Marketing For Professionals Is A Specialism
Marketing Is Difficult For Professionals:
Articles exploring why and what to do about it
Your website is under more scrutiny than ever! And progress is leaving it increasingly out-of-date.
Psychology factors & technical progress increasingly block enquiries from your website. Use Generation 2 methods to encourage potential clients and get more enquiries.
Many professionals' deeply focussed training takes them further away from marketing than they realise.
In practice, tempted to emulate 'normal' marketing, they may be disappointed because professionals work is more difficult to describe.
Unfortunately, many otherwise up-to-date website design providers focus only on the 'getting attention' step.
That is only the first of five steps – so you are left to design the other four steps. All the steps must work together for your Client-Attracting Pathway to work at maximum efficiency.
Every business has to encourage customers to engage to get to the benefit they want.
Low-effort approaches like 'build it and they will come' only work with startling novelties. Professionals need to manage their 'first-enquiry to loyal-client' Client-Attracting Pathway for best productivity.
Marketing can do much more for you than it is usually asked to.
It is usually thought of as simply an interface function: mainly for attracting clients. And that may be its primary function. But the disciplines of marketing can help inside the professional firm too, by working to improve internal processes.
If your product becomes a commodity, purchasers become price-driven and you lose profit. Then you can't afford to provide that quality of service and clients lose out too. So: 1. Build a Value Proposition, 2. Avoid 'Me-To' Messages and 3. Avoid Price-Driven Buyers.
Small changes in strategically vital places can have huge results!
These strategies aim to slightly change how your usual operations work. Changes of only a few hundredths - in the right place - will increase your profits. And often, once started, they can be easily continued.
ALSO: see the Short Thoughts Blog with posts like:
- Clients think we're no different to our competitors, so how...?
- What stops people who desperately need your advice from reaching you?
- Which is the most important page on your website?