Inbound marketing for professional services is a technique for drawing customers to products and services via content marketing, social media marketing and search engine optimization.
Inbound marketing is a strategy in which potential clients find you. It's contrasted with outbound marketing techniques such as advertising, trade shows, direct marketing and networking in which you actively seek out new clients. At the core of inbound marketing is the notion of developing content that is so compelling clients will find you as they search for solutions to their business problems.
While sharing expertise has long been a staple of professional services marketing, two technological trends have moved it to center stage. The first of these is the rise of search engines. Got a problem and need an answer? First stop Google. The second is the rise of social media.
Taken together, content, search and social have made inbound marketing an essential strategy for professional services firms.
This strategy will drive qualified leads (which are people interested in your company). It’s the opposite of the traditional outbound methods but the two together, mesh into the perfect marketing strategy.
Here's 5 tips on Inbound Marketing for professional services firms
Tip 1: Write for your Audience
It may seem obvious but it’s important to create content that engages your target market – whether you’re a law firm, accounting firm or architect. Your blog posts, whitepapers and other written content need to be interesting and understandable for non-experts. Make sure the jargon is easy to understand.
As much as writing for your audience is important, it is more important to know your audience. Who do you want to work with? What kind of companies? Who is the decision maker?
Check out our blog on Buyer Personas:
Tip 2: Redesign your Website
Updating your website every 3-5 years is very important in remaining current. You want the website to support your marketing efforts, so if it looks out of date, clients won’t get the right feel for your company. Consider a website redesign that focuses on user experience that supports lead generation (which is the process of attracting and converting potential customers into leads).
Some simple signs of an out-of-date website:
- A website cluttered with content and with a lack of whitespace – if clients have too many choices they will fail to make one
- The site is full of generic dated photos
- The website talks more about you then it does the solutions you provide for common problems customers face
According to the Friedman Group 76% of people look to the internet before they hire a law firm. It is worth investing in your website.
Tip 3: Share your valuable Case Studies
According to Demand Gen’s 2016 Content Preferences survey, 73% of respondents said that case studies were the most valuable type of content that was viewed during their decision-making process.
When a customer reads a case study about a company similar to theirs that was successful, it grabs their attention. A good case study is very favourable in winning over prospects, not only in helping to establish your company as trustworthy, but also demonstrating how you go about solving problems for clients.
Have a dedicated case studies page on your website, write blog posts on your case studies and create video interviews based on them. Also, use case studies in your email marketing and post about them on social media.
Tip 4: Look at your website data
Google analytics is free and provides some great insights on your websites traffic
- Able to find out how your visitors locate your website.
- Able to identify which pages and links your visitors click the most.
- Visitor segmentation.
- Able to fine tune your website.
Tip 5: Develop a Content Calendar and stick to it
We have heard this lots of times. How do I find the time to develop content? This topic requires another blog. However, in the meantime - here are some important considerations:
- Develop a calender and stick to it - those companies that blog 3 times or more a week, get signicificanlty more traffic to their site
- Get your staff to write blogs
Focus your content on your target markets and provide solutions to their problems.
A content calendar lays out what you need to accomplish and structures how you will do it. Make content creation a priority; don't forget about it when things get a little busy.
Review your content performance every month and change your calendar to reflect what you've learned. The key to content marketing success is to be consistent and persistently produce good content that resonates with your ideal customers.