<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=327555231022936&amp;ev=PageView&amp;noscript=1">
  • Keep up with the news

    Get the latest marketing news delivered to your inbox. Sign up to our free enewsletter.

    Sign up to our Newsletter PSM sign up

    free enewsletter
  • Manage your reputation

    We’ll show you how to build and preserve your brand's reputation.

    btn-schools btn-business

    build and preserve your brand’s reputation
  • Get the job done

    Save time by coordinating your marcom activities under one roof.

    learn more learn more

    communications support program
  • Subscribe to our podcasts

    Listen to Brad and Scully’s insights into the world of marketing. Subscribe to our free podcasts.

    subscribe to our podcast subscribe to our PSM podcast

    subscribe to our podcast
  • Get found online

    Learn how to get found online by people who are looking for the services you offer.

    Education Inbound Marketing Business Inbound Marketing

    get found online
  • It’s strategy first

    Never be lost for words again. Messaging that will help you grow.

    Education - Map Business - map

    key messaging
  • Websites that WORK for you

    Discover how to create websites that deliver results.

    Education WEP Business WEP

    create websites that deliver results
  • The power to influence

    Does your visual identity help or hinder your growth?

    education - vip business - vip

    visual identity

professional services marketing

How to communicate with your target audience

Posted by Laura Sheahan on Thu, Jan 14, 2016

How to communicate with your target audienceThe 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?

4. Loyalty
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:

Blog posts:

Listen to our podcast:

Free ebook:

inbound marketing

Speak to an expert:

Free consultation

  Free business enewsletter

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.


Topics: B2B, Branding, Communication, Relationship marketing