Professional Services Advertising Agency with Offices in Boca Raton and New York CityFor You:
The Pros at Professional Services Marketing Firm
Separating your offerings from those of the competition is difficult in most fields. This is especially true in professional services, where it’s often hard to differentiate between firms based on the services they provide.
To shine in this environment you need to be unique. At MDG, we have a long history of helping professional services firms develop branding, messaging, and media that stand out.
This success is born from an all-encompassing and fully immersive approach. We want to intimately understand your business, your competition, and your audiences so that we can define and articulate your competitive advantage.
We do this by working with your team on parallel paths to develop targeted marketing strategies. As we create the brand guidelines that will serve as a road map for all of your marketing materials, our experts are also evaluating your digital presence, determining the most effective SEO and paid search tactics, identifying how ORM campaigns can be utilized to solicit positive reviews, and figuring out your ideal media/advertising mix.
The goal is to look at every tactic, channel, and medium in order to build a comprehensive brand platform that will resonate with your target audiences—and which will be uniquely yours.
Looking for a partner that gets professional services marketing?
MDG has a long history of working in with professional services clients. This means that we begin each engagement with a strong understanding of the vertical, which helps us tackle common questions such as:
What’s different about professional services marketing and advertising?
Providers aren’t simply selling a thing with unique features and functions, they’re selling their competency. That’s why the core challenge of professional services marketing is to communicate the intangible qualities of expertise and experience.
Doing this successfully requires open communication and engagement. What your clients really want to know is what will it be like to work with you.
This also makes reputation management essential. Because of the nature of the professional services category, it’s more important what your clients are saying about you than what you’re saying.
At MDG, we’ve partnered with our professional services clients to develop programs designed to increase their online reputations while also improving employee performance and profitability.
What’s the best way to approach creating a professional services marketing plan?
Unfortunately, there’s no one-size-fits-all marketing and media plan for professional services firms. Each company has unique offerings, strengths, and audience needs which require tailored approaches.
That’s why we believe partnership and and exploration are so important. Before we develop a plan, we immerse ourselves in your culture, carefully research your market, and analyze which media mixes resonate with your target customers.
Once we have that strong foundation, we can determine which specific tactics—from on-site optimization and link building, to advertising hyper-targeting and engaging brand advocates—will work best for your needs.
What role should content play in a professional services marketing plan?
The right content can have a big impact on a professional services firm’s audience engagement and reputation-building efforts.
Specifically, because this vertical is all about experience, we believe a sound content strategy for professional services marketing should include developing messaging that demonstrates thought leadership and industry expertise.
To do this, content should address the latest trends, answer common questions, and promote any and all industry awards/accolades that your firm receives.
Through a combination of media—including blog posts, social media campaigns, email messages, and public relations efforts—we want to communicate that your brand is experienced and knowledgeable.
Whenever possible, we look to utilize a professional services firm’s staff as industry experts.
This not only positions them as thought leaders, but also gives potential clients an inside understanding of what it might be like to work together.
An ongoing partnership for success
We believe it’s necessary to have a strong, constantly evolving partnership with our professional services clients in order to find continued success in this space.
That’s why at MDG we seamlessly integrate with the professional services companies we work with.
From quick status calls and meetings, to in-depth performance reviews and campaign evaluations, we develop an open dialogue with our clients that keeps both teams informed and engaged.
We also believe that performance should be clear and measurable. That’s why we want to know as soon as there are any changes to your business and sales goals. And it’s why we develop rich customized reporting and straightforward dashboards that are tailored to each client’s KPIs.
Ultimately, we want to work together to develop a dynamic, targeted approach that reaches the right audiences, differentiates your brand, and delivers an exceptional return on your marketing spend.
Our collaborative approach can help your firm achieve its goals. Explore how MDG has employed the art of partnership to help professional services firms grow and thrive.
Written by Michael Del Gigante