The document outlines a framework for developing personal marketing plans for professionals. It discusses five keys to an effective plan: understanding capabilities and limitations, being realistic, having worthwhile goals, addressing details upfront, and being able to measure outcomes. The framework involves three steps - clarifying the purpose, detailing the approach or tactics, and documenting expectations. For the approach, each marketing tactic is defined along with the timeline for implementation. The overall framework is designed to help professionals develop a doable and measurable personal marketing plan.

1. Personal
Marke,ng
Plans
for
Professionals
h1p://slidesha.re/pmp-­‐pstech
By
Michelle
Golden
#PSTECH
#AAMKT
@michellegolden

2. 5
Keys
to
a
Doable
Plan
1. Understand
what
you
(or
your
professionals)
will/won’t
do
&
why,
before
you
start
2. Be
realis,c,
don’t
overcommit
3. Goals
are
worthwhile
–
quality
over
quan,ty
4. Devil’s
in
the
details
–
deal
with
‘em
up
front
5. Be
sure
you
can
measure
&
decide
when
goldenprac,ces.com
2

3. Marke,ng
is…
the
on-­‐going
process
of
1)
ensuring
repeat
business
from
exis,ng
clients
2)
appealing
to
poten,al
clients
Michelle Golden
goldenprac,ces.com
3

4. How…
VISIBILITY
+
CREDIBILTY
+
REASSURANCE

5. Why
Clients
Leave
Firms
68%
Individual
Treatment
15%
Technical
Quality
7%
Price
is
Too
High
10%
Other
Wall Street Journal
goldenprac,ces.com
5

6. What
They
Really
Mean
(the“Ps”)
• “Poor
communica,on”
• “Patchy
service”
• “Piecemeal
advice”
• “Poor
follow-­‐through”
• “People
aren’t
a
fit”
• “Persuasive
compe,,on”
goldenprac,ces.com
6

7. Percep,on
of
Performance
Time
goldenprac,ces.com
7

8. Keeping
Clients
How
to
Keep
Companies
from
Switching
• Expecta,ons
managed
well
(no
nega,ve
surprises)
• Responsiveness
(feel
like
they’re
your
only
client)
• Quick
to
no,ce
when
something
is
amiss
(create
an
early
warning
system!)
• Insights
and
ideas
• Posi,ve
interac,ons
(rela,onships)
• Refer
business
TO
them
goldenprac,ces.com
8

9. Indiv
PG
Indiv
Firm
Indiv
PG
Indiv
Indiv
goldenprac,ces.com
9

10. Marke,ng
Plan
Approach
Filling
the
5
Buckets.

11. Energy
alloca,on

12. Energy
alloca,on

13. Golden
Ac,on
Wheel
Expecta(on
Management
Innova(on
(new
solu,ons/
Conversa(ons/Listening
products,
dev
processes,
Debriefs
(BARs/AARs)
improve
effec,veness)
Delega(on
Con(nuing
Ed
(new,
Face
Time
advanced)
Industry/Org
Par(cipa(on
Apply
Industry
Knowledge
Current
(studies,
surveys,
R&D Succession/Transi(on
Clients Service
Grid
ID
KPIs/sector)
Worthiness
of
Trust
Credibility Referrers
(behavior,
impression,
Conversa(ons/Listening
respectable
ext/int)
Clarify
Messages
(educate)
Competence
Face
Time/Follow-­‐up
(write,
speak,
lead)
Reciprocity/Reward
(track)
Capability
Evidence
New Biz Target
(case
studies,
Align
tes,monials,
representa,ve
clients)
Involvement
(visible
in
core
markets)
ID/Study/Refine
Conversa(ons/Listening
Face
Time/Follow-­‐up
Demonstrate
Relevance,
Credibility,
Trustworthiness
goldenprac,ces.com
18

14. Golden
Ac,on
Wheel
Expecta(on
Management
Innova(on
(new
solu,ons/
Conversa(ons/Listening
products,
dev
processes,
Debriefs
(BARs/AARs)
improve
effec,veness)
Delega(on
Con(nuing
Ed
(new,
Face
Time
advanced)
Industry/Org
Par(cipa(on
Apply
Industry
Knowledge
Current
(studies,
surveys,
R&D Succession/Transi(on
Clients Service
Grid
ID
KPIs/sector)
Worthiness
of
Trust
Credibility Referrers
(behavior,
impression,
Conversa(ons/Listening
respectable
ext/int)
Clarify
Messages
(educate)
Competence
Face
Time/Follow-­‐up
(write,
speak,
lead)
Reciprocity/Reward
(track)
Capability
Evidence
New Biz Target
(case
studies,
Align
tes,monials,
representa,ve
clients)
Involvement
(visible
in
core
markets)
ID/Study/Refine
Conversa(ons/Listening
Face
Time/Follow-­‐up
Demonstrate
Relevance,
Credibility,
Trustworthiness
goldenprac,ces.com
18

15. _______________’s
Personal
Marke,ng
Ac,ons
Current
R&D
Clients
Credibility Referrers
New Biz
goldenprac,ces.com
19

16. Marke,ng
Plan
Framework
1. Clarify
your
purpose
2. Ar,culate
the
details
in
your
approach
3. Document
your
expecta,ons

17. Purpose:
Clarify
• Who/Where
• Specify
company,
person,
or
audience
at
core
of
the
ini,a,ve
• For
credibility
or
R&D:
this
might
be
a
publica,on
or
an
associa,on
• So
That
• Clarifies
short-­‐
or
long-­‐term
objec,ve
that
is
the
purpose—
the
desired
“effect”—of
interac,ng
with
the
Who/Where
• By
When
• When
will
objec,ve
be
complete
or
goal
reached
• If
unclear,
your
Who/Where
and
So
That
need
more
work;
try
breaking
into
smaller
pieces

18. Approach:
Detail
• How/Steps
• Define
each
step
and
resource
involved
in
ini,a,ve—these
are
the
“tac,cs”
• When/Steps
• Represent
the
chronology
of
the
steps
in
implemen,ng
the
tac,cs

19. Approach:
Detail
(a
seminar)
1. Month
6:
“speak”
Don’t
forget
postevent:
Back
up
from
event…
6. Month
6:
“follow
up
2. Month
5:
“finalize
&
with
no-­‐shows
&
key
rehearse”
a1endees”
3. Month
4:
“draw”
7. Month
7:
“turn
speech
4. Month
3:
“research
into
an
ar,cle
(SEE)”
topic”
8. Month
8,
9,
10:
5. Month
2:
“plan
venue
“personal
interac,ons
with
key
a1endees”
&
promote
event”
(add
them
as
new
6. Month
1:
“choose
prospects
or
RSs)
topic
&
audience”

20. Expecta,ons:
Set/Manage
• How/Assess
• Document
exactly
how
you’ll
know
that
your
objec,ve
or
goal
is
met
• Ties
back
to
your
“So
That”
• Some,mes
sta,s,cally
measurable,
some,mes
subjec,ve
• Subjec,ve
is
okay
IF
agreed
in
advance
that
subjec,ve
measure
will
be
sufficient
• Indicate
how
periodic
“progress”
might
be
assessed
if
the
objec,ve
spans
many
months
or
years
• When/Assess
• Clarify
at
what
points
it
will
be
appropriate
to
gauge
progress
and
when
to
perform
a
final
assessment
of
your
outcome

21. Plan
Doc

22. Devil’s
in
the
Details
• Org,
person,
or
when
&
how
you’ll
ID
the
persons
(Hint:
early!)
• Phone
numbers
&
or
email
in
fields
• 4
touches
minimum/yr
for
all
clients,
referrers,
&
prospects
• Break
down
into
small
steps
(don’t
skip
planning
the
follow-­‐ups!)
• Think
now
because
you
won’t
later
goldenprac,ces.com
21

23. Sample
1
Year
PMP
Yeah,
I
know
you
totally
can’t
read
this.
It’s
just
for
big-­‐picture
perspec,ve.
goldenprac,ces.com
22

24. Reasonableness:
Revise
as
Needed!
 Time
expenditure
and
,ming
reasonable?
 %
of
“wins”
(1
in
3
qualified
opportuni,es
is
avg)
 #
items
reasonable
by
month?
(start
small)
 Make
every
task
count
(First
Research,
LinkedIn,
etc)
 Coordinate
w/other
people
as
needed
 75%
in
comfort
zone,
25%
“stretch”
 Tasks
complete
enough
to
be
calendared
–
if
not,
fix
Can
combine
all
PMP
goals,
check
against
firm
goals
goldenprac,ces.com
23

25. Follow
up
&
support
• Structure
accountability
• No
repor,ng
mechanism
=
minimal
progress
• Monthly
or
bi-­‐monthly
check-­‐ins
are
usually
enough
• Plan
coaching
• Plan
evalua,on/grading
(self
&
by
others)
• Lots
of
recogni,on
&
praise
• Consider
a
“marke,ng
milestones”
report
goldenprac,ces.com
24

26. Measurable
Marke,ng
Results
If
executed
well,
• Client
reten,on
and
longevity
• Recrui,ng,
reten,on
and
morale
• Increasingly
excellent
customer
service
• Increased
revenue
from
exis,ng
clientele
• New
business
of
the
RIGHT
type
goldenprac,ces.com
25

27. Thank
you.
michelle@goldenprac,ces.com
goldenprac,cesinc.com
goldenprac,ces.com
(blog)
@michellegolden
(twi1er)