Fresh ideas, seasoned perspectives, and solid marketing strategies to keep you grounded and growing.
This is the age of empowered consumers. They can find you, critique you, and compare you with your competitors 24/7. As a service provider, how are you adapting? Are you hiding out, or actively engaging with this dynamic business shift? If you haven’t begun the engagement process, here are a few tips to help you get started.
“Do no harm” is my number one rule for both traditional and Web 2.0 marketing. Doing nothing is preferable to doing something poorly or worse, blowing the client’s confidence. Developing a well-conceived plan is the best defense. Your engagement should center around your clients’ needs and building stronger relationships. It’s not a campaign about you.
Second, invest time in clarifying your personal brand. What makes you different? Whom do you serve? What are you passionate about? Is your style formal, informal, serious, or playful? Develop your brand voice, then let it permeate across every channel, from LinkedIn and blogs to expert articles and snail mail.
Third, listen and explore. Go online and see what others are doing and saying. Set up Google Alerts on subjects that interest you. If you don’t have one, set up a Twitter account. Follow the conversations. Twitter made me crazy until I finally plunged in and started exploring. You’ll be amazed at the depth of resources at your fingertips. Everyday I benefit from valuable information shared by those I follow. You can too.
Fourth, decide your level of commitment and engagement. Marketing, and especially Social Media, can consume a ton of time. It’s recommended that service professionals invest at least 10 percent of the work week on business development, no matter how busy. At the very least, create and maintain a robust LinkedIn profile. It’s free. There are more than 80 million professionals on LinkedIn. Set up a system for staying in touch with your clients and referral sources, and stick to it. Like exercise, a modest effort is better than no effort at all.
Finally, be authentic and not self-serving. Share your professional knowledge with honesty and humility. Social Media is not the place to solicit work or promote yourself. This is the age of two-way conversations. More and more, those conversations are being initiated by empowered consumers.
Communication begins here.
321 Tenth Avenue, Ste. 1107 San Diego, CA 92101
I brought Leah on board to help my business grow to the next level. With her brilliant marketing techniques and drive, Leah has helped me transform my business into a thriving 1031 Exchange firm and allowed me to focus more on my clients. Leah has been instrumental in my PR, branding and marketing initiatives and I have come to depend on her extraordinary marketing contributions. She is a delight to work with and her tenacity is extremely motivating.
Bill Exeter, President and CEO
Swearingen Communications provided us with both solid marketing strategies and creative ideas and implementation. This spanned our branding, website, and more. Leah Swearingen helped us think differently and see our company from a client’s perspective. We thoroughly enjoyed our professional relationship with her and highly recommend her services.
Jack Shirley, CPA, CGMA, Friedman Brannen LLP
You are the epitome of professionalism, and your work is of the highest quality.
Patricia J. Lane, Director of Administrative Services, DENTONS, Past President, Association of Legal Administrators
One of the best marketing people I know is Leah Swearingen, of Swearingen Communications. She shines when it comes to professional services firms. I personally have seen the work that she has done on behalf of a wealth management firm and a law practice. Great stuff.
James E. Tenuto, CEO, Renaissance Executive Forums
I retained Leah in my role as Executive Director of a prominent San Diego law firm. Leah successfully led the firm in developing a firm-wide marketing culture, marketing plan, and guiding our attorneys. When I launched my own company, Leah was instrumental in helping me create my brand, communicate my services, and develop marketing collateral. My company continues to benefit from her outstanding work.
Nancy Thornton, Founder, Foster Thornton LLC
You make a huge difference in the way our company is perceived in the marketplace. From your good ideas to your execution and follow through, it is fortuitous to have you on board. We have great things to say about you and don't mind shouting them from the rooftops.
Craig Brown, President, Rancho Financial Mortgage