Attention All Service Professionals – 5 Simple Ways How to Create an Online Presence to Generate More Business
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Ever since moving to Toronto I started realizing how different marketing oneself is here, compared to Malta. In Malta, which is a small island in the middle of the Mediterranean, has a population of roughly 400,000. So, word of mouth, the local newspapers, radio and TV stations were the most effective marketing strategies that one would use to brand oneself and one’s business. However, this all changed when I moved to Toronto, and started studying how someone can market effectively to a much larger audience, such as the 2.4 million people who reside in Toronto alone.
This quest led me to the internet solution. I started realizing that if I wanted a hairdresser in Toronto – I would look up ‘hairdresser Toronto’ on the internet. I would check who has a website and what feedback this hairdresser has from the public. This happened whenever I wanted an accountant for my tax returns, an esthetician for my facial, a dress for my brother’s wedding, a place to rent, a particular piece of furniture, a health insurance plan, an instructor for our driving lessons, to buy a car, and more. I always found my answers on the internet, and I am sure I am not alone considering that in 2009 in Canada alone 74.9% of Canada’s population are internet users.
Unfortunately at this day and age, if a service professional (or anyone for that matter) doesn’t have a presence online, they are considered invisible. So, in this article I will be discussing how a service professional can market his / her business online.
Who are the Service Professionals?
According to the Merriam-Webster’s Dictionary of Law, a professional service is defined as ‘a service requiring specialized knowledge and skill usually of a mental or intellectual nature and usually requiring a license, certification, or registration’.
So, it could be anyone who provides a ‘skilled’ service. Some examples are hairdresser, esthetician, teacher, accountant, chef, GP, podiatrist, dermatologist, nutritionist, personal trainer, dressmaker, lawyer, photographer, carpenter, massage therapist, interior designer, and so on. This list is not exhaustive, but at least it gets you thinking whether your profession can be classified under a Service Professional.
How to Create an Online Presence?
1. Have a website. I recommend having a self-hosted blog, because
a. you have total control over your website
b. you own your blogs and you are responsible for them
c. it is easy for you to install, maintain and update information
d. blogs do better in Search Engine ranking.
Nowadays you don’t need to know HTML or spend a lot of money to have your own website. I set mine up in 1 day (this is just structurally and not the content). It costs me US$15 annually to have my own domain name, and roughly US$12 per month to host my domain. And through my website’s host I get a free program which I can install on my domain, to be able to have my website.
2. Social Network. Create various accounts with different social media sites, such as Facebook, Linkedin and Meetup. And network – this is a similar concept to how you would network face-to-face, to promote your business. Although one has to keep in mind, that each social media site has its own ‘hidden’ rules that one has to follow, otherwise you risk being pushed to the side and not being taken seriously.
3. Give Value. When people search on the internet, they are primarily looking for information. So the rule of thumb is to give 95% of the time, and expect 5% in return. This means that if for example you are a hairdresser, post regular articles on your blog where you are educating your readers. Examples of topics would be – choosing the best hairstyle for your features, how to take care of your hair during the hot summer months, 5 easy tips on how to maintain healthy hair. Once people find that you are providing value, they would view you as an expert and a person-to-go-to for advice.
4. Build a Relationship. Once you have a loyal following, it is time to build a relationship with your readers. Usually this comes in the form of asking your readers for their email address, so you would be able to send them weekly emails full of valuable information. Never spam or try hard-core selling.
5. Send Updates. When you have a list of people following you, it is easy to keep them updated with any news that you might have. You would do this either by sending an e-mail blast to your readers or by using tools such as Twitter.
How to Benefit from Online Marketing?
Once you are seen as an expert, you can benefit in either of 2 ways:
1. If people are looking for a service professional in your area and they have realized how knowledgeable you are in your niche, then they would come to your salon or office or restaurant.
2. On the other hand, if you are in a different area you can make use of the loyal following by selling online. Examples of items that you can sell are: an e-book which you wrote, products that you work with, and affiliate products.
Visit mySkin&Co to see how I brand myself in my niche of skin treatment and myBody&Co where I focus on providing information on healthy living.
P.S. To Learn More About Marketing Strategies And How To Use The Internet to Brand Yourself As An Expert In Your Niche Marketing, Lessons Are Being Given At www.BrandingYouandCo.com
To Your Success
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