As with everything in the Business to Business and professional service world, effective digital marketing starts with thorough and competent research. You need to understand the market you are currently in and more importantly, react to this market.
In conducting your research, you should be able to identify the strengths, weaknesses, opportunities, and threats relevant to your firm, and also the political, economic, social and technological factors that could impact your business development.
Diligent and thorough market research might seem like a hassle at first, but it’s impossible to understate the value of it. As well as a positive differentiator for firms in terms of understanding their audience, it also helps you shape your long-term business strategy.
To be one of the top professional service companies, you need to be able to answer a key question. ‘Why?’. Put simply, the answer to this question should encompass exactly what your business’s ethos and motivations are for opening up every day, disregarding rational factors such as market share, revenues, and profit.
Whatever the professional service industry you work in, from accountancy to technology, to architecture, to recruitment, until you can answer the key question of ‘why’, you’ll be unable to really grow and become the best business in your market. In order to do this, you need to start off building your core reputation and this should take into account the following questions:
In order to really capture a strong market share, any professional service organisation needs to have a prominent digital presence online and through the search engines. Whatever industry you operate in, professional services need to have polished, content-rich website with appropriate landing pages to capture customer leads and enquiries.
The more specific you can be with your pages, and the more useful content you can provide about your professional services, the more likely someone is to convert on your page. Once they start doing this, you’ll find your standings in professional services improves rapidly, especially on the search engines.
On the other hand, professional services need to be engaging with their customers on more than just one platform. Social media is a great way for professional services to engage with their wider clientele and some of the most successful professional services firms in accountancy, technology and real estate to name a few, are the ones who spend the time working to create the best possible LinkedIn, Twitter and Facebook pages. It’s important to not underestimate these tools in terms of creating business credibility and forming useful relationships and contacts.
Once you’ve completed all of the above, you’ll have created the basic digital marketing frame for your professional services company. It is important to remember that no professional services company can survive without strong digital marketing and online infrastructure, so this should not be a one-off activity. Instead, you should always look to improve where possible, whether it is SEO, further market research or social media activity. This is how you can really cement your professional services company’s position in your market.
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