Why should professional services use inbound marketing

Professional services businesses provide their clients with specialist knowledge in their given field which they have studied and trained for throughout the years giving them a high level of authority in the marketplace.

As a professional service provider, in order to market your niche capabilities in a crowded market, you need to differentiate yourself from the hundreds of similar service providers. One way of making your business stand out in a crowd is to use the Inbound Marketing approach which can yield a much better result for your business.

Inbound marketing is an efficient marketing approach by which you can attract visitors to your website, gather leads and develop prospects, by distributing informative content through websites and other digital channels, rather than making cold calls (this approach is becoming harder) and under utilising the social media channels.

Inbound marketing can get you valuable contacts that can be then nurtured into potential clients and eventually to loyal brand advocates of your business.

Here is a short list of some of the main ways how inbound marketing can be of help to you:

1. Create relevant, and useful content for your (potential) customer:

Make your website a powerful medium of showcasing your company’s subject matter expertise, rather than just a place to list your functions and your contact address. Publishing latest and in-depth information about trending topics in your field on your website will establish your company as a thought leader and give prospective customers an insight of what to expect when they deal with your company.

2. Make your website “discoverable”:

Research shows that when a potential client needs a service, he or she will most likely first run an online search. Now, if you have a well-designed, well-written website that has been (search engine) optimized to show up prominently in searches, the chances of your business being discovered by the customer increases exponentially. Inbound marketing experts use (SEO) tools that can make your website content more easily ‘searchable’ by search engines, and get the attention of the customer in the critical ‘research’ stage of the buying journey.(There is no point in building a website and not making it discoverable this would be in comparison to opening a shop and hoping someone will stumble across your shop window and possibly come into your store.)

3. Use your website to convert leads:

When prospects reach your website and have access to valuable information, they should be encouraged to share their contact information for further follow up via landing pages, which should have compelling design as well as engaging content. This information can be used by sales teams to engage them and solve their pain points, thus establishing brand trust and developing a relationship with the customer.(Your website is your New Business Development Executive in short your New Business Development Executive is available 24 hrs a day 7 days per week working for you to build leads and generate interest, if you are not getting leads from your Business Development Executive then maybe it’s time to find a new one)

4. Unleash the Social Media effect:

Rather than keeping your powerful content restricted to your website, make sure to place it where your prospects are most likely to be looking for it. For example, post educational guest posts on popular blogs in your area of expertise; use relevant forums to talk about and highlight your company’s speciality and skill sets; and post topical information in popular social media channels.(this gives your readers comfort as they can see you have a genuine interest in your specialist field and this keeps your brand visible. )

The Key Factor:

Remember, the one thing that a prospective customer looks for in a professional service provider is TRUST. And the best way to project trustworthiness of your professional services is to provide a wide variety of thoughtful, meaningful and relatable content that is outstanding in quality, e.g. white papers, blog posts, videos, webinars, eBooks, podcasts.

Inbound marketing is the smartest and most effective way for professional service businesses to attract, convert and maintain a relationship with their customers and build new relationships with prospective customers.

To discover more about inbound marketing, speak to Tom at tom@blurrcreative.co.uk

The Importance of Quality Content

In the world of marketing today, quality content is king – you should never underestimate the importance and the positive strength of having quality content!
People come to your website to learn, to buy things and to educate themselves. If your website says the same things as everyone else and offers no new value or perspective, what is the point in coming to you?

The aim that you need to take that as a smaller independent website or business, you need to appreciate the importance of quality content. Why is it so important? Because the biggest companies totally overlook this important element.
Grabbing Interest

With some basic looking around and learning you can find out far more about products and services than the big boys in your industry are telling people. You can then make some pretty convincing content that offers these facts and details to the masses, making it much easier for everyone to listen to you and appreciate what you are saying.

Not only does it make people notice you and start talking about your content, but it makes you an authority. The website who shares trade secrets and tips free of charge is the one people listen to, not the vague and ambiguous website that just wants to make sales as easy as it possibly can. This will become much easier if you start to appreciate the importance of having smart, easy to read content.

Speaking of easy to read, it help to write content in a human fashion. Instead of trying to impress a professor at a university, you are looking to impress interested readers who may not have a huge grasp of the subject. Your main aim when talking about the importance of quality content is to make content that is better than the big companies, but is also written in a way which is easy to understand, appreciate and eventually share with others.

Creating Value
It should never be lost on your about the importance of quality content, though. It serves as the most effective way to get people trusting you so long as what you tell them happens to be true and factual. Don’t create content based on conjecture, instead build it around tangible facts that you can actively share with others.
Take the time to do this and you will be far more likely to get the right kind of results with your content marketing.

It’s all about making sure that people appreciate your take on a topic, whilst being able to blend in keywords naturally. It has to perform with people as much as it does with the search engines, though, and the importance of making it worth sharing on social media and forums, and getting normal people talking about your content is far more important than impressing the search engine directives.

Besides, the way that search engines work today the more commonly read your content is, the more likely people are going to be to share it and thus help your long-term ranking strategy, so never underestimate the importance of quality content!

Search Engine Optimization Explained

Breaking down SEO can be a brutally challenging task, even for those who have been working within the world of internet marketing and online business for many years. Given that search engine optimization is something that never stands still and is always changing, too, it can feel pretty daunting trying to get used to the standards and the quality of performance expected across the board.
For those who want to have search engine optimization explained properly, this should help you understand the basics of what makes it such a critical part of business in the modern era.

The Major Change
However, the biggest change in the last decade for search engine optimization has been the massive, wholesale change in the way that content is created. In the past the quality of your content did not really matter, it only mattered on how many times it was using specific keywords – for this reason many people found good ways to spam keywords and make content rise to the top of the search engines.
Now, a good SEO-rated website will have to;

  • Load quickly – under 4s on average for each page.
  • Provide valuable insight and content which can easily be shared on social media.
  • Create networking opportunities with blogs, forums and social media pages in your industry to get them talking about you and sharing links.
  • Be coded right on the backend so the search engines can read it clearly.

Becoming Visible
The main reason to use search engine optimization as a service is that it will help your business move up the rankings on a search engine. The idea is mainly that you will be making the changes to your website structure, layout and content to make sure it fits with the search engine rules. From having keywords as a basis of your content to creating unique content that is valuable and worth sharing, the level of metrics that come into play when you start a search engine optimization campaign can be massively varied.

Basically, search engines look to promote the websites that get the best level of investigation and enjoyment from readers, using an almost uncountable level of metrics to make these range of dictate where your website will be sitting on the search engines.

It all starts with keywords mainly, though. Whilst the prominence of keywords has died out a huge amount as search engines become more intelligent and respond better to “human” lines of questioning, they still matter. For example using your major keyword in the page title, the URL of the website and in the description and meta sections of your website play an unquestionably important role in how well your business is going to do.

If your business lacks online performance, refine your search engine optimization parameters!