Marketing professional services

What is inbound marketing?

By Internet marketing, Marketing professional services, Marketing strategy, Psychology No Comments

The vast majority of your market is not looking to buy your product or service today.

Or tomorrow, for that matter.

A small percentage is actively looking.

Inbound marketing brings these people to you.

The result is more sales enquires and sales.

Inbound marketers share information with prospective customers via digital marketing, in creative, interesting ways.

The information needs to be helpful and informative.

The problem is that many enterprises do not wish to share their knowledge.

“We have never done this before!” they exclaim.

“Why should we give away what we know for free?” they ask.

The counter-argument is that their competitors are already out there doing it.

Sharing knowledge sure beats asking strangers if they would like to buy from you (I know, as I used to do this for Rank Xerox when I was a young salesperson).

Besides, I have found that the more I share, the more I have to learn.

Here is an entry within The Marketing Compass Encyclopedia regarding inbound marketing.

Here is a blog regarding Push versus Pull marketing.

Opt in email list sign up process

By Customers, Email marketing, Google AdWords, Internet marketing, MailChimp, Marketing professional services, Selling No Comments

With GDPR on the horizon, it is more important than ever to have an opt in process for your email list. Here is a diagram showing an effective process for getting your target market to subscribe to your email list:

Customers have problems / challenges that they have to resolve sooner or later. Try to see it from their perspective. How does it feel to have this challenge? How would you define the problem? What alternative solutions are available?

Having decide on the problem that you are going to focus on, the next step is to write a detailed guide to solving the problem. For example, I have written a 10,000 word marketing strategy e-book (more of which in a moment).

You can promote your guide in a variety of way including Google AdWords, Facebook advertisements, Instagram ads, Twitter ads, LinkedIn adverts and social media posts. You can also promote it via your website and by sending 1-2-1 emails to people that you know. In fact, you can promote the guide by using most of the 250+ promotional techniques that I have researched and used.

All of this activity should aim at a landing page which does not contain your website navigation bar or any other distractions. Here is one that I prepared earlier (any Blue Peter fans out there?) which offers a free copy of the 10,000 word marketing strategy e-book:

If you join my list, via the above page, notice that you are taken to a confirmation page telling you what is going to happen next and that MailChimp provides a clear opt-in process.

Having launched my new landing page a few days ago, I have 55 people on the list so far. A couple of people rang me to ask questions about the guide and I have emailed a few other people which has led to sales conversations.

One of my clients calls everyone who signs up to their list, using this process. They are selling to other businesses and they request a phone number on the opt-in form. Their business is increasing in size by 50% annually.

What is stopping you from doing all of this? I suspect that you are busy: so time is the first challenge. Then you have to consider the different options for the guide and of course you have to write it and produce a professional looking PDF. You then have to create the landing page either using a sub domain or special software that overrides your website’s standard layout. Finally you have to set up the email marketing automation sequence. Phew!

If you would like some help with this, you are welcome to email me, call me on 01628 773128 or join The Marketing Compass and ask there.

Click here to read about my MailChimp training services.

The song of the customer

By Customers, Marketing professional services, Psychology, Selling, Success No Comments

I want to talk to someone now.
No, I cannot wait.
I have a million questions.
Does it do this?
Does it do that?
Why is it so expensive?
What do you think of this competitor?
I am not being difficult but…
All of a sudden I am not in a rush.
I will think it over.
Yes, I have your proposal.
Yes, I am still alive, thank you for asking.
Remember me?
OK I will buy it.
Can I have it today?
I can’t make it work.
I have 10,000 questions.
OK I am happy now.
What a great company you have.
I would like to buy another one please.

Selling professional services

By Marketing professional services, Marketing strategy, Nigel Temple, Psychology, Selling, Success No Comments

When you are selling professional services, there is no point in pushing too hard. Don’t think in terms of ‘sales leads’. Instead, think in terms of ‘conversations’.

I enjoy have relaxed conversations with professionals, business owners and subject experts. It is interesting to ask open questions about their business and to get them talking.

Every day, conversations come to me in the form of marketing questions. They arrive in my email in-box, via The Marketing Compass or by telephone.

I share my knowledge as much as I can via blogs (i.e. this one), e-books and marketing talks. Readers and members of the audience ask me questions. If I can answer them on the spot, I will do so.

Sometimes, I realise that I am talking to a potential new client or NavigatorPlus member of the The Marketing Compass.

If the challenge requires additional time, I have a variety of productised services that cater for different budgets and requirements. This is because I work with startups, self employed professionals, small businesses, established enterprises and corporates – so one size does not fit all. (If you don’t already have productised services – ask me how to do this).

If you love to learn and you enjoyed talking to people, then this is the life for you. Asking questions, having interesting conversations and answering questions is the way forward. It certainly beats knocking on doors and cold calling.

If you have any questions – just ask!

Is professional selling dead in the water?

Marketing professional services

By Marketing professional services, Marketing strategy No Comments

Marketing a service is different from marketing a product, isn’t it? For starters, you can’t see a service – just the people delivering it. If they are wearing a suit and are in an office, that can look a little dull, can’t it?

The service sector includes accountants, architects, IFAs, HR specialists, IT experts, management consultants, marketing specialists, recruitment companies, web developers and many others. In addition, personal services includes everything from chiropractors to personal trainers.

The fundamentals of marketing applies to services, i.e. the enterprise needs to create a brand and position itself in the market. The practitioner or firm needs to stand out from the crowd and attract new enquiries.

It is a good idea have a written marketing plan, as this will make you think about the time, money and resources that you put into marketing.

With regards to finding new clients, networking remains ever popular. However, some people are not keen on entering a room full of strangers and many people find that networking is time consuming.

Another approach is to cold call. However I should warn you that, in my experience, only 1 person in 20 is any good at doing this and you will encounter a great deal of rejection.

In an increasingly digital economy, service providers are expected to have a website. This must look professional the second that it appears within a website browser. The website should show what is on offer, within the first 2 seconds that it appears. Service firm owners only really feel that their website is working if it generates sales enquires. This can be achieved via Search Engine Optimisation, social media, email marketing and devices within the website that generate a response.

It is much easier if new clients come to you, with a defined need, budget and timescale. This can be achieved by sharing your knowledge (see the blogs, below).

When potential new clients arrive at your door, professional sales skills are required in order to maximise the probability of converting an enquiry into a client.

The required competencies include:
* A creative mind, as you need to keep coming up with original marketing ideas
* The ability to write correct, clear English at considerable speed
* The ability to write compelling marketing words that generate a response
* Technical proficency with software systems such as WordPress, MailChimp etc
* An eye for design (business cards, logo and other elements of visual branding)
* People skills in order to handle the sales process

There is a lot to think about, isn’t there? If your service firm could use a little help with its marketing, you are welcome to contact me. I have probably helped your type of service company.

Here are some associated blogs:

Pricing professional services – should you discount?

Should I give information away for free?

Marketing strategy advice for a service firm startup