Digital marketing for professional services companies
Before the wide acceptance of the internet, professional service companies could count on their reputations and Rolodex to obtain a new client. As of today, law, accounting, financial advisory, real estate and any other consulting firms must utilize digital marketing strategies to maintain and build their company. In order to create healthy relationships, clear and close communication and commitment are required to keep clients satisfied.
The professional service sector faces some challenges that can make it difficult for most companies to build a strong brand and stand out from the competition. Perhaps the main challenge is that many professional service companies spend too little time and resources on their marketing. However, with the help of digital marketing, you can both reach out to new clients and strengthen your brand.
How professional services companies benefits from digital marketing
Just like your business depends on the expertise, experience and professionalism of your team, your online presence needs to reflect the qualities that make your firm stand out from the competition. However, how does your professional services company convey to your target audience that your services are needed and more importantly, offer value? The answer is through a digital marketing strategy that delivers a consistent and compelling message that inspires your target audience to act.
Here are some results that your business will get:
- Personal communication that creates more trust and better client relationships
- Get higher quality web traffic and qualified leads
- Custom content targeted to a specific audience for more conversions
- Measure the influence and commitment of your efforts
- Easy to customize and adjust your marketing expenses
5 digital marketing strategies for professional services companies
1. Content marketing
Stand out among the competitors by having content that is relevant and helpful to your target audience. Content marketing helps professional services companies become more credible among potential clients, demonstrates your expertise and helps visitors find what they’re looking for. Statistics show that 60% of clients like to read relevant information and 90% find custom content useful.
Since the employees of your company are experts in various fields, they can share their expertise in the form of blogs, videos or podcasts. It’s a smart way to create new content that makes your website feel alive with various updates and new information. It also shows your target audience that your company is a “thought leader” in your industry.
2. Search engine optimization (SEO)
In order to be visible online, your website needs to be optimized for different search engines. In order to reach out to your target audience, you need to know what they are looking for so that they can easily find you. Digital tools help you keep your website relevant to visitors who want to find a solution to their problems or challenges. Having an SEO optimized website not only means more visibility but gives your business a more professional impression.
The advantage of having an SEO strategy is that it helps you to get “free” organic traffic to your website. You don’t have to pay big sums of money on search engine marketing to constantly try to keep your website visible. By investing time and resources on an effective SEO strategy, your business becomes more competitive and can challenge the larger companies within your industry.
3. Web design
For companies in the professional service sector, it’s important to have an easily navigated and customer-centric website. This means that it must be modern, have content that is easy to read and doesn’t contain jargon, and not have stock photos of, for example, businessmen shaking hands. Last but not least, it’s important that your website is designed from a conversion perspective which means that you link content to each other in order to guide your visitors through the customer’s journey. Additionally, your call to action buttons must be relevant to what your visitors might be interested in taking part in.
4. Social media
Social media can be an effective way for your company to be seen and communicate with followers and clients. Use social media to show content that is relevant and useful to your audience. It is also a good way to promote your brand but remember to use the 80/20 rule – which means that 80% of the posts should be informative while 20% is for marketing your brand. Make sure to create a strong presence on the platforms on which your target audience is active on.
5. Search engine marketing (SEM)
In addition to the organic reach you get through SEO, you can also promote your services through online advertising. For example, by using a PPC bid strategy you only pay when someone clicks on your ad. To be able to reach out to your target audience, it’s important to be specific, know which keywords and offers that interest them in order for your ads to be effective. SEM gives your company quick results and statistics show that visitors who come to your website via a PPC ad have 1.5 times more chance to convert.