The key to any successful business is getting your phone to ring, but most Notary entrepreneurs don’t have the resources to spend on expensive marketing campaigns. Mobile Notary and veteran Signing Agent Laura Biewer, who has been using her commission to make a full-time living for nearly a decade, has learned a number of marketing strategies that keep her phone ringing — and don’t take a bite out of her wallet. And it starts with branding yourself.
“Branding directly impacts your ability to gain clients,” says Biewer. Whether you already run a successful business or are looking to get started with the budget you have, Biewer’s brand marketing strategies can help unlock your earning potential.
Creating Your Brand Image
Branding refers to the image you wish to convey for your business; it should differentiate your service from that of others and offer a valuable solution to an existing problem. For example, a client may need an immediate notarization, but she lives in the outskirts of town and has no transportation. Another client may require a multilingual Notary. Yet another is worried about cost.
What solutions do you provide? Are you convenient and competitively priced? Do you offer personalized service or special technological expertise? Do you speak multiple languages, or cater to specific populations, such as seniors or those in healthcare settings? Can you promise confidentiality and accuracy? When crafting your brand message, Biewer says, use keywords showing who you are and why people should call you.
Consistency Is Key
Once you’ve carefully crafted your brand message, reinforce it through consistent delivery in all your marketing materials, from your company name to the message you leave on your voicemail. Consider unique ways to deliver your message. Biewer suggests using your brand message in your email tagline, customized letterhead, your business website, social media platforms, customized brochures, business, cards and signage. Consider your surroundings for more ideas. Could a bench or subway ad capture rush-hour commuters? Be creative.
Selling Your Brand
Even in our high-tech world, word-of-mouth recommendations still rank supreme for bringing in new clients — and technology actually makes this easier than ever. Biewer suggests asking current clients for referrals and soliciting testimonials and recommendations on your Facebook page, LinkedIn account, or directly on your website. This offers prospective clients a peek into your business and can create pathways of communication in which you can help educate and inform current and potential clients.
As your brand gains recognition, Biewer suggests finding new ways to target business: mentoring, joining professional organizations, or meeting with business owners likely to need Notaries, such as law offices, title and mortgage companies, banks and credit unions, property management companies, or bail bond companies.
Tracking Your Success
As business grows, track where it is coming from, so you can invest in strategies that work. Ask clients where they heard about you. Was it your website? A Google search? Word of mouth? You can then alter your business plan — and budget — accordingly. If you are finding that none of your avenues are paying off, you may consider altering your branding message.
For more brand marketing strategies, check out Biewer’s exclusive NNA Webinar today. If you miss it, stay tuned for a link to the NNA’s webinar archive page.