In the last decade, digital marketing has reshaped the marketing landscape and evolved how businesses interact with their customers. With digital marketing and its massive outreach to people beyond geographical and social boundaries, connecting with your existing customers and acquiring new ones has become easy, effortless and efficient. Every kind of business in today’s time is using digital marketing to its advantage and reaping great benefits out of it. Brands are constantly staying in touch with their consumers, engaging with them at every buying stage through various touch points and reaching the right people at the right time through several channels that digital marketing offers.
Just like any other mainstream brand, professional services brands and individuals can also use digital marketing to connect, grow and sustain their services business. The right strategy with an impactful message will set in motion a constant awareness, engagement and lead generation program for your professional services.
The first step towards a successful digital marketing strategy is getting your name out there. Any business- be it product or service- needs to first make its consumers aware of its presence and digital media is a great platform to do that. The most essential element of this step is setting up a WEBSITE with all the relevant information about your services in a presentable and easy-to-understand format. This website should be optimized for lead generation. The website experience should be smooth and navigation should be seamless in order to give the customer a great UI experience. You may add various touch points like inquiry forms and downloadable resources in return of a customer’s contact details that helps you build a database which can further be used for retargeting. Do not forget to add an enticing CTA button urging the customer to take action.
Next is, creating a SOCIAL MEDIA PRESENCE. Previously used as a means to communicate with friends and family, social media today has become an integral part of the business landscape. You should make sure to have a social media page on the relevant social media platforms wherever you are likely to find your target audience, with all the information that you would want to share with your customers. Social media helps us to stay in touch with our TG on a regular basis creating a sense of loyalty and trust hence strengthening the bond between you and your customers. Professional services being highly intangible involve a great deal of trust, dependability and reliance from the consumer side. Unless a customer feels connected to the ideologies and values of your services brand, he/she will be hesitant to pick your services. Social media is a great way to bridge that gap and come closer to your customers.
You can also leverage various other advertising platforms like google ads and directories &listicles that can get your professional services a large amount of traffic whenever a potential customer searches for something relevant. The internet is a global village, you can run ads and campaigns locally, nationally and even internationally to reach people beyond the geographical boundaries of your city or country.
There can be various ways of paid advertising over the internet, but nothing fetches better than an organic reach as it is a clear indicator of people liking and returning to your business for more. You can grow your organic reach by creating evergreen content in the form of articles, blogs, videos and podcasts that are informative and engaging. This further strengthens your position in the market as it reflects the vast amount of experience and knowledge that your services brand possesses.
One can get the best of both worlds, paid & organic, when it comes to engaging with customers through engagement programs. Professional service providers can reach out to their target audience through paid advertising mediums over the internet and benefit from the opportunity by extracting useful data through giveaways and other such contests where people participate by providing their details. Such contests are a great method to keep people interested in coming back for more.
The internet and endless possibilities and ways that can help you reach your customers effectively. It has changed the way consumers buy and interact with businesses. It may be challenging for a professional services brand to persuade customers online but think of ideas that are out of the box and make you stand out from the rest in competition and you will surely make your way through.
Article is authored by Ranjan Das, MD Apppl Combine.