How do I market myself?

[Flying Accountant online]

Hello Designmill

as a first port of call can I suggest the following website:

www.serviceseeking.com.au

This is a website who is actually a client of mine (they use our online accounting system).

Basically people post jobs they need done, you then bid on the jobs and bingo - you have got yourself started with some clients.

The website is really wonderful and I have personally picked up a fair bit of work from it.

Thanks
Martyn

[JohBD]

Hi designmill

Congratulations on your new business. I agree with Angela and Diva Promotions in that you need to show how you are different to all the other graphic designers, or your USP (Unique Selling Proposition).

Work this out by answering these questions:
Do you work for a specific business market, ie tradespeople or schools?
Do you had an item you are constantly asked to do because you're so good at it, ie business cards, websites etc?
When you describe your business to someone, what do you say? This might be the key to your difference (or should be where you explain your difference when you work out what it is!).

I too provide a service, rather than a product, and most of my work comes through referrals, networking and article marketing (ie being an expert in writing and PR and writing about that for various media).

Good luck.

Johanna

[Ric Willmot]

Get your strategy right before worrying about the tactics.
Trying to decide between emails, brochures, cold calls and alike is fallowed.
These are alternatives looking for an objective.

You need to be totally clear about your strategic intent -- and that intent needs to be correct. Otherwise, all the greatest tactics in the world, no matter how artfully crafted or cleverly designed will fall short of the target.

Good luck!
Rgds,
Ric

[Geoff Kelly]

Laura,

There are some great ideas here. The short answer is that all marketing techniques work for service professionals, even cold calling (but I agree with the advice that few seem to be able to cold call consistently). Although some work much better than others.

However, the secret sauce is understanding that generating quality leads, keeping-in-touch, and conversion to clients need to be connected into a working model. It's only partially effective to commit random acts of marketing in the hope that some will help you somehow.

I'll send you a detailed articel Robert Middleton (of the US) and I co-authored last year that explains the importance of marketing syntax and planning. And I'll be happy to further explain how you connect it all up if you want - I can send you a diagrammed example if that helps - just ask.

Best wishes

Geoff

[businessbooster]

Originally Posted by designmill

Hi there, throwing another one out there:

If you offer a skilled service like me, Graphic Design, rather than a product, how do you market yourself?

"Let me re-brand your company and I'll throw in a free set of steak knives!"

I have a plan to contact some target clients mid January. I have already constructed databases, to send via email, information about my company (each target industry written specifically to suit their business - no template blurb etc).

But then what? A phone call? Another email? Mail?

1. I don't want to be spam.
2. I personally hate junk phone calls.

So how can you get the message across that you really truly think their business could benefit?

As this is different - I am not keen to blanket letterbox drop or advertise in a local paper. These are companies I have researched individually. Surely the follow up needs to be more personal?

I'm a little stuck on this, so would love to hear what others have done in this situation.

Cheers,

Laura Patmore
Graphic Designer

Design Mill
w. www.designmill.com.au
e. laura@designmill.com.au

Hi Laura,

with out doubt networking is very definitely the best way for you to get business. In the current recession people will buy from people that they trust, you need to build relationships before you get orders. Once you get customers that way they will give you referals and the snowball affect starts rolling.
If you want some networking tips go to:-

http://yourbusinessbooster.com/free-...body/#more-546

[Avatar Consulting]

Reading the other replies i can see that this forum has quite a few experienced business operators that know what they are talking about.

Getting customers is vital to the life of your business and you need to keep getting them because every business loses about 20% of its customers per year.

Before you even start to promote your service you should have answered these questions.
1. Who is my primary customer- the one i really want to get
2. What is their customer profile
3. What needs do they have that are filled with my service
4. How can i prove that my service fills their needs

Getting the opportunity to make a sales presentation takes and average of 7 contacts by your company to the same customer to build rapport and credibility. Especially for a high involvement service that is not essential for their business.

You should read about Customer Relationship Management and how to service customers for repeat sales.

Identify your targeted customer and get all their details

A simple sales management strategy is;
1. Attend a Business Networking event and obtain a collection of prospects
2. Send a 'welcome' letter to them highlighting what you talked about
3. Send a 'special offer' letter to them and ask if they want to join your newsletter list
4. Give them a phone call 7 days after the letter and catch up for a coffee
5. Send a relevant 'news article' to them within 21 days of the coffee
6. Continue to stay in touch every 30 days

You will need to develop what works for you. The more your service costs the more you need to focus time and energy on building a relationship with the customer.

[The Office Witch]

Hi Laura,

You could go to your Chamber of Commerce meeting and offer a discussion about graphic design. Do not forget to get attendees contact details that you can use as your database. By getting their details, you will have the permission to approach them by phone or e-mail.
Good luck!

[Johnhanry]

Great info here and agree with you. Finding a targeted market that interests you and then creating traffic to your site are all very important steps in creating a home business. Many people think it is going to be easy to start earning money, but for most of us it takes time and a lot of determination to make it work.
Thanks,
www.InfoProductWealth.com

[leisadent]

As a graphic designer, I'm in the fortunate position of getting most of my work through referrals from happy clients, however before that happens you need to get some clients in the first place.

So when it comes to marketing a new service business, I think the focus should be on letting prospective clients know "what's in it for me", eg. do you offer lower prices, better quality service, a more diverse range of services, and so on. Then think about who would benefit from becoming a client and market directly to them in a letter, for example, with a view to setting up a meeting.

In all my years doing business online, I've never - not once - used a service provider who contacted me via email without any research on my part. That spam line is very blurry, so I've never bothered trying to market myself through email.

The same goes for cold calling - who wants to be interrupted by a marketing call when they're busy? A letter can be read at the recipient's leisure and you can provide alot more information in one hit.

Press advertising may be helpful if it's highly targeted. For example, if you want to market to dog grooming businesses offering cartoon-style doggy logo designs, advertise in a dog grooming trade journal and forget the more general publications.

As for yellow pages - no offence Sensis, but only 1 call during 6 years in the printed directory.

[CashflowAddiction.com]

Something that hasn't been mentioned yet is - who has your preferred clients..
1) Before you
2) After You
3) Similar Business to you.

1 & 2 - Show these businesses your quality and service and work out a finders fee.
Offer to pay them per customer that uses your services if they personally introduce you to their clients (via email/letter etc) and signed by them.
Check my blog post (cashflowaddiction.com) to see what you can pay them with no guilt and give you some thoughts on your customers value.

3 - Find the busy shops and offer to do overflow work for them under their name.. Prove your quality first... if their not greedy and they get rush work they can't handle, at least they can take the risk with you and everyone gets paid.

Read keith Ferrazzi's (sp?) Never Eat Alone for insights into networking and cold calling and find ALL the networking events out there that don't clash with your existing work and look for your 1, 2's, 3's. and possible customers.

A lot of people respond to free advice/articles (look around the web ) so find someone who tests their site/advertising religiously and team with them on a newsletter with successful ideas or addressing people's fears/needs and stick the url to sign up for 'Free Advice' on your business cards. It's not hard to find whats 'hot' in google... just put your take and send it to your growing contact list.
Cheers,
Ross.