digital marketing strategies for professional services
TRANSCRIPT
Digital Marketing Strategies for Professional Services
Rubina Carlson
APSMA SA Lunch
22 April 2015
BDO Adelaide
The Straw Poll
Industries Represented
Platforms used personally
Platforms used for business
Automation Content marketing CRM eCommerce eDM / eNewsletters Online access for
clients SEO SEM / PPC Social Media
Professional Services
are built on relationships, credibility and trust. This takes time to establish and maintain in the desired target market(s).
Challenges
Small and/or limited budgets. Increasingly time poor. Marketing may not be a full time role. Sector is traditionally risk-averse. Compliance with rules and regulations.
What Does Your Partner Want?
More clients?
Increased sales?
Stronger brand awareness?
Case Studies
Three examples showing how digital tools can fit into the sales process.
GE - Australia
Market: Mid-market size companies. Message: Share market insights from
within GE. Media: LinkedIn group. Outcomes:
Increased number of quality leads. Active community generating content. One sale leads to immense ROI.
St John SA
Market: business owners, HR managers, WHS officers.
Message: Defibrillators save lives. Media: Video shown at presentations and
available online. Outcomes:
Increased leads for defibrillators. Increased sales of defibrillators.
Hewlett Packard
Market: SMEs Message: We want to support our smaller
customers, without harming our reputation for our capability in servicing large organisations.
Media: LinkedIn group. Outcomes:
Large active community of advocates. Increased brand loyalty and trust.
More...
The case studies show us
how to build relationships, credibility and trust with digital tools.
Digital Trends
Convergence of technologies. Importance of peer recommendations. Instant gratification. Mobile use on the increase. Real-time interactions. “White noise” in the digital space.
Tips & Tricks
Save time writing Blog Posts by: Adopting a template or structure.
e.g. Q&A, a specific trend, case study.
Interviewing other team members. Developing ‘evergreen’ content in quieter
times of the year.
Tips & Tricks
Get the most out of your eDMs by: Keeping the content brief and concise. Use custom links to track CTR accurately. Develop clever subject headers that goad
recipients to open them. Send eDMs when you have news to share. Ensure your list is updated from CRM.
Tips & Tricks
Bring in gamification principles to: Retain attention of market for important
messages (e.g. SA Water) Appeal to competitive nature to drive
behavioural change (e.g. AAMI Safest Driver
Tips & Tricks
Use Hootsuite to: Monitor online conversations about your
brand/industry so you can respond. AutoSchedule Facebook posts or tweets. Generate reports on Facebook Page and/or
Twitter Account performance.
Tips & Tricks
Improve or maintain your SEO ranking by: Adding a social media feed to website. Keeping content fresh. Using headings and styles correctly.
Monitor your SEM performance by: Checking Google Analytics. Reviewing AdWords / Bing / Yahoo Reports. Using custom links.
Tips & Tricks
Investigate these collaboration tools: Canva - create infographics for free Internal conversation platforms
Yammer + Slack
File sharing services Dropbox + Google Drive
Tips & Tricks
Develop a weekly checklist, which may include: Tasks need to be completed each week. Topics needed to cover off in the content
calendar. Consideration of the global market we
operate in, and how it changes each day.
But in the end…
it all comes back to strategy.
Market – Message - Media
