Effective SelfPromotion and Marketing Establishing and Building your Business Profile

1
Effective Self-Promotion and MarketingEstablishin
g and Building your Business Profile

• Paul Herbert Edge Media
• (www.edge-media.co.uk)

2
Getting established

• Do it properly
• Consider register, tone, look and feel in your
  marketing material
• Network and ask questions
• Sometimes the simplest things work
• Advertising

3
Building your profile

• Profile should reflect who you are, not who you
  were
• Testimonials
• Balance specifics with general approach

4
Going online

• Primarily a visual format use bite-sized chunks
  near the front end
• ..but subvert the form
• Use photos keep them fairly small and neat
• Use humour sparingly, if at all

5
Ask not what the technology can do for you

• Blogs, rtf feeds, monthly newsletter may be fine
• Focus on what can you realistically deliver
• CMS is fine, but not foolproof
• Start simple and expand as necessary (cf SEC
  website)
• If you cant afford to pay a designer, keep it
  simple (especially fonts) design is not as easy
  as it looks.

6
Marketing literature

• Just because you can, doesnt mean you should
• Invest in a graphic designer
• For anything with a shelf life, get it properly
  printed too
• Get at least two other people to proof-read it
  (even if you can spell and punctuate)
• Photography stock photos, consider using a
  professional photographer or at least a friend
  who really knows what s/he is doing

7
Use PR

• What, who, when, where - as near the top as
  possible
• Include a quote
• Look for the news angle dont advertise
• Keep it simple
• Try to build relationships with journalists
  dont get angry!

8
Consultant Register

• What is it?
• Write in sentences, not notes
• Think about the keyword search
• Read it after its uploaded you may be
  unpleasantly surprised!
• Include a client list (but put a check in your
  diary)
• Keep the boring bits, eg qualifications, for the
  CV