Marketing Professional Services using Social MediaNicola Pike, Marketing SpikeIan Pettigrew, Kingfisher Coaching
Nicola Pike   - Director / Marketing Consultant at Marketing Spike Limited   - I help businesses market themselves effecti...
Ian Pettigrew   - Director/Coach at Kingfisher Coaching   - Mission: Help people, teams, and organisations to achieve peak ...
Tonight:• How Strategy will save your business• How to do Marketing• How to use Social Media• How can you use Social Media...
The magic potion that will cure your sales problems....?
Sorry, but there is no magic pill or potion
Social Media is like time spent at the gym;- it is possible to waste an awful lot of timefor no results,- you can damage y...
But, with some careful planning......
........the right focus
.......and implementation of marketing activity
You will start to generate new business
....and Social Media will be a key part of that
What is Marketing& how do we do it?
"Marketing is the management processresponsible for identifying, anticipating andsatisfying customer requirements profitab...
Remember when you set up your business...?
Nothing has changed                            Its still all about                            relationships &             ...
Ians "a-ha" moment     Source: UnMarketing     by Scott Stratten
Social Media can help to nurture those relationships                  Source: UnMarketing                  by Scott Stratten
.....and it can help to move contacts up the chain                   Source: UnMarketing                   by Scott Stratten
The ‘duct tape’ definition of Marketing:                  Getting people who have a specific need or                  probl...
Target your ideal customers & choose the mostappropriate marketing channels
Who do you want to work with?"YOUR DREAM CLIENT /REFERRER" EXERCISE• Who are they, what do they do for a living?• What kin...
Otherwise.....
RETAINING EXISTINGCLIENTS AND GROWING YOUR BUSINESS FROM EXISTING CONTACTS
“It costs a business five times asmuch to attract a new customerthan it does to retain an existingcustomer.”Phillip Kotler...
Do your contacts really know what you do andwhat you can offer them?ELEVATOR PITCH EXERCISE
Social media can create elevator pitch momentsby reinforcing what you do
Social media can create elevator pitch momentsby reinforcing what you do
ELEVATOR PITCH EXERCISEYou have 1 minute to explain yourself, your business, your goals and yourpassions. Your contact may...
Human natureNetworking event   GoogleSocial Mediainteraction
Does your brand identity and online presencereally reflect who you are and what you do?"YOUR BRAND" EXERCISE • Do you wear...
Get the professionals in - Ian’s experience
Marketing - Plan of action1. Be clear about your ideal client / referrer Being focused allows for moreeffective marketing2...
What is Social Media& how do we do it?
Appropriate social media channels for professionalservicesYou should also blog but this should be part of your website (as...
Social Media : a free database and market researchtoolYou can find these dream clients through LinkedIn and see if you are...
LinkedIn is the most important social network for those working in professionalservices.Top tip1. Make your profile as ful...
There are thousands of professionals using Twitter. Start by following andinteracting with people you knowTop tips1. Make ...
Niche networks are growing in importance, Dont forge the CIPDs own ProfessionalCommunity discussion boards. This provides ...
Video is growing in importance but many firms block YouTube whereas they still allowaccess to Vimeo.Video is possibly the ...
Kingfisher Coaching Client email newsletter
Linkedin
Website/Blog
Twitter
Kingfisher Coaching on Social Media
Website is ‘sticky’
Articles are easily shared and others visible
Kingfisher Coaching on Social Media            X
Social Media Exercise:Given- What you offer (elevator pitch)- To whom (ideal client, remembering where they go for help wi...
Social Media is like time spent at the gym;- it is possible to waste an awful lot of timefor no results,- you can damage y...
Marketing & Social Media - Plan of action1. Be clear about your ideal client / referrer Being focused allows for moreeffec...
The magic potion that will cure your sales problems....?                               • A well-considered X              ...
CIPD Signet - Marketing Professional Services using Social Media
CIPD Signet - Marketing Professional Services using Social Media
CIPD Signet - Marketing Professional Services using Social Media
CIPD Signet - Marketing Professional Services using Social Media
CIPD Signet - Marketing Professional Services using Social Media
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CIPD Signet - Marketing Professional Services using Social Media

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Nicola Pike & Ian Pettigrew's session for CIPD Manchester Signet on 29th November 2011; How to Market professional services using social media

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  • CIPD Signet - Marketing Professional Services using Social Media

    1. 1. Marketing Professional Services using Social MediaNicola Pike, Marketing SpikeIan Pettigrew, Kingfisher Coaching
    2. 2. Nicola Pike - Director / Marketing Consultant at Marketing Spike Limited - I help businesses market themselves effectively and profitably through - Marketing audit and strategy - Research - Communications planning - Marketing collateral - Public relations - Client communications and retention - 14+ years of marketing experience . - Member of the Chartered Institute of Marketing
    3. 3. Ian Pettigrew - Director/Coach at Kingfisher Coaching - Mission: Help people, teams, and organisations to achieve peak performance by delivering on their potential - I do this through - 2-day ‘Coaching for Peak Performance in yourself & others’ course/workshop - 1/2-day ‘Play to your Strengths. Live your Values’ workshop - High-Performance Team Coaching - 1:1 Executive Coaching - 20+ years leadership experience in large Corporates
    4. 4. Tonight:• How Strategy will save your business• How to do Marketing• How to use Social Media• How can you use Social Media to do Marketing
    5. 5. The magic potion that will cure your sales problems....?
    6. 6. Sorry, but there is no magic pill or potion
    7. 7. Social Media is like time spent at the gym;- it is possible to waste an awful lot of timefor no results,- you can damage yourself,- or you can achieve significant results!The difference in the results is down tobeing focused, intentional anddisciplined.
    8. 8. But, with some careful planning......
    9. 9. ........the right focus
    10. 10. .......and implementation of marketing activity
    11. 11. You will start to generate new business
    12. 12. ....and Social Media will be a key part of that
    13. 13. What is Marketing& how do we do it?
    14. 14. "Marketing is the management processresponsible for identifying, anticipating andsatisfying customer requirements profitably"
    15. 15. Remember when you set up your business...?
    16. 16. Nothing has changed Its still all about relationships & degrees of separation Source: UnMarketing by Scott Stratten
    17. 17. Ians "a-ha" moment Source: UnMarketing by Scott Stratten
    18. 18. Social Media can help to nurture those relationships Source: UnMarketing by Scott Stratten
    19. 19. .....and it can help to move contacts up the chain Source: UnMarketing by Scott Stratten
    20. 20. The ‘duct tape’ definition of Marketing: Getting people who have a specific need or problem that is a good fit for you: - to know, like, and trust you - to try you and then do business with you - to continue to do business with you - to refer you to others who are also a good fit Source: Duct Tape Marketing by John Jantsch
    21. 21. Target your ideal customers & choose the mostappropriate marketing channels
    22. 22. Who do you want to work with?"YOUR DREAM CLIENT /REFERRER" EXERCISE• Who are they, what do they do for a living?• What kind of organisation do they work for?• How big is that company?• Where is that company located?• What turnover does the company have?• What issues do they face? (and where do they look for answers?)• How could they benefit from your services? Always have this dream client/ referrer at front of mind when planning and executing marketing activity. Having a defined target audience makes life so much easier.
    23. 23. Otherwise.....
    24. 24. RETAINING EXISTINGCLIENTS AND GROWING YOUR BUSINESS FROM EXISTING CONTACTS
    25. 25. “It costs a business five times asmuch to attract a new customerthan it does to retain an existingcustomer.”Phillip Kotler and Gary Armstrong, The Principles of Marketing
    26. 26. Do your contacts really know what you do andwhat you can offer them?ELEVATOR PITCH EXERCISE
    27. 27. Social media can create elevator pitch momentsby reinforcing what you do
    28. 28. Social media can create elevator pitch momentsby reinforcing what you do
    29. 29. ELEVATOR PITCH EXERCISEYou have 1 minute to explain yourself, your business, your goals and yourpassions. Your contact may have forgotten these and this is a greatopportunity to remind him or her.1. Describe who you are. Keep it short (3 sentences maximum) and focus onwhat you want the listener to remember about you2. Describe what you do. This is where you state your value phrased as keyresults or impact. This should allow the listener to understand how you oryour company would add value. This may become your company strap-line3. Describe why you are unique. Show that what you do is different or betterthan others. Explain the unique benefits that you and/or your company bringto business.4. Describe your goal. How can your contact refer business if they dont knowwhat you are looking for? It should be readily apparent to the listener whatyou are asking of him or her. This should be a concrete, realistic and definedgoal.The average pitch is 231 words with only 4 repeated words. It should take 56 seconds to say
    30. 30. Human natureNetworking event GoogleSocial Mediainteraction
    31. 31. Does your brand identity and online presencereally reflect who you are and what you do?"YOUR BRAND" EXERCISE • Do you wear your smartest suit /outfit when networking? • Are you on your best behaviour when networking? • Do you try to build a rapport with people with networking? • Do you listen carefully to what people are saying and engage in appropriate conversation? • What other things do you do? • What adjectives would you use to describe you and your business? • How would you like potential clients to describe you? Now think about your brand identity (logo, stationery, website, LinkedIn profile). Is this truly representing you in the best possible light? Dont forget that in professional services, people buy people. Let your personality shine through.
    32. 32. Get the professionals in - Ian’s experience
    33. 33. Marketing - Plan of action1. Be clear about your ideal client / referrer Being focused allows for moreeffective marketing2. Have clarity around your proposition. Why should people choose you andyour services?What makes you different? Whats your USP?3. Get your marketing foundations right. Are you presenting yourself and yourbusiness in the right way? Whatever channel you use to promote and market,potential and existing clients will always want to check you out online.
    34. 34. What is Social Media& how do we do it?
    35. 35. Appropriate social media channels for professionalservicesYou should also blog but this should be part of your website (as opposed to beingseparate)
    36. 36. Social Media : a free database and market researchtoolYou can find these dream clients through LinkedIn and see if you areconnected in some wayLinkedIn groups allow you to monitor hot topics and issues amongstyour target audienceUnless you have a connection to an individual, it is unwise to send anunsolicited invitation however. They key to successful marketing is touse existing connections to open those doors
    37. 37. LinkedIn is the most important social network for those working in professionalservices.Top tip1. Make your profile as full and complete as possible2. Always have an up-to-date profile picture3. Create a separate profile for your business and use all options available(including services)4. Connect with all of your contacts and any new ones5. Join appropriate groups6. Share things, comment on things, like others updates. Be proactive. This is yourchance to be front-of-mind
    38. 38. There are thousands of professionals using Twitter. Start by following andinteracting with people you knowTop tips1. Make your profile as full and complete as possible2. Always use a profile picture (dont be an egg!)3. Before jumping straight in, its a good idea to follow and observe others onTwitter4. Perform detailed searches to find like-minded people5. Use tools like Hootsuite to make your time on Twitter more efficient (it can be atime drain)6. Share a bit of your personality on Twitter. Remember that people buy people7. Use Twitter to build new relationships. Seek out offline opportunities to get toknow people you follow and like in the social media world
    39. 39. Niche networks are growing in importance, Dont forge the CIPDs own ProfessionalCommunity discussion boards. This provides you with an opportunity to share youexpertise with HR Directors that may wish to recruit
    40. 40. Video is growing in importance but many firms block YouTube whereas they still allowaccess to Vimeo.Video is possibly the best way to get your message and personality acrossTop tips1. You dont have to spend a fortune on video but at the same time it shouldrepresent your brand and look professional2. Short and snappy videos are best3. Detailed planning is vital to the success of a good video. Be really clear aboutwho you are targeting, what you want to say and the key points you want to getacross
    41. 41. Kingfisher Coaching Client email newsletter
    42. 42. Linkedin
    43. 43. Website/Blog
    44. 44. Twitter
    45. 45. Kingfisher Coaching on Social Media
    46. 46. Website is ‘sticky’
    47. 47. Articles are easily shared and others visible
    48. 48. Kingfisher Coaching on Social Media X
    49. 49. Social Media Exercise:Given- What you offer (elevator pitch)- To whom (ideal client, remembering where they go for help with issues)- And how (brand)How are you going to:Get people who have a specific need orproblem that is a good fit for you:- to know, like, and trust you- to try you and then do business with you- to continue to do business with you- to refer you to others who are also a good fit
    50. 50. Social Media is like time spent at the gym;- it is possible to waste an awful lot of timefor no results,- you can damage yourself,- or you can achieve significant results!The difference in the results is down tobeing focused, intentional anddisciplined.
    51. 51. Marketing & Social Media - Plan of action1. Be clear about your ideal client / referrer Being focused allows for moreeffective marketing2. Have clarity around your proposition. Why should people choose you andyour services?What makes you different? Whats your USP?3. Get your marketing foundations right. Are you presenting yourself and yourbusiness in the right way? Whatever channel you use to promote and market,potential and existing clients will always want to check you out online.4.Use Social Media to develop existing relationships. Reap the rewards fromthose that are closest to you. The worst thing that someone can say to you is "Inever knew you did that"5. Use Social Media to demonstrate your expertise This cements yourcredibility with existing contacts and allows them to share with their contacts(moving others into the top tier of your pyramid)
    52. 52. The magic potion that will cure your sales problems....? • A well-considered X Marketing Strategy • Supported by an effective Social Media Strategy • Delivered consistently in everything you do

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