The document discusses marketing strategies for professional practices. It recommends focusing on customer knowledge by understanding demographics, needs, and price sensitivity. It also stresses the importance of branding through a name, logo, and positioning statement. Providing a good customer experience includes training staff and getting customer feedback. Marketing outreach involves networking, email marketing, social media, blogging, and search engine optimization. Primary investments are time, energy and imagination. Success is measured by revenue, new relationships, and maintaining existing ones through constant analysis and refinement of marketing strategies.

1. Practice Marketing
Virginia Ginsburg, MBA

2. Practice Marketing
Your
Sweet
Spot
Customer Knowledge
Branding
Customer Experience
Marketing Outreach
(e-mail, social media,
blogging, direct mail,
etc.)
Constant Analysis/Refinement
Constant Analysis/Refinement

3. Practice Marketing
Customer Knowledge: Know your audience
– Demographics
• Age
• Gender
• Location
Customer Knowledge
Branding
Customer Experience

4. Practice Marketing
Customer Knowledge: Know your audience
– Needs/wants
• What are their needs/wants that I can address?
• How are they currently meeting these needs/wants
(i.e. competitors)?
• What is missing – how can I fill a unique gap/what
can I do better, cheaper, etc.?
Customer Knowledge
Branding
Customer Experience

5. Practice Marketing
Customer Knowledge: Know your audience
– Price sensitivity
• How often do customers fail to begin/stop services
based on price?
• What is the price range for similar services?
• How can I price my services to position myself
appropriately in the market?
Customer Knowledge
Branding
Customer Experience

6. Practice Marketing
Branding: Make it professional
– Name
– Logo
– Core positioning statement
– Business cards
– Website
– Office space
Customer Knowledge
Branding
Customer Experience

7. Practice Marketing
Customer Experience: Make it work
– Train staff
– Learn about your professional style and
improve upon strengths
– Ask customers what they think
Customer Knowledge
Branding
Customer Experience

8. Practice Marketing
Marketing Outreach
– Networking
• Build trust-based relationships
• Build referral networks
– E-mail marketing
• Maintain constant email marketing to keep in touch
with current/past/prospective clients + referral
partners
Marketing Outreach
(e-mail, social media,
blogging, direct mail,
etc.)

9. Practice Marketing
Marketing Outreach
– Social media marketing
• Good way to stay in front of people
• Post useful information that people will enjoy
seeing
• Avoid over-promotion
– Search Engine Optimization
• Get found in your neighborhood
• Don’t forget social search engines like Yelp!
Marketing Outreach
(e-mail, social media,
blogging, direct mail,
etc.)

10. Practice Marketing
Marketing Outreach
– Blog
– Press releases
– Parties/Events
– Advertising
– Direct mail
Marketing Outreach
(e-mail, social media,
blogging, direct mail,
etc.)

11. Practice Marketing
Primary Investments:
– Time
– Energy
– Imagination

12. Practice Marketing
Primary Focus:
– Getting referrals
– Increasing transactions with existing
customers
– Larger transactions
Constant Analysis/Refinement
Constant Analysis/Refinement

13. Practice Marketing
Primary Measurement of Success:
– Revenue
– New relationships built each month
– Ongoing relationships maintained over
months/years
Constant Analysis/Refinement
Constant Analysis/Refinement

14. Practice Marketing
Your
Sweet
Spot
Customer Knowledge
Branding
Customer Experience
Marketing Outreach
(e-mail, social media,
blogging, direct mail,
etc.)
Constant Analysis/Refinement
Constant Analysis/Refinement

15. Final Thoughts: What NOT to Do
1. SPAM
• It will stay with you for years (and not in a good way).
2. Be Slimy
• Regardless of where or how you are marketing (i.e. online or
offline), don’t talk more than you listen. People hate that, and feel
like they have been “slimed.” They will drop like flies from your list
of friends.
3. Panic
• It can take a while for marketing to take hold and make an impact
on your revenues. Try to be patient.

16. Virginia Ginsburg, MBA
Tel: (310) 453-7008
Email: vginsburg@SwellStrategies.com