When thinking of ways to market yourself it is important to think in terms of what tangible service you provide your clients. You want to create a personal brand surrounding yourself, and the service you provide your clients. In order to do this, the same of basics of branding can be used as a guideline when selling yourself to a potential client, employer, or niche market.
Your online niche marketing strategy should include highlighting your experiences, skills, knowledge, and strengths. In order to successfully compete against others in your field you need to turn yourself into a personal brand that will be recognized as standing out among the crowd. Have a clear, strong message and stick to it. You want other to know what to expect when choosing your firm or services.
The basics of personal branding
Pricing. The amount you charge clients is a very important aspect of your branding. Are you a boutique specialist, or a lower-cost volume based practitioner? Essentially, this is what you think your services, skills, and expertise are worth given the market conditions. A little research will go a long way here, making sure that you have a fee structure that is both marketable and doesn’t act as a deterrent for your potential client base.
Find out what others with similar expertise and experience are drawing for a salary and don’t be afraid to sell yourself at this point. Being realistic as to the value you bring to the table will keep everyone on the same page. What you’ll find often happens is that the lowest priced brand often sets the market. In order to charge a higher price, make sure that you focus on your experience, and how that experience brings more value to the client for the cost than the lower-cost competitors.
Placement within your industry. Finding your niche is the equivalent of personal product placement. Find out where your client base is focused, carve out a spot, and let yourself be heard. Knowing the pains and interests of your clientele will help to focus your marketing energy in the most lucrative direction.
Promotion. Promotion for professional service providers can be thought of as communicating your brand. Remember if you do not communicate to the world your passion and expertise who will? This means you need to discover the most effective way to get your information out to your target audience.
Memorable first impressions are important here. Information and messaging that clearly defines your expertise, how you can help clients, and is optimized to convert will cause others to want to follow you and learn more about what you can do for them.
Overall, it is a good idea to remember that when you are promoting yourself in the media it helps to be considered an expert in your field. There are many ways to go about making this happen, including writing, making it easy for you to be found and cited in the media, making appearances, and promoting yourself as a thought leader.
If you would like to find out more on building your personal brand
I invite you to contact me. I have been helping professional service providers such as CPAs, attorneys, and financial services providers focus their business development efforts on profitable micro-niches for over 10 years. If you would like to find out about how a narrow focus and the pursuit of the right kind of clients can lead to big results and increased profitability, email me at email@example.com.