You probably spend a lot on marketing, and what do you get?
Maybe it's time to re-think your marketing. The prevailing herd behavior frames marketing in terms of products and services. That's a problem. The solution is not more metrics (at least until you're measuring what matters). Transforming marketing into a strategic function at the heart of your firm requires a change in thinking. Experience with great companies shows this approach leads to better marketing. . . and a better and more profitable business.
Surveys show four out of five professionals don’t fully engage with marketing and business development. And yet, powerful marketing is a prerequiste for a thriving business.
If you're part of the 60%, success isn't that far away.
Pushing people at your firm beyond their comfort zones doesn't create long-term success. You need a new mindset that simply makes sense.
Until you experience riding a bike, you think it's hard.
My job is to draw out insights and craft a marketing strategy built using solid research into why your best clients select your firm above others. Not what they like about your products and services; why they select your firm. Not why they ought to select your firm, or why you would select your firm. Why they actually select your firm. I can't do this without getting to know you and your clients.
Emphasizing the benefits your clients get from working with your firm changes how you think about marketing.
I use your own best clients to convince you that your products and services are not the primary reasons clients select your firm. From this you gain the clarity and confidence to change your approach to marketing forever. Just as spinning wheels make it possible to ride fast without falling, clarity and confidence gyro-stabilizes your entire business development process.
A good strategic marketing plan makes clear which activities are aligned with your overall goals, and which you can safely stop doing.
A Strategic Marketing Plan must integrate seamlessly with sales, business development, and even operations. If not, it will be a plan sitting on the shelf, gathering dust in no time.
When you focus on why you are the best choice for a specific client, the client sees you as helping them make the right decision. You're not selling, you're an advisor. You gain a huge advantage. It even feels better.
Bobby Robertson, CEO, HealthCareFirst