Many firms are interested in gaining more visibility with their existing and potential client base. Linking a firm with a clear set of expertise will help clients turn to you when they need help (see my recent blog post on relationship marketing). You may want to reinforce your expertise with your client base periodically and become more recognizable in your industry.
Face to face meetings with existing and potential clients are one of the best ways to increase their knowledge of your firm and what you offer. If you’ve had that meeting and want to keep your firm’s name in front of the client, here are a few strategies to consider. Developing and implementing a multi-faceted marketing and business development strategy can educate your client on your services/products as well as recent accomplishments. This type of strategy may include the following activities on a consistent schedule:
Be a speaker or moderator at an industry conference;
Sponsor an event or the conference itself - your firm will receive recognition in the conference program and often the conference web site;
Announce (via email/social media/web site) recent wins, project milestones, unique approach or methodology used to solve a client’s issue; project completion, new staff, new offices opened, professional recognition;
Present webinars for clients about a topic of interest – share your expertise on a topic with which other clients might struggle;
Publish a White Paper on your company web site about an interesting industry issue;
Be active in social media – comment on or like news pertinent to your industry on LinkedIn;
Establish a part of your company’s web site that positions your firm as the expert in specific areas with new content on a consistent basis;
Attend professional events to meet new people and be visible to people you know.
These are a few proven strategies to increase visibility. I don’t recommend inundating your clients/potential clients with information about your firm all at once! Get on a schedule to touch base periodically. Often you can schedule around industry conferences and events, and then fill in the gaps with news, emails, webinars, etc. Ultimately, the idea is that this visibility will lead to new business with your client base.