First of all, we need to be more aware of the fact that we are always marketing ourselves as individuals.
This means that we need to take more into account the fact that we are always affecting the perception others have of us. We are always influencing that perception positively or negatively.
We affect others with what we do or don’t do, and also with what we say or don’t say. So, we start defining our personal marketing and communication plan with the following questions:
* "How do I want to be known and remembered as a professional?"
* "With what values do I want others to associate me?"
The answers to these questions provide the guide we need on the type of actions we must take to positively affect others and obtain the professional perception we desire.
Second, we need to have a wide perspective of who our "clients" are. This can efficiently be established answering the following question: "Who can speak about me, positively or negatively, as a professional and as a person?".
Our marketing strategies and tactics must be oriented towards all of them. Our clients are the individuals with whom we interact directly or indirectly, who are important to us professionally, and who can recommend us to others.
In a society where jobs are so interconnected, "external clients" are just as important for our personal marketing as are our co-workers, including bosses, staff in other departments, and suppliers.
Yes, this answer is very broad because the most frequent marketing mistakes are made in part by underestimating the range of influence that the public or audience with whom we interact as clients have.
Finally, being more aware of our personal marketing implies being more aware of the tools we use to communicate our skills, competencies, values, and benefits. That is, we need to keep our interpersonal communication channels and media fine tuned.
These are made up by all our interpersonal communications, whether face-to-face, telephonic, or through e-mail, and by the form and content we convey through these means. That is, our body and our behavior are like our mobile marketing channels, with verbal and non-verbal messages.
In this context, e-mail increasingly has a greater impact on the professional image we project as individuals.
Therefore, a better understanding of the factors that make written communication effective will allow us to assertively manage those aspects that determine our reputation through this means.