Stop building a firm.
Start building a brand.
There are few markets so digitally malnourished as professional services.
Firms across the country take to social media each day to showcase their total lack of imagination and unparalleled use of cliches and platitudes.
The good news is this represents a hell of an opportunity for the rare firm willing to stick its head above the creative parapet and actually stand for something.
Good design does not equal good UX (user experience). But bad design does equal bad UX.
Professional service companies often have extremely diverse audiences across far ranging markets and geographies. The problem is - how do you communicate to anyone when you’re communicating to everyone?
Thankfully, there are ways and means. It’s all a question of mapping out the distinct user journeys for each of your priority audiences, supported by a clear visual hierarchy.
Only once that’s in place do we worry about aesthetics. And boy do we worry about aesthetics.
There’s a good chance you came here with half an eye for SEO (Search Engine Optimisation). And not without good reason.
The typical buyer of professional services is 80% of the way through their journey before they’ll pick up the phone and speak to a human.
And how do they arrive at that 80% - they search.
Whether it’s for pricing information, technical detail, case studies or frequently asked questions, they use Google to fill in as many of these knowledge gaps as they can. And only once they’re clear on the routes available do they pick up the phone and cross the line.
For over a decade we’ve been helping professional service firms do a better job of answering these search queries than anyone else in their market. Hell, it’s probably what brought you to this page.
Despite everything that “thought leader” told you on LinkedIn, email prospecting is not dead. Far from it.
Email continues to be the number 1 lead generator for professional service firms. But as with any channel, it all comes down to the words. And nowhere on earth will you encounter quite so many empty and generic messages as the email outbox of a professional service outbox.
It doesn’t have to be that way.
By combining creative messaging with smart distribution, email can allow your firm to drive qualified sales opportunities at scale, and all safely within the parameters of GDPR.
In order to avoid “analysis paralysis”, a small number of headline metrics at both brand and commercial levels should be agreed upon, along with the frequency of updates. We typically find that weekly mini-reports ensure constant momentum without disrupting day to day activity.
We often talk about “renting land” in marketing. We’re usually talking about social media and other platforms where you have little control or ownership.
There are a couple of channels that fall outside this flimsy, leaky bucket, and into a much more robust receptacle. They are your website and email database.
Not only do you own these assets, but they offer far greater compound value (ooh, the accountants just started paying attention!) over time. With each email you add or webpage you publish, you’re growing the permanent value of these channels to your firm.
Smart brands recognise this and make sure everything ties back to these two assets, even when the engagement is initiated elsewhere.
Everything your firm does is a product of the people within it. And the best people want to work for the best brands.
Gone are the days of candidates sneaking a peak at your about page and settling for some smiling stock faces and a vague CSR statement. Now people want to see the real thing. Social media lets them do exactly that.
Be it through communicating your values on LinkedIn or sharing your latest team day antics on TikTok (albeit minus the CFOs drunken dance floor twerk – nobody needs to see that), these are the windows that the hottest candidates want to peer through before they knock on the door.
Frequently Asked Questions about Digital Marketing for Professional Services Companies
By implementing personalised communication strategies through email campaigns, social media interactions, and content marketing, your company can foster strong client relationships. You’ll need to share valuable and relevant content, address client needs, and remain engaged with your audience to build trust, enhance customer satisfaction, and encourage repeat business.
Your company can become a thought leader by consistently producing and sharing high-quality content that showcases your expertise and insights. Engaging in content marketing, blogging, webinars, and social media platforms helps to establish credibility, gain industry recognition, and position your company as a source of authority.
Digital marketing can be used to showcase your company culture, highlight employee success stories, and promote career advancement opportunities, making your organisation more appealing to potential candidates and increasing employee retention.
Through content marketing, thought leadership, and highlighting specialised expertise, digital marketing can showcase your firm’s unique value proposition, setting you apart from competitors.
Digital marketing allows for targeted campaigns for specific markets, localisation of content, meaning you can reach global audiences and expand your business.
Our blog provides valuable insights into the world of marketing across multiple sectors. Your go-to resource for success in the digital landscape.
Contact us today for a free consultation to drive change and grow your market share.
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