Marketing Tips For Professional Services
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Professional services firms such as law firms, accounting companies, or human resource agencies often have a reputation for not being very forward-thinking when it comes to marketing and more specifically digital marketing. In the distant past, professional services did most of their business on the back of referrals or face to face meetings.
The world has moved on and professional service companies are embracing more sophisticated marketing tactics for finding their target audiences. Focus On Your Client, Not Yourself.
In professional services, it’s very easy to focus on your experience, accreditations, and credentials. Sell the benefits of your services, not just the features. Prospective clients want to know what you can do for them, it’s that simple.
While it’s important that you do have these, you need to focus on solving your client’s problems. A law firm or financial advisor prospecting for clients needs to identify and solve a problem for their clients. Every key message needs to be client-centric.
Creating a buyer persona is a great way to get into the mindset of your potential clients.
Don’t Forget Your Website Design and Messaging
A well designed, optimized website is so much more than an online brochure that you should just build and forget about. Your website should be working hard for you and work to drive customers to convert to qualified leads.
Your website should be updated regularly with blogs, video content, case studies, and news stories. Embed a way of capturing leads with calls to action and data capture forms.
SEO should also be a big part of your online presence. This is done by researching your market and doing keyword research, optimizing your new and existing content to rank for specific keywords and keyword phrases.
A good SEO company will not only help you improve your site but should also be aiming to boost you ahead of your competitors.
Find Your Target Market and Engage with Them
Many professional services companies try to be all things to all people and don’t target a particular niche. This can make it difficult to effectively appeal to anyone. By targeting correctly, you’ll be able to identify and network within the right markets and gain a foothold through referrals and reputation.
When targeting your niche, ensure you speak to them in a language they can understand. Edit your copy so that it strikes a chord and doesn’t sound distant, reflecting your brand.
If you struggle with this sort of thing, tools like ProWritingAid can help. These provide AI-backed direction for content, showing you what you should write next, based on your objectives. There’s no need to go it alone anymore in the world of marketing.
Use Linked In To Network With Potential Customers
LinkedIn has transformed from a place to look for jobs, to a fully-fledged networking and sales platform for business professionals. LinkedIn’s premium tools allow you to target and network with your ideal customers. Sharing articles and content is a great way to attract people to your website.
It is also a good place in which to build your employer brand to attract potential future employees.
Speak At Trade Events and Conferences
You may already attend trade shows in order to market to new potential clients. It can be a great way to get new business. Take your involvement a step further and get involved in presenting at these events. As an expert speaker, you automatically have a level of credibility with the attendees. Through your presentation, you will be able to encourage future contact through sign-ups of connecting on social networks.
Conclusion
Embracing up to date marketing techniques can give your company an advantage in the marketplace. Don’t just look to your competitors, sometimes the best inspiration can come from another industry entirely.