9 Way To Market Professional Services Business

January 23, 2010

Individuals who are in a professional services industry are not known for the marketing acumen.  Lawyers, Doctors, Financial Advisors, Real Estate Agents, Mortgage Loan Officers, Bankers and Accountants are typically very skilled at their unique skill set, but not always fruitful in their attempts to market their business services.  Here is a list of 29 ways to market a professional services business to get new clients and retain current clients.  It is a lot cheaper to keep a current client than bring on a new client, but that is a topic for another post.

  1. Give away physical objects with your company name and contact information.  Real estate agents are fond of giving out refrigerator magnets with their pretty picture as well as the schedule for the local sports team.  Other examples include pens, keychains, calendars, briefcases, toothbrushes…
  2. Join Professional organizations specific to your industry on a national and local levels. Some of these organizations may have certification exams or to uphold a certain standard of ethics.  These organizations can be helpful for not only creating credibility with letters after your name or badges of associations on your website for prospective clients, but also networking with other professionals who may have business in your target niche.  Side benefit to keep informed of latest industry news to share with clients and prospective clients.
  3. Create Monthly Newsletter and send to your warm network and people you meet at networking events.
  4. Directory Listings.  Get listed in both online and offline directories so prospective clients can find your services when they are looking for the services you offer.
  5. Network. Each time you meet someone on the street, you can always be asking what they do for work and they will most likely ask you what you do for work.  Attending specific networking events such as Chamber of Commerce, Meetup Groups, Charitable functions and Political fundraisers.
  6. Social Media. Utilize online communities such as LinkedIn, Facebook, and Twitter to build your position in the market.
  7. Blogging. Creating your own blog and posting on a regular basis is helpful to connecting with the community about topics that are of interest to them.
  8. 20 Second Commercial.  Prepare a 20 second commercial that allows you to share with others exactly what you do and who you typically do it for by highlighting common challenges you resolve.  This enables you to get the most out of each networking event.
  9. Host a Lunch. Invite some of your best clients and prospective clients to meet in your office or a local restaurant for some time to get to know each other and see if you can create business for other people.

Implement these 9 strategies to grow your professional services business.

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List Building 101

January 20, 2010

In order to effectively market through building relationships, it helps to have a list to actually build that relationship.  Every marketing activity that a company does, should be focused on providing value as well as growing a list.  List Building can take place organically such as adding new clients to a monthly newsletter, but here are some strategies to build a list quickly to grow the quantity of people you communicate with on an ongoing basis.

  1. Pay Per Click- Running Pay Per Click campaigns on Google and driving traffic to a landing page that captures name and email information is a good way and will also cost some money.  Make sure that what you are sending people is valuable enough for them to give you their email address in return.
  2. Joint Ventures- If you have an associate in your industry who has access to their own list of people who fall into the same niche as you, it can be effective to agree to do a mailing to your respective lists on behalf of each other.  Typically, each person can continue to market to those people who opt in to receiving information from the other list.
  3. Search Engine Optimization- Optimizing a website that promotes an offer in exchange for a person’s email address can add names to your list
  4. Interview An Expert- You can contact a leading expert in your respective industry for a topic that is of interest to the people on your list and promote this conference call or webinar to a new group of people.  Oftentimes, experts will agree to be interviewed for free as long as they get a copy of the recording or have a spot to promote their own product.
  5. Social Media- Posting a message in your Facebook, LinkedIn or Twitter accounts can be a good way to soft market to people you are connected with in these online communities and send the traffic to a landing page.
  6. Blog- Building a Blog around a niche idea of interest to people is a good way to attract new people to what you have to offer the community.

List Building is an activity that should be done consistently as you give people more and more value as your build a strong relationship with your list.

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