Customized Marketing Solutions for Service Professionals
Use customized marketing solutions to attract prospects and turn them into long-term clients.
There is no "one size fits all" form of service marketing on the web. Your particular service needs its own marketing approach that serves your needs and the needs of your potential clients.
There are 2 parts to the equation of internet marketing: Getting Traffic and Converting Traffic.
First, let's talk about getting visitors to your site. The two customized marketing solutions that are most widely used are:
- Organic Search and SEO (Search Engine Optimization)
The most effective marketing on the web means having a website that is set up from the beginning to work with the search engines. Getting high search engine rankings is the goal. This takes time and effort, but it is the No. 1 way people use the web.
- Paid ads such as pay per click (PPC)
PPC is highly targeted advertising that generates instant traffic. You bid on the most popular keywords about your service, and run paid campaigns to keep your ads in a prominent position.
A combination of organic SEO and PPC - done right - results in highly customized marketing solutions. Plus, when you dominate your market with both advertising models you become more unlikely to be displaced by your competitors.
Also, take note there are other
modern advertising methods specific to online marketing for traffic such as blogging and syndicated content.
Customized marketing solutions that convert visitors into clients
The other side of the equation is converting traffic - your visitors - into clients. Conversion on the web requires a different approach from offline marketing such as direct mail, TV or magazine ads.
There are marketing formulas that have been proven time and again to work hand-in-hand with your search engine optimized website.
Perhaps the top model of all customized marketing solutions is the marketing funnel.
Basically, the funnel helps you do two things:
- Guide your visitors to complete your most wanted response
- Build a relationship with your prospects.
You write your marketing funnel into your web pages. Create a trail of valuable information that develops trust and a sense of commitment. At the same time, lead your visitors through your site, pointing them exactly where you want them to go.
Think about this: Not everyone who arrives at your website will be at the same level of comfort in investing their money and trusting their needs with you. Having a marketing funnel full of free, helpful resources is the best way to overcome this friction.
Plus, unless you've created a flawless design, websites aren't the easiest things to maneuver. Many of your visitors won't be web savvy. The worst thing that can happen is to let your visitors get confused, or lost, or bored. Your marketing funnel prevents this from happening.
The funnel is highly effective for service businesses because
- It is the ethical way to develop the "know-like-trust" relationship with your prospects.
- It is the most effective way to have them take the action you want.
Once your visitor makes the move to contact you, then good, old-fashioned conversation takes over.
You may also be interested in the article, What Is Service Marketing?
Need help writing your marketing funnel? See our customized marketing solutions for web content.
