One of the best ways to build brand recognition for your professional service is to get involved with your clients’ communities. In any professional service, you will have clients that represent the vertical markets in which you choose to practice. Most in marketing and business development focus on those — finding places and ways to interact, network, and connect. Business and professional associations —from the licensure societies that accredit professionals to B2B associations like local chambers of commerce — are where your clients go to interact with their peers. These meetings provide natural and logical places to network.
Networking — the social aspect of making connections — is important. But to be truly effective the marketer and business developer needs to get involved. Volunteerism, for the benefit of the professional organization, is one of the hallmarks of personal and professional leadership. Making the effort to provide service, support, and resources for the association helps the organization meet its mandate for member benefit. Serving on a committee or task force, stepping up to chair a strategic effort, or being elected to a board of directors, all provide excellent ways to both help and build positive visibility.
However, that volunteer effort, while certainly viable, often overlooks the potential to serve your client’s clients, and by extension, their communities. Serving in your client’s clients associations provides not only the value of the volunteer, but connects you to the core issues facing their markets, organizations, and communities. It has the added benefit of raising your visibility to a level of contributor well beyond that of just your professional service.
Get involved with your clients and your clients’ clients communities! It is a very worthwhile brand building effort.
# # #