Unlike manufacturing organisations with a product to sell, the core asset of a professional services company is its people that hold the specialist knowledge and client relationships. This makes the process of marketing the organisation all the more challenging.
A recent survey found that attracting and developing new business was the main issue facing professional services. Where previously business development focused on a well-honed network that delivered a steady stream of leads, organisations are now having to adapt to increased competition and the impacts of digital disruption. This makes for a challenging business environment, particularly for firms that do not have the specialist skills in house.
Organisations without a robust marketing strategy in place will fail to achieve the necessary standout to remain front of mind, resulting in a reduction in new business enquiries. This is a very painful, yet clear sign that the current marketing activity is not effective.
As a professional services PR agency in Edinburgh, we work with a number of professional service organisations to develop and implement a robust communications strategy that is focused on driving business growth.
Our content strategy, linked to key search terms, delivers effective and engaging content that drives sales. We’ll build target buyer personas for your business and then develop well-researched, expertly written copy that speaks directly to those organisations with needs that your business can meet. From eBooks, blogs and video, the content is linked to an overarching strategy of driving sales and raising the business profile.
Our PR team work in partnership with content colleagues to deliver a hardworking media relations campaign targeting key sectors to position you as genuine experts in your field. The resulting coverage not only generates awareness, but valuable back links that will increase the credibility of your website, an important ranking factor on Google.
While some professional organisations remain unconvinced, social media is a proven channel in achieving brand awareness. Our social media experts work alongside the content team to create a robust social strategy and content focused on planned, reactive and anticipated posts, both organic and promoted, to support the lead generation and brand building strategy.
In a sector where relationships are fundamental to your business success, we work to create powerful collaborations targeting other processional contacts and specifiers. From roundtables to speaker opportunities and sponsorship, we look to place your brand in a space that achieves cut-through and supports customer acquisition and retention.