Personal marketing enables many benefits within the workplace such as efficiency, better service to clients, alignment with others who share similar goals, strengthened relationshiops, and accountability. Learn how to develop and implement your personal marketing plan! -Explore interests, strengths, and your target market -Participate in marketing activities -Develop strategies to reach your goals -Learn how to use social media professionally and efficiently

1. Jill Lock
Director of Marketing
BUILDING YOUR
PERSONAL
MARKETING PLAN

2. ENABLES YOU TO
 do more of the type of work you enjoy
 be more efficient
 better serve clients
 effectively align with others who have similar
goals

3. PROVIDES YOU WITH
 focused blueprint to manage your growth
 strengthened relationships with
employees, clients, referrals, and prospects.
 a tool for accountability

4.  Interests
 Strengths
 Define target market and competitive
advantages of your service
 Personal marketing plan activities
 Referral relations

5.  Civic
 Professional
 Sports
 Food
 Cultural
 Religious/Spiritua
l

6.  Networking
 Writing
 Research
 Speaking
 Other

7.  Identify your target market
 Profile of ideal client
 Industry of ideal client
 Competitors in the market
place
 Your unique competitive
advantage

8. PARTICIPATE IN
 Marketing training
seminars
 Firm-sponsored
events
 Referral sponsored
SHARE
 Articles of interest
 Contacts to e-newsletter
list
ATTEND
 Lunch & Learns
 Meet & Greets

9. CONNECT
 Industry, association,
or professional meetings
 Social media
COMPILE/DEVELOP
 Research
 Write an article
 Make a presentation

10.  Attend firm meet & greets
 Meet client’s banker/lawyer
 Attend professional groups

11.  Top 10 clients
 Top 5 referral
sources
 Top 10 prospects

12.  Goals
 Strategies to meet goals
 Action plan
 Time table
 Reporting/sharing status of plan;
accountability
 Make a commitment, write a plan

13.  Business cards
 Isdaner Insights
E-Newsletter
 Isdaner LinkedIn page
 Isdaner Facebook page
 Isdaner Twitter account
 Isdaner website

14. DEVELOP
 Relationships with upcoming thought
leaders/center of influence in your target market
 Credibility and reputation as an expert in your
area
 Research on nonprofits through GuideStar
 Relationships with clients
 Connections and do research using your
LinkedIn

15. GET INVOLVED
 Attend industry-related association meetings
 Speak to prime referral source groups
 Write an article for industry or association
newsletter
 Network with other professionals that provide
services to your target market
 Connect existing clients to others that can help
them

16.  Determine which marketing tools are helping
you with professional growth, client
retention, and reaching the right prospects and
referral sources.
 Use marketing codes in VPM to record
marketing activities
 Share with Marketing Director

17.  Specific
 Measurable
 Achievable
 Realistic
 Timely

18.  Buddy system
 Celebrate small successes
 Don’t be discouraged
 Be patient
 Continue to modify and improve your plan
 Focus on long-term strategy
 Develop new ways to use your marketing
tools
 Attend marketing/sales seminars

19.  Urban Land Institute
 Greater Philadelphia Condo Mgrs. Association
 Healthcare Financial Management Association
 Pennsylvania Healthcare Association (PHCA)
 Jewish Federation Real Estate Group
 Building Owners and Managers Association
 Phila Estate Planning Council
 Pennsylvania Association of Nonprofit Homes for the
Aging (PANPHA)
 International Council of Shopping Centers
 Union League
 Main Line Chamber of Commerce

20.  Le Tip and other groups in which you must give
a lead to get a lead
 Spreading yourself too thin
 Organizations that won’t help you develop
professionally or personally

21.  Develop LinkedIn profile
 Join appropriate LinkedIn groups (those of
clients/prospects)
 Set up Google Alerts for your top 10 clients
 Ask about Isdaner Insights articles read by
clients

22. DON’T
 Offer to do business with someone you meet
immediately
 Give away private information about yourself or the firm
DO
 Update your profile when you receive
awards/promotions, add skills to your job
 Continue to get to know the person better via
email, phone, or meeting.

23.  Best use of social media
 Keep it professional
o You represent the firm
 LinkedIn recommended

24.  Know your platforms
 Customize everything
 Hone your profile
 Don’t be pushy
 Express gratitude
 Take it offline when possible

25.  Telling all
o Keep personal info private
 Being overly vocal
o Don’t be combative
 YouTube-ing your vacation
o Best kept private
 Commenting without
restraint
o Be polite, not rude

26.  Send articles of interest
 Find out what association they belong
to and/or what charity they support
o Become involved in that
association/charitable organization
 Periodic lunches with your client peer
 Follow up phone calls

27.  Satisfied clients tell 9 people how happy they
are
 Dissatisfied clients tell 22 people about their
bad experiences
 80% of companies believe they deliver a
superior customer experience
 But only 8% of their customers agree
 Attracting a new client costs 5x as much as
keeping an existing one
*Source: Harvard Management

28. REFERRAL
SOURCES
 Clients
 Friends
 Networking
INDUSTRIES
 Real estate
 Service
 Healthcare/medical

29.  Add to the database
 Clients, referral sources & prospects
 Article ideas/breaking news/tax tips

30. FREQUENT CLIENT
READERS
 Kathryn Greenberg
 Steve Berger
 John D’Agostino
 Amy Brantz
 Eileen Gaul Isdaner

31. FREQUENT PROSPECT READERS
 Robert Jones
 Innovative Compensation
 Warren Verbit
 WV Software Solution
 Joseph Femor
 Philadelphia Suburban Development
Corporation
 Patricia Farrell
 Lasko Products
 Rosemary Espanol
 IEI Group

32. FREQUENT REFERRAL SOURCE
READERS
 Louis Gold
 Eckert Seamans
 John Jamison
 Paniteh Schwarze Belisario & Nadel
 Robert Segal
 Robert Lenart
 Pietragallo Gordon
 Amelia Simeone
 PNC Wealth Management

33.  Main Line Chamber Medium Sized Business of
the Year
 Top 20 Philadelphia Area Accounting Firm – PBJ
List
 Independently owned & operated

34. 3 Bala Plaza, Suite 501 West
Bala Cynwyd, PA 19004
610.668.4200jlock@isdanerllc.com 610.667.4329
Isdaner
Website
@isdanercpasIsdaner LinkedIn