1. Optimize your LinkedIn profile. First, your profile should be complete and up-to-date, including an updated photo, a compelling headline that accurately describes your niche, a summary that highlights your experience and expertise, and recommendations from people you have worked with. Also add relevant skills, certifications, publications or projects related to your niche. Finally, use relevant keywords in your description to make your profile easy to find.

2. Build and engage with your LinkedIn network. Connect with other professionals relevant to your niche. Go through your email contacts to make sure you are connected on Linkedin, send invitations to new people you meet networking and search for individuals online that may be good contacts. Use LinkedIn’s advanced search feature and join LinkedIn groups to find other professionals in your niche or complementary to your business. Once you’re connected, regularly engage with them by liking, commenting, or sharing their posts; congratulating them on their achievements or milestones; and offering assistance or suggested resources.

3. Share relevant content. You should share helpful high-quality content on LinkedIn that demonstrates your knowledge and experience in your niche, such as articles, blog posts, videos, presentations and other content you create. You can also provide curated content from third parties. Offering valuable information helps build credibility and trust and establishes you as an authority in your niche.

4. Participate in LinkedIn groups. Joining a group relevant to your niche is a way to connect and build relationships with other professionals who are interested in the same audience you are targeting. Initiate conversations, ask and answer questions from other group members and share helpful content without pitching your services to position yourself as a trusted resource.

5. Use LinkedIn ads. Advertising on LinkedIn can be expensive but it does offer numerous opportunities to target your ads to specific audiences based on their job title, industry and other demographics. While advertising can help you build your brand in your niche, often it’s more effective and less expensive to focus on a very specific goal. For example, you can advertise a webinar that will generate leads for your firm as well as promote your expertise.

6. Create and promote LinkedIn events. Use LinkedIn to promote your events and encourage people to register. This helps expand your visibility as an expert and bring in new leads.

If you have a niche, you need to use multiple strategies to promote it effectively. But make sure you take advantage of Linkedin most of all because it offers one of the best returns on investment you can get in marketing.

Need help with your marketing, contact us for a free consultation.

Instead, you want to provide a clear and concise response that tells them who you help and how you help and indicates something that is unique or memorable about you.

With that in mind, what are some of the top mistakes you may be making?

1. Providing too little information. Some networkers just introduce themselves with either their job title or profession (I’m an attorney, accountant, etc.). While you’ve given basic information, it’s not enough. For example, who are your clients? What types of problems do you specialize in handling?

The same is true of your Linkedin profile. Your headline (that’s the text under your name), “About,” and “Experience” sections should give people relevant specifics about what you do.

2. Listing everything you do. Many professionals handle different types of clients and issues. However, listing more than a few things will ensure that you are not remembered. Instead, focus on your sweet spot. Highlight your niche expertise to stand out.

This is true when meeting in person and in your written materials like your social media and website bios. Once you’ve explained your niche, you can mention that you handle other areas as well.

3. Trying to cram in too much information about yourself. At a networking event, say one or two sentences about yourself and then shift to the other person. You can follow up afterward with more details. Otherwise, you’ll overwhelm and bore the listener.

You also don’t need a lengthy website bio or social media profile. People don’t need to see everything you’ve ever done, especially if you are a seasoned professional. Get to the point and focus on the key elements that would most matter to the people you want to attract for business.

4. Not explaining how you help clients. People don’t care that much about what you do. They want to know how you can help them or someone they know. Be specific. What problems can you assist them with? How will working with you benefit them? You don’t want to make this a sales pitch but you do want your description to focus on what your listener cares about. Make it relatable to them.

5. Using industry/technical jargon. Ask yourself whether people outside your field really understand what you are saying. Often, professionals use terminology, acronyms and other descriptors that are not clear to lay people and they may be embarrassed to ask. Instead, they will just forget about you. Use plain language and keep it simple in person and in writing.

6. Forgetting to listen. A conversation goes 2 ways. If all you care about it is getting out what you want to say, the meeting will be a failure. Talk less, listen more. Ask lots of questions and respond to theirs.

7. Not tailoring your answer for your audience. Your answer will vary depending on where you are and who you are with. Introducing yourself at an event where everyone has a chance to get up and give their elevator pitch is different than chatting with people at a business cocktail party or meeting someone new at a friend’s backyard party. You should have several elevator pitches that can be adapted for any situation.

Similarly, you should have multiple versions of your bio for your website, social media, and other places where it may appear (ex. membership directory, speaking engagements, articles, etc.).

8. Forgetting to show excitement/passion for what you do. Adding a bit of enthusiasm and excitement to your answer can make it more engaging and memorable for the listener or reader. A great way to do this is to have stories that show people the kind of person you are.

9. Failing to have a next step. If you meet someone at an event, you likely want to continue the conversation at a later date, so your next step may be to exchange contact information for follow-up. But don’t be pushy and make it seem like the only goal of your follow-up is to sell them something. You are building a relationship.

Answering the question “What do you do?” can be a challenge, but avoiding these common mistakes can help you provide a clear and engaging answer that makes a positive impression on others.

If you need assistance with your marketing or branding, contact us for a free consultation.

Many of the phrases professionals use in describing themselves are quite common. For example, you’ll find lots of individuals and firms that emphasize their years of experience, delve into their clients’ problems, help them be proactive and develop customized solutions to fit their needs and goals. Is any of this sounding familiar?

What should you do to differentiate yourself and avoid sounding just like your competitors?

Step 1: Pick 5 competitors to research. Look at their website and social media pages and google them. Try to select some competitors that you think market themselves better than you do and some that you have no idea about what they do to promote their practice. You can also google search terms someone would use to find a professional like you online and research the firms or professionals that show up.

Step 2: Compare yourself to them. Are you using similar language to describe yourself, your practice and your clients? If not, how do you differ? Do you think they are better, worse or as effective as you at talking about their work and how they help clients? Do they come across as possibly more qualified, personable or trustworthy than you? What are they doing to stand out from competitors? How are they staying top of mind with contacts or reaching new people?

Step 3: Determine your specific differentiators. Identify exactly why someone should hire or refer you over your competitors, what unique value you bring to the relationship and how you help. Is there something you are known for? Are you an “expert” in a particular area or have special skills, background or connections? You must be authentic in picking something that truly describes who you are but pay attention to whether it is really unique or just restating what competitors are saying.

Step 4: Focus on 1 simple message. You probably do many things well and may have a diverse background. But trying to talk about all of it will dilute and muddle your message. The human brain cannot remember too much information at once, so keep it simple. There is a time and place to discuss all that you do but not as part of your core message.

Step 5: Prove it. Anyone can say anything about themselves. That’s why you need proof. Your marketing should include positive reviews, success stories, case studies, activities like writing and speaking, media mentions, awards, relevant group memberships and other evidence that you are who and what you say you are.

Step 6. Consider what you can co-opt from competitors. You don’t want to copy exactly what they are doing but there is nothing wrong with getting ideas from them about what you should or should not be doing. Also, identify how you can tailor it to your specific practice and audience, including ways to improve on what they have done.

Step 7. Revise your marketing materials. Once you decide on the image and message you want to present, you must update your marketing to reflect that, including your website, social media, ads, brochures, videos, networking elevator pitch, etc. You need to be consistent and repetitive. Messages don’t sink in until we hear them repeatedly at regular intervals, preferably in interesting and engaging ways. That’s where marketing expertise really comes into play. You need the right message but also must deliver it at the right time, place and manner to attract attention.

It’s not easy to distinguish yourself from competitors but these tips can help you get started. If you need assistance with your marketing, contact us for a free consultation.

Step 1

Your marketing plan doesn’t have to be complicated. It can be as simple as a few written pages that outline specifically what you are going to do to market yourself. Before you get to that part, however, you first have to answer a few key questions:

(a) What’s your personal brand? Your brand is your reputation– what you are known for and what people expect from you personally and professionally. You should be able to succinctly state what you do, who you help and how you add value to relationships. Focus on what differentiates you from your competition.

(b) Who do you want to target with your marketing? You have to develop a profile of the person you are trying to reach, including their demographics, industry, geography, etc. Then identify their interests and concerns and the best places to find them (ex. industry organizations, publications they read, etc.). This will help you develop a strong marketing message and promote it in the right places.

(c) What are your priorities and goals? Where do you want to focus your efforts? For example, is your objective to get new accounts, retain or upsell existing clients, get a promotion/new job or attract media attention? Once you know what you want, then set a concrete target, such as a certain number of accounts, amount of revenue generated, positive reviews from clients and so on.

(d) How much time and money are you willing to devote to marketing? If your firm is supporting you, then you may not need to outlay money. However, the firm will have a budget. If you aren’t getting assistance, set your own budget. Regardless of whether you are getting money, you still need to devote your time to marketing. How many hours a week will you set aside?

Step 2

Next, you have to outline what specific marketing activities you will undertake and set goals for yourself. For example:

(a) Outreach to referral sources or prospects. Who will you meet with? How many people will you contact every month?

(b) Speaking engagements. How many per year? What types of organizations?

(c) Articles. How many per year? What types of publications?

(d) Networking. How many and which groups will you join? How often will you attend meetings?

(e) Marketing to past and current clients. What materials will you send and how often?

(f) Social media. How often will you post? What types of content will you post? How often will you interact with your contacts online?

(g) Website. What content will you create for the firm’s site (blogs, videos, eBook, etc.) and how often?

(h) Publicity. Will you submit your name for awards, reach out to reporters or podcasters, send out press releases, etc. and how often?

Step 3

Finally, you need to determine whether and how your firm will assist you. Can they create appropriate marketing materials, provide social media and business development training, research and pitch organizations and publications on your behalf and/or provide client data, prospect lists and competitive intelligence?

This may seem overwhelming but once you answer the first few questions, the second part is basically a spreadsheet listing your activities and goals. Importantly, you don’t have to do it all from the start. Pick one or two things to focus on and be diligent and consistent in your activities. Then expand from there.

If you need help with your personal marketing plan, contact us for a consultation.

• Women have made up at least 40% of U.S. law students for decades and today, about 48% of law firm associates are women, but only 23% of equity partners are women.
• Approximately 62% of accountants and auditors are women, but only 23% are partners in accounting firms and 14% are CFOs of Fortune 500 and S&P 500 firms.
• Among entrepreneurs, 39% of businesses are women-owned, but only 2% achieve $1 million in revenue.

By strengthening their personal brand, women can raise their profile both within their companies and to a broader network to help position themselves for advancement and better opportunities.

Here are a few tips to get started:

1. Figure out your current brand. Your brand is your reputation and identity. It’s what you are known for and what people expect from you personally and professionally. A good way to think about it is that your brand is what people say about you when you’re not in the room. To determine your brand, talk to people you know – colleagues, clients, managers, and other contacts to learn more about how you are perceived. There are ways you can couch your questions to make sure you are getting helpful and accurate feedback.

You should also ascertain your online brand. Google your name to see what shows up about you. Review your website and social media profiles and compare them to your competitors. It’s important to have a strong online presence with lots of positive information appearing when people search for you.

2. Identify any problems with your current personal brand. Do others have a negative or incorrect impression of you? Or is it that you have a good reputation but you are barely known beyond a small circle of people? Are there aspects of your brand you (dis)like and would like to change? Is lack of confidence, cultural conditioning, a bad work situation, bias or other circumstances affecting your personal brand or inhibiting you from promoting your brand? It’s hard to fix a problem without determining what it is.

3. Create a personal brand story. You want to highlight your personality and values along with your expertise. To do this, it helps to create your personal brand story – consider how your background and past personal and professional experiences have influenced your choices, work and relationships. Why do you do what you do? What do you enjoy most about your work? What unique value do you offer that your competitors don’t? What examples do you have? Your brand story should piece together the different aspects of your personal and professional life to tell a concise story demonstrating that you’re not just knowledgeable, but people can trust you and know what to expect from you.

4. Find brand champions. It’s always better to have other people talk about you in positive ways than talking about yourself. Ideally, you’ll have a few people that are true champions, but anyone you’ve dealt with can be helpful. Regularly request feedback from those you work with and when it’s good, try to document it publicly. (If it’s bad, make sure you address the problem or you’ll develop a poor reputation.) Don’t be afraid to ask for recommendations/reviews. Also, ask happy clients for referrals and introductions. If you are praised by your boss, try to make sure others know about it in appropriate ways. Seek promotions, raises, desirable work assignments or even just a public thanks. Women often downplay their accomplishments which can significantly hurt them when they are looking for new opportunities. It’s also a good idea to develop a diverse support network to give you the most options in the future should you decide to take a different professional path.

5. Leverage all channels to promote your brand. Unfortunately, people have short attention spans. You want to be the one your contacts remember so you have to promote yourself. Obviously, networking is important both within your organization and outside of it. However, also take advantage of digital marketing channels like social media and email marketing, your website, blogging, writing and speaking opportunities, publicity and other owned, earned and paid media outlets. You want to share your ideas and expertise publicly so people know about you and you take control of your image.

6. Take small but well-planned steps. Random acts of marketing are a waste of time. Before you take action, it is important to develop a plan. For example, write down your brand message, who you want to target with that message, what you want to accomplish and what steps you will take to improve your brand. Start with a small targeted plan and commit to at least one or two marketing tactics or a set amount of time per week and then expand from there. Marketing is cumulative and the longer you keep at it, the more successful you will be.

If you are looking for help with your brand, contact us for a free consultation.

Mistake # 1: Having a generic marketing message. We all have competitors. Why should someone hire you or refer you over a competitor? Are you highlighting what makes you different and how you add value to clients in your marketing? If you can’t explain these things very clearly and concisely, you will struggle to get good clients. It can be hard to figure out your differentiators. Too often firms rely on generic and vague assertions like they care about their clients, they provide exceptional client service or they deliver results. While that’s wonderful, doesn’t every firm say that? Your differentiators must be more specific and measurable with examples of how you go beyond your competitors.

Mistake # 2: Too much selling and not enough helping. You are probably sharing lots of information with the world whether on your website, social media, networking, or through third parties. Is that information mostly a sales pitch – or in other words, is it all about you? Professional service firms need to educate, not pitch – at least most of the time. Ideally, follow the 80-20 rule in providing information: 20% self-promotional; 80% useful content that helps people with their problems. This will demonstrate your expertise and build trust and credibility with your audience. It will also help you to stay top of mind with existing contacts as well as attract new prospects.

Mistake # 3: Neglecting your total online presence. If you have a small business, it’s about the total package – you personally and your business – and both need visibility and credibility. The first step is to google yourself and your business. What information shows up about you and your firm? How do you compare to your competitors? Whether you get business through referrals or otherwise, those prospects will research you and they need to see lots of positive things about you. So how can you strengthen your online presence? I recommend getting more online reviews and recommendations, writing articles, doing educational presentations to relevant groups, becoming active in industry/professional organizations, and volunteering with charitable organizations. Also, consider hiring a company to help with your SEO particularly if you have a consumer-oriented business and get a significant amount of web business.

Mistake # 4: Limiting your social media marketing to posting. Yes, it is important to post at least a few times a week. Consistency is key. However, social media can also be used to help build and strengthen relationships. Like networking, you have to interact with others on social media, so remember to monitor and respond to comments on your posts. Also go online a few times a week to like, share or comment on posts by your contacts. They will be appreciative and will probably reciprocate in the future. You should pay attention to notifications about your contacts as well – birthday, anniversary, job changes– and use this as an excuse to reach out and reconnect on a personal level. Offer to make recommendations or introductions for your contacts. Social media sites make this easy to do. Finally, you can also use social media for market intelligence. Look at what your competitors, clients, and industry are doing and saying. This can help you better target your message and where you promote it.

Mistake # 5: Overlooking your follow-up process. The best marketing in the world means nothing if you don’t follow up properly. Consider a CRM system (ex. Salesforce) to help you manage your contacts with prospects and referral sources. Marketing automation tools can also help handle some follow up for you. For example, Constant Contact allows you to set up a series of emails that are automatically sent out to prospects to help nurture your leads. You or your staff may also benefit from customer service and sales training. You have to pay attention to everyone a client may come into contact with. Poor interactions can easily lose you the business, while good ones can help seal the deal.

Mistake # 6: No marketing plan. This is your roadmap for achieving your goals. It should be in writing to keep you focused and accountable over the long-term. Your plan should detail your marketing message, target audience, priorities and goals, and what steps you will take to achieve them.

It’s a competitive world and you must market to stay visible and memorable all the time. While no two firms are exactly alike in what works best for marketing, avoiding these 6 big mistakes can help every business.

If you need assistance with your marketing, contact us for a consultation.

Your brand is your reputation – what you are known for and what people expect from you personally and professionally. A strong personal brand is particularly important if you work in the professional services sector because you often get clients based on your personal reputation as opposed to your firm’s reputation. If you want your personal brand to work for you, here are a few musts:

1. Be authentic. First, stop trying to be all things to all people. Many professionals talk about themselves in broad generic terms. They can help any client with virtually any problem, and they are different because “they really care about their clients and provide personal service.” While that may be true, you sound like hundreds of others in your field. Focus on what makes you different but be true to yourself or you will come across as phony. It helps to develop a personal story – think about how your background motivates you to do the work you do or what you enjoy most about your work and your clients.

2. Showcase your expertise. Write blog posts, articles, newsletters, and eBooks. Speak at live and virtual events. Create videos. Provide good information on social media whether through your own posts or commenting on what others post. Not only will it demonstrate that you know what you are talking about, but it is also an opportunity to show some of your personality.

3. Help people. Being helpful can reap substantial rewards personally and financially. It enables you to build stronger relationships with others which can make your work and personal life more fulfilling as well as eventually lead to business. There are many ways to do this from sharing your knowledge and expertise, to making introductions and referrals, and volunteering on causes that are meaningful to you.

4. Leverage all digital marketing channels. Use owned, earned and paid media to promote your brand. Email helps you stay top of mind with existing contacts. Your website showcases your differentiators to those checking you out online. Social media does all of that plus gives you the opportunity to engage with other people to create a positive and memorable identity.

5. Get recommendations/reviews. Like it or not, people will check you out online and give weight to what others say about you there. While you can put client testimonials on your website, the best place to have them is on social media and as a Google business review. There are also some professional directories where it helps to have reviews (ex. Avvo for attorneys).

6. Take small steps. Start with a small targeted plan to promote your personal brand. Commit to at least one or two marketing tactics or a set amount of time per week and then expand from there. Marketing is cumulative and the longer you keep at it, the more successful you will be.

If you are looking for help with your brand, contact us for a free consultation.

1. Assess your Google results. What shows up on the first page? Presumably, your website and social media profiles will appear at the top, but what else? Are the other results on the page little more than directory listings? Is there anything that demonstrates expertise or credibility, such as articles, presentations, professional memberships, awards, media mentions and the like? Do you have any reviews or recommendations? It is not enough to ensure that bad things don’t appear in your search results, you want to make sure a lot of good things show up as well. A minimal presence can hurt you because people want to know you are active in your profession, in your community and so on.

2. Google your competitors. How are they marketing themselves? How does their online presence compare to yours? Review their Google results, website, and social media profiles. It is important to know what you are up against. However, if your competitors aren’t doing much online, don’t take that as an excuse to continue to ignore your online presence. You have an opportunity to lead the field and make everyone else catch up to you.

3. Do the easy stuff first. Your website and social media profiles are typically the first results that show in Google. Fortunately, you have complete control over what appears there and should be taking advantage of them to demonstrate the value you offer clients. Highlight your strengths, but don’t make it a marketing brochure. Instead, provide information that your prospects would find useful and interesting. It might be insights about their problem, what they can do to help themselves, and when they may need extra assistance. Blogs, articles, eBooks, newsletters, videos, podcasts, presentations, FAQs, and case studies can be added to your website and highlighted on social media to build credibility.

Also give prospects a reason to like and trust you. Tell them a little about your background, your motivation for doing the work you do, and your other interests (charitable activities, hobbies, etc.). Social media is great for this because you can be a bit more informal than on your website, just don’t go too far into the personal.

4. Develop content for third-party sites. Appearing on reputable third-party sites is invaluable because you can’t control it. The more authoritative the other website, the more it affects your credibility and search engine ranking. Start identifying a list of sites where you could provide content, such as articles and presentations. Likely sources include associations relevant to your profession (e.g., bar associations) and to your client base (industry and business groups). Consumer-oriented, community, and charitable websites may also be possibilities. In addition, reach out to contacts in complementary businesses and offer to guest blog on each other’s websites or otherwise partner on creating content to cross-promote.

5. Ask for recommendations/reviews. Contact people you know well – referral sources, colleagues, vendors, and happy clients – to ask them if they would be willing to give you a recommendation or review on your firm Google listing, on social media pages, and other relevant websites. Remember to give them one as well if you can. Depending on the nature of your relationship, encourage them to be detailed in the review and suggest things they could share in the review. When dealing with clients, it is best to ask for a review at the conclusion of a successful engagement.

6. Downplay the negatives. If you have negative reviews, you should respond online carefully. Do not engage in a debate online, but do tell the person you want to discuss the problem and follow up offline to try to resolve the situation. If you are successful, try to get the person to retract the review or add a comment that the matter was resolved. If you have negative press, there may be little you can do but if there is a possibility of responding to limit the damage try to do so. It may be worthwhile speaking to a public relations agency if it is a serious matter. Again, take care in your response that you are not making matters worse or drawing more attention to the situation. Assuming you cannot eliminate the damage, you can counteract it by getting more positive reviews and publicity and taking the other steps mentioned above. Most businesses end up with some negative feedback so it is not as bad as it may feel. Over time, the impact will lessen.

7. Have a marketing plan. It takes time to implement these steps and we all have limits on the resources we can put towards this. A written plan can help you think through your options and prioritize, set goals, and determine what time and money you will need to achieve your objectives.

Following these suggestions has additional benefits. First, it will improve your search engine ranking when people search for a professional with your expertise or want more information on a specific issue that you have written or spoken about. It also makes you more visible with existing contacts. Assuming you are actively promoting your activities through your website, email, social media, and other means, they help you stay top of mind with your referral sources.

Finally, it makes you more aware of what your competitors are doing so you can be more effective in your own efforts. Studies show that prospects research and talk to multiple firms before making a decision. If you want to compete, a strong online brand is essential. It may not guarantee you get the business, but the lack of one may lose you the business.

If you are concerned about what Google says about you, contact us for a consultation.

Is podcasting right for you? First, consider what is your reason for doing a podcast. Decide on your objectives and goals. Consider what you have to offer that’s unique. You should research and survey your audience to determine what they want to hear. Find a niche to help you stand out from the competition.

Are you prepared to make a commitment? You will need both time and money to produce a podcast, which also means having buy-in at the top of your organization to approve that investment. Note that this is a long-term commitment because it takes time to build an audience. Be practical and realistic about what you can accomplish.

What is your strategy? How will you accomplish your goals? You must decide on a format for your podcast, who will participate, and how to handle the work (in-house, outsourced or a mix of both). In addition, you need a brand for your podcast as well as a launch and marketing plan.

How often should you produce episodes? Weekly is best, but in that case, you can keep it short (under 15 minutes) especially if you do not need to take breaks for sponsors. If you need to produce the podcast less frequently, episodes can be longer. However, the most important points are to be consistent and focus on quality over quantity. You must commit to a regular schedule. If you are not consistent, you will lose listeners. Create an editorial calendar to help keep you on track.

What equipment/technology do you need? There are many low cost, high-quality options for microphones, headphones, stands, editing software, hosting platforms, and other technology. Some examples include Vencastr for audio recording, Yeti microphones, and Audacity for editing software. Keep in mind that good audio quality is a must.

How will you promote your podcast? Use blogging, direct mail, email, social media, video, and even press releases to promote the launch of your podcast as well as individual episodes. Ask listeners and invited guests to share the podcast with others. Offer your podcast on multiple platforms (SoundCloud, Spotify, Facebook Live, YouTube, etc.). Post preview clips to your website and social media. For SEO purposes, use relevant keywords in episode titles, descriptions and alt text.

How will you measure results? It’s important to determine what success means to you. However, podcasting is a long-term commitment with slow and steady growth. Many podcast hosting platforms like Blubrry and Libsyn provide reports which can be used in conjunction with Google Analytics to help analyze results. Note that the narrower your topic, the more likely you are to have a small audience. However, a small but highly engaged audience may be worth much more than a larger audience of sporadic listeners. Also download numbers can vary greatly from episode to episode. Tracking results over time can help you understand if you are succeeding and what to change.

Should you promote your business on other people’s podcasts? Podcasts can be a great way to get publicity and reach your target audience. You can pitch a story or speaker to a podcast as well as consider being a sponsor. Like with other media outlets, make sure your story/business is appropriate to the podcast’s brand and its audience.

What are the biggest challenges? Producing high quality, interesting content on a consistent basis is difficult. You should have 3-10 episodes completed before you launch your podcast to give you breathing room. Vary content and make it practical, simple and easy to digest. Also make sure you have a good intro/outro. If necessary, hire a professional to help. It is easy to lose people in those first few minutes.

It’s best to think of podcasting as a way to build relationships first, not as a business development tool. It takes time to gain an audience. Even the most successful podcasts need at least 6 months to get any traction. Nonetheless, podcasting offers a low investment, high value means of marketing your business. It enables you to highlight your expertise, improve name recognition, stay top of mind with clients and contacts and establish trust and credibility. Among professional service firms it also offers a unique way to market and stand out from the competition since few firms are active in this arena.

Thanks to the Public Relations Professionals of Long Island for their program on the Essentials of Podcasting, moderated by Jody Fisher, with panelists Bruce L Chamoff, Nicholas Esposito, and Dan Pashman. Also, thanks to the Legal Marketing Association for their webinar on Extending Your Firm’s Reach Through Podcasting, with speakers Marcie Dickson, CMO, Miles Mediation & Arbitration and Jansen Ellis, Senior Marketing Counsel, Ogletree Deakins.

Interested in podcasting? Contact me for a consultation.

1. A strong personal brand is essential. Learning how to shape and promote your brand can help you be more successful in your career and business whether you work for yourself or someone else. It helps you stand out in a world where your competitors are everywhere, and it can be hard to explain how you are different.

2. Highlight the important differences. Your personal brand should encompass your Unique Selling Proposition (why someone should work with you over your competitors) and your Unique Value Proposition (what benefits your audience can expect from working with you). Think about the things that make you and your practice distinct. Do you have a specific niche or specialty; a different perspective because of your background or experience; or a personal story/motivation for the work that you are doing? Then consider how these add value to your relationships.

3. Be authentic and true to yourself. Don’t pick a brand for business reasons. Embrace who you are and be prepared that you won’t be a good fit for everyone and vice versa. Trying to please everyone will not get you noticed.

4. Help people. It’s better to give than to receive. Share your knowledge and expertise. Establish yourself as a connection maker. Follow up and follow through on your promises.

5. Stay visible in some way all the time. Unfortunately, people have short attention spans. You want to be the one your contacts remember if they have a problem or someone asks them for a referral. It is impossible to network or call and meet with people all the time. You need many ways to keep in touch with them constantly. That means taking advantage of social media and email marketing, your website, blogging, writing and speaking opportunities and networking.

6. Small steps matter. You don’t have to do it all at once. Commit to one or two marketing tactics or a set amount of time per week and then expand from there.

Thanks to Christie Jacobson and Jennifer Koo for inviting me to speak and Mindy Wolfle for sharing her great tips on “Effective Networking is All About Relationship Building.”

For more branding tips, read Personal Branding Tips To Grow Your Business.

If you need help identifying or marketing your personal brand, contact us for a consultation.