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In 2021, we’re living in a predominantly service-based economy. Our wealth comes less from machines and more from the knowledge we individually hold. That’s why lawyers, accountants, consultants and other business professionals are so valuable these days.
These companies, however, must still operate in the regular business ecosystem, competing for client dollars. And that can be hard when all your rivals have nailed their marketing campaigns.
Fortunately, this post is here to help if you’re struggling. We run through the golden rules of professional services marketing so you avoid the pitfalls and supercharge your business.
Focus On The Client
Some professional services fall into the trap of becoming “service-centric” businesses. They focus all their marketing energy into promoting their products and what they can do, instead of how they can help.
Remember, most of your clients won’t understand what you do in any depth at all. Fundamentally, it doesn’t matter to them that you have a postgraduate degree or you offer the most sophisticated services in the industry. All that matters is the fact that you can solve their problems.
It’s a good idea, therefore, to ensure that this becomes the focus of all your communications. Talk about how you deal with your clients’ pain points, not about the technical details of the services that you offer.
Manage Your Public Relations
Managing public relations is one of the most powerful tools you can use to ensure the success of your enterprise. Getting people to see you in a different light can fundamentally alter how they perceive and react to your branding.
Sites, such as EliteLawyerManagement.com, explain the concept of public relations in more detail. Lawyers, for instance, can use tools on the internet to ensure that they present their brand more accurately. They can also keep tabs on how public perceptions are changing, and whether they are moving in the right direction.
Start Improving Your LinkedIn Network
Building your LinkedIn Network is one of the first phases in improving your professional services marketing. Remember, your clients are most likely other business professionals. And so reaching out to them on a work-related platform makes a lot of sense.
LinkedIn is actually a great social media site for helping your private practice scale. The fact that it allows you to create content means that you can send out viral posts that get seen by thousands of people.
You can also use LinkedIn to differentiate yourself from your competitors. Perhaps you do something different from them and need a space where you can talk about it. LinkedIn provides that.
Start Making Videos
It can be a little nerve-wracking to start making videos. But it makes all the difference in the world to the success of your practice. The better the content you create, the more likely people are to choose your services over your rivals.
What’s more, if you make great videos, you can actually generate secondary income streams. A lot of professionals, for instance, are on YouTube.com sharing their ideas and advice with others.