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Marketing Basics for Consultants Who Serve the Early Education Industry

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A webinar presented on Early Childhood Investigations Webinars and sponsored by Early Childhood Investigations Consultants Directory, ECEexperts.com

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Marketing Basics for Consultants Who Serve the Early Education Industry

  1. 1. Marketing Basics for Consultants Who Serve Early Education How to use personal branding and professional Inbound marketing tactics to attract clients. NO CERTIFICATES FOR TODAY’S SESSION
  2. 2. Fran Simon, M.Ed. Chief Engagement Officer Engagement Strategies -------------------------- Business Development for Organizations that serve the Early Childhood Education Sector Produced by… Sponsored by… NO CERTIFICATES FOR TODAY’S SESSION Presented by…
  3. 3. Door Prize Stay with us to win! Survey Prize Enter to win a $50 gift card!
  4. 4. Share ideas and tips in the questions pane. Slides are in the handouts pane. TONS of content! We will go fast! Save questions for the end of the webinar. Buckle your seatbelt! Tips for today’s webinar…
  5. 5. Today’s plan Get over the M-word Learn to define yourself as a consultant Explore marketing tactics to connect with clients (and partners) Learn about new resources
  6. 6. And your relationship with marketing
  7. 7. You are here because… You want to grow your consulting business.
  8. 8. Poll How do you feel about marketing yourself?
  9. 9. Marketing? Ewww.
  10. 10. Let’s face it: It can be uncomfortable selling yourself (or anything else!)
  11. 11. Earn a living But, if your primary goals are to… Share your expertise Help people You can’t achieve them unless you become comfortable making yourself known.
  12. 12. Defining your brand
  13. 13. Consultants sell themselves through “personal branding.”
  14. 14. http://is.gd/S0f3b4 Adapted from Christopher Mengel 1. Why and how you do what you do. 8. What are the “optics” of your brand? 3. What are your services? (This evolves!) Questions to help you define your brand 4. What are the benefits of working with you? 5. What you stand for & how do you operate? 6. Who are your target clients? (This can evolve!) 7. What is your voice in writing and in person? 2 What makes your consulting special? (This evolves!) VISION & MISSION VALUE PROP BRAND ATTRIBUTES BRAND BENEFITS ORG OR PERSONAL CULTURE BRAND POSITIONING BRAND PERSONALITY NAME & SYMBOL You, your work, and your brand
  15. 15. POLL When it comes to branding, have you…
  16. 16. Example: JudyJablon.com | PowerfulInteractions.com | LeadingforChildren.org Know someone else who has a strong brand? Share the name in the Questions Pane.
  17. 17. Relevant Adapted from- monigle.com Differentiated Authentic Your product is you. What you offer to clients must be… You Sustainable What clients need Say what you mean and mean what you say You must solve a problem your clients need to have solved You must be able to replicate your “special sauce.” Your own angle or twist
  18. 18. Understand and appeal to their… Challenges | Needs | Wishes |Aspirations | Preferences |Priorities You know your product. Now define who your brand serves.
  19. 19. Consultants are often thought leaders. Not all thought leaders are consultants! Who are the thought leaders you admire? Share the names in the Questions Pane.
  20. 20. Thought leadership is the living, breathing social proof of your brand. Who are the thought leaders you follow? Share the names in the Questions Pane. Seth Godin Thought leader of all thought leaders.
  21. 21. Thought leadership for inbound marketing Create and distribute content with “value” so your target audience wants and/or needs to connect with you.
  22. 22. Now that you know your brand, how do you market it?
  23. 23. Marketing Marketing activities are the processes for creating, communicating, and delivering offerings that have value for clients, partners, and society. (Adapted from the definition from the American Marketing Association)
  24. 24. Product Price Place Promotion The 4 Ps of Marketing
  25. 25. POLL How did you learn about today’s webinar?
  26. 26. Professional Networking Social Media Directories Presentations Articles, books, blogs Email Word of mouth Marketing tactics Your website or other online presence Inbound/attraction Hubspot Academy The authority on Inbound Marketing
  27. 27. Website Your website or other online presence
  28. 28. Website
  29. 29. Your web presence should include • About Your – Services – Products/Books (if you have them) – Unique value – Process – Areas of expertise – Types of clients – Geographical area • Contact Information • Links to social medial presences • A form to sign up for email • Testimonials • Calls to action Website
  30. 30. You have only 15 seconds to capture visitors’ interest. Website Your homepage better explain who you are, what you do, and what the visitor can do on the site
  31. 31. Website Your website should: • be appealing to the target audience • use direct language • include minimal text, and lots of graphics • be uncluttered and easy to navigate • be optimized for multiple devices • constantly change and grow • be optimized for search engines • include calls-to-action (tell people what to do with action verbs)
  32. 32. Networking Networking
  33. 33. Professional Networking Basics Be there… Ask questions Listen more than you talk Align yourself Be present and focused Elevator pitch only if appropriate “Give vs. Get” Invest in the relationship Professional Networking Reach out with something of value
  34. 34. Professional Networking Introverts: Take baby steps. One person at a time. Comment to engage. Extroverts: Relax, this comes naturally to you Excitables: Resist the urge to make it all about you and over commit. When it comes to networking, are you an Introvert, extrovert, or “Excitable”
  35. 35. Where to network IN PERSON • Conferences – National – Regional – Local • Local meetings where your target audience convene • Make an event! • Opportunities lie everywhere! ONLINE • NAEYC’s Hello • Other organization forums • LinkedIn and Facebook groups • Twitter chats • Anywhere you can “converse” • Opportunities lie everywhere! Have an idea? Type it in the questions pane!
  36. 36. Social Media Social Media
  37. 37. Social Media starts with something to say Social Media Content is the magic fairy dust for your brand because it demonstrates authority, knowledge, skills and insight.
  38. 38. Social Media is the dandelion of content. It spreads your ideas (content) and plants seeds. Social Media
  39. 39. Blog |Vlog | Slides |Webinars |Articles Book excerpts | Newsletters |News and journal articles Other ideas? Type into the Questions pane…. Social Media
  40. 40. LinkedIn for professional networking. Instagram’s audience is younger, but great for personal branding. Facebook is rising in business but is all about everything. Twitter supports all. It’s the place to get the word out and gather intelligence fast. Pinterest is outstanding for teachers. YouTube is outstanding for branding, but… Social Media PlatformsSocial Media
  41. 41. Link with people with similar interests and roles, influencers in the field, and your target clients. Start with people you have worked with. Then, the people to whom they are connected. Join 50 groups your target clients might join. Interact by commenting on posts by others and post links. Download the LinkedIn app and use it whenever you have downtime. LinkedIn GrowthSocial Media
  42. 42. Directories Directories
  43. 43. Directories: Specialized online Yellowpages • Early Childhood Investigations • Jobs@HeadStart (California HSA) https://jobsatheadstart.org/consultants/ • NHSA • Indeed Specific to ECE • Profinder on LinkedIn • Local Solo • Freelance Directory | Society of Professional Journalists Various consultants Directories
  44. 44. Presentations Presentations
  45. 45. Regardless of the size, presentations draw audiences who are interested in the specific expertise you have to offer. Presentations
  46. 46. Tips to get started presenting • Get on the “request for proposal” lists of organizations that host conferences • Don’t be shy! They are looking for content. • Start with local and regional conferences and work up to national conferences. • If you publish, present on your articles or books. • Partner with others who are be more experienced or complement your expertise. If you have a tip or know a GR8 conference for presenters, type it into the Questions Pane.
  47. 47. Articles and Books
  48. 48. Articles & Books
  49. 49. Becoming The marketing benefits of being an author Articles & Books • Show your expertise • Build trust • Attract exactly the right clients • Give you content to share • Opportunities to create new services or products • Opportunities to present • Exposure, potentially Internationally
  50. 50. A few tips for aspiring authors • Don’t be afraid to propose ideas to publishers.. • If books have already been published on the topic, offer another perspective. • Check the proposal guidelines. • Be confident in your expertise. • Meet publishers at conferences. Two webinars for aspiring authors: Book Publishing for Aspiring ECE Authors, Presented by NAEYC and Redleaf Press Recording: bit.ly/ecebookauthor Writing Articles for ECE Journals, Presented by NAEYC and Exchange Press October 5, 2017 bit.ly/ecejournals Have a tip? Type it into the Questions Pane.
  51. 51. Email
  52. 52. Email Email newsletters Occasional updates Your current contacts- Intro email
  53. 53. Email Basics The Goal: Get recipients to take action. Often overlooked: Strategies to grow your list. Should include more than announcements about you. Light text, moderate images. Lots of links. Calls to action. Subscribe to lots of email lists to learn from others. Repurpose content. (But only your own!)
  54. 54. Subject lines are (almost) everything! If they don’t open they won’t click Email The Science of Email Marketing | |Hubspot Have a tip? Type it into the Questions Pane.
  55. 55. Word of mouth Word of Mouth
  56. 56. Word of Mouth That trainer from last week’s session really says what she knows and does what she says. Hire her! “Earned” raves are more valuable than any other intentional strategy you can deploy. Now, how do brands earn raves? Word of Mouth
  57. 57. WOW them with WOM! Accept feedback graciously. Partner with colleagues. Never disparage the competition. Word of Mouth
  58. 58. Fran S. Simon, M.Ed. Fran.Simon@EngageStrat.com ECEwebinars.com ECEexperts.com Questions ? What is on your mind?
  59. 59. ECEexperts.com A hub where organizations in the early childhood sector can find the consulting expertise they need and where You can make your services visible ECEexperts.com
  60. 60. |Editors | Finance| Grants| Graphic Designers| Keynote Speakers |Marketing |Occupational Therapists |Psychologists | Presenters |Professional Development | Speech Therapists |Social Media | Social Worker | Technologists | Technical Assistance | Trainers | Website | Attorneys | Authors |Business |Coaches | Curriculum Specialists | Developers |Editors | Finance| Grants| Graphic Designers| Keynote Speakers |Marketing |Occupational Therapists |Psychologists | Presenters |Professional Development | Speech Therapists |Social Media | Social Worker | Technologists | Technical Assistance | Trainers | Website |Attorneys | Authors |Business |Coaches | Curriculum Specialists | Developers |Editors | Finance| Grants| Graphic Designers| Keynote Speakers |Marketing |Occupational Therapists |Psychologists | Presenters |Professional Development | Speech Therapists |Social Media | Social Worker | Technologists | Technical Assistance | Trainers | Website | Attorneys | Authors |Business |Coaches | Curriculum Specialists | Developers |Editors | Finance| Grants| Graphic Designers| Keynote Speakers |Marketing |Occupational Therapists |Psychologists | Presenters |Professional Development | Attorneys | Authors |Business |Coaches | Curriculum Specialists | Developers |Editors | Finance| Grants|
  61. 61. Clients free Consultants subscribe Annually for less than $0.50 per day! ECEexperts.com
  62. 62. 65 WATCH A DEMO NOW! http://bit.ly/expertsdemo Join a live demonstration webinar August 11, 2017 2 PM– 2:45 PM Eastern Time NO CERTIFICATES Door prizes and discount coupon http://bit.ly/demoexperts
  63. 63. Curious? Contact us! info@ECEexperts.com
  64. 64. Door Prize Time to win! Survey Prize Enter to win a $50 gift card!
  65. 65. Thank you for joining us!

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