All firms dedicated to professional services must, one way or another, implement marketing strategies and tactics to be able to grow. Whether these approaches are conducted formally or informally, and whether they have a specific marketing team or not, marketing strategies are what draws revenue and increases growth in a business.
In larger organizations and sectors, these marketing strategies most likely are being conducted by an integrated marketing team. Although these teams are relatively small in comparison to the rest of the firm, they have a big job. Apart from implementing marketing and communication strategies, these professionals must be able to communicate with the rest of the firm to be able to adapt to the consumer’s needs, the organization’s objectives, and the specifics of each situation.
Handling these marketing efforts effectively will have enormous benefits for professional services organizations. Although, some of these firms still seem to be uncertain about the real advantages of a marketing specialist or overall marketing strategies.
Marketing strategies for professional service organizations:
Here are a few examples and ideas of what marketing strategies in organizations offering professional services could potentially look like:
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Analysis of the competition:
Observing and analyzing the strategies and tactics of the competition and evaluating the potential benefits for your own firm.
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Client relationships:
This includes either implementing strategies to gain new clients or building strong relationships with already existing ones.
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Internal communications:
Effectively managing the communication efforts inside different employees and departments of the organization.
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Client Proposals:
The responsibility of effectively proposing and pitching new clients with the firm’s proposals and strategies for them and their needs.
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Event organization:
Planning and organizing new events to increase brand awareness as well as attract potential customers.
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Market analysis:
Analyzing the new trends and opportunities in the market and assessing which would be good opportunities for the firm.
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Advertisement and Sponsorships:
Implementing paid advertisements in traditional media, as well as paid partnerships with other firms to increase brand awareness and improve reputation.
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Data management:
Managing data so the entire firm is up to date on client information.
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Social responsibility:
Participating in social and community events and projects to improve brand reputation.
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Brand awareness:
Spreading brand awareness amongst the public by participating in conferences, writing reports and books, and creating case studies, brochures, pamphlets, etc.
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Public Relations:
Managing the organization’s relationship with the media and how it is perceived by the public.
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Networking:
Creating and managing relationships to increase connections.
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Price:
Analyzing and setting the pricing for the firm’s services.
Whether an organization in the professional services industry has an integrated team of specialists or not, they will need to partake in some of these marketing strategies one way or another to be able to succeed amongst the competition.
Source: Young, L. (2005). Marketing The Professional Services Firm. John Wiley & Sons, Ltd.