Inbound Marketing for Professional Services Firms

Inbound Marketing For Professional Services Firms 2018-01-08T11:40:51+00:00

You are probably here because you have heard about the inbound marketing approach but aren’t certain how it works or what value it has to the professional services industry – accountancy, legal services, recruitment, advisory, private banking, financial and estate planning, or another related business.

In that case, you’re in the right place. We believe in inbound marketing, it works for us and our clients and we prove it with data.

We have dedicated a whole section of our website specifically to professional services firms to help you determine if inbound can work for you too.

Here you can find lots of free resources that will help you. Click to jump to:

Prefer to get all this information to read later? Download everything in one pdf:

What is inbound marketing?

When it comes to professional services, inbound marketing is better at optimising your marketing budget for qualified lead conversions and is significantly more measurable with regard to return on investment compared to traditional marketing.

Inbound marketing is a set of processes and tools that attract qualified leads to you and converts them into customers using a process of nurturing them with relevant, valuable content.

Watch this video for a quick, 2 minute intro to inbound.

learn more about the inbound methodology

How does inbound compare to traditional marketing?

Traditional outbound marketing pushes a “one-size-fitsall” message to a wide audience, only a small percentage of whom get the message and are in the position to act.

Inbound marketing, on the other hand, is an approach that’s based on today’s buyers’ behaviour:

⌲ Your prospects are in control of the messages they see;

⌲ They’re using the internet to search for information to help them understand their options – and find businesses that can help them; and

⌲ They do 70% of their research about a product or service before ever reaching out to a potential vendor.

“Today, 93% of decision makers use online search engines to make purchasing decisions”

Source: HubSpot State of Inbound 2017

get the lowdown on inbound vs outbound

Can inbound marketing work in professional services?

The professional services industry often thinks its products or services are not interesting enough to warrant blog posts, videos, eBooks, tweets or photos.

There are also concerns about maintaining compliance with industry guidelines on anything that might be considered a promotion.

But specialist products and services regularly overwhelm the average customer. They have many unanswered questions and need information from the right person to advise them.

With data privacy and consent
becoming more important than ever under GDPR, inbound marketing provides an ideal solution

learn how inbound works in professional services firms

Dispelling the myths

We hear a few different reasons from professional services firms about why they think inbound marketing may not be a good fit for them:

“My target audience is not on social media”;

“Online marketing can’t help me sell my services”;

“Our customers want facts and figures, not content”; or

“We don’t have the time or talent to create content”, for example.

read on to overcome these objections

Check out some case studies

There’s nothing like a real-life case study to show how inbound marketing works in practice.

Firstly – you are here, which means we are doing something right.

But if you want more, read on to find examples of successful inbound marketing campaigns in the professional services industry.

“I’ve recommended you to everyone I know”

The best form of marketing is a personal recommendation

show me the case studies

How to run an inbound campaign

It no longer costs the earth to create good content and get it out there.

If you are a professional services firm or similar business with a team that has some knowledge of digital marketing, why not try inbound marketing for yourself?

We have created a step by step guide to help you, and if you need more tips or advice, simply contact us.

Click the button on the right to get your free guide.

get your free step by step guide

Our Inbound Marketing blog

We have dedicated a section of our blog to professional services marketing. Check out the articles here >

Can we help?

Request a free consultation

We are always happy to explain the tremendous opportunity inbound marketing represents to businesses like yours, and how effective it is in generating qualified leads that turn into customers. If you’re curious, reach out and we’ll set up a time to talk. It’s completely free and without any obligation on your part.