Marketing Center

Quick marketing tips for professional services

Learn how to build your strategies around customer buying preferences within the professional services sector.

1. Keep customer relationships top of mind

Trust and customer relationships are essential for any business, but they’re particularly significant in a service-based industry, when customers are particularly interested in who you are and what expertise you have. To begin developing customer relationships, make a point to interact with each customer on a personal level. You may try checking in with customers via phone or email on a regular basis, and customizing the information you share with each customer.

2. Prioritize lead generation on your website

In addition to providing basic information about your company and your offerings, your website is a great place to share educational content for readers. Make sure the content includes a call to action that inspires readers to learn more, reach out to your business, or make a purchase. For instance, if you run an accounting firm, publish a piece on best practices for tax planning – and let readers know you’re available to answer any specific questions. You may also look to existing customers for referrals and reward them. Especially in service industries, word of mouth through satisfied customers is still an important way to generate new biz. In today’s market, it’s important to know what your customers say about you and how you’re rated on review sites.

3. Publish blogs or articles

Publishing an article in a respected trade journal or customer publication can be a powerful way to attract customers. Once the article is available, promote it on social media and via email marketing. You might also use the publicity to book speaking engagements to build your brand’s reputation.

4. Feature your business at trade shows

Trade shows are a prime opportunity to form business collaborations and partnerships, showcase your business, and learn from other businesses in your sector. Trade shows come with a considerable upfront time and money investment – they tend to be a multiple-day commitment, and you’ll need to sponsor a booth, offer samples, gifts or tchotchkes, and travel to the show location – so be selective about which ones you attend. When used right, though, trade shows can create substantial opportunities for your business.

You may also consider participating in community events to create more in-person engagement and build a community network.

5. Familiarize yourself with market trends

Keep yourself up-to-date on the marketing trends within your sector. Moving into a new market, in particular, requires a willingness to experiment. Try a mix of approaches, such as email, phone calls, direct mail, and in-person meetings, to learn how customers in your footprint – the area in which you operate your business – prefer to learn about your services.

Understanding the ins and outs of your industry can also help you keep ahead of the competition.