Advertising Works Best When It Is Targeted
General advertising is expensive and only firms with mature and sophisticated marketing tend to see a real return from a big ad budget. Smaller firms usually get more value from public relations and writing articles for trade journals or local business papers. Since readers trust an article roughly 5 times more than they trust an advertisement.
Newsletters Keep You Top of Mind
A regular newsletter reminds prospects and clients to think of you the moment a need arises. Writing your own newsletter builds strong engagement, but the process can be time-consuming which is why many firms use a prepackaged newsletter service built for accountants, lawyers and financial advisors.
Your Website Sets the First Impression
Most people now get their information electronically so a strong website is not optional. Treat it as an electronic brochure filled with credibility builders like articles and case examples. A weak website can quietly cost you interest before a prospect ever picks up the phone.
Final Thoughts
Services are ultimately bought and sold through personal contact and broad-based marketing should exist to create the conditions for that contact and not replace it. Build your public relations, newsletter and website around getting a real conversation started. Review your website this week with fresh eyes, as if you were a prospect seeing it for the first time.
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