7 Marketing Techniques for Professional Service Firms

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

- Spe­cial­iza­tion
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
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.

-Vis­i­ble experts
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.

-Speak­ing engagements
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.