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Travel For Fun with Your Travel Saver
Developing A Marketing Strategy
You cannot effectively market your services on the Web (or through any other channel) without a marketing strategy. Many business professionals are uncomfortable thinking about their "brand" because of the association with crass commercialism.
But it is helpful to consumers to brand services - even more so than branding products - because services are intangible. Their quality is hard to assess. Consumers prefer to use well-known brands because it reduces search time and risk.
Your brand is built on your reputation. It is reflected in your clients' preference for you over a professional whom they know nothing about. It is reflected in their willingness to pay you more than they would be willing to pay a business professional whom they know nothing about.
For every business with a high public profile there are numerous others who are at least as good. But those professionals who create strong, favorable and unique branding associations in the public's mind reap the benefits.
Staff at RTFI will determine what are the "points of parity" in your business profession - what characteristics you need to exhibit to be in the consumer's "consideration set" from which he or she will choose.
Then we will determine the "points of difference" that can distinguish you in the market. These are key to your marketing strategy.
We'll analyze the buying process for your services. In the simplest case the same consumer shops for, pays for and consumes the service. But if you are a pediatric dentist, the parents shop for your services, an insurance company may pay for them and the child consumes them. There may be multiple audiences for your marketing efforts, with related, but different messages.
At this stage we will work with you to determine the optimal content and tone of your website.
