How to Use Digital Marketing for Brand Awareness and Lead Generation

This multi-part digital marketing whitepaper will tell you HOW to use digital marketing tools specifically for professional services. Read any section for ideas on your biggest concern or interest. We’ll keep adding sections, so come back and see what’s new or sign up for our newsletter to receive updates to your inbox.

Create Your Own Digital Marketing Toolkit

Create Your Own Digital Marketing Toolkit

Digital marketing has evolved as a way to attract — and track — online buyers by delivering specific content for their problems or interests. To be successful, you need to understand:

  • How potential clients are searching for your services;
  • How to compete for strong online search results;
  • What types of content will attract the most interest;
  • How you can get qualified visitors to take action, and;
  • How to nurture great leads toward actual new firm business.

Let’s be clear. More than 90 percent of visitors to your site are searching for a solution, but need convincing to contact your firm. Digital marketing content and SEO are critical to keep them interested and keep your firm top of mind.

Website

Firms that are operating on outdated web platforms or with old design templates are missing some critical opportunities. When referred to a new firm, many prospects go first to the website. When seeking a new job, candidates often head to the website to learn about the culture. An old website can do more harm to your firm’s image than ever before.

If your website looks staid, boring, and “template-like,” that one chance to make a great first impression is over. The key to great websites is to think through who will use it, how they will use it and how to communicate your services and unique culture and the value you bring.

Before you write one word or design one page, consider what you want your website to do based on how the audience will use it. Do you want it to speak primarily to prospects or recruits? Is it an information service for clients? Do you want to get leads from your website?

Making it pretty is not enough. Be clear about your target market and what you want to communicate to them. When we work with clients on a website, we like to establish some key messages about the firm that can act as a guide for content. This sets a tone and ensures that the firm’s website isn’t cookie cutter.

Writing copy for websites is different than writing for a proposal or marketing flier. Use a professional writer who has experience with websites, as well as one who understands your industry. Have that person write the sections that matter most: your Home Page, Services, About Us and key leader and staff bios. If you are having trouble recruiting, hire a writer to add some snap to your career pages. If your firm is moving into a specialized niche, work with a writer to develop key messages and web content that helps your firm rise above your competitors.

Search Engine Optimization (SEO)

Getting on top of search results organically is a process that requires strategy and patience. There are many ways to build an SEO friendly website to provide better rankings on Google and other search engines. 

  • Choose keywords that are unique to your business. Brainstorm these words and phrases in your website committee and make sure they are used frequently in your site content. Consider working with an SEO specialist to find keywords and phrases to get additional possibilities and performance forecasts.
  • Try to establish external links to your website. Have your company name posted on organization websites to which you belong, contribute articles to trade sites, and allow relevant websites to link directly to yours. Just having your company name listed on another website can help boost your ranking.
  • Update your content regularly. At Google, fresh content is a key factor in search rankings.
  • Develop page titles, descriptions and meta tags with your keywords in them. Meta tags are the words that show up at the top of each web page and the title and description show your audience what that page is all about when it shows up in search engine results.

Social Media

It’s no longer a matter of IF you are on social media platforms, but how well you do it. It has virtually become a requirement for firms to engage through social media. A good social media strategy can help you retain clients, find prospects and recruit talent by increasing brand awareness and building trust. Social media can also boost your online visibility and organic search rankings.

To build an effective social strategy, the first step it to determine which platforms your audience is on and what content will drive engagement with them. Just because a firm down the street is having success on Twitter it doesn’t mean that you will also have the same measure of success. It’s important to do a bit of research to see where your current clients and prospects are spending their time online.

Next determine the type of content you will provide through your social channels. Understand the needs and goals of your clients and prospects and show them how you can help them.

They key is not simply to look at social media as something you must to do, but as a powerful tool to help you achieve brand awareness and firm growth.

Paid Search

Everyone wants to rank high on Google but sometimes your digital marketing strategies can use a little boost. Digital ad strategies, such as Google Ads or promoted posts on social media, can be a powerful tool in your online visibility and lead generation strategy.

In order to harness the immense power available through paid ads, start by clearly defining your target audience. Who are they and what do they need?  The more accurately you can identify your audience and their needs, the more targeted your ads can be, providing quality leads that have a higher potential for conversion.  If you are unsure how to determine who your target audience is, take a look at your current clients.

The next step is to figure out what makes you unique. Since your competitors have services similar to yours in similar industries, you need to identify what it is that makes you stand out from them. How can you inspire your audience to engage with you? Addressing your client’s needs in conjunction with your unique value to them through your ad headlines and content, can boost engagement on your ad.
Finally, offer your audience some information or a resource to download that addresses their needs on some level.

Be sure to include a form fill feature to capture their information so you can follow up with them after they receive your downloadable resource. 

Once you have all your digital marketing tools in place, remember to monitor the analytics and track the effectiveness of your efforts. Above all, remain agile so you can adjust what isn’t working, as well and do more of what is working.