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Why professional service firms should never stop marketing

Why professional service firms should never stop marketing

By Fred Thompson

It doesn’t matter how busy you are; you should never stop marketing. I’m not saying this because I run a marketing business, I’m saying it as I regularly see firms not making the most of their potential.

We all view marketing as an activity to generate more revenue, right? That doesn’t mean you stop when you are busy and don’t need any more business.

Even if your firm currently has lots of work with satisfied clients, all this means is you have reached a key milestone in the life of a business, that being viability.

This is not the end of your journey by any means; marketing should be your companion at every step you take. You may have lots going on right now, but will it still be there in a few months? Next year? Or in three year’s time?

Think of it like this – ongoing marketing will secure your company’s future, and progressive, smart business owners don’t leave their future up to chance.

Don’t leave it until the horse has bolted and don’t get used to feeling busy either. These are the reasons many otherwise successful businesses wind up failing.

Marketing in a professional services firm should not just be about creating more business, it should also be viewed as a way to replace your worst client with a better one, and if you’re not fixated on growth then view marketing as a way to grow margin, not sales.

Plan it 12 months in advance

A great way to keep on top of your marketing is to develop a Thematic Plan. Below is an example template of what we use. As you can see it lists all the marketing activities and themes for the year. I suggest meeting regularly with designated team members at least once a week for 15 minutes to ensure deadlines are met, new creative ideas are brought to the table and to ensure those responsible are made accountable.

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If you would like to know more about how to develop a thematic plan for you firm and to keep your firm’s future more secure, please feel free to leave a comment or give me a buzz.

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