Redefining the role of marketing in a professional services firm
The professional services sector is one where organisations sell specialist expertise rather than tangible products. In other words, it is the human capital of time, knowledge, expertise and skills – such as lawyers, architects and financial advisors.
So as the world of marketing continues to change, how can you ensure that your marketing strategy succeeds in the professional services sector?
1. Know your market position
What is it that makes your organisation stand out in the market? What services does your firm offer that your competitors don’t? What expertise or knowledge do your clients come to your firm for?
By understanding what makes your clients choose your firm’s services over another firm’s is key to ensuring you correctly position in the market. And if you don’t know, then client research is key to better understanding what services they need and, more importantly, what problems you help them solve.
2. Establish a voice
Building your firm’s governing voice, or point of view, will help you build market presence by sending out a clear message to help attract potential clients.
Your firm’s governing voice should emanate from your firm’s values and purpose. What problems are your firm trying to solve? What future are you trying to create? Once you have this established, your market position and your governing voice will form the foundation for your brand strategy.
3. Build your brand
A firm’s brand is how you tell your story to the world and how it is received. This includes tangible elements of your brand – your visual identity, logo, and marketing communications – as well as intangible elements – how your clients perceive you, your reputation, and the customer experience.
Building your brand starts with developing a clear and distinct message – both verbally and visually – that identifies who you are to the world. This should be consistent across everything you do – from corporate messaging about your firm through to marketing campaigns through to individual service-level messaging.
4. Profile your thought leaders
If your people are your firm’s asset, then building and raising the profile of your subject matter experts will give your organisation visibility and credibility in the market. This means giving your experts a platform to educate, inform and inspire your clients.
Authenticity is key here. Building on your market position and your firm’s governing voice, your thought leadership strategy should focus on topics and issues where you have strong expertise and experience. And, where possible, drawing on experience will provide solid proof points to demonstrate to your clients that you know what you’re talking about.
Using a mix of both online and offline channels to reach your target audiences, your thought leadership marketing activity could include speaking at industry conferences, actively sharing ideas on social media, publishing expert-led opinion articles on your website, engaging with target media, or hosting webinars and roundtables.
5. Listen to your clients
Establishing a client-focused marketing strategy will enable you to listen to your clients, understand their needs, know why they buy your services and what they value in your relationship, and ultimately help you better target your marketing communications.
How you go about better understanding and engaging with potential clients ranges from capturing and using client feedback through to optimising your website and unlocking marketing automation across your channels.
Whilst not an exhaustive list of how to approach marketing in a professional services context, this article should give some ideas on where to start and where to focus your effort. Join our LinkedIn group and let us know if these insights were helpful, or indeed if you have any others to add!
If you’re keen to learn more about marketing in a B2B context, the Chartered Institute of Marketing provides a range of training courses – from B2B marketing principles to B2B Digital Marketing Strategy.
This article was written by Annabel Elliott-Browning, Global Marketing and Communications Lead at Arup and Vice Chair Communications for the CIM London Committee. Find out more about the CIM London Committee members here.