marketing yourself

Place: Be Everywhere Without Being Everywhere

The 4 P's of Marketing Yourself: Place, Part 2

By Catherine Lang-Cline

There are many ways that people can advertise their services. Think about product placement in movies, commercials and magazines. The company needs to be very strategic to make sure their product is seen. Sometimes it needs to be seen in seconds and sometimes it needs to be seen in the time it takes for the consumer to flip the page. Yet products get found and purchased all of the time without having to advertise everywhere. You can do the same with some focus on where you need to be. I get told all of the time that “I see you everywhere.” In fact, I am not everywhere. I am just very strategic in where I need to be seen.

Creating your strategy for marketing yourself can be as easy as the 4 P’s; Product, Place, Promotion, and Price. Here we are going to talk about Place and how you can get connected to the right people in the right place. These are some ideas as to how you can be seen:

Show Up

Think about where your customer might be and focus on being there, too. Are there events or groups that draw the crowd that you wish to meet. Attend those events, shake hands, collect cards, and then follow up with the people that you met. People like working with people that have similar interests as them. Events that I attend or that my company sponsors are the ones where I want to build relationships with the attendees.

Provide Insight & Establish Expertise

Publish articles on LinkedIn that people can like and share. Speak to things that you are an expert on. If you get people to pass this around in your network they will see you more and more as the best in what you do. It was awkward for me at first, but I was rather surprised all of the knowledge I had gained over my years as a business owner and how what I’ve learned can help others just by writing it down.

Be Vocal About What You Want

Tell everyone you know what you are looking for. If you are looking to sell something or to find work, make sure that everyone in your network knows. What this does is expand your scope. You now have other people helping you and when they reach out to the people they know in their network, those potential clients are getting a testimonial about you. Nothing works better than to have someone else refer you. Think about how it works when you read testimonials on websites, about how it sways your opinion. Or when a friend refers you to a great restaurant they just ate it. This is an opportunity to get a 5-star rating from a friend or relative!

Save Time By Being Decisive 

Narrow down who you want to work with and focus on those companies. Rather than spend a lot of time or money blanketing your message everywhere, take the time to decide who you want to work with. If there is a company you have always wanted to work with or for, start connecting with the people that work there. Maybe you know someone there or you met them at an event? Do the research to determine what needs they have, how you can contribute and help problem-solve for their company and talk to people with that in mind. Once you have gotten as far as you can with the narrow search, expand it just a little and approach those companies. Then the next tier, then the next. The idea is not to take too much on at once.

Clean It Up

Finally, get your social media presence together. Professional photo on LinkedIn, update all of the information and make sure that it is consistent. If necessary, clean up your Facebook— people will check you out, make sure that you have it covered.

Don’t ignore the idea of casting a wide net. Opportunity can occur everywhere. Some people might say that it is all about being “in the right place at the right time.” What I am saying is that the right place to be is in relationships in your industry and your community. That way when the need arises, when opportunity knocks, they already know who you are.

Read Part 3: Place from our 4 P's of Marketing series. 

Product: Presenting the Best You

The 4 P's of Marketing Yourself: Product, Part 1

By Catherine Lang-Cline

There are millions of products on the market today. Yet somehow you are able to make choices as to what your favorite products are without spending much time comparing your options. What makes them stand out? What makes you choose them? It is the exact same process when it comes to companies making selections with vendors and their next employee. It is the one that stands out that gets chosen. With the competition being what it is, the question is, will it be you that they select?

Creating your strategy can be as easy as the 4 P’s; Product, Place, Promotion, and Price. Here we are going to talk about Product and the product is YOU. Here are some things to think about to get yourself ready— what we refer to as your “brand” or “image”.

Dress the Part

One of the first things I had to do before going out and shaking hands was to decide if I looked like the president of a company. I will admit that with some help, I did get there. So, go to a mirror and see how you look. Are you dressed in a confident and professional manner? You need to be dressed in a way that makes you look and feel confident because in essence, you are asking for someone to trust you and if you don’t look and feel confident, why would they work with you? You need to look like you can handle the job and that you can solve their problems. Nowadays, everything is pretty casual. Take that up a notch and stand out from the crowd. You know that you can look both cool AND casual. It is worth finding that balance because you’ll get an advantage if you give who you are meeting the respect they deserve. Find something that is flattering and comfortable and keep it simple. Create a “look” for yourself. Steve Jobs had a look. Jack Hanna has a look. Their look is a part of their personal “brand”. Pay attention to all of the details, they will want to work with someone that does.

Confident > Cocky

When you feel confident about a product you use, you talk very highly of it. How great it works, how it makes you feel. How do you talk about yourself? Come in with an attitude that is helpful and understanding. Introduce yourself with the confidence you have for your favorite laundry detergent. Talk about your strengths, your skills, your past work and how you can apply all of this to where they need help. Keep it confident, not cocky. Take on a tone that would make that other person want to hang out with you. Because if this all goes well, you will be hanging out a lot.

Research Your Audience

And before you get into selling you, get educated about the company you are visiting and the person that you are meeting with. If you can, do a little research on the web. If you can’t, look around at the environment and ask a few questions. People love it when you come prepared and flattered if you want to talk about them. You are selling you, but you also want to talk a lot about them. It demonstrates that you want to make this a relationship, you are not just selling something which makes people push back.

Attitude of Gratitude

Finally, your “product” should provide a friendly feeling, so smile and make eye contact. Think about how great this could be if this all works out. And always, always, always, thank them for the time that they spent with you. An attitude of gratitude goes a long way.

After all of this, what have we ended up with? We have someone walking in the room carrying their brand. They are confident, together, and have all of the skills that is needed to get the job done. Looking at a full shelf of products, you'll make their choice an easy one.

Read Part 2: Place from our 4 P's of Marketing series.