Professional Services Marketing

Build the Network

As you build your professional services business, expanding your professional network and projecting a credible image is critical. Seasoned business networkers know numerous accountants, management consultants, lawyers, etc. It is important that your professional services firm is “top of mind” when a business networker is asked the question, “Do you know a good accountant, consultant, lawyer, etc?”

Position your Brand

To complement your networking efforts, you must utilize lead nurturing tools that convey thought leadership and professionalism. Business networkers can be judgmental so all marketing collateral must effectively convey your firm’s brand positioning. This means all brand messaging, logo, business cards, stationery, brochures, website, social media profiles, etc.

As you meet potential clients or strategic partners at networking events, you are constantly handing out your business card. Something as simple as a business card conveys a message about your firm. Your business card, along with your attire and “elevator pitch,” will create the first impression about your professional services firm.

Lead Nurturing

As you market your professional services firm, your firm’s website is key to nurturing leads to customers. If they are referred to your firm, they will almost always visit your website before contacting you. What is your current website saying about you? Does it convey the right image? It is important that your website includes customer success stories, white papers, webinars and podcasts to showcase your firm’s thought leadership and serve as a resource center to both current and prospective customers. You want people to be continuously visiting your website because it consists of current information that is relevant to your ideal customer segments.

When selling professional services, there are many times you are not speaking directly to the decision maker but instead working through intermediaries. A print piece such as a capabilities brochure is an effective “leave behind” to help receive buy-in internally. The brochure helps champion your company and gain a positive decision from the management team.

Holistic Approach

Other marketing tactics also help to generate and nurture leads. These tactics include email marketing, social media marketing, blogging, etc. The key is to create content and resources that interest your ideal customer. An integrated marketing strategy combining numerous tactics will help identity more ideal leads and turn them into current customers.

Read our new blog post on professional services marketing.