Could an inbound marketing agency be a perfect fit for you?
Like the referral model, inbound centres on building trust and relationships. Content allows prospective clients to self-educate and learn how to solve problems before engaging directly in a conversation. But, when they do speak to someone in a Sales role, they expect to get information beyond what they can find online.
An inbound approach focuses on generating relevant, high-quality contextual content that attracts traffic, converts leads and closes sales over time. Providing value is paramount – the kind of value that can build trust, that demonstrates the knowledge and expertise that will draw prospects closer to your firm.
An inbound strategy requires a starting point. A benchmark from which you can measure future progress. And goals that will help define the tactics and level of application you will need to realise those outcomes.
To create content that captures the attention of the right people, you need buyer personas – semi-fictional representations of your target audience based on interests, fears, aspirations and their buyer's journey, where they spend time online, and much more.
You need to focus on what’s truly important to those clients, not create a laundry list of the features and benefits of your services. There's an enormous amount of content online – to stand out, you need to be in tune with the questions your target audience are asking and the problems they are looking to solve.
You need content that responds to different persona types, lifecycle stages, and devices being used to consume your content. It's not for the faint hearted!
Ultimately, this data-driven content placement will enhance a prospect's experience of connecting with you and encourage them to share your content with their network in ways that migrate the referral online.
Once we have defined your inbound strategy, we can establish the correct sales and marketing tactics and how you can best utilise these to meet the needs of your target audience and achieve your goals.
Find out more about how this approach could benefit your firm by reading our eBook on inbound marketing for professional services, or, if you are ready, dig deeper into the process of developing an inbound strategy for your firm with a free inbound strategy review.