Read on to learn:
- What this means,
- Why you should care, and
- What you can do to improve the discoverability of your website online
Your answers indicate that your firm does have elements of an online presence in place. While this is more than what many firms like yours in the industry have, these efforts alone are not enough to give you conclusive insight into which activities are working, and which activities are not. In fact, what’s likely missing from your online marketing toolkit, are important overarching strategies that link your efforts together and result in profitable campaigns.
The good news is that you have the right foundations in place, which makes joining the dots of your online presence much easier. In our experience, the firms that aren’t moving with the times are getting left behind (and we don’t need to tell you how dangerous that is when change in the professional services industry is constant, and happening at the speed of light).
It all starts with understanding who your audience is, where they are, what they want, and which platforms you should use to reach them. The next step is optimising what you already have so you get more mileage from your existing efforts rather than starting from scratch.
The reality is, the firms that have taken this assessment and scored the same or lower than you have (for the most part) either attempted to set up and run paid advertising campaigns themselves and generated zero results, or they’ve set up new social media accounts and left them to gather dust, feeling discouraged after seeing little to no interaction.
What these firms hadn’t realised is that it takes knowledge (of platforms, marketing processes and audience behaviour) and patience to generate traction in the professional services industry, and that their half-baked attempts are actually doing more harm than good.
Since engaging with the digital presence assessment and talking to the senior team here at Propero, we’ve been able to diagnose these firms’ pain points and put forward specific solutions that can be implemented immediately. For instance, we’ve helped accountancy clients acquire new business at opposite ends of the country where they would have previously relied on local referrals to grow, and helped legal clients connect with their ideal audience online to overfill events.
If your firm is being held back from optimising what’s already in place, and implementing these self-managing processes by a lack of time and resources, we recommend getting in touch to offload some or all of the responsibility to us. You have now established that your online presence isn’t working as hard as it should be, which means setting the wheels in motion is now non-negotiable.