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Professional & Business Services
Professional & Business Services
Marketing spend averages 15% of the revenue for B2B professional services firms, which is nearly double the average across other industries. Why do they spend so much on marketing? Because establishing subject matter expertise in the services industry requires well-researched, compelling and professionally delivered content marketing. After all, your expertise is predicated on knowledge that your customers need to propel their business growth – and that only you have. Competition is fierce and messaging is out there for almost every professional or business service. A winning strategy will establish your firm as a thought leader in your field with content that demands your customer’s attention in a crowded market.
How does one establish thought leadership and stand out from all the competitive noise? To succeed, a B2B Professional and Business Services company must define a niche that is different from its competitors, and then develop a brand around that specific need and create a messaging story that builds on the unique expertise that the brand offers.
To develop a successful marketing mix, a professional services marketing agency will research the audience that has demand for your particular expertise. Before that audience turns into buyers, you need to understand them and communicate in ways that address their specific business needs. This requires you to develop great long-term organic SEO techniques that will bring a long-term solution to lead generation and sustainable customer base growth.
Certain tactics work more effectively for professional services digital marketing. Take expert content, for example. Expert content as part of a multi-channel approach, but centered around an inbound methodology is an example of effective use of content marketing by agencies marketing professional services firms.
Also, keep in mind that professional & business services customers want to buy from someone they find “likeable.” Strategic use of social in your business services marketing mix can help humanize the B2B professional and business service company, establish empathy with the customer and thus increase the likeability factor.
In the B2B space, large accounts for business and professional services are common. Therefore, Account-Based Marketing (ABM) can be a very effective approach. Landing a few big accounts can accelerate exponential growth, but each such account should be nurtured all the way from initial lead generation (via SEO, PPC, social media, etc.) all the way to — active — lifelong customer.
Ultimately, when deciding whether to choose a professional or business service firm over all the others, a buyer is trying to figure out which firm will solve their very specific business challenge. Creating knowledge-based content that’s useful to your audience is thus a successfully proven marketing activity for marketing professional services firms, especially when combined with lead generation tactics, such as webinars and inbound marketing strategies. Show them your usefulness now and they may remember your usefulness when they need your type of expertise.
Before buyers find you fully useful to them, they must also feel that you will be there for them when they actually need your services. Communicating and building trust in the B2B professional services space is typically a focal point of the positioning process in this crowded market. The best companies are able to clearly differentiate themselves from the competition by inspiring trust. Clearly establish why a customer should trust you, and how you would solve a business challenge in a distinctive way, is the best way to set yourself apart from the crowd. It can be illustrated by the use of images of lawyers with strong, folded hands on legal services websites – meant to convey a sense of safety, security and trustworthiness.
Trust, once established, is maintained through a strong brand and customer experience. Make sure to create a compelling story around that experience and build your marketing tactics around it. Everything in your professional services marketing plan, from your web design and logo to your digital ads can build off of that story and foster trust in your brand.
To create your unique messaging and stand out in the crowded market for professional services, use a combination of the following activities that we make available to you:
- Website Design
- Digital (SEO/PPC/Social Media)
- Product and Services Launches
- Market Research
- Public Relations
- Channel Marketing
- Application Development
- Lead Generation
- Case Studies
At Elevation Marketing, as one of the most experienced professional services marketing agencies, we know how to research your audience and create highly relevant and enticing content marketing to establish thought leadership in a deep way, while also reflecting empathy with your audience and what they consider most important – their business growth. In our experience this is best way to conduct professional services marketing that wins business.
Some of our clients within this industry: