Marketing Mistakes Professional Service Providers Make
-
Upload
clear-verve-marketing-llc -
Category
Business
-
view
924 -
download
2
description
Transcript of Marketing Mistakes Professional Service Providers Make
![Page 1: Marketing Mistakes Professional Service Providers Make](https://reader035.fdocuments.us/reader035/viewer/2022081414/5496009eac7959342e8b4fe5/html5/thumbnails/1.jpg)
www.clearverve.com
Common Marketing Mistakes Professional
Service Providers Make
![Page 2: Marketing Mistakes Professional Service Providers Make](https://reader035.fdocuments.us/reader035/viewer/2022081414/5496009eac7959342e8b4fe5/html5/thumbnails/2.jpg)
www.clearverve.com
Who is this lady?
• Promise marketer• 15+ yr. professional
What is Clear Verve?• Promise marketing firm• Outsourced marketing dept.
![Page 3: Marketing Mistakes Professional Service Providers Make](https://reader035.fdocuments.us/reader035/viewer/2022081414/5496009eac7959342e8b4fe5/html5/thumbnails/3.jpg)
www.clearverve.com
Common Mistakes
• Dismiss Marketing• Inconsistency• Non-distinctive• Too formal• Afraid to try new things• Being overly aggressive in PR situations
![Page 4: Marketing Mistakes Professional Service Providers Make](https://reader035.fdocuments.us/reader035/viewer/2022081414/5496009eac7959342e8b4fe5/html5/thumbnails/4.jpg)
Dismiss Marketing
Marketing doesn’t matter!
www.clearverve.com
![Page 5: Marketing Mistakes Professional Service Providers Make](https://reader035.fdocuments.us/reader035/viewer/2022081414/5496009eac7959342e8b4fe5/html5/thumbnails/5.jpg)
I don’t need a logo!
www.clearverve.com
People judge things they can’t understand based upon things they can understand.
![Page 6: Marketing Mistakes Professional Service Providers Make](https://reader035.fdocuments.us/reader035/viewer/2022081414/5496009eac7959342e8b4fe5/html5/thumbnails/6.jpg)
Startup’s false sense of security
www.clearverve.com
At first, everyone you know helps you, but then what?
![Page 7: Marketing Mistakes Professional Service Providers Make](https://reader035.fdocuments.us/reader035/viewer/2022081414/5496009eac7959342e8b4fe5/html5/thumbnails/7.jpg)
I can do it myself!
www.clearverve.com
![Page 8: Marketing Mistakes Professional Service Providers Make](https://reader035.fdocuments.us/reader035/viewer/2022081414/5496009eac7959342e8b4fe5/html5/thumbnails/8.jpg)
Inconsistency
www.clearverve.com
You will get too busy to both market and do your client work.
Something will have to give.
![Page 9: Marketing Mistakes Professional Service Providers Make](https://reader035.fdocuments.us/reader035/viewer/2022081414/5496009eac7959342e8b4fe5/html5/thumbnails/9.jpg)
Non-distinctive
www.clearverve.com
What would [insert competitor name here] do?
![Page 10: Marketing Mistakes Professional Service Providers Make](https://reader035.fdocuments.us/reader035/viewer/2022081414/5496009eac7959342e8b4fe5/html5/thumbnails/10.jpg)
Too formal
www.clearverve.com
It is important for your prospect to WANT to keep reading or listening
![Page 11: Marketing Mistakes Professional Service Providers Make](https://reader035.fdocuments.us/reader035/viewer/2022081414/5496009eac7959342e8b4fe5/html5/thumbnails/11.jpg)
Afraid to try something new
www.clearverve.com
Nobody else has done it
No guarantees it will work
It makes me uncomfortable
![Page 12: Marketing Mistakes Professional Service Providers Make](https://reader035.fdocuments.us/reader035/viewer/2022081414/5496009eac7959342e8b4fe5/html5/thumbnails/12.jpg)
Turning PR into Advertising
www.clearverve.com
What is PR?• Ongoing activities to
shape company image with the public and help public understand the company and its services.
• Unpaid media exposure
![Page 13: Marketing Mistakes Professional Service Providers Make](https://reader035.fdocuments.us/reader035/viewer/2022081414/5496009eac7959342e8b4fe5/html5/thumbnails/13.jpg)
www.clearverve.com
PR Advantages• Free• Comes with the
credibility of the publication
• Positions you as an expert
![Page 14: Marketing Mistakes Professional Service Providers Make](https://reader035.fdocuments.us/reader035/viewer/2022081414/5496009eac7959342e8b4fe5/html5/thumbnails/14.jpg)
www.clearverve.com
PR Disadvantages
• You can’t control what is said
• You have to work at it• You have to be available on
their terms, when they need you
• You have to be more interesting than other events
![Page 15: Marketing Mistakes Professional Service Providers Make](https://reader035.fdocuments.us/reader035/viewer/2022081414/5496009eac7959342e8b4fe5/html5/thumbnails/15.jpg)
www.clearverve.com
What makes a great story
• Problem• Solution• Example• Trend• Your competition
![Page 16: Marketing Mistakes Professional Service Providers Make](https://reader035.fdocuments.us/reader035/viewer/2022081414/5496009eac7959342e8b4fe5/html5/thumbnails/16.jpg)
www.clearverve.com
How to get coverage
• Press Release• Pitch Letters• Phone pitch
![Page 17: Marketing Mistakes Professional Service Providers Make](https://reader035.fdocuments.us/reader035/viewer/2022081414/5496009eac7959342e8b4fe5/html5/thumbnails/17.jpg)
www.clearverve.com
Anatomy of a Pitch letter
• Addressed specifically to right person• Gets to the point quickly• Explains why you think story is good for
them• Explains enough of the story to be
interesting, but not enough to write it• Short & sweet
![Page 18: Marketing Mistakes Professional Service Providers Make](https://reader035.fdocuments.us/reader035/viewer/2022081414/5496009eac7959342e8b4fe5/html5/thumbnails/18.jpg)
www.clearverve.com
Pitching by phone• Know when the reporter is on deadline• Write your pitch down• Be sure to call the right person• Ask “Do you have a minute”• Be ready with alternative
![Page 19: Marketing Mistakes Professional Service Providers Make](https://reader035.fdocuments.us/reader035/viewer/2022081414/5496009eac7959342e8b4fe5/html5/thumbnails/19.jpg)
Questions?
www.clearverve.com
![Page 20: Marketing Mistakes Professional Service Providers Make](https://reader035.fdocuments.us/reader035/viewer/2022081414/5496009eac7959342e8b4fe5/html5/thumbnails/20.jpg)
www.clearverve.com
Contact Information
Clear Verve Marketing, LLC13309 Watertown Plank Road
Elm Grove, WI 53122262-796-9001