The days of communicating the same message day after day to a blanket audience through advertising have been greatly reduced due to technology. It has disrupted how established professional services firms interact with their clients, and exactly how and when they interact with a brand – be it Internet, TV, radio, mobile, or print.
So, how now do professional services firms create integrated marketing communications campaigns that will reach their target audience to get their message heard?
Here are five tips to help you prepare a successful multi-channel marketing strategy to communicate with your target audience:
1. Relationship Building
Create and maintain a single view of your client in a secure database. This is a critical strategy because today’s clients often interact with your brand in a variety of ways that involve more than one touch point. It is vital that you understand how your clients behave across all channels, at each and every touch point, and that you also understand each client's value to you.
2. Better Data
Start to build rich client profiles to encapsulate your clients’ needs, behaviours, and ways they want to interact. Personalise your clients’ journey by delivering relevant experiences based on what you know about your client. When you focus on delivering content in context, you get to the real objective, which is maximising engagement, revenue, and, hopefully, lifetime value.
3. Content Marketing
Regardless of platform, marketers must strive to create stories people want to read. Use these three strategies to make a strong story:
a) Use a hook to pull readers in, tell a story, and deliver an ending worthy of the story build up.
b) Aim to create the best content you can each time to build your authority.
c) Make your content contagious. If you wouldn’t share it, why would someone else?
Firms engender client loyalty when they optimise the client experience by being in tune with the client's need, and providing a level of personalisation that engages the client at the right time and place.
Design a better experience for your clients through client journey mapping — a relatively new marketing discipline that combines touch point mapping with client experience design and client strategy.
5. Marketing Automation
Marketing automation is a hot topic. More marketers are adopting technology to provide the power and flexibility to quickly launch highly targeted campaigns across multiple marketing channels to generate more revenue with less manual effort. The most important marketing automation features are lead nurturing, integration with CRM, social media and mobile platforms, and analytics and reporting capabilities.
Developing an effective integrated marketing strategy is a time-consuming process. Today, marketers have more choices than ever regarding how and where to promote or advertise products and services. In addition to traditional methods, such as print advertising and direct marketing, you have email marketing, Web-based advertising and multiple social media sites, such as Facebook, Twitter and YouTube, as well as mobile marketing. And as many firms have learned the hard way, what works in, say, traditional print marketing, does not work as well (or at all) on the Web or social media sites - and vice versa.
Here are some more lead generation resources you may find helpful:
- How to circulate news about your firm
- 5 ways to track your content marketing ROI
- How to add value to your content by building relationships
- Read all of our inbound marketing blog posts
Listen to our podcast:
- Episode 27: reconnecting with website visitors
- Episode 25: an easy guide to social media
- Episode 24: are you ready to join the world with inbound
Speak to an expert:
- Find out from one of our consultants how to generate more leads for your firm - book your free call now
This blog was written by Laura Sheahan
In her role as Strategic Communications Director at imageseven, Laura manages and develops the company’s European business, drives imageseven’s corporate marcoms, and continues to work with many of her clients in Australia from the Emerald Isle. Outside the office, Laura can be found with friends, on a green perfecting her golf swing or tennis serve, trying out Cork’s trending eateries, or checking out the high street.