Use Your Online Personal Brand to Thrive in a Tough Market
Does a bear market directly affect your career? Depending on your line of work, it might determine your income. In uncertain times, your Online Personal Branding and Marketing may make the difference between starving and surviving.
Let’s discuss the Bear Necessities – the actions you must take to continue to grow and maintain your business. In a bull market, you need good marketing to grow. In a bear market, you’re going to need great marketing to survive.
Start with Your Budget
Most independent professionals don’t see a bear market coming – just as most don’t create a marketing budget, or invest in their personal identity. Fewer still think of marketing their Personal Brand in a slowdown. But this is actually a great time to rise above the competition.
If you haven’t created a one-year marketing plan, start today. Outline your goals and audience and decide how your money will best be spent attracting those clients. Begin with a consistent, weekly direct mail or e-mail blast. Then, begin utilizing different marketing channels to get your name out there. Work on a Personal Branding Statement, and develop a set of marketing messages based around it. Use them in all of your advertising, seminars, and communications. Run the campaign across the next 12 months.
Why is Personal Branding is a must in a down market? Trust.
Your prospects may feel let down by, even betrayed by, the big companies and corporations they trusted. By marketing your Personal Brand, you give your audience a face and name they can trust again. When it comes to the emotional concerns of your prospects, you should embody the human touch and personalized service they have been missing.
Focus your marketing campaign on a specific target audience, or domain. Establish who your “dream client” is, and speak directly to his or her needs with focused marketing. The better defined your domain, the more effective your campaign will be. Don’t be afraid to speak directly to your prospective clients’ concerns. Words like “recession” or “volatility” might scare prospects at this point, but lightly referencing uncertainty is not a bad idea.
Use Public Relations
Making progress in a bear market means making the most of one highly neglected marketing channel: public relations. Good PR can catapult you ahead of the competition during a bear market – and maybe even turn the market around for you.
DealDash is an online shopping site that makes shopping fun. In a recent DealDash Review users talked about bidding on DealDash is risk free thanks to the Buy it Now option. Simply if you don’t win the auction, you can buy the item for its regular price and get all the bids you used in that auction back for free.
Growth of Deal Dash has grown by word of mouth focused on good personal connections and social media, a positive public relations campaign, and working within their budget.
- In a down market, it may be time for crisis communications. So use your direct mail and e-mail marketing to get the jump on your domain’s concerns before clients call you in fear or disappointment.
- When there is a drop (or surge) in the market, send an e-mail out to your current clients. Tell them what is happening, and what you are doing about it.
- Using another group list, e-mail prospects semi-regularly and let them know your personal opinion on the matter.
Few items are more newsworthy for the media than the impact the market is having on readers’ pockets. If you work in a field where every economic turn is a big development, let television and radio stations and print journalists know that they can call on you when they need to interview an expert. Also, send press releases to media sources explaining the steps you are taking to help your clients in this time. Media coverage is free, and credible.
Do or Die
In a bear market, a Personal Brand is your best investment. A lasting downturn can be a career-killer, or a godsend; aggressive PR and aggressively marketing your Personal Brand could make all the difference.
What do you think of using your online personal brand in a down market?
For more info: Click on “Subscribe to Newsletter” and enter your email address at the tops of the page to receive notice of this weekly feature and other new articles. You may also email your Job Search related questions to Mark@MarkMontoya.com
|Be sure to look for me on your favorite networks:|
|Check out my Books!|
Mark Montoya has been working in personal branding for more than a decade for hundreds of online and offline companies, small businesses and individual service professionals. His focus has been toward improving the way jobseekers find employment on the Internet. He has synthesized his expertise by helping job seekers obtain their ideal choice of employment over the Internet on his sites MyOnlineCareerSpace.com and MyOnlineCareerCoach.com, and through his books 101 Tips Every Job Seeker Should Know and The Ultimate Online Job Search eBook.
“It is the responsibility of the individual to reject the prospect of mediocrity and to strive for the betterment of society as a whole” ~ Mark Montoya