Your Complete Guide to Digital Marketing for Professional Services

Whether you’re a law firm, accounting agency, consulting company, or any other professional service provider, your online presence and digital strategies directly impact your success.

Most clients begin their research online, so leaving your digital mark and curating a journey that directs users from the first touchpoint to the conversion has the potential to be your most successful strategy to boost your profits.

In this comprehensive guide, we will delve into digital marketing for professional services and explore how to market professional services using Hushly’s digital conversion cloud.

How Are Digital Experiences Connected to Professional Services?

You don’t have a physical product to sell as a professional service, so you aren’t marketing items you can use in images and ads.

Instead, you are marketing results and experiences, which can make digital marketing challenging.

Because your products aren’t physical, your digital marketing will look different than other brands. You’ll need to be extra aware of what images you use to accurately portray results and services.

An online presence is crucial as 78% of customers begin their research online. Even simple tools like a blog can yield powerful results, as companies with blogs receive 55% more traffic than those without.

Establishing a strong online presence through digital marketing strategies ensures you stay competitive in your industry.

8 Elements of Digital Marketing for Professional Services

The start of your digital marketing strategy is your digital presence. Here are eight of the most effective strategies for increasing your online presence used by every digital marketing strategy agency.

1. Website Optimization

professional services website is often the first point of contact for potential clients. It’s your business’s front shop window and should accurately represent what someone might find when working with you.

It should be user-friendly, informative, and visually appealing.

Because you don’t have physical products to sell, branding is crucial. Branding your website builds a recognizable appearance and reflects your services.

Hushly can enhance website optimization by offering personalized content recommendations to visitors, improving user engagement, and increasing conversion rates.

2. Content Marketing

Content marketing includes all digital assets you create for your digital marketing for professional services.

Create valuable content that addresses your target audience’s pain points and questions. Your content should connect with leads at every stage of the sales funnel.

Here are some examples of effective content for your sales funnel:

  • Brand awareness: Create blog posts and landing pages that attract new visitors to your professional services site.
  • Lead nurturing: Use email campaigns, downloads, and niche blog posts to address lead questions and concerns so they continue moving forward in the sales process.
  • Conversion: Convert more leads to clients through sales copy, demos, landing pages, and email pitches that resonate personally with clients.

Professional services can use Hushly to curate and distribute content effectively, ensuring visitors receive personalized content recommendations that match their interests and needs. Our dynamic content suggestions customize each customer’s experience with your content, like through a dynamic landing page which looks different depending on where the customer comes from or what services they’re interested in.

3. Search Engine Optimization (SEO)

SEO for professional services targets search queries from potential clients. If you service a small area, like a community lawyer or accountant, you can use local SEO to target customers searching for nearby services.

However, SEO is much larger than just targeting the phrases your clients search. It also includes optimizing your content to stand out, show authority, and be relevant so Google prioritizes it in searches.

Less than 1% of users look at search results on the second page of Google search results pages. Using SEO so your website and content rank near the top drives new traffic to your professional services website.

Hushly helps with search engine ranking by generating keywords, meta descriptions, and other vital components of SEO.

4. Lead Generation

Attracting potential clients to your site is just the first step. Once visitors visit your site, use lead generation strategies to capture those leads and put them into your nurturing pipeline.

Hushly’s forms increase the number of leads you generate. Our forms use only two or three fields, so more leads fill in their information. When you have too many fields, leads lose interest and leave.

Image from WPForms

A benefit to generating leads online versus in-person strategies is the chance to qualify the leads before investing time and effort into converting them.

Hushly’s lead generation tools track lead behavior and score them based on how interested they are in your brand. Once your leads reach a designated score, they move to the next lead nurturing stage.

5. Email Marketing

Email marketing builds on your website and brand awareness content. Once you generate leads, use email marketing to reach them directly with specialized offers and solutions.

Email marketing builds trust and shows how your services benefit them. It also helps you understand your leads by what emails they open and respond to.

6. Data Analytics and Insights

Digital marketing leaves virtual footprints you can follow. These data footprints help you understand user behavior so you can be more effective in your outreach.

For example, if you market yourself using a roadside billboard, you have limited data. You don’t know who will drive past the billboard. When people go past, you don’t know who looks at the billboard. You also don’t know how many clients came to you after seeing the billboard.

So, how can you tell whether it’s been effective? You can’t accurately know – you can only guess.

However, digital strategies remove most of that uncertainty. You can track the number of people who see your content, how they interact with it, who responds to the content, and how they respond.

If people aren’t responding to your ads and content, you can use data to pinpoint where they lose interest.

Data analytics helps your digital marketing budget go further and be more effective.

7. A/B Testing

Which of your strategies are most effective?

A benefit of digital marketing is the ability to scale quickly and test strategies.

Perform A/B testing in small segments and on various elements of your digital strategy, such as content recommendations, lead capture forms, and email subject lines.

This testing allows you to identify which approaches yield the best results and make data-driven adjustments.

8. Marketing Automation

Marketing automation builds automatic responses to actions, so you have fewer manual tasks and the sales process runs smoother.

For example, Hushly establishes email marketing automation sequences. Those sequences send emails responding to client actions like filling out a form. Then, the follow-up email depends on how clients react to the first email, sending one email to those who open and read it and sending a different one to those who ignored it.

Marketing automation improves your professional services marketing strategy’s effectiveness by 46%.

Automation’s role in digital marketing for professional services will continue to grow as new technology like AI boosts its ability.

Start Your Digital Marketing Journey at Hushly

Digital marketing for professional services can help you reach your marketing goals by increasing brand awareness, generating more leads, and converting more clients.

We will make the process seamless through our cutting-edge AI technology that automates and customizes every step of your strategy.

Our all-in-one conversion cloud is the only tool you need to convert leads to clients.

Check out the power of Hushly for yourself by requesting our demo.

11 Digital Marketing Skills in Every High-Performing B2B Team

Every workplace is unique. Your team needs to deliver certain results and reach specific goals.

The skills you need depend on your audience and goals.

Digital marketing is fluid. Tactics change as buyer expectations evolve.

Your digital marketing skills should continuously evolve too. It’s the only way to keep up with your buyers.

Much has changed over the past year – and they are going to continue changing.

Many businesses have shifted online and made massive adjustments to keep up with the changing times. COVID-19 has caused businesses to undergo tectonic shifts in many ways and likely won’t go back to the way things were.

11 Digital Marketing Skills Your Team Needs to Succeed

In some cases, growing your digital marketing skills will involve tying up loose ends where your desired tactics don’t match your experience. In other cases, consider goals you hope to accomplish in the future that you’ve neglected because you lacked the skills.

1. Running Data Analysis and Drawing Insight

Data – it’s all about data. However, Gartner predicts over 80% of B2B marketers will abandon their personalization strategies by 2025.

Bad data is the culprit behind poor results.

Organizations need marketers who understand data and know how to use it. Social media, website traffic, CRM, email – marketers must know how to gather data from multiple sources and use it.

Marketers should also know how to draw insights from data to make predictions and justify all their activities.

2. Project Management

A recent survey found that 89% of organizations consider project management “very” or “extremely” important on a digital marketer’s resume.

Organizations need digital marketers who can not only carry out their individual roles but understand the full range of intricacies and consequences as a team.

For example, individual marketers should be able to decide what tasks to complete themselves, which tasks to outsource or delegate, balance budgets, and where to devote their resources.

3. Ability to Work Autonomously

At least 20 major companies have publicly announced their plans to keep most staff remote permanently. Marketing positions are ripe for remote work, and it can cut down on overhead tremendously.

Beyond project management, digital marketers must be able to self-motivate and communicate properly with a team while working independently.

4. Working in Harmony with AI

84% of B2B organizations already use artificial intelligence to enhance their marketing efforts.

Marketers shouldn’t worry about AI taking their jobs, but they should understand how to use artificial intelligence and machine learning to improve their marketing strategies. Personalization, forecasting, lead scoring, content marketing – these all demand AI in some fashion to work efficiently.

Fortunately, most AI tools are easy to implement and have a gentle learning curve because they’re designed with usability in mind.

5. Organic Search Engine Optimization

PPC advertising is costly when it’s not highly targeted and planned. Organic search engine optimization is a much more cost-effective and sustainable strategy.

Every marketer must have a decent understanding of organic SEO and its ongoing demands to stay ahead. You can’t publish a single piece of marketing content today without considering SEO implications in some way.

6. Understanding Design and User Experience

Experience and price are the two factors that matter most to buyers. For many buyers, experience matters even more than price!

Marketing teams must understand how to create a pleasing user experience at every touchpoint. As a marketer, you’re the first line of contact with leads and customers.

In many cases, you don’t even know where a prospect will first engage with your brand. That’s why you must consider experience across all your channels.

7. Social Media Marketing

Social media is a critical part of every successful marketing strategy. Marketers should have at least a basic understanding of running paid campaigns and selecting targeted audiences.

Running paid social campaigns is a vital digital marketing skill because it also improves your understanding of your audience: what they follow, their interests, where they work, etc.

8. Email Marketing

Email marketing gives you a direct line of communication with your leads. It’s highly personal and not influenced by algorithms.

Every marketer should know how to write engaging email copy – especially subject lines. Marketers should also understand the basics of segmentation, personalization, and analytics to gather insight from email.

9. Charisma and Conversations

Your digital marketing skills must go beyond selecting audiences for paid posts. Digital marketers should also understand how to engage leads and prospects with genuine conversations – not cold messages.

Marketers should offer their own human touch to your brand via comment sections, forums, posts, and inboxes.

10. Event Planning and Management

Digital events are here to stay. Even after COVID restrictions pass, it’s hard to see a world where B2B organizations go back to completely in-person events without at least a digital option.

Bringing events into the digital space expands reach and offers huge opportunities. Marketers now will have to brush up on their event planning skills. They’ll need to understand how to market digital events and track metrics, read analytics, and use the insight to make future decisions.

11. Personalized Content Writing

Finally, personalized content is an absolute must for every B2B organization.

66% of buyers say companies give them way too much content, and over half say most of it is completely useless. Generic content won’t fly – neither for humans nor search engines.

Marketers must know how to study analytics from their current content library and audience to build future content. Creating content for specific firmographics and segments is the key.

AI Gives You More Time to Flex Your Digital Marketing Skills

Artificial intelligence is a must in every digital marketing toolbox moving into 2021. B2B organizations are finally waking up to AI’s power and putting it to use across their organization.

An AI engine lets you break your reliance on completely data-driven personalization strategies, which often use incorrect or outdated data. As third-party cookies phase-out moving into 2021, a solid grasp on intent data and personalization are critical for boosting your goals.

Start boosting your artificial intelligence knowledge. Read the comprehensive Hushly guide on using AI personalization for demand generation.

How to Market B2B Products and Build Relationships in 2020

Your leads and customers expect more these days. B2B decision-makers are young, diverse, and grew up with smartphones, internet access, and automation.

Research shows 42% of millennials working in B2B hold managerial positions while 21% are vice presidents or in C-level roles.

They want fully optimized digital experiences from your B2B company.

At the same time, they also demand human interaction and helpful advice to navigate your industry.

7 Ways to Market B2B Products and Build Meaningful Relationships in 2020

Unfortunately, many B2Bs have not kept up with evolving expectations. Use the tips below to market your B2B products and forge meaningful relationships with both your customers and leads.

1. Develop Helpful and Relevant Content

Content is essential for starting conversations with your audience. Producing content isn’t enough though – you need a dedicated content marketing strategy.

69% of B2Bs with the most successful content have a documented content strategy. However, only 16% of the least successful brands have one.

Research is key to creating effective content that stands out from all the noise out there (and there’s plenty of noise):

  • Long-tail keyword research to answer queries.
  • Reading competitor content to stand out.
  • Analyzing the top-three ranking pieces for each keyword and adding nuance to the discussion.
  • Following relevant subreddits to understand your audience.
  • Following hashtags on Twitter and LinkedIn.

Consistent content can also boost your search engine rankings across the board and increase your chances of website visibility.

2. Give Away Free Trials or Products

Look at Google: one of the most successful companies on the planet. Google offers tons of free – yet extremely useful – products.

Now, you don’t have to follow Google’s lead and open the floodgates. However, it is shrewd to offer free trials so your leads can figure out whether your product is a perfect fit.

Figure out how freebies would work best for your overall strategy. This might include:

  • Free trials (of a week or so) of your full premium product.
  • Free registration and access to limited tools – like SEMrush and BuzzSumo.

At Hushly, we don’t charge anything to add our AI engine to your website. Our customers only pay for genuine leads they collect through our tools – they never pay just to use our platform.

Freebies are vital for showing leads why your product is so valuable. They can read case studies and talk to your sales team all day but there’s nothing quite like trying something for yourself.

3. Harness the Power of Social Selling

Some industries, particularly those in the tech sector, see over 50% of their revenue coming from social selling tactics. Some research says social selling delivers a 57% higher return than traditional tactics too.

social selling

LinkedIn

Social selling isn’t about broadcasting from your company page and waiting for sales to roll in. Instead, focus on using social media for its true purpose: meeting people and having conversations.

That means ditching the cold LinkedIn messages in favor of genuine interactions and questions.

4. Hyper-Personalize Your Website Experience

Research shows nearly half of B2Bs fall short with their personalization efforts. 60% of marketers say they’re not implementing AI or machine learning to improve their website experience.

That’s not ideal because B2Bs expect hyper-personalization.

Instead of sifting through your blog categories and tags to find relevant content, AI should hand-select the most relevant piece of content for each visitor based on behavior.

An adaptive content hub and self-nurturing landing page offer unique solutions. Like Netflix or Amazon, an AI engine uses machine learning to study each visitor’s browsing behavior and provide relevant content. Plus, the AI engine chooses content to gently guide them down the sales funnel.

5. Create Lead Nurturing Email Marketing Campaigns

Aside from self-nurturing landing pages, email marketing is one of the best tools for nurturing B2B leads.

You get a direct line of communication with their inboxes. However, it’s still important to implement AI in your email campaigns as well.

Design personalized lead nurturing campaigns for different accounts, segments, or roles. Each lead should get a unique email series.

Make sure to lead with value here. Focus on highlighting your eBooks, blogs, podcasts, and videos as it fits each subscriber.

6. Take Your SEO Seriously

Search engine optimization is crucial for improving visibility and building an inbound marketing strategy.

No one uses the yellow pages anymore. People type their questions and problems into Google to find answers. Ideally, they should find your content on the first page of results.

Consistent blogging is the best thing you can do to improve your SEO and rankings. Companies with blogs in place enjoy 434% more indexed pages on Google than those that don’t.

Before anything else, however, make sure your website is optimized for mobile browsing. Not only do 70% of all B2B searches happen on mobile devices but Google switched to mobile-first indexing back in 2018. This translates to:

  • Making sure your site loads in less than three seconds.
  • Removing lead magnet forms and gated content.
  • Using CTA buttons instead of hyperlinks.

7. Create an ABM Strategy or Adapt Some Tactics

Account-based marketing isn’t just for landing new leads – it’s also vital for building customer loyalty.

Design custom ABM campaigns for your best clients. This is also a lower-risk way to test your ABM tactics before expanding to new accounts and leads.

Consider ABM tactics like:

  • Peppering company names into your blog posts
  • Developing case studies for similar companies/a target account’s competitors
  • Using LinkedIn’s ABM targeting tools
  • Building targeted social media lists

Companies with ABM strategies generate 208% more revenue than those that don’t, so definitely consider ABM if you haven’t already.

Learn How to Market B2B Products with an AI Engine

Your leads see AI-driven personalized experiences everywhere they go online. From Amazon and Etsy to Spotify and Facebook, machine learning delivers optimized content just for them.

They know the technology exists and they expect the same personalized experience from your B2B website. Adding an AI engine to your site is fast, easy, and creates the experience your leads crave.

Artificial intelligence doesn’t have to be complicated. Learn how Hushly makes it simple and easy.