• Mon. Mar 1st, 2021

Strategic Marketing: 10 Marketing Strategies that Work – part 1


Dec 7, 2020

♪ [music] ♪ Marketing is one thing,
but strategic marketing is the type of marketing that works best because it
takes advantage of your competitive advantage. So, in this two-part video blog,
I'm going to be talking to you about 10 marketing strategies that really deserve
prioritized attention because they really work. First is around promoting what matters
most to the professional services marketplace. And that is expertise,
the extent to which you can devise a marketing system that brings visibility to
your expertise so you're educating rather than selling is a top marketing strategy
followed by high growth firms. Beyond expertise is like another layer of
that specialization. So, a second strategic way to approach the
marketplace is to lay a stake in the ground around a niche specialization. This could be a specialized approach to
solving a problem that your target audience is having or a specialized role
that you work with within your target audience. Third is around being everywhere where
your audience is. We call it 360-degree marketing. You probably hear that term all the time,
but what it's really talking about is being ever-present where your audience is

And we've found in our research that the
sweet spot between digital and traditional is 60/40, and having both digital and
traditional techniques in your marketing system is what being ever-present is all
about. A fourth strategy to consider is the way
you offer your services to the marketplace. Bundling or integrating certain services
is the way that you can compete and rise above the noise of all the other
competitors. Think about tacking on training to a
particular advisory for example. And a fifth strategy to consider is what
we call sub-branding. Now, this is helpful to firms that along
the way, along their growth evolution, they've discovered that they can easily
and profitably serve a new market, but maybe serving that new market isn't
quite in alignment with your overall brand strategy and could dilute it.

So, firms that find themselves in this
position can create sub-brands that still have an association with the
parent brand, but allow them to easily and seamlessly serve this other newer market
without causing brand confusion. So, if you'd like to find out more about
how you can adopt strategic marketing and incorporate that into your planning,
I encourage you to check out all the marketing training we've designed
specifically for professional services firms in Hinge University. Hope to see you there. ♪ [music] ♪.

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