Here are some customized marketing tips for advisory services firms, with bullet points and examples to guide your strategy.
content marketing
Content marketing is a powerful tool for advisory firms to showcase their expertise and provide value to potential clients. Rather than keep writing and posting new blog content, is there an opportunity to revisit your existing content and adapt it from an industry or service area perspective? The answer is probably yes.
Here's how:
Create content in a question-and-answer format. Identify common questions from your existing customers and share content (blogs, videos, podcasts, webinars, etc.) about those questions and how your company answers them.
example:
You have a web page that lists the financial services your company provides to condominium association boards. Apply that information to board member concerns. For example, “I've heard horror stories about condominium associations facing financial difficulties, and I'm worried they're not adequately prepared.” How would you answer?
Social media
As social media engagement rates continue to decline, what can corporate social media teams do? Here are some out-of-the-box social media strategies that advisory services firms can adopt.
Membership pages for high-profile companies ask their personal profiles to post articles about industries, services, fields, or topics they are passionate about. We will provide you with a short list of suggested articles to choose from. It also provides staff with posts they need to share, including relevant keywords, keyword-specific URLs, and up to three relevant hashtags. For example, an article appears on my girlfriend's LinkedIn profile.
Another option is to use LinkedIn banners to promote high-profile events or services you offer. LinkedIn banners can be branded and customized to suit all your needs. These can be applied to company pages (1128 x 191h pixels) and personal profiles (1584w x 396h pixels). Here are some examples.
Faceless reels are trending. This means you don't have to appear on the reels. One of the easiest ways to create a faceless reel is to focus on your workspace, office, or use existing video content. See an example here. Remember to keep your reels short at 10-15 seconds and add music in the background.
Google Business Profile Post
We don't use hashtags on this platform, but we like to focus on the questions people ask about the services we offer. For example, if your company works with closely related businesses, your Google Business Profile post might look like this:
Why is succession planning important for my close business? How can I help?
Succession planning is critical to ensuring the long-term sustainability of your business. This includes preparing for the future by identifying and developing new leaders to replace old leaders when they quit, retire, or pass away. Our advisory services guide you through the complex process of succession planning and ensure a smooth transition that protects your business' heritage and values.learn more https://news.google.com/rss/articles/CBMibGh0dHBzOi8vd3d3LmNwYXByYWN0aWNlYWR2aXNvci5jb20vMjAyNC8wMy8wNC9pbnNpZGVyLW1hcmtldGluZy10aXBzLWZvci1hY2NvdW50aW5nLWFkdmlzb3J5LXN1Y2Nlc3MvMTAxOTYzL9IBAA?oc=5.
Include an image and call-to-action button that links to your services or contact page. See examples in this article.
boosted post
For a small amount of $1 to $10 per day, you can boost your company's previously shared posts. With boosted posts, you can target geographies, interests, and more, depending on the platform. Consider this if you're promoting a webinar, event, service, or podcast.
Build networks and partnerships
Networking and establishing partnerships with other professionals can lead to referrals and collaboration opportunities. One opportunity is to speak at industry events, seminars, workshops, and podcasts. For example, presenting a case study on “Innovative Accounting Solutions for Tech Startups” at a technology industry event can lead to leads in that industry.
Also, consider working with law firms, banks, and financial advisors to provide comprehensive solutions to your clients. For example, partnering with a law firm to provide bundled services for company formation.
Optimize your website for SEO
Search engine optimization (SEO) is critical to making your company visible to potential customers searching for advisory services online.
Start by identifying keywords related to your services, such as “best business advisory firm” or “commercial real estate advisory services,” and incorporating them into the ALT tags of your web page content, video channels, blog content, and images throughout your site. Start with
Also, optimize your website for local searches by including your business location and registering with your Google Business Profile. For best practices and examples, see Improve your local Google rankings in one step.
Customer testimonials and case studies
Showcasing success stories and testimonials from satisfied customers can greatly increase your company's credibility. Feature client testimonials prominently on your website and marketing materials. For example, a testimonial from a well-known executive praising your company's advisory services could be shared on your company's social media. Incorporating tags into your client will dramatically increase the number of people who can see your posts.
Case Study
Publish detailed case studies that demonstrate how your company helped clients overcome specific business challenges. For example, a case study on “comprehensive restructuring of a family-run business” can demonstrate your company's problem-solving abilities. Click here to learn more about how to use case studies in your marketing efforts.
Email marketing and personalized services
Email marketing continues to be an effective way to stay in touch with customers, nurture leads, and share valuable information.
We'll send you a monthly newsletter with company updates, financial tips, and links to our latest blog posts and videos. However, avoid sending a generic newsletter to everyone. Rather, create segments within your email list and target content that those segments are likely to actually open and read.
For example, a cost breakdown study for a construction company is different from a cost breakdown study for a car dealership. If you can fine-tune each email to use case studies of your industry segments and pain points that your industry may face, you can increase your newsletter open rates and reader engagement. Don't forget to personalize your newsletter using at least a name field.
Marketing your advisory services requires a strategic combination of content creation, social media engagement, personalized service, and networking. By implementing these tips, your company can attract more customers, establish yourself as an industry leader, and build lasting relationships.
Remember that the key to successful marketing is consistency, as well as a willingness to adapt to changing market dynamics and customer needs.
Need help? please call me.
Becky Livingston is the owner and CEO of PenHeal Marketing, a New Jersey-based company specializing in social media and digital marketing for CPAs. With over 25 years of experience in the marketing and technology field, she is the author of “Her SEO for CPAs – The Accountant's SEO Handbook'' and “The Accountant's Social Media Handbook.'' In addition to being a practitioner, she is a dog lover, serves on the board of the Association for Accounting and Marketing (AAM), is an adjunct professor, and a HubSpot partner. To learn more about Becky and her company, please visit https://Penheel.com.
