In today’s busy world it is hard to stand out and to be noticed. People and business owners are bombarded today with so many ads, mailings, email, events and more that people are beginning to self-filter what they allow in. This can make it very hard for those trying to market their business to build visibility with new customers and prospects.
Find something that is unique about you or your business and work to play that up in your marketing and business development. Instead of trying to brand your self as many things to many people, find something unique reiterate that over and over again so that people begin to associate that with you. One of our very first clients would tell a story about the man who built their law firm. He would always tell the attorneys to tell clients and prospects something unique about you. Not the area of law that you practiced but something unique. Like “I love skydiving.” So that every time they saw you at an event they would remember you were the attorney that was passionate about skydiving. This way you are more memorable and you can stand out.
Be visible. A lot.
Repetition is a key component to successful marketing. But so often firms, companies and professionals do just a little here or there or they are so spread thin that they don’t really build recognition. So how can you effectively build visibility without spending a lot of money or time?
Layer your marketing efforts.
When you are hosting events, place some key ads and launch a mailer or two and an eblast campaign. This will give the effect of your clients and prospects seeing you everywhere so you achieve more top of mind awareness without having to invest in a lot of ads and mailings over time.
Go to everything. But don’t stay for everything.
Time is finite and you only have so much that is available for marketing and business development. A trick learned from the same attorney referenced above was to go to everything. Every event, be involved. He would attend so many events but would only stay 10 minutes or so. He would circle the room or event and then move in and say hello to key people in key areas of the event and then would leave. That way many people saw him so he would stay top of mind but he didn’t have to invest a lot of time.