In a world full of qualified professionals, how does one firm stand apart from the other?
The challenge for most professional services brands is that there isn’t a product to point to; nothing tangible for people to compare or test. What’s being offered is expertise and experience, both of which are difficult to show at a glance.
Add to that regulatory constraints and reputational pressure, and it’s easy to see why many firms default to safe, familiar ways of communicating. But in our current highly visual, social-driven landscape, the way people choose has changed.
First impressions count
Gone are the days where people will pay for a service based on a single recommendation, no matter how trusted the source.
People are doing more of their own research, earlier in the process; comparing providers, reading content, and forming opinions before they ever get in touch. By the time a conversation happens, much of the decision has already been shaped.
And with all the mod cons of the internet at our fingertips, it all happens pretty quickly too. You’ll plug a problem into Google, open up a few providers on several tabs, and scan through them all for something that feels right.
So the pressure to be clear and make an impact quickly is high.
More show, less tell
These days, describing what you offer only goes so far. What helps people decide is actual evidence.
A case study that walks through a problem and how it was approached gives a clearer sense of capability than even the most impressive paragraph of credentials, and a testimonial can reveal what it’s like to work together in a way that a service page can’t.
When what you’re offering is largely invisible, making your service tangible in this way is crucial.
Let the people see the people
One massive thing gets overlooked when it comes to professional services marketing, and that’s the fact that these companies are built on relationships.
When people are shopping around, they’re choosing who they’ll be working with; whether it’s who they’ll be speaking to when something goes wrong, or when something needs to be decided quicky. That’s pretty tricky to assess if everything feels faceless or overly formal.
A slightly more human tone, a clearer sense of the team, and small glimpses into how you collaborate and communicate all help people build a picture of who, rather than what you are.
Share a bit of what you know
There can be an understandable hesitation when it comes to professional services sharing their knowledge. After all, traditional marketing wisdom dictates that you don’t want to give everything away too quickly.
But people’s expectations of organisations have changed. Increasingly, clients expect a certain level of value before they even think about clicking on your ‘Contact us’ page. Thoughtful content in the form of articles, social posts, events or webinars gives people a sense of how you think before they engage with you.
This is where you get to show your understanding of the problems they’re facing, and how you can make sense of them. A generous content marketing strategy can go a long way to build trust over time.
It pays to be present
You’ve probably gathered by now that when it comes to marketing your professional services, being visible matters. But for that to be effective, it needs to be manageable.
Being consistent and genuinely helpful matters far more than volume, so focus on that. Whether it’s on LinkedIn, your website, or a mix of different channels, the key is creating well-considered content on platforms that actually make sense for your business (if you want to read more of our thoughts on social media strategy here.
Need help bringing your professional services brand to life? We can help.