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

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!