There are plenty of challenges that professional service firms experience. There are also challenges that will take place in the coming years. That’s why it’s so important for them to make their brands the best they can be. And that needs to happen immediately. One of the reasons for the rush of urgency? Traditional marketing methods are becoming ancient. They’re not as effective as they used to be. What worked in 1999 won’t work today. That’s why reading this article will help you out.
Here are 10 marketing focuses that any professional service should keep in mind.
What do the fastest growing firms have in common? They’re often specialists. But not specialists in all sorts of categories. They excel at targeting niches. What are niches in marketing? They’re a sector of an industry that’s simple to recognize.
Here’s the strange thing. Some people don’t consider specialization to be a factor in marketing. But make no mistake about it. It is. Specialization affects many different sectors of any business. For example, the targeted audience get affected. Another example- the messages you come up with get affected. Specialization makes marketing so much easier to do. There are two reasons why. 1) It separates you from your competitors. 2) It examples what your business is capable of.
Specialization allows firms to understand certain segments of a marketplace. But you’ve got to work hard. When you do, that understanding will be deeper than that of your competitors. You’ll then be in a better position to see what matters the most to clients. You’ll have the ability to meet their needs. Better yet, you’ll exceed them.
What are “Visible Experts?” It’s simple. They’re, well, experts in their industry. But what separates them from other experts? They’re big names who carry a lot of clout. Clients are often drawn to Visible Experts. Why? It’s simple: name recognition.
If your firm doesn’t have any Visual Experts, it’s missing out on a lot. They generate more leads than lower-profile experts. They also close more sales. Here’s the only downside to Visual Experts. Their billing rate is usually over ten times that of a low-profile expert!
Here’s something important to keep in mind. No one is born a Visual Expert. You have to become one over time. That’s why some of your employees should get positioned to become Visual Experts. Having a focused plan to boost visibility will go a long way. There are plenty of ways to build an expert’s profile. Blogs. Social media. Online videos. Webinars. Reputation-boosting platforms such as these should give your experts growth over time.
This key-area is two-fold. Let’s use blog posts as an example. 1) Your firm can publish it’s own blog. 2) Your firm can contribute to assisting outside publication with their blogs.
Why are articles and blogs so important? It’s because written content matters. It’s a platform that allows organizations to show off expertise. It’s a way to convey authority over any subject matter you choose. Every year, more and more customers are checking out articles to determine what to buy. That’s reason enough to get a blog started today. Educating readers will prove to them that you’re knowledgable and relevant. These are two of the main factors when it comes to being an expert in any field.
Here’s one more reason to use blogs. They’re a great way to direct people to your website. That’s because sites like Google are always on the lookout for new content. They also prefer when the content gets linked to a separate website.
You know how important it is to have a quality website. It’s where people go to check out a brand’s message. But you shouldn’t feel satisfied with having a website. You should strive to have a lead-generating website. These serve as the central hub of great marketing. The key is to combine useful content with offers and promotions. This creates an ecosystem of lead generation. Lead-generation is key to converting site visitors into admirers. Next thing you know, those admirers will become customers.
There’s a reason this comes right after lead-generation. The two go hand-in-hand. What’s the main purpose of SEO? It ensures your audience views your most important content. That’s why you must go out of your way to always offer content that people want to read or see. There’s no magical solution to this. You’ve got to hire writers that can give you strong content on a regular basis. Otherwise, you’ll never have a large audience. Each page of your website must contain popular keywords that people search for. SEO can never function on its own. SEO is an ongoing process that must get maintained. Do it right and you’ll get high-quality leads.
It’s human nature. People love getting things for free. That’s why you should take advantage of this on a regular basis. Free products, trials, add-ons, etc. go a long way. Almost every tech company offers free stuff. So, why shoulder professional service marketers? No matter what the business is, there are products or services that can get given away for free. You might need to be creative—but you’ll come up with something. For example, an accountant could offer retirement reviews at no charge. A dentist could offer a free whitening session during teeth cleaning. The sky is the limit when it comes to products or services being free. The main mission? To hook people in when they see the value that a company offers.
Speaking engagements serve as a valuable way to get leads. They also build both the speaker and brand’s reputation. Put yourself in the shoes of someone the audience. Are you more likely to think someone speaking in front of hundreds of people is credible or not credible? Credible, of course. And credibility is invaluable when it comes to lead-generation. Many of Billions in the Banks’ clients become shocked when they find out the following. Speaking engagements sometimes serve as the top source of leads. Crazy, right? But it’s true. That’s how powerful of a marketing technique public speaking is. But be sure you have something interesting or insightful to say!
Trade shows are all-you-can-eat buffets filled with potential clients. Trade shows are a catalyst to make companies come together with one underlying theme in mind. This means a specific base of potential customers can get targeted. Trade shows allow companies to network, reveal content, and prove why they matter. They also allow companies to keep cost-per-interaction figures very low. Here are the three key factors when it comes to trade shows. 1) Targeting. 2) Planning. 3) Following up.
Social media sites and apps are the online versions of trade shows. Sites such as LinkedIn allow companies to engage with targeted professionals. But don’t discount other social media platforms. Twitter, Instagram, and Facebook should all get used on a daily basis. But nothing benefits B2B more than LinkedIn. Don’t think having a page is good enough. You’ve got to have at least one employee who does marketing across all social platforms. Also, individual profiles should get created for many people in your company. Being on social media ties right into similar concepts about SEO and blogging. The more active you are, the higher your pages will rank. Be consistent. Next thing you know, your web presence will improve.
Videos put brands right in people’s faces. This is sometimes more effective than assuming people are going to read your blog. Many people are lazy. That’s why videos are so popular. Videos will allow you to make strong impressions on a regular basis. You should also use them to make tutorials that people can reference. That’s a great way to drive new traffic to a website. But don’t stop there. Always be creative. Plan ahead with your team about all the ways in which videos can get used. You’re likely to realize that there’s no limit to what content can get filmed.
The websites of professional services are first-rate marketing tools. In fact, a website is one of the best critical marketing assets that any service has. Websites serve as vessels that bring the entire marketing experience together. They are the carrier that shows off how unique your brand’s story is. Many people won’t know what your firm’s positioning is until they see your website. Plus, websites are a central resource for displaying thought leadership within your company.
That’s why every piece of content you publish should go on your website. And if the content is elsewhere, the site should direct the audience to that exterior content. When designed well, your website will nudge people to engage in the buying process. Here is the three-step process when it comes to marketing any professional services. 1. Guide prospects to learn about the issues that your brand takes care of. 2. Begin vetting how your company can solve those specific issues. 3. Have prospects engage in a dialogue with business experts, salespeople, or your principals. Consider this process when building a professional services marketing website.
The business climate has never changed as fast as it is now. That’s why you’ve got to stay ahead of the curve. Keep these 10 marketing factors in mind. It doesn’t matter what type of firm or company you work for. These 10 pieces of advice are universal for success. But you’ve got to be consistent. Work to improve each factor on a daily basis. Next thing you know, your organization will get positioned for long-term success. Feel free to browse Billions in the Bank’s other articles and videos. They’ll provide more help with all your marketing needs.