Wilson Cole, President of Adams, Evens & Ross (AER) and Recruiting and Staffing Solutions Magazine (RRSM) sits down for another podcast from the road.
This episode he wants to talk about marketing, an important part of building up his current base of over 3000 clients and handling $50 million per year in collections.
One thing that will position your company to close more sales, make more money and have more clients call you instead of having to call out to them, is to position yourself as an expert. Note that being an expert by itself is only half the battle. It is vitally important to let the marketplace know that you’re an expert, aka positioning yourself as an expert, especially as more of an expert than your competitors. There are multiple ways of achieving this, such as webinars or videos, but the way that Wilson ultimately found to be most effective was writing articles for magazines for a trade magazine in his industry. You will most likely find that this to be not as difficult as you may think because these magazines are eager for content. But before you say “of course, because print/magazines are dead,” consider how un-competitive the magazine space has become from a marketing standpoint because all of the other companies are fighting for attention in the digital space.
Being a published author in either space increases your credibility as an expert a given area. Wilson won’t tell you exactly what to write in your article(s) but he does say it’s important to write something that is of value to the readers and not just an article about how amazing the author is. To take this idea to the next level, instead of writing articles for a magazine outside of your control, you can begin publishing a magazine of your own. Doing that will obviously allow you to have much more control around how your content is featured and will also allow your clients a marketing opportunity should they choose to advertise in your magazine.
For more information, please visit https://www.rssmmarketing.com/ or call Wilson Cole at 800-452-5287, extension 6578.