Marketing is crucial for businesses in every industry. From law, digital, construction, technology, manufacturing, finance and others, it is a key role shared by everyone. However one of the common pitfalls encountered are professionals talking about themselves and their businesses first, rather than listening and learning about what potential customers want.
I had the pleasure of recently attending a networking lunch organised by Professional Liverpool, which looked at marketing. The speaker was Dean Currall of Verb Marketing, who gave a presentation about how professional services can utilise marketing techniques, to develop fruitful and productive trust-based relationships.
There was plenty that Dean talked about, that really fascinated me. From the importance of giving solutions to customers, in the form of services and structured content, I found Dean’s presentation to be tangible and relevant for businesses, entrepreneurs and professionals today. In this era of digital technology, companies need to use the capabilities provided to tailor their marketing approach, in order to attract clients and promote their services.
In addition, Dean also provided other useful nuggets of wisdom, which I have listed below.
- You need to have a marketing strategy and objectives that are relevant, achievable and measurable.
- Create and give free content that resonates with people.
- Promote and boost content created and shared by others (e.g. blog posts, published articles and presentations).
- To sell content to boost your brand, you need to offer solutions.
- Your content needs to include tangible information.
- Become a thought leader and develop a relationship of trust.
- Do more seminars and blogs!
- Sell stories, experiences, solutions and benefits.
- Segment your content using a CRM (Customer Relationship Management) database.
From the points listed above, I was able to relate this to my blogging work, and how I constantly strive to create relevant and useful content, that resonates with people. Listening to Dean speak about structuring content, providing relevant information and how it needs to capture the personal attention of others, was a defining moment for me.
It also made me think back to a past experience, when I wrote and published an article about learning from failure, back in June 2016. When I published and shared the article, I discovered later on to my amazement, that it was viewed 88 times that year, which I was not expecting. Therefore I was taken completely by surprise with how the article struck a chord, and resonated with many people. It still surprises me today!
I was greatly impressed with Dean as a speaker. I not only learned plenty from him, but he presented and delivered his content, with a knowledgeable yet easygoing tone, that I could easily relate to and understand. In addition, I was also impressed with his knowledge of the mechanics involved with successful marketing. This has given me a greater understanding of creating and marketing my blog content.
A delightful bonus of the event was networking with familiar and new faces. These included Paul Trickett of Bathgate Business Finance, Agnes Fitzgerald of Irish Business Enterprise, Elaine Courtney of Courtney Reid, Jon Davies of Jon Davies Accountants and Simon Robb of The Alternative Board, amongst many others. Overall it was a pleasurable event, and I sincerely hope that everyone who attended also enjoyed Dean’s presentation, and found it to be as interesting and useful as I did.
I would like to personally thank Dean for sharing his marketing wisdom, and also to Alex Clark and Emma Rittenberg of Professional Liverpool, for organising a top-notch networking lunch.