The world of professional services marketing can be confusing.

Countless marketing agencies preach that new or updated websites, and fresh online content, are key in today’s digital age. And they are.

But, why do these efforts often not get the results firms expect—even when they thought they’d done everything right?

The answer is often the same: the ‘build it and they will come’ fallacy.

“The ‘build it and they will come’ fallacy is the false belief that if you create the right content (be it a website, an article, a video, etc.), your target audience will find it on their own.”  – James Noble

We often see professional services firms spend a significant amount of time and resource on creating a shiny new website or white-papers, only to be confused when enquiries don’t start coming in from there.

No matter how relevant, topical, or high quality your content or website is, it won’t pay off if no one sees it. And it doesn’t just need to be seen; it needs to be seen by your target audience.

The reality is your target audience isn’t likely to find your content or website by chance.

And they’re often not going to be seeking your firm out directly.

That’s why you should implement a proactive attract and distribution strategy to make sure you’re seen by the right people. With this, you’ll start to see returns on your marketing investment. Without it, your time and money spent up front might be wasted.

“Content is king, but distribution is queen. And she wears the pants” – Jonathan Perelman

Luckily, there are some easy ways you can get your content in front of your target audience:

  • Social sharing: Sharing blog posts or other content on social media is a free and simple way to increase the impact of your content. Build up your social network by connecting with clients, prospective clients and industry influencers, to expand your reach. Don’t fall behind, get a social media plan.

Top Tip: For even better social sharing results, consider investing in paid social media advertising (LinkedIn and Twitter). Paid social campaigns will help your content travel further and ensure your content gets seen by the right prospects.

  • Email Marketing: Whether you have a large client database that’s been collecting dust over the years, or you’re just starting out with a few contact names, these contact lists are there for you to engage with. Sharing relevant blogs, content or packages with these lists is a good way to get your content in front of a ‘right-fit’ audience, and to also nurture these prospect relationships. Make sure your emails are engaging with our ultimate checklist for email newsletters.
  • Google Adwords: Google Adwords enables you to target people based on the keywords they’re searching for online, placing your firm’s website (or content) at the top of their search results. Learn to use Google Adwords and help get your firm noticed.

While these are good places to start, consider putting some resource aside for distribution when investing in your firm’s marketing efforts. A small investment can maximize the returns from your up-front efforts—and save them from falling flat.

If you want to get more traffic to your website, and get your firm noticed by your ideal clients get in touch with kelly.oconnor@www.properopartners.com to learn more about how Propero Partners can help you firm get you ahead.

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