If you’re a busy professional and you want to grow your marketing, one thing will be certain: you will likely feel overwhelmed. After all, you’re busy working in your practice that you can’t seem to find the time to work on your practice.
When professionals hire me to advise them on a proper marketing strategy and action plan, this is the most common issue that crops up.
You can hire someone to do it for you. But whether you choose to do your own online marketing or not, there is one important thing you need to take into consideration before you’re serious about diving into digital marketing.
Regardless of the industry you’re in, I’m quite certain you’re competing with countless competitors. For example, at the time of this writing, there are over 21,000 licensed dentists in Canada and over 200,000 in the USA.
Sure, you can stay local and choose to compete with others locally. But why would you? You’re an entrepreneurial professional. You want to expand and grow. If you go online, you have the opportunity to attract ideal clients from a lot further than your local geographic area.
Not only that, but when you position yourself as an authority, a go-to resource in your field, people will flock to you from far and wide.
Peer recognition may be important, but market recognition is the surest way to earn credibility beyond and above your current credentials. Look at it this way: you become not just a profitable professional but also a profitable brand.
You also become a relevant expert.
If you do content marketing online, for example (which I highly recommend), you will also become known as a thought leader in your field, an authority, and a go-to resource — just like that cosmetic surgeon in Beverly Hills.
In fact, when you position yourself or your firm among ideal clients and the communities they belong to, all other marketing efforts become easier and more productive, too. For instance:
- You will become your target market’s first choice.
- You will capture and win more attention and interest.
- You will attract ideal clients who are less resistant.
- You will sell more, more often, and with less effort.
- You will naturally repel pain-in-the-anatomy clients.
- You will have clients who will be less price-sensitive.
- You will increase repeat and referral business.
- You will promote more goodwill and loyalty.
- And so on.
In short, keep this in mind.
The more you know about your clients, the better placed you are to serve them. But the more you position yourself as knowing your clients, the better placed they are for you.
If you’ve been a professional for a while, I understand that positioning or repositioning your business will likely not be an overnight process. Plus, there are so many ways to narrow your focus, find a profitable niche, and become known as a recognized authority.
Just remember that, by positioning yourself before you start diving into marketing online, you will increase the success rate of your efforts.