Build your brand through your ezine – part 1

Posted by: Krishna De | Posted on: September 11th, 2006 | 0 Comments | Posted in: Uncategorized

Last week I was consulting with a new client about how to grow thier business in the face of increased competition and new consultancies like theirs coming into the market.

They advised me that they had made a substantial financial commitment to attending a trade exhibition in October where they knew the new competitors would be exhibiting.

One of the areas we discussed was how to ensure that they have a plan in place to leverage the commitment they are making by registering to attend the expo.

Building your brand through exhibitions is a whole other subject and in summary I don’t recommend it for professional services firms unless you are a speaker at the conference/event so that you stand out from the crowd of other exhibitors and can direct people to visit your stand from the stage.

One recommendation I made as a key to the marketing plan around the expo was to put in place an ezine such as our own “Biz Growth Express“.

In Europe, professional services firms fall behind North American counterparts by not making resource rich ezines available for current clients and to attract future clients.  They are therefore at risk of losing a share of the market to people who are prepared to work with a client outside of their local geography.

Here are some of the benefits for my client by implementing an ezine strategy:

• They will be able to get back in touch with the 2000 people they already have met and advise them they will be at the exhibition
• It will enable them to keep in touch with the new potential clients they meet in the months ahead – my clients solution is something that people take some time to consider to purchase so there is a long sales cycle
• By including articles in the news letter they can position them selves as experts and educators so that they become the preferred solution verus their competition
• They can recommend solutions – both of their associate partners and themselves which will lead to increased sales.

I’ll cover some ezine basics in the next article – but in the meantime consider why is it that you are not distributing a news letter?  What are you resisting?

©Krishna De, Oneocean Ltd 2006.  All rights reserved.

“Biz Growth News” is a Oneocean Publication.  Oneocean Ltd is a leading business development consultancy with a difference – we focus on the unique strengths of an organisation and its people to unlock extraordinary performance and growth. To learn more about our work, visit http://www.oneoceangroup.com

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©Krishna De, Oneocean Ltd 2006. All rights reserved. Reprinted from “Biz Growth News”, a Oneocean Ltd publication for leaders in professional services practices, featuring inspiration, strategies and tips to build your brand, attract your ideal clients and enjoy greater success with less stress.  Subscribe today at http://www.krishnade.com/blog for daily tips to build your corporate, employer and personal brand so that you expand your professional and personal success.