Marketing can seem like a daunting task at times, especially when you have a busy schedule like many of our members. Building trust and credibility is a big part of marketing, but how should you go about it?
We understand the effort required to create a successful content marketing campaign can be overwhelming, so in this article, we break down simple tactics that don’t require huge amounts of effort and emphasise relationships over selling.
Relationship-based content marketing is a strategy that nurtures relationships with clients through valuable and engaging content. Instead of solely focusing on selling products or services, it aims to establish trust, loyalty, and long-term connections with your prospective clients.
Professional Services Industry – Click-through Rates
The professional services industry has been shown to be one of the most challenging in terms of industry click-through rates. Just take a look at some of the stats compared to e-commerce marketing, where physical or digital products are sold. As per recent industry data, the click-through rates for search advertising in the professional services industry is at an average of 4.71%, which is considerably lower than for example, the travel industry at 10.29%. (Source: Google Ads Benchmarks 2023: Key Trends & Insights for Every Industry via Wordstream)
There are many factors as to why this may be, such as; the nature of the services offered, target audience purchasing behavior, or the level of competition in the market. The consumer demand for travel products such as flights and vacations is understandably more attractive for everyday users. Who doesn’t want to travel the world? With legal and financial services, users won’t know they require your services until they have a specific need – that’s the difference. So how do we market this?
Firms tend to sell non-physical products, say compared to an e-commerce clothing business. But that doesn’t mean your clients aren’t out there or don’t require your services, it’s just capturing their attention, at the right time and with the right message. That’s where marketing has changed over the years – it’s less about selling your services and more about selling human-to-human relationships.
Visual Content
So how do you sell human-to-human relationships? This remains to be a challenge, especially in the context of professional services. It involves focusing on personal connections, trust, and rapport that can be developed between individuals. Creating visually compelling content around this can be the difference between you and competitor firms.
You can do this by creating content that shows prospective clients your firm’s strengths, connections, and expertise.
Attending one of IR Global’s conferences or travelling to meet another member? Take some photos and share them on your social media or create a short blog about your travel plans. Too busy to create a social post? Simply share one of our event posts and tell your connections you were there! Also don’t forget we have the much-utilised Travel Calendar that allows you to notify other members of your plans!
Humanise your brand
At the end of the day, it comes down to the people behind your firm, their individual credibility, and the connections they have.
Focus on authentic and transparent content. Your clients will appreciate honesty and are more likely to trust firms that are open about their values, processes, and previous clients. Share some behind-the-scenes content showcasing your team’s work.
Why not utilise a blog, social media channels, and your website to build up a visual representation of the company culture? One way to showcase this would be to put time into revamping your website with real-life team photos, team profiles, and social media links to build connections. You’ll also want to promote testimonials that highlight your services from some of your most meaningful partnerships and connections.
Tell users about your passion projects, how your firm was built from the ground up, and any challenges and achievements along the way. Support a charity or enjoy a round of golf? Share it, people love this stuff!
Storytelling is a powerful tool for building relationships. Members regularly utilise our Member Spotlight platform as another way of telling stories, as our writers are able to provide glimpses into your background, motivations, and approach to client work.
Value-driven content
Create content that educates or solves problems for your clients. Offer valuable insights, tips, tutorials, or resources that genuinely assist them. By consistently providing value, you will establish your brand as a trusted resource.
IR Global members often feature in our publications to discuss multi-jurisdictional perspectives and thought leadership on the key issues affecting businesses today. Through this collaboration, it provides a platform to manage any prospective client questions or concerns, as you are seen as an expert in the field.
Build your network
Building connections is what makes business happen. Giving our members a platform to connect on a global level has huge advantages for areas such as cross-border referral work. Furthermore, by being a member of our international network, you can show prospective clients that you have global resources at the click of a button and are connected internationally by:
- Attending our networking events
- Attending member-hosted events
- Joining one of our virtual calls
Final thoughts
Firms need to focus on creating targeted, relevant, and compelling content that speaks to the needs and pain points of their target audience.
Remember, creating relationship-based content is an ongoing process. It requires consistent effort, genuine engagement, and a client-centered mindset. By building relationships rather than just promoting products, you can create a group of contacts that supports your firm’s brand and drives its sustainable growth.
Have any questions about this article? Contact Rachel Finch at [email protected].
