Defining marketing priorities, developing a personal brand and taking advantage of technology can help any business extend their marketing reach.

First Impressions

First impressions are important, and they don’t just happen face-to-face. Your online profile and print collateral all provide an opportunity for someone to form an opinion or impression without having met individuals associated with your business. Once an image is out there, you can’t change the impression you’ve left.

  • Make sure your branding is professionally developed
  • Be certain that imagery is consistent between mediums
  • Keep content current and relevant

Personal Branding

Your appearance, how you style yourself, reflects who you are. In business, that also includes your work environment and logo – remember your employees are a reflection of you and your business. Whatever image you present at the office should likewise be reflected in digital and print media.


Remember professionalism in all facets of communication: your website, social media, face-to-face networking and collateral. Incorporate as many different forms of communication as possible. You might be tired of hearing your message, but it’s likely that “they’ve” not even heard you yet: Repetition is the key to consumption.


Don’t position yourself front and center in your sales and marketing. Instead, make your customer the focus. How will you help them succeed and overcome obstacles? Your accomplishments are important but your goal is to help customers become the “industry leader."

  • Design your website for the visitor’s ease. Make it easy for them to find what they’re looking for.
  • Layout your advertisement with minimal and clear messaging. Remember it’s not about you, but about what the audience needs from you.

Quality Content

Be the expert, not just in your industry or profession, but be the go-to person in your circles (boards, committees, church, school and neighborhood).

  • If you follow through with what the clients need, they will come back.
  • Establish yourself wherever you are comfortable.
  • Be prepared and get it right the first time.
  • Remain approachable, authentic and helpful. This will build trust and likely lead to long-term relationships.


Build solid relationships with existing clients. Networking is an important component to marketing. Find the group that fits your goals best.

  • LINKS (Learn, Inform, Network, Know, Share): Wednesdays at 7:30 a.m. at Saltgrass Steakhouse
  • Community organizations
  • Industry/Trade groups


Advertising is another important way to reach out to keep your business top-of-mind.

  • Determine your budget
  • Establish your market; local vs. national; industry specific; B2B vs. residential
  • Consider a diverse portfolio of media: digital, print, radio


Share news about events or community projects with media that you’re familiar with and comfortable dealing with. Local resources such as KLAK, and McKinney Magazine are all available to local businesses and community organizations. Distribute press releases when you earn a national accolade or industry award.

Don’t lose sight of the need for balance. When it comes to marketing and communications, identify priorities and assign a long-range timeline.