How would you market your business if you don’t sell tangible or physical products? In this week’s 3-minute read, we share some tips, to set you thinking about the direction and concepts you want to consider when coming up with marketing plans for your professional services-based business.
To sell something, you need to understand or at least know it, where it can be positioned within the market, what it can do and who will need the product. Now, transpose that thinking to selling a firm’s services to potential clients. You should then think about the firm’s:1
- Identity and purpose
- Target market(s)
- Tactics or techniques
- Your clients’ top three business needs
- Business solutions derived for your clients’ needs
Clients want their solutions. They want their problems resolved and not just addressed. I mean, that is why they go to any service provider in the first place. If they could have resolved it on their own, they probably half would. So, think about your clients’ business needs. Focus on what they want achieved and how your company can give them solutions they actually want. Translate that thinking into actual or fact-based examples or case-scenarios. A good story with a real result can rival fairy-tales.
Marketing strategies you can implement that will add value to your company’s brand online:3
- Market research
- High performing website
- Web analytics, Search Engine Optimisation (On-site and Off-site)
- Social media, Blogging, Email marketing, Re-Marketing
- Advertising in industry publications
Swimming in the sea together with the many other service providers, you really want to stand out as the real solution gun. You want to think about niche targeting and the areas of expertise you specialise in. In today’s world, you will need to be a specialist in some form of art or science. It will immediately set you apart from the competition.
Get your business involved with your local community and industry. Contribute to industry journals, blog on your website, participate or sponsor local community events that resonates with your firm. It functions as a vehicle for your business to be engaged with the wider audience and it also allows your business to be out there. It could also be a great opportunity to team build together internally and with the wider community.
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- MindShare Consulting LLC. 2016. Five Myths of Professional Services Marketing. [ONLINE] Available at http://mindshareconsulting.com/five-myths-marketing/. [Accessed 23 September 2016].
- 2015. 10 Essential B2B Marketing Strategies to Grow Your Professional Services Firm. [ONLINE] Available at http://www.business2community.com/marketing/10-essential-b2b-marketing-strategies-grow-professional-services-firm-01188863#OuU1a4KMub3BgwW3.97. [Accessed 23 September 2016].