitor comments?
To learn more about managing your social media, see Manage Your Social Media Continuously.
Step 7. Build In Partnership & PR Potential
- if your idea is interesting or dramatic or provocative, potential partners and news media will want to jump on board
- be ready, willing and able to respond to whatever unexpected opportunities that may arise
To learn more about building in Partnership and PR Potential, see Social Media Partnership and PR Potential.
Step 8. Ride Your Social Media Wave–You Can’t Control It
- Social media an organic, moving, developing thing (influenced by online users)
- using and applying it can be liberating and exhilarating.
To learn more about riding your social media wave, see Ride Your Social Media Wave.