Online marketing strategies are vast and various, and they work best in tandem with traditional marketing efforts. Find out what our experts have to say about the most advantageous ways to boost marketing for professional services.
7 Marketing Techniques for Professional Service Firms
Differentiating your brand from the competition is best done through specialization. You are likely not the only company after your niche target, so what is it about your brand that caters superiorly to this audience? Are your services more thorough? More understanding of consumer needs? Do you understand something about the industry that competitors fail to implement in their products and services? Have you had significant outcomes that distinguish you from your competitors?
Once you fully understand your specialization (notice it is singular), your task is to adequately communicate it to your audience. Anytime you post content, host or attend events, participate in industry discussions, be explicitly clear about your angle on the subject.
The more specific you are in your niche specialization, the more you will naturally attract your niche audience. Once you find your niche, stick to it. Evolve as the nature of that aspect evolves; if you don’t, a competitor will quickly snatch up the niche offering.
-Blogs and articles
Blogs and articles are an easy and efficient way to continually spread your brand message, update clients about behind the scenes news and even boost your website’s SEO rankings and overall consumer appeal. Producing good, fresh content attracts viewers to your site, increases your credibility and generates potential for being shared through peripheral outlets.
-Lead generation through website
Your website can be one of your most resourceful lead generators. Find opportunities through content to offer discounts, limited time purchases, and content that, through research, you know your consumers want to click and read or watch. Be sure you do not spam your audience; use research tools to identify interests and create leads through this information.
SEO is an essential professional service marketing tool today, and it boosts several aspects of the consumer’s purchase funnel. Well-produced content attracts more viewers, creates a sense of relationship between brand and buyer, earns credibility on search engines and moves your site up in rankings which, in turn, sets the stage for even more viewers. Since SEO requires considerable, consistent work, working with a digital marketing agency is a valuable decision for most companies.
-Trade show exhibition
Whenever possible, send notable figures in the company to trade shows and create a consistent presence at the shows pertinent to your industry. Ideally, you want to sign up as an exhibitor and seize the opportunity to show your innovative products and services. If exhibiting is not in the cards, attend the show so you can gather intel on moving pieces in the marketplace and make powerful networking relationships.
Industry experts as employees are integral to the success of internal affairs, but they’re also widely helpful when it comes to attracting new business and retaining current clients. The more visible your experts are in the marketplace, the more seriously current and prospective clients are likely to see your brand, and want to be working alongside or directed by your company’s leadership.
What do you have to say at company meetings that your employees find inspirational; that drives them to do better? What is it about your company’s niche that has propelled your business and your own belief in its trajectory? If you have something valuable to offer about business inspiration or product innovation, arrange a speaking engagement. This is a strategic way to remain visible amongst competitors and peers.
To get started on your integrated marketing strategy, work with our integrated marketing agency team at Rosy Strategies. We look forward to helping you build your brand into your greatest expectations and beyond.