By Heather Rothbauer-Wanish, Ph.D., NCOPE
Editor’s Note: Get additional tips from Heather by viewing the replay of her NRWA webinar, “7 Marketing Methods to Grow Your Resume-Writing Business (Without Breaking the Bank),” presented during the summer.
Most of us love working with our clients, writing resumes, and coaching people through career changes. What we may not enjoy is marketing ourselves and our businesses. Or maybe we just aren’t sure what to do to ensure people know about our services.
There are many ways you can market your business without breaking the bank. Here are a couple of my favorites:
Tip #1: Join a Networking Group
Networking groups offer a lot of opportunities for you to build personal connections, professional opportunities, and a referral partner base. Depending on the group, it may have weekly or monthly meetings, educational sessions, and annual events.
As an example, I’ve been in a women’s networking group for approximately 12 years. Today, I know that 40% of my business comes either directly or indirectly from that group.
Remember that you get out of it what you put into it; you certainly can’t expect to join a group and just have business immediately. I attend my local meetings, online meetups, and an annual meeting that takes place in a different location each year.
Additionally, I am very active on the social media pages related to the organization and often foster connections for those in my network. When you are the conduit for others doing business together, they remember you when a career-related need arises. But remember that it takes time to build relationships and trust among members. Give yourself at least a year in a networking group before you expect to see any real results.
Tip #2: Volunteer to Speak at Events
Yes, volunteering takes time and rarely involves monetary compensation. However, it can be a unique way to market yourself and spread your message and brand.
Ask your local chambers of commerce or networking organizations if they need educational opportunities for members. Typically, they are seeking ways to add value to their membership, and external speakers can easily do just that.
Seek out service organizations such as the Optimist Club, Lions Club, Kiwanis International, or Rotary International. These are all community-based organizations, and their members have strong local connections. Why not educate those members about your offerings?
I’ve spoken to many local organizations just by asking them for an opportunity. Past topics I’ve presented on include “Top 10 Resume Tips,” “How to Write an Effective Bio,” and “Building Confidence During the Job Search.”
When you plan to speak to a group, find out as much information as possible beforehand, including the number of people who will attend and whether you can provide a handout and business cards or a promotional item.
You can also use photos from your speaking event on your social media platforms, as a blog post, or to land future speaking gigs.
Tip #3: Gather Testimonials
How often do you tell your clients that they should tell others of their successes and accomplishments? The same is true for you as a career industry professional. If you don’t let people know you are an expert in your field, how will they find you?
Do not be afraid to ask for a testimonial. I have made it part of my client journey within my customer relationship management system. When you ask for a testimonial, be very specific and ask the client to mention how quickly they were able to land an interview with the new resume or how their confidence level changed after interview coaching.
Currently, my focus is asking for Google reviews and LinkedIn recommendations. A Google review enables you to be found quickly when someone searches online for your offerings. If you are seeking clients via LinkedIn or use that to build your business, then a recommendation on that platform is priceless.
The best part of testimonials and reviews is that you can use them in multiple locations. They can be used on your website and on social media platforms. I even use them when responding to a prospect by sending a link to my Google reviews. This is how I show them that other people believe in my services.
Things to keep in mind:
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Most of us don’t have multimillion-dollar marketing budgets, but we don’t necessarily need that to market ourselves effectively. Be creative and innovative with your time and your marketing.
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You are NOT bragging when you let other people know about what you do, why you do it, and how you do it. Don’t be afraid to share your expertise through articles, blogs, podcast interviews, LinkedIn Lives, and other opportunities.
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Remember that you can share the same information in multiple places. If you are featured on a website, share it on your social media sites, write a press release about it, or turn it into a blog post. Your audience needs to see your information multiple times before they decide to contact you about your services.
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Finally, have fun with marketing! It doesn’t have to be stuffy, rigid, or traditional. Choose the methods that work best for you and don’t be afraid to try something new. It’s all about being memorable.
Heather Rothbauer-Wanish has owned Feather Communications since 2008. She loves giving people confidence in themselves during the job search and enjoys finding the right words to describe their work history and experiences. She teaches business communication courses at the University of Wisconsin-Eau Claire. Heather has a Ph.D. in organization and management.
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