inbound marketing Will Grow Your Business by optimizing your advertising efforts
Inbound marketing specializes in the most important element of professional services marketing - building trust with potential clients.
After all, if they don't believe you understand your field, they're not going to hire you. You must present yourself as an expert if you're going to get meaningful contracts.
How inbound marketing builds trust
When people use a search engine, they're looking for an answer to a specific question - and that makes all the difference.
Imagine walking into another company's office and just starting to talk to the CEO, giving her your best elevator pitch. She's not going to listen. Nobody is going to listen. They don't know who you are, they don't care what you want, and they're busy with other things at the moment.
That's what cold calls and mailed flyers are like - annoying and soon forgotten.
Inbound marketing avoids this by reaching out to customers when they've signaled that they actually want you to come in and convince them you can help.
If you can make that first interaction a positive one, there's a good chance they'll seriously consider hiring you instead of one of your competitors.
Of course, this advice is useless unless you actually know how to build that trust, so here's what you should do:
Understand Search Intent:
Keywords aren't just a collection of words people use - they represent search intent, the desires that people have when searching for a specific phrase.
For example, if someone searches for "Local Certified Professional Accountant," we can be pretty sure that they aren't interested in hearing from a firm that's located on the other side of the country.
They want somebody local - probably within half an hour of their office - and that represents a marketing opportunity if you're a CPA in their area.
Tailor Your Material To Your Audience:
Once you understand why people are searching for a given term, you can create content that addresses their intent.
In most cases, this means demonstrating how the service you provide can address a problem they're experiencing - and that's the point where visitors start turning into customers.
Remember Your Clients' Needs:
Many professional services represent a significant investment for customers. This does not mean that you have to lower your prices to match their expectations, but it does mean that you need to justify your price to customers who are on limited budgets and are taking cost into consideration.
The best way to do that is to clearly explain how your services are going to help them grow as a company - if the help you provide costs less than the additional money they're making, it's much easier to charge what you want instead of what the market dictates.
When you do these things, your marketing materials will position your company as the answer to your prospects’ problems... and when you help customers resolve their issues, they'll naturally come to trust you. No other form of marketing is as effective at building trust as inbound marketing is.
More from the Breezy Hill Blog: Inbound Marketing Vs. Content Marketing - Is There Really A Difference?
Establishing a long-term relationship
Most professional services rely on referrals and long-term relationships to succeed - after all, if you can spend your time working instead of finding customers, you'll make a lot more money. If you truly want your advertising to succeed, you have to think long-term about the expectations you'll set and how you plan to meet them.
Tell Customers What Services You Provide As Soon As You Can.
If that's what they're looking for, they'll give you a little more time to make your case to them. Don't try to be everything to everyone - most customers are looking to address a specific problem, and each piece of marketing material you produce should focus on one of those problems.
Inbound marketing's focus on keywords and content makes this easy.
Don't Just Ask Customers for Feedback - Make It a Part of the Process.
Make it clear at the start of the relationship that you want to have regular meetings to go over your performance, iron out problems, and see how you can better serve your customers.
Inbound marketing can help with this by letting them know you plan to do it - phrases like "custom services" can get customers to think about how you can help them, and that's exactly what they should be thinking.
Stay in Touch with Them.
You don't want to take up all of their time, but you should provide regular, easy-to-read updates about the services you've provided, and how they have helped their company. The latter part is especially important. This, too, is something you can mention in your marketing content.
More and more people are searching for professional services online - and inbound marketing allows you to pitch your company when they're most receptive to the offer. By establishing a trusting relationship with your clients and showing your expertise in your field, you can use inbound marketing optimize your advertising efforts.