Marketing Articles

Summer Primer: Basic Building Blocks of Marketing (from RISBJ)

  From RISBJ: Basic Building Blocks of Marketing: A Summer Primer by Carolyn Lavin Small firm and solo professionals in law, accounting, finance, and technology (and beyond) are often challenged by finding the time and talent to create and execute even the most fundamental marketing activities. In fact, for the busy professional, marketing and business development may be the most daunting aspect of your work-life. In today’s contemporary workplace, implementing the basic building blocks of marketing makes you and your company more reachable, builds trust and credibility, and helps potential clients and customers make informed decisions. Strategy While you may not need a formal, ten-page marketing plan, it’s important to take the time to create a well-honed big-picture strategy to maximize your marketing dollars. It makes sense to identify what you like to do, what services are in demand, and what is most profitable. From there, you can define your key selling points, and identify your primary and secondary target audiences. Consider a business card with a logo, positioning line and other branding essentials. Where possible, use a professional to design your business card. A mini-marketing plan with a straightforward quantitative, business analysis will help you track measurable achievements and determine where to spend your own time and energy. Website Service professionals in the B2B arena often need websites so potential clients and customers can “vet” you and your business. For simple websites, there are usually three skill-sets needed. The first is the design. It may be based on some […]