Building Your Personal Marketing Plan

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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

Published in: Business, Health & Medicine
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Building Your Personal Marketing Plan

  1. 1. Jill Lock Director of Marketing BUILDING YOUR PERSONAL MARKETING PLAN
  2. 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. 3. PROVIDES YOU WITH  focused blueprint to manage your growth  strengthened relationships with employees, clients, referrals, and prospects.  a tool for accountability
  4. 4.  Interests  Strengths  Define target market and competitive advantages of your service  Personal marketing plan activities  Referral relations
  5. 5.  Civic  Professional  Sports  Food  Cultural  Religious/Spiritua l
  6. 6.  Networking  Writing  Research  Speaking  Other
  7. 7.  Identify your target market  Profile of ideal client  Industry of ideal client  Competitors in the market place  Your unique competitive advantage
  8. 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. 9. CONNECT  Industry, association, or professional meetings  Social media COMPILE/DEVELOP  Research  Write an article  Make a presentation
  10. 10.  Attend firm meet & greets  Meet client’s banker/lawyer  Attend professional groups
  11. 11.  Top 10 clients  Top 5 referral sources  Top 10 prospects
  12. 12.  Goals  Strategies to meet goals  Action plan  Time table  Reporting/sharing status of plan; accountability  Make a commitment, write a plan
  13. 13.  Business cards  Isdaner Insights E-Newsletter  Isdaner LinkedIn page  Isdaner Facebook page  Isdaner Twitter account  Isdaner website
  14. 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. 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. 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. 17.  Specific  Measurable  Achievable  Realistic  Timely
  18. 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. 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. 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. 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. 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. 23.  Best use of social media  Keep it professional o You represent the firm  LinkedIn recommended
  24. 24.  Know your platforms  Customize everything  Hone your profile  Don’t be pushy  Express gratitude  Take it offline when possible
  25. 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. 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. 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. 28. REFERRAL SOURCES  Clients  Friends  Networking INDUSTRIES  Real estate  Service  Healthcare/medical
  29. 29.  Add to the database  Clients, referral sources & prospects  Article ideas/breaking news/tax tips
  30. 30. FREQUENT CLIENT READERS  Kathryn Greenberg  Steve Berger  John D’Agostino  Amy Brantz  Eileen Gaul Isdaner
  31. 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. 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. 33.  Main Line Chamber Medium Sized Business of the Year  Top 20 Philadelphia Area Accounting Firm – PBJ List  Independently owned & operated
  34. 34. 3 Bala Plaza, Suite 501 West Bala Cynwyd, PA 19004 610.668.4200jlock@isdanerllc.com 610.667.4329 Isdaner Website @isdanercpasIsdaner LinkedIn

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