If you’ve been doing the same marketing and content too long, here are three signs.
- Your analytics are flat lining.
- You yawn when reading your own copy.
- In place of leads, you hear crickets.
We get it. Sometimes how you’ve always done it is easier. But if it’s no longer producing your desired results, why are you doing it?
From newsletters to blog posts to eblasts, your professional services marketing can get stale. When you notice that fewer people open your communications or click through, it’s the biggest sign that you’ve lost your marketing mojo.
Don’t be afraid to change it up. It may take you out of your comfort zone, but we guarantee that doing the same thing you’ve always done will bring you diminishing returns. Embrace creativity!
Try a new medium.
Review each way that you communicate with your audiences and assess it:
- Why does it exist and what is your goal?
- Is it valuable content or simply filling space?
- Is the delivery vehicle right for your intended audience?
- What are your actual results?
For those marketing activities that no longer bring you joy, wish them well and let them go. With your extra time and space, add a new medium such as a video blog or targeted digital ad campaign. Experiment with new forms of delivery to attract renewed interest.
Don’t forget about your website. Page analytics will tell you if certain pages just aren’t supporting your strategy. Refresh those pages with new content or new layouts to attract visitors. Promote your new pages on social media.
Play with time.
Have you noticed that LinkedIn lists the average length of time to read a blog post? It’s an invitation to spend 6 or 8 minutes and learn something new.
Seize that call to action to vary the length of your posts and presentations. Add a few 2-minute posts under 250 words. Then add a few 12-minute posts. Try a 30-minute or a 60-minute webinar. See if time makes a difference in the views you attract. Focus on ideal lengths of time, but keep it varied.
Introduce different voices.
We know it’s difficult to get more professionals in your firm or association to create content. But sometimes you focus too much on niche leaders or partners. Consider asking a younger professional to write a blog post or create a video. You may be surprised at the fresh variety that new voices add to your content on all channels.
It may require some training. Some people aren’t comfortable on camera, but they do warm up to it with practice. Others are naturals. Do some screen testing. Vary your content assignments and bylines to bring depth and interest to your marketing strategy. It’s also a great way to promote the depth of your team.
Too often, we see marketing pieces that lack a balance between copy and design. People pick up on visual elements and color faster than words on the page or screen. But you also want the content to be clear and meaningful. Think about how to make your messaging more visual. Add fresh design or color to wake up your blog, videos, collateral or presentations. Redesigns should stay true to your visual brand, of course. Add a palette of secondary colors to expand your options.
In proposals, elements such as graphs, flow charts, icons and other imagery can help your firm stand out in a competitive environment. You can maintain RFP/LOI requirements and also avoid the urge to stuff too much copy into a limited space. Color and bullet points, for example, help people notice copy and actually read your key ideas.
These are just a few ideas to get you out of a professional services marketing rut! Change your strategy as needed and maximize your results. You may also be interested in changing up your strategy through partnership and referral marketing. Read this blog post for tips.