Digital marketing is now a focus of attention for many B2B professional services companies. Traditional sales and marketing approaches once dominated areas such as law, corporate training, and financial services. However, since the pandemic hit, the imperative to adapt has pushed technology and digital higher on everyone’s agendas – recent Salesforce research found that 87% of professional services leaders accelerated digital transformation. during 2020.
This blog is our answer to the need for clear information on the best online marketing approaches for professional service companies.
To delve into each of these sections, take a look at our complete guide to digital marketing for professional services. This guide explores each of the following sections in more detail, helping you orient your organization’s digital strategy around what matters most in your industry.
As a professional services company, SEO should be the foundation of your overall online marketing. Your organization’s website is the core of this digital marketing channel; As part of your SEO activity, you will work to ensure that the business has a technically sound site with optimized service pages that convey your offering in a compelling way. This digital asset is a natural precursor to your broader integrated marketing efforts, without which any paid online advertising or digital PR would be fruitless.
Wherever your business is in the professional services sector, broader organizational goals, such as increasing brand awareness and generating qualified leads, can be achieved through your SEO activity. Achieving page one ranking on informational and core service-related keywords puts your brand in front of high volumes of users. Additionally, prospects who come to your site through organic search tend to have high intention, as they have actively searched for your service offering to get to that stage.
The key is to focus your efforts on the types of improvements that deliver results for B2B professional services companies in particular. We recommend focusing on the following areas:
EAT (experience, authority and reliability) and the YMYL sector
Create compelling service page copywriting
Nurture Leads Through an Informational Content Strategy
Improve the quality of leads by creating content to target your focus keywords
Digital public relations
Digital PR is a very effective tool for link acquisition and brand awareness in any industry, but it can have a special impact on companies offering professional services.
If we think about EAT, it is easy to see the value of appearing and acquiring links from highly relevant and authoritative posts to build your own authority on the website. Not only is digital PR another means of presenting your brand in front of a high intention target audience, but receiving links from other websites is also effectively like receiving votes, each of which improves your chances of ranking in search. organic. However, not all votes are equal.
Links to your site from relevant, high-authority websites are a signal to Google that your website is a high-quality, reliable source of information. On the contrary, unwanted and low-quality website links have the opposite effect, so it is important to regularly check that your website is only associated with trusted websites.
Payment methods are often a very effective channel for professional services companies, especially for offers with a longer decision-making period. Paid media complement SEO very well; Although your organic presence may take longer to grow, running paid campaigns is a quick way to ensure visibility for your business-critical keywords and to start generating the leads you need.
Increase in the amount of lead
Many professional services companies have ambitious growth goals and need to generate a large number of quality leads to facilitate this. There are several techniques you can employ to maximize the leads of your paid traffic:
Optimizing your landing pages continuously
Use smart bidding strategies and keyword expansion
Take advantage of lead form extensions in your paid campaigns
Bid on your competitors’ branded keywords (proceed with caution)
Running targeted LinkedIn ads
Maintain the quality of the potential customer
Lead quality issues can arise for professional services companies when they start bidding on broader terms as part of their PPC strategy. Expanding your network can lead to more traffic and leads, but there is the potential to experience an increase in irrelevant or unqualified leads when trying to expand your activity. When looking to scale up activity to increase the number of leads, you should be aware that the average quality of your leads may change in the short term.
To combat this, you’ll need to adjust the orientation settings to refine the quality over time. Review your audience data, along with keyword and placement conversion, to see where you should prioritize and de-prioritize your budget. You should also use negative keywords to filter out poor or irrelevant queries, as well as placement exclusions to prevent display ads from showing in high-spend, non-converting placements.
Additionally, reporting and optimizing leads based on their end value, rather than just a lead itself, provides a good way to limit only the leads that are generating income for your business.
Your customers are likely to have a longer decision-making process, and remarketing is a great way to maintain core brand awareness throughout the consideration period. During this time, your potential customers are likely to compare your offering to the competition, so it is important to remind them of your USPs and why they should choose you over other competing companies. By employing remarketing in your paid activity, you can win back leads that would otherwise have been lost.
Conversion rate optimization
Conversion Rate Optimization (CRO) is used to increase the proportion of users visiting your site who perform the conversion action that you want them to complete. CRO has evolved dramatically in recent years and it is no longer ‘good to have’ as part of your digital marketing activity; it is essential for sustained growth within cost and ROI objectives.
Following a CRO strategy on your website will benefit lead generation across all online channels. Some of the things to consider during the CRO process are:
How easy is it for users to complete the desired action?
Is your service offering clear and easy to understand?
How competitive are you against features like free trials or live demos?
How attractive is your landing page?
Does the call to action stand out from its surroundings?
Are you prequalifying users?
Integrated strategy for multichannel success
From a multichannel perspective, your digital marketing channels can and should work together to increase the number and nurture the quality of leads your business receives through your site. Regardless of the type of business, sharing data insights across channels can be invaluable as it helps create an integrated data-driven marketing strategy.
Organic search and paid search go hand in hand when it comes to your digital presence, and organic content and paid social media marketing can also be very effective in supporting each other. This guide shares several examples of how organic and paid channels can work better together, driving your business growth.
A successful digital marketing strategy is one that is tailored to the needs of the individual business and is backed by data. The focus areas above will give any professional services company a good overview of their current situation, highlighting opportunities for improvement and growth.
Jonathan Theuring is an SEO Executive at Impression.