How To Market Your Skills
A step-by-step guide

Marketing has always been an integral part of our society. It is the process of creating value for a product or service and then communicating that value to customers, with the aim of persuading them to purchase it. In other words, marketing is all about creating and delivering value to customers.

The same concept applies when you’re marketing your skills. You need to create a unique value proposition for your skillset and then communicate it effectively to employers or clients, with the aim of persuading them to utilise your skills.

Creating a great pitch around your skills requires some effort and understanding on your part. Here’s a step-by-step guide that can help you market your skills like a pro.

1. Assess Your Skills

The first step is rather simple – assess what are the skills that you have which can be marketed? There’s no point in trying to sell something that you don’t have or aren’t good at. Be honest with yourself while making this assessment as it will lay the foundation for everything else that follows suit. Once you’re done identifying your marketable skills, move on to the next step!

2. Research Your Target Market

The second step involves researching about those who would be interested in purchasing what you have (i.e., your skillset). This research will give insights into factors such as who are they, what do they want, how much are they willing to pay, and so on. Such information is critical as it helps shape your value proposition and the way you communicate it.

3. Create Your Unique Selling Proposition

Once you have a clear understanding of your target market, it’s time to create a unique selling proposition (USP). A USP is essentially a statement that communicates what makes your skillset unique and different from others in the market. It should highlight how your skills can benefit the employer or client. Remember, your USP should be based on the needs of your target market and not on what you think is great about your skills. You can gather relevant information on online forums or by speaking to industry experts.

4. Develop Your Marketing Mix

The fourth step is to develop your marketing mix, which essentially comprises of the four Ps – product, price, place, and promotion.

  • Product: In this context, your product is your skillset. You need to determine how you will package and position it in the market.
  • Price: Once you have determined your product (i.e., skillset), you need to set a price for it. This can be done by considering various factors such as the perceived value of your skillset, the going rate in the job market, and so on.
  • Place: The next step is to identify where you will sell your skillset (i.e., the job market). This includes deciding on the channels through which you will reach out to employers or clients.

Promotion: The final step in your marketing mix is promotion, wherein you need to determine how you will communicate your USP and other value propositions to employers or clients. You can use various channels for promotion such as online job portals, personal websites or blogs, social media platforms, and so on.

5. Create Your Marketing Plan

The fifth and final step is to create a marketing plan that brings all of the above steps together. This plan should be based on your research findings and include elements such as your target areas, unique skills, active professional channels, promotional strategy, and so on. Having a clear marketing plan gives direction to your efforts and helps track progress along the way. Make sure that you aptly market your skills while also taking inspirations from others in your industry who have mastered this art. You can come across such professionals by asking an industry-centric question on YouTube or Google.

A Few Tips to Keep In Mind

Here are a few tips that you can keep in mind while marketing your skills: 

  • Don’t try to be everything to everyone: Focus on a particular niche and build your USP around it. Trying to be everything to everyone will only dilute your message and confuse your target audience. Also, don’t be afraid to say no to projects or opportunities that don’t fit your niche. 
  • Keep your pitch simple, concise, and easy to understand: When communicating your USP, make sure that it is simple, concise, and easy to understand. Avoid using jargon or technical terms that might not be familiar to your target audience. 
  • Focus on the benefits: When promoting your skillset, always focus on the benefits that employers or clients can derive from it. This will help you create a strong value proposition for your skillset. 
  • Be prepared to back up your claims: When marketing your skills, you will be required to prove your worth at some point. Therefore, it is important that you’re prepared with relevant examples and evidence to back up any claims that you make about your skillset. 
  • Stay up to date with industry trends: In order to be able to market your skills effectively, you need to stay up to date with the latest industry trends. This will help you understand the needs of your target market and position your skillset accordingly.
  • Be active on social media: Social media is a powerful platform that can be used to reach out to employers or clients. Make sure that you’re active on relevant social media platforms and post regular updates about your skillset.
  • Network, network, network: Last but not the least; don’t forget the importance of networking. Attend industry events, participate in online forums, and connect with professionals on social media to create a strong network. This will help you market your skills effectively as well as stay up to date with industry trends.

Marketing your skills is not as difficult as it may seem. By following the above steps, you can develop a clear understanding of your skillset and how to sell it in the job market. Remember, the key is to be honest with yourself, do your research, and create a great pitch around your skills. All the best!

Check out how Epitome Career Builder can help you prepare yourself for the fast job market of today.

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