When you initially decided to hang your shingle, constrained by a start-up budget, you probably tried and tested a variety of practical, marketing tactics. As your practice matured, it’s only natural that you left that same marketing plan in place because things were working just fine. You know that old adage “If it ain’t broke, don’t fix it?”
However, if status quo isn’t enough and you’d really like to go the distance with your professional practice, you’ll have to change something. Without a doubt, you’ll need more than an off the shelf marketing tactic. You’ll need one great marketing strategy that helps you spend a concentrated amount of time and money, in a strategic way.
So, I have to ask you…
Are you committed to growing your practice and your professional identity?
Rest assured that I do not ask that question lightly. There is a big difference between wanting something and actually putting that desire into action. It’s a bit like flossing. We all know that it’s essential to maintaining a healthy mouth. But when you’re tired and busy, it’s really easy to forget or to put it off for another day.
If you’re truly committed to a bigger vision for your practice, don’t delay putting yourself on the right path. That perfect day? When you’ve got more time, money or energy? It doesn’t exist. Waiting for it didn’t build the successful professional practices around us today.
Now some of you may be thinking, I get what marketing can do and nobody understands the strengths of my practice better than me. I will write my own marketing strategy and I can ask my brother-in-law, the advertising executive, to help me out if I get stuck. I would respectfully ask if you would recommend a layman adjust his own spine or design a renovation, instead of seeking professional help? Professionals know, better than anyone else, the inherent risk in doing things yourself. Find a marketing specialist who you respect (with no disrespect to your brother-in-law!), with a deep understanding of professional services and the ability to articulate your unique strengths. Our clients are stars in their fields. But they’re the first to admit that they don’t have the marketing skill, nor the objectivity necessary to get this job done right.
Marketing strategy in place, you’ll be able to break down into smaller, actionable steps what might have once seemed like an overwhelming task. At that point, the untapped opportunity becomes evident.
Investing in a great marketing strategy, as opposed to yet another tactic, can transform your professional practice by attracting clients that ignite your passion for what you do. It can invigorate your team and reduce turnover. All of this contributes to steady cash flow and improved profitability. But, sometimes, removing ambiguity about your vision also minimizes ‘busy work’, allowing you to achieve your goals but also spend more time with your family or give back to the community.
What about you? Have you acted on a need to transform your marketing? How has it changed your professional life for the better?
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