Visibility
Last week, we discussed a possibility of obtaining free press for you and your business. We suggested that you contact the editors of your local community newspapers and offer a feature story of how you help your clients in these economically turbulent and challenging times. The idea is to showcase what you do and how you do it without actually pitching or selling your services. It must be a human-interest story! That approach is one way to obtain visibility for you and your business. Most of us, in the financial services field, need more visibility. Prospective new clients do not know how you may help them, if they don’t know you are out there. Further more, if you are not visible, how will they learn what you do and how you can assist them? Let’s look at three great ways to increase your visibility.
Networking: This is the finest way I know to increase your visibility and to get your face known in the community. Remember, as a financial services professional, prospective clients need to see you before they will consider engaging in conversation about how you might help them. This is a people business and people want to see you to know whether they will be interested in what you do and have to offer. Networking gives you the chance to meet new people, exchange ideas, and interact in a non-threatening environment. This is proactive marketing at its best. There are many opportunities to network. Listed below are a couple of networking opportunities:
- Chambers of Commerce It is easy and not too expensive to join, but you must commit to becoming involved. Go to every meeting and every event. The gatherings are great ways to become known in your community and to meet others who are operating their own small businesses. Also, a great referral opportunity!
- Professional Associations There are many organizations that you may join and attend their meetings. They often have social events as well as regular business meetings. Again, this is a great way to meet new people and to gain additional visibility.
Internet Do you have a comprehensive website? Many people, upon learning of your existence, even those to whom you have been referred, will first go to the Internet to do research about you and your business. They want to see who you are; what you do, learn more about how you work, read testimonials, and decide whether they want to actually meet with you. What would they think if they can’t find your website? What if it does not present a professional image? You must have a professionally designed and developed website if you expect to thrive in today’s marketplace. I urge you to get professional help with this and don’t skimp! This is very important if you wish to market your business effectively and professionally.
Speaking/Seminars/Workshops: These are still the most common and very effective ways to become visible and known in your community. It’s all about communicating your value and establishing a live presence. Contact organizations and offer to speak pro bono at their meetings or luncheons. Most organizations have a program chairperson,who is always looking for speakers to present topics of interest to their members. After a successful, brief speaking engagement, offer more comprehensive seminars or even workshops on the subject. These can be excellent sources of prospective new clients. I suggest that you reread last week’s post for ideas on topics. Call 513-761-1976 for a complimentary consultation concerning this approach.
Remember, prospects can’t become clients if they don’t know you are out there or they can’t find you. Increasing your visibility is marketing 101. Selling is the easy part but getting face-to-face with a prospective new client is at the core of increasing your business and is all about effective marketing and becoming more visible.