Connecting with your customers
Why is it so important in this digital age?
Professional services brands who regularly create digital content find it easier to share their solutions with their clients who are looking for information.
The level of expertise in the solutions offered as part of the professional services industry is complicated. Clients are sometimes unaware why they need a solution. This could be due to the nature of the business that it operates in, legislation that makes it complicated or the services offered are not clearly related to business goals.
In this episode of ConFuzed we talk about what questions to ask when creating content for marketing professional services.
In this scenario, it is important for brands to share knowledge about their solutions. Content that can help their audience to learn more about 'how' the services are offered and 'why' they need it, help them in taking action and building confidence in that brand.
Sharing useful, relatable content shows the brand understands the needs of their target market.
It is important to remember to include information that is relevant and human, rather than simply focusing on sharing the features of the services provided.
Some questions to start with when creating content are-
What problem your service solves for your target market?
How well do I understand who my audience are and what digital channels do they use?
Why your process is different ?
What industry experiences led you to where you are at?
What are some of the trends that are shaping the future in your industry and how are you helping your clients get there?
Once the answers for the above questions become clear, it is time to move to the next stage of creating content that is easily available and shared on social media.
Written in-depth content is a valuable asset for brands, However, visual content helps get the message across quickly and has better retention.
Unique brand content created as part of a content strategy helps align with business goals of brand awareness.
If your brand has a number of different target markets it services, it is important to create content dedicated to each sector and group it. This helps your brand to become a 'go-to' resource for your clients.
Sharing knowledge and experiences in a simple, easy-to-understand format makes professional services brands relevant to their clients. When clients understand the value and benefit of the services offered they are more likely to purchase a solution.
The ConFuzed Show focusses on why marketing professional services is so confusing, how to deal with constant change, future growth and staying relevant.