Welcome to the October 2023 Edition of B2B Marketing Bytes

It goes without saying that for many business owners, the end goal that they are focusing on is a successful business that has had the chance to grow. Whilst it may be something that you want to achieve (and something that you know how to do) the truth is that it is not exactly easy to reach your end goal.??

There are lots of hurdles that can find themselves on your path to success. This includes a lack of knowledge and what to do, as well as a lack of time to do the things that you need to do.???

It is this that brings people to make the decision to hire a fractional marketing director. But, what are they and what can they do to help you and your business???

? What is a fractional marketing director? They will do the work that you can expect a regular employed fMD to do, but they are not directly employed by you as a business owner.?

? What do they usually do? Here’s some examples: gain leads, create and then maintain any digital advertising that relates to your business and put together a strategy for marketing your business.

? What don’t they usually do? Here’s some examples: upload blog posts that have been written, send emails out to your list and write emails.?

To find out more of what to expect and not to expect from a fractional marketing director, read the full blog: The rise of the fractional marketing director – what do and don’t they do?

When it comes to social media for your business, one of the platforms that you are going to need to get to grips with is LinkedIn. LinkedIn is a social media site that is designed for professionals to use to promote and advertise their businesses and what they can do.?

This is especially true for businesses like property firms. The thing to remember with LinkedIn is that if you want to yield the best results from it, you need to ensure that you are seen as an expert, as a firm that knows what they are talking about. Particularly when you are a property firm.???

This is where thought leadership can help. The idea of thought leadership is that you take the time to deliver content for your firm that is not only going to be able to provide an insight into the expertise that you have but that also will be seen to be genuine and authentic too.???

?? Choose a face of your firm - People, by their very nature, react better (and stronger) to things that have some human element to them.???

?? Get to know how content can work for you - When you get content right, it can help to give that human touch to your profile (and in turn your firm too).?

???? Try to educate - You want to show that you know what is important in the world of property and that you are happy to share that expertise where needed.??

Interested in reading more? Head to the full blog: Thought leadership for property firms.

Planning is key when it comes to marketing. Without a plan, you may end up doing things that simply are not worth the effort, that will not have a return and that is essentially a complete waste of your time.???

Whilst it is great to create a marketing plan, you also need to make sure that these plans that you have are going to be something that will work out for you.???

The best way to do this is to take the time to evaluate your marketing plan. Not only for the way that it is set out but also for how effective it is proving to be too.???

What things can help you to evaluate your marketing plan???

??Web traffic; this will show you just how much traffic is coming to your website and can be used to then compare this rate of visitors to other times.

?? It is worth looking at your goals and asking yourself whether or not you have been able to achieve what you set out to do.

?? Consider your return on your investment. Think about the money that you are spending on marketing your law firm, then compare it to what you are bringing back.

To help you further work out how best to do this, I have put together my guide on evaluating a marketing plan: Evaluating the effectiveness of your law firm’s marketing plan.

One of the main marketing mistakes that professional services firms make is that they think that marketing is just needed at the beginning of the sales process, and then, after that, they can give up on the idea of trying to market (and create content that appeals).???

To create a truly client-centric approach to how you run your firm, you are going to need to recognise that content is important at every stage of the professional services buyer journey. It is just the type of content that you share which will change.?

So, what are the stages of the buyer journey and what content is going to be most relevant at each one???

?? Awareness - This is, as the name suggests, when your potential client becomes aware of who you are and what you can do.?

? Consideration - Your potential client will be aware of who you are and what your firm can do. But, they need to think about whether or not it is going to be the right fit for them.??

?? Decision - This is when the client will choose the right solution (or professional services firm) for them. They may make a decision just as it is, or, they may also decide to come up with a shortlist and then look at these options in even closer detail.???

To dig deeper into incorporating this into your business, head to the full blog: How to map out content for your professional services buyer journey.

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Any questions or want to talk about how I can help with your marketing then pop me an email [email protected]