Professional services marketing in a post COVID-19 world

New skills and new ways of working are here to stay, and firms need to re-visit and (probably) re-write their marketing plans in light of the COVID-19 disruption. In this article we shine light on what professional service organisations should be co

If there’s one thing that COVID-19 has taught us, is that change, even if it’s forced upon us, can be for the good. We’ve all learnt new skills, and I don’t just mean increased patience or multitasking work and home-schooling. We quickly had to learn new ways of communicating with clients and colleagues online, embracing Zoom and Teams, and also re-evaluate how online platforms can best be used to make up for the shortfall in face-to-face meetings with clients.

For many professional service businesses, the pandemic has brought into the focus the importance of client engagement strategies and online presence like never before. In the early days, many firms quickly recognised the need to up their online visibility and engagement in order to preserve existing client relationships and tell the world it’s very much “business as usual.” We’re now finding that this initial response has given way to a deeper understanding and appreciation of just what a solid online marketing strategy can achieve.

Client care = Client retention

Client retention is key to any successful business and achieved through exceptional service delivery and excellent communications. Relationship building and management should never, not even in a time of crisis, grind to a halt. If anything, the pandemic created tremendous opportunities to communicate with clients in a more meaningful way, and firms can continue to do this going forward.

Research by Censuswide (December 2020) found that 76% of businesses are set to overhaul their customer engagement strategies in responses to the disruption. 83% also said that improving communications and relationships with clients will be critical to business growth.

Working remotely has enabled us to hop online for a face-to-face chat with minimal effort. We’re all now very familiar with it, and in fact, many people welcome these online interactions when working alone from home. Clients remember those who stay in touch, share knowledge and take the time to talk to them about their business concerns. Tap into this willingness to meet online by establishing regular client care meetings, focus group and client survey workshops, all of which generate greater client interaction and feedback which, as well as helping to retain clients, can inform business strategies around service delivery, recruitment and expansion of service offerings.

Social media for professional service organisations

Social media activity has rocketed by 10.5% during 2020. Whilst professional service firms and individuals already use social media platforms to engage with clients and communicate key marketing messages and brand values, many aren’t making the most of the various platforms.

With social media engagement only set to increase, firms need a social media strategy plan to ensure synergy across all accounts and ensure that those running these accounts know what is needed.

Feeds need to communicate brand values and messages, be informative and be used to engage directly with clients and industry colleagues. By dedicating time to the planning process, firms can maximise their return from social media.

Create a brand that plays to your strengths

Connecting with people on a human level is more important than ever. Now is a good time to review your key brand messages, ensuring that you analyse those of your competitors to create a differential.

Many professional service clients struggle with this. Look behind the obvious of, “we’ve been around since 1823” and “we care about out clients”. Conduct some research with your staff and clients; ask them what they believe the firms’ most important qualities are.

Having brand messages that demonstrate empathy and a genuine understanding of what concerns your clients will be important in the post pandemic era. Community spirit, ethics and values will also be more important than ever.

Prospective clients evaluate several firms and individuals before deciding to engage. So, if you’re a solicitor, barrister or accountant, looking after your personal brand is important too.

Collaboration and thought-leadership events

The first 6 month of the pandemic kept us very busy indeed as the marketing focus shifted exclusively to online activity. This online activity included not just the increase in website articles and social media activity, but also managing the stratospheric rise of the webinar!  

We quickly had to acquire new tech-skills and help clients to create engaging conference content that worked online rather than as part of the large conferences we were used to arranging. The rise of the webinar also saw increased collaboration between professional service firms with shared interests and client bases.

Panel discussions, demonstrations and the bringing together of experts is a fantastic way of positioning your firm and showcasing your expertise. Webinars are also incredibly cost-effective and can give a real boost to your marketing activity. We think that they are here to stay!

Professional networking has also moved online, and it will be important for firms to plan activities that include a social element.

Measuring and reporting

With increased online activity comes increased stats to analyse online engagement. Monitoring the impact of Zoom conferences, website articles and social media activity can all be done easily through monthly Google Analytics reports. Enquiries, new instructions, and the rise of a particular type of work can be tracked back to marketing and online advertising campaigns.

Assess your marketing resources

It’s important not to neglect the impact that increased marketing activity has on your marketing team. It’s worth reviewing your in-house and outsourced requirements, bearing in mind that it can often be more cost effective to outsource certain activities, rather than recruit internally.

If you’d like to discuss any aspect of your firms’ marketing and PR activity, pleased contact Natalie Rodgers, Managing Director, on 0114 4070159