It is important to note that professional service firms like doctors, dentists, accountants and CPA’s, chiropractors, and law firms must market themselves as subject matter experts. The beauty of SEO or Search Engine Optimization is that professionals can share their knowledge and educate their clients at the same time. Savvy business professionals understand that providing potential clients and current clients with helpful information and tips on a regular basis can be a valuable Marketing tool.

 A few pointers to keep in mind:

• The beauty of SEO is that it is a great tool for known and unknown brands. Either way, lack of marketing or SEO can be detrimental to any brand. That is, if your brand is out of sight, then it is out of mind. Whether your brand is as well known as Nike or not you must be visible online. If not, your competition will be happy to take your place! 71% of users of social media websites say that they are more likely to purchase products from the brand they follow online on different social media websites (Source: Digitalsherpa).
• Targeted SEO that uses specific industry terms is the best method to target your B2B audience. When you are thinking of the information you would like to share with potential and future clients, think about recent client questions. Were you able to educate them quickly and provide them with great tips? Keep in mind that using general terms in SEO will not yield positive results. If you use general terms like ‘auto industry’ then you will most likely have quite a bit of competition in your search results. Be sure to research your search term using Google AdWords or other tools. Once this is done, be sure to use these terms in your article and SEO plan.
• Integrated marketing works well because it allows firms to share relevant information during the long buying cycle. Ultimately, continuously feeding current and future clients with information and tips will allow for ‘professional service enlightenment’ that is linked to your brand. Think about your own professional work day….How many different communication tools do you use? For example, if you are looking for a tax professional or contractor will you conduct your research the same way a marketing director may when they are selecting an ad agency? During that long buying cycle, if your brand is not on their selection list or your firm is NOT positioned as an industry resource, then the chances for the potential client to find you is near impossible.
• You are now a subject matter expert. We all know when we hear industry terms we are familiar with. By targeting your SEO you let your clients and future clients know that you understand their business and their concerns. For example, if you are an attorney in the workers’ compensation industry, then you would want to use keywords in your SEO strategy that includes words like ‘permanent disability’ or ‘claims examiner’ so that your business partner understands that you understand their business concerns and issues – ultimately this will increase your chance to change a lead to a new client!

Therefore, it is the integration of all channels (blogging, SEO, and newsletters) that will ensure successful branding of your firm’s expertise. It is critical that clients understand the need to target, using integrated marketing messaging and relevant industry terms. According to Social Media examiner, “the number one reason for social media marketing is generating more business exposure…increased traffic and search engine rankings were also major advantages” The main point behind these tips and or advice is to ensure you use Social Media as a critical business tool and a revenue generator!

For more information or for a complimentary marketing analysis, please reach out to [email protected] or visit http://www.refreshmediagroup.com/. I look forward to connecting with you!