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A marketing strategy will help you identify your best customers, understand their needs and implement the most effective marketing methods.

The internet has transformed business marketing. No matter what you do, the internet is likely to be at the heart of your marketing strategy.

Good advertising puts the right marketing message in front of the right people at the right time, raising awareness of your business.

Customer care is at the heart of all successful companies. It can help you develop customer loyalty and improve relationships with your customers.

Sales bring in the money that enables your business to survive and grow. Your sales strategy will be driven by your sales objectives.

Market research exists to guide your business decisions by giving you insight into your market, competitors, products, marketing and your customers.

Direct marketing can be a highly successful way to generate sales from existing and new customers. Find out how to target them in the best way.

Find out how attending and displaying at exhibitions and events can benefit your business. Also learn how to build your network.

PR

Favourable media coverage can bring a range of business benefits. But how do you attract the attention of editors, broadcasters and journalists?

What should you include in a professional profile?

Descriptions of you and your business appear in many places - from social networking sites to press releases. So it pays to get your professional profile right. Bryony Thomas of Watertight Marketing offers some guidance

A well-written professional profile is an essential part of your sales and marketing toolkit. Done well, it can bring your company to life and demonstrate your credentials through your people. Done badly and people either don't know, or don't believe, that you have a great team.

A key paragraph introducing your company is a must - but don't ignore the professional profiles of your key people. Anyone who is out there networking, making calls, or working with clients is representing your business.

It's well worth investing some time and energy, and possibly getting a little copywriting assistance, in preparing a template profile (you may hear this referred to as a boilerplate) that can then be used in the following places, amongst many others:

  • on your LinkedIn profile
  • in your proposals where you outline the team
  • on your website
  • as a footer on press releases
  • ss a speaker profile if you're hosting or speaking at an event
  • on directory websites
  • on trade association websites

Key elements of your professional profile template

To get started, have a think about the following questions:

  • What do you do and for whom?
  • How long have you worked in your industry?
  • What is your particular expertise or specialism?
  • What were the moves / highlights in your career?
  • What impressive clients have you worked with?
  • What examples do you have, with proof, of what you can deliver?
  • Have you received any awards or accolades?
  • What qualifications do you have?
  • What are your values - why do you do what you do?

Start with a 200-word profile and then re-purpose it into the various formats, by cutting it down, to use in the different contexts. I would also recommend that you incorporate key search terms for online profiles. However, in doing so, don't lose sight of how it reads to a real person.

Written by Bryony Thomas of Watertight Marketing.

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