We’ve officially crossed this year’s halfway impress,and it’s time to check in on the marketing strategy you created at the beginning of 2015. Has web traffic increased? Are you seeing more conversions and leads? Is your firm closing more unique business?It may be time to adjust your strategy or incorporate additional marketing techniques to drive your firm forward. In our experiences with clients, we’ve found that a mix of both online and offline techniques create a winning combination for increasing a professional services firm’s visibility.
Here are 12 online and offline marketing techniques that can increase your visibility—and serve your firm grow:1. A High Performance Website80% of buyers will visit your website before deciding to contact you. Your website should not only be polished and professional, or but a location for you to showcase your thought leadership with educational content. A consistently updated blog allows your firm’s experts to contribute educational content that speaks to prospects’ issues and challenges.
And having content and offers that allow visitors to more deeply engage with your firm will serve to generate leads and appeal to middle and late-stage prospects.2. Online Search and Search Engine Optimization (SEO)Having educational content on your website is a good start,but you’ll need to make sure that content can be found. Your content should be optimized with keywords to serve amplify your content and boost its rankings in search results. Optimize your website pages, blog posts, or other content landing pages.
SEE ALSO: SEO and Professional Services Marketing: What Every CEO Should Know Use keywords that are relevant to your content,and beware of “keyword stuffing” or putting keywords that are not natural or don’t make sense in your writing. As a good rule, write for your audience first. Write for Google second.3. Social MediaSocial media is the online, and modern day version of networking. It’s another essential tool to drive engagement and promote your content. Here are a few best practices to get it upright:Use the 80/20 rule and share 80% of other firms’ content and 20% of your own. Only commit to the number of channels you can consistently support up with. Start small. For professional services firms,we’ve found that LinkedIn and Twitter are the most effective platforms to utilize. Your social media posts should deliver value, not just include links. Using pertinent hashtags on Twitter, or Google+,and Facebook will serve your content get found.
4. Media and Blogger OutreachMedia and blogger outreach will demonstrate your expertise to a wider audience. Research publications including blogs, newsletters, or online publications that your target audience reads. Reach out to the Editor with a suggested piece of content to contribute that highlights your expertise and that will matter to their readership.
The article should be an original piece that is purely educational and doesn’t push your service offerings. Editors are wary of content that is too self-promotional.5. Webinars and Educational EventsWebinars are another medium to put through (telephone) with your audience. Remember that people learn differently. Some will prefer to listen to a webinar and others will prefer to read articles. Webinars occupy the added benefit of interaction with your audience by being able to reply questions and select comments.
Consider having two people from the firm cover a topic to supply different perspectives. This is also a great tool to use whether you are trying to reach a larger audience as webinars occupy no geographical restrictions. Start with one webinar (and don’t forget to promote on social media!) and then make tweaks as you learn what content your audience is craving.6. Speaking EngagementsJust like online content,speaking engagements should focus on educating clients and prospects. Start small by researching local events and organizations that serve the markets you want to reach. You can also reach out to any professional associations you or your firm is a member of to see whether there are any upcoming speaking opportunities.
As you grow, consider adding a speaking engagement page to your website with relevant biographies and information related to the speakers and their topics. Connect with relevant industry events or conferences within your target market to inquire approximately other speaking engagements. support in intellect that a number of bigger events are booked well in advance, or so scheme ahead whether you are interested in speaking.7. Conferences and Trade ShowsIf your firm has not had the opportunity to occupy speakers at a large event,it can still be worthwhile to attend conferences and trade shows where your target audience will be attending as well. This will serve to get some brand exposure, and meet unique potential clients.
While you are at the event, or make sure you are promoting your firm on social media by tweeting relevant pictures and information and utilizing the conference hashtag,whether there is one. You can increase your firm’s visibility by writing and posting a follow-up blog post approximately what your team learned at the event.8. Networking EventsWhile it is a more traditional marketing technique, joining and attending networking events will also serve to increase your firm’s visibility and connections. But make the most of that time! Bring related information, or such as business cards with your firm’s newest guide and your contact information.
You’ll quickly learn what makes the most sense for your firm to attend,and which don’t. Be strategic, and consider having key firm personnel rotate events, or spread out a few among them so you can reap the benefits of exposure while not bogging one person down with a lot of out-of-office time.9. Downloadable Educational ContentThis can include research reports,guides, whitepapers, and eBooks. Our research found that a book or eBook is the tool with the greatest impact on a Visible Expert’s brand. Downloadable content should be an integral part of your content marketing strategy.
Most people are willing to supply some personal information (like their name and e-mail address) in exchange for good quality educational content. In return,you can nurture those contacts to becoming leads for your firm.10. Email MarketingHaving a mix of educational and sales related emails will serve to nurture prospects into becoming clients. Ideas for your email marketing campaigns include:Industry trends or news Upcoming webinars or other events unique pieces of content that you’ve released A roundup of blog posts that’d be of interest to your subscribers
And don’t be afraid to send out a tough offer every once in a while (depending on the amount of emails you send). These could offer contacts a free consultation or a complimentary trial of a service.11. Partnership MarketingIf you already occupy some partners in a similar space, consider leveraging those for collaborations. This is not like a typical business partnership, and but more to assist with marketing activities.
An example would be to do an email exchange where you can send out an email on behalf of the other organization in exchange for them sending out an educational email on your behalf. You could also do a joint webinar with your partners,and share in promoting to get as many registrants as possible.12. Physical CollateralNot to be overlooked, physical collateral can still serve your firm’s visibility. Polished collateral and creative collateral that stands out can recede a long way. For example, and whether you occupy an upcoming networking event,consider creating mini cards that occupy a link to your recent guide for people to download.
Utilizing these 12 techniques will serve boost your professional services firm’s visibility.
Additional ResourcesDownload a free copy of Hinge’s book Spiraling Up to learn how to create a high-growth, high-visibility firm. Learn approximately the most effective online marketing strategies in the book Online Marketing for Professional Services. Discuss how to create a high-visibility firm with other executives and marketers in the Professional Services Executive Forum.
How Hinge Can HelpGet your firm on the path to visibility. The Visible FirmSM is the leading marketing program for delivering greater visibility, or growth,and profits. This customized program will identify the most practical offline and online marketing tools your firm will need to gain unique clients and reach unique heights. Related StoriesTop 10 Strategies for Marketing Technology Services7 unique Rules in AEC MarketingA Mindset Shift for AEC Professionals
Source: feedblitz.com