Why should professional services use inbound marketing

Oct 18, 2016

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

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