5 Proven Digital Marketing Tactics That Work for Professional Service Companies

Professional service companies are trying to sell abstract services, which aren't as easy to advertise as physical products. Consequently, professional service providers have a hard time marketing their services versus companies with physical products. Prospects must trust these companies to have the proper expertise. 

Certain digital marketing tactics work better than others when increasing customer acquisitions for professional service companies. The following are some of the best marketing strategies to implement for these types of businesses.

Content Marketing

One of the most important aspects of a successful marketing campaign is content. Content marketing entails creating, curating, and promoting content that genuinely connects. A good strategy will effectively lead people from the top of the sales funnel to the bottom when they're ready to buy.

Content is the text, images, and video that informs and builds trust among your audience. For professional service companies, the ideal content marketing strategy will feature educational and non-salesy material.

Video content is particularly ideal for professional service companies, as customers are already looking for educational materials. Videos are also among the best ways to convey a lot of information in an easily digested format. Showing the names and faces of service providers also helps.

Email Marketing

Email marketing is a great way to increase lead conversion, which is one reason it's a great source for ROI. According to HubSpot, email marketing can generate ROI of around 3,800 percent at $38 for every dollar spent. 

You can entice people to subscribe to email newsletters or submit their emails in contact forms through your content marketing strategy. Email marketing campaigns send relevant content to people who've expressed interest in your services. In the process, you can inform them about your services and benefits while building trust.

Some people may forget about your business at some point during the buyer's journey. If they're still on your email list, you can send them a gentle reminder to come back through an email. This email might reignite interest and inspire them to complete the sales process. It can be as simple as sending out an email asking them to "come back." You can even offer appealing deals or upsells that encourage sales.

Search Ads

Search ads appear in search engine results when people are researching a particular topic or challenge. Google and other search engines are popular hubs for prospects looking for answers. Subsequently, companies in this industry can find these types of ad opportunities incredibly lucrative.

Search ads can encourage people to contact businesses for free consultations. Prospects may also simply visit the company website to learn more about a given topic, hooking them at any point during the buyer's journey. 

Display Ads

Unlike search ads, display ads are more visual and go beyond search engines. They appear on websites based on people's interests. Your prospects may see these ads in the sidebar of the many websites they regularly browse or even within the content they're viewing. If you want more ubiquity in your marketing campaigns, display ads can be a great way to keep your business at the forefront of your prospect's mind.

Professional service companies can benefit from display ads, as they appear in front of people who are already interested in what you have to offer. These ads can encourage people to visit your website based on their past searches or entice them to return through retargeting after that initial visit. Through visually appealing imagery and memorable branding, people will also begin to recognize your brand. With more exposure to your brand, they will become increasingly curious about what you offer.

OTT/Connected TV Advertising

Over-the-top (OTT) advertising, or connected TV advertising, is a kind of video advertising delivered to viewers through the internet. These ads appear through certain devices and streaming services. OTT ads might appear in the form of commercial breaks on various free or paid streaming services such as YouTube and Hulu. Viewers may see these ads using computers or TVs that can connect to the internet through certain apps.

What's ideal about OTT advertising is that it can allow you to have your ads appear nearly anywhere. There aren't any geographical restrictions or pre-planned schedules like you would have with traditional TV advertising. Using OTT ads, you can reach just about anyone, in any place, at any time.

Combine These Tactics for Optimal Results from Your Marketing Campaigns

It's not as easy to sell professional services as it is to sell consumer products and services. This means you need to work harder to convince your audience to turn to you and build loyalty. You can achieve this through the use of each of these marketing tactics, with a combination of:

  • High-quality content
  • Email campaigns
  • Search and display ads
  • OTT advertising

However, it's important to keep in mind that going it on your own can prevent you from excelling. Without sufficient expertise behind your campaigns, you may find that you lose money without gaining clients. To get the most from your marketing campaigns, it's best to either hire in-house teams of specialists or partner with the right marketing agency.

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