By Stephanie Eidelman
Publisher & COO
It may seem counter-intuitive, but a slow economy may be the best time to ramp up your marketing efforts. Faced with declining revenues, many firms opt to scale back or eliminate their advertising and marketing efforts, and that creates an opportunity for other companies to step in and fill the void.
Prospective clients today are very likely to rely on the Internet for research when they need a product or a service. If you have a company website and you advertise on selected websites and in electronic publications, you already have an excellent start.
To build on this position, there are online tools available to establish your company as an industry expert. If a prospective client perceives you as a resource now, it’s likely you’ll be top-of-mind when they need your services in the future.
There are many cost-effective platforms available for demonstrating your expertise. Here are some quick ideas:
- Publish or sponsor a whitepaper
- Write guest articles in local or industry publications
- Host or sponsor a Webinar
- Respond to or write a blog
To help determine the right vehicle for your company, start with your firm’s unique selling proposition. What does your company do for its clients better than anyone else? What you do best is probably a reflection of what you know best, and that can be the basis for your “thought leadership.”
Next, think about the best way to convey this knowledge to your prospects. For example, a company that specializes in collecting for small physician groups might provide specific tips on collections for small practices in a white paper or article. A firm that provides services to large credit issuers might convey leadership by participating in a webinar on current trends in collection practices.
Naturally, you want to strike a balance between demonstrating expertise and “giving away the store,” but it’s unlikely that the knowledge you share in these marketing platforms would be a complete substitute for hiring you! The rule of thumb to follow is to provide as much information as possible.
To find out more about thought leadership opportunities on insideARM.com, please contact Stephanie at 240-499-3806 or publisher@insidearm.com. She also welcomes any feedback you have about any of the editorial coverage or services offered through insideARM.com.
Stephanie oversees operations for Kaulkin Ginsberg, and as Publisher of insideARM.com, she directs the growth of the website and its related publications.