Author Maria Charlton
When I started business in 1989, I planned to focus on marketing professional practices, but the business readiness was not there, so I had to diversify. But in the last two decades I was privileged to provide marketing services to professional associations, surveyors, accountants, engineers, law firms and more.
If you Google “Marketing Your Land Surveying Firm”, you may notice that the information provided is at least a decade old. I don’t think the methods suggested are wrong, but most are outdated.
Professional services are a performance based. So, the performance of the top management team and how it leads its staff is at least 60% important and the key to referral generation.
Nowadays professional practices can market services cost effectively by planning in four areas, websites, social media, personal communications, and brand building.
Websites
Even a decade ago, face-to-face meetings and exchange of business cards were the first interactions new clients had with your firm. Nowadays, websites have taken over as the major way potential clients research your firm. And this makes sense as Internet penetration in Australia stands at about 88% (January 2022).
A user-friendly website needs to show in-depth knowledge of your target audiences and provide reasons why they should use your firm and not your close competitors. Search Engine Optimisation (SEO) can help to target the right visitors to your site. Invest in high quality web design and writing that align with your brand. Include a simple, clear web navigation that encourages exploration and enquiry generation. You can turn your website into a lead-generating machine through social media promotion.
Social Media
In January 2021, 20.5 million Australians, were active users of social media. About 79.9% of the Australian population have social media accounts. YouTube and Facebook are the most popular Australian social media platforms. The premier Business to Business (B2B) social media site, LinkedIn captures 31% of the population over the age 13 years. Through LinkedIn, you can connect with other business professionals, promote your business, and develop your firm as an opinion leader.
These social media avenues present an opportunity for you to provide accurate and interesting information about your services. Inform your followers on your recent projects, the technology you use to complete projects, your adoption of new client beneficial technology, laws and regulations that affect specialty, and links to expert articles and blogs. The general rules of social media posting are post interesting content, deal with one topic per post, use simple communication and always attach an image.
Personal Communications
Professional services are performance-based service and the way each service provider communicates with clients, influencers and suppliers is integral to marketing success. This includes meetings and creating mutual partnerships with related and referring professionals Be prepared to explain how your services differ from your competitors, that may include your specialist expertise and advice, use of technology, the simplicity of your reports or the timeliness of your services. You may also like to consider effective participation in networks and trade shows.
Branding
The American Marketing Association defines a brand as a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. Branding is the practical and emotional ways that clients, potential clients, and influencers distinguish your firm from its competitors. It incorporates physical features and the feelings that clients have or develop towards your practice. These cues are triggered by your name, logo, visual identity, personal presentation, and the messages communicated.
Your brand objective is to attract and retain loyal customers and other stakeholders by delivering services that are aligned with what your firm promises. Powerful branding provides clients with a decision-making-shortcuts when they feel indecisive about how your services differ from competitors. Furthermore, a brand is an asset that impacts on a range of people including staff, clients, investors, shareholders, providers, and distributors.
More Information
Maria Charlton B Com MBA FAMI CPM
www.mapmarketing.com.au