The Best Marketing Strategies For Professionals

March 14, 2014

In a recent post, I raised the question How Many Marketing Strategies Do You REALLY Need?

2009_bestWith the answer leaning to less is better, the obvious next question is what are the best strategies for marketing professional services? In the simplest of terms, what strategies will generate the most new business?

Sources Of New Business

Regardless of the service that we provide, there are only two sources of new business:

  1. new clients
  2. more business from existing clients

In order to attract more new potentially ideal clients, it is important for to offer them a compelling reason for choosing you instead of the competition. One element of this compelling reason is our personal brand, which helps distinguish us from the competition. The second element is our brand promise, which helps prospective new clients understand how they will benefit from our services.

Similarly, to generate more repeat business from past clients, it’s important to offer a compelling reason for hiring us again.

What value will they enjoy from more of the same type of service that they received in the past? Or equally important, what value would they receive from one of the your service areas that they have not yet experienced? (As a side note, helping clients enjoy services they have yet to experience, raises the question of how much clients know about your entire range of services. Concentrating only on those services that clients normally need could represent a huge lost opportunity).

Pull Marketing

Offering compelling reasons for potentially ideal choosing you or current clients choosing repeat business are examples of pull marketing. According to marketing-made-simple.com, “A pull strategy involves motivating customers to seek out your brand in an active process.”

In other words, it’s about “Getting the customer to come to you”

From the perspective of marketing professional services, the best pull marketing strategies include:

  • referrals
  • user-friendly information-rich websites
  • blogging
  • social media
  • public relations activities such as writing for publication and
  • public speaking

Given that marketing services marketing is about attracting more new clients and repeat business, the best marketing strategies for professionals get the clients to come to us. And that’s the magic of pull marketing.

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