Did you know that by the year 2020, Revenues of legal services in South Africa are projected to reach approximately 3.52 billion U.S. dollars (R52 Billion ZAR).? This illustrates that there’s an ever growing demand for consulting firms. Tapping into this massive potential is not as simple as taking a walk in the park. Having a solid online presence is crucial, besides convincing leads why they should buy from you. To succeed, you must employ tried and true digital marketing strategies when marketing consulting firms.
Hey, is Tuesday morning the ideal time to blast your promotional emails? Is social media too noisy? And is social media a B2B-free zone? Busted!
Well, when marketing campaigns are guided by major misconceptions, the ultimate score is often gobbled dollars with nothing to show for it. There are many notions floated around the web which have over time, injured the bottom line of businesses.
When we come across such myths, our responsibility is to tell the truth and give you facts as to why each of the myths is just that—false!
If you suspect you’ve been embracing a misguided marketing myth, just breathe in—and out; yeah, you’re not alone! Even the most seasoned marketers have fallen foul to some of these myths. The good news is, by changing your approach, you can harness an unmatched competitive advantage.
In this post, we are debunking 3 of the biggest marketing myths when it comes to marketing consulting firms. Let’s now bust them.
Myth #1: You don’t need a “Marketing Mix” —Catchy content is enough
This is a common marketing myth when marketing consulting firms and a sure recipe for disruption. Yes, good content is important but won’t do you good if your intended audience can’t find you or your products and services.
But wait a sec, while this myth worked wonders for Kevin Costner in Field of Dreams, generating good content may only create brand awareness but fail to inspire consumers into buying. In one of his interviews, Kevin Dubrosky, a reputable marketing consultant noted that for businesses to turn awareness into conversion, they must first identify what sets them apart from the competition. For instance, with the rapid growth of the mobile applications market, similar products are easily blurred. As such, app designers and developers must ensure their apps stand out.
Dubrosky together with the team that inspired the development of the Amber Child Safety app recently embarked on a mission to determine the features that made their app unique before building its marketing campaign strategy.
“It just so happens that this app is the only one on the market that protects kids in six ways and is the only child safety system endorsed by Donna Norris, mother of the original nine-year-old Amber, who was abducted and murdered back in 1996, and who the Amber Alert was named after,” Dubrosky explains. If AmberCS wasn’t branded as the only system endorsed by Norris, or the system with the most protective elements, it would be “invisible in the market,” he added.
Notably, a “marketing mix” that creatively blends branding and content creation is paramount in driving demand. Sadly, many marketers choose the silver bullet instead of the all-inclusive mix. Today, smart companies are realizing that a strategically thought-out mix of marketing activities deliver amazing results. And hey, your marketing roadmap doesn’t have to be complex or cost you an arm and a leg. As long as you have identified effective marketing tactics, you can inspire your intended call-to-action with a short and succinct marketing mix designed within a realistic budget. With a competitive marketplace, there’s really no better way to run your business other than running it cost-effectively, right?
Myth #2: If you build a website, they will just come
Ditch this notion right away! Today, there are more than 1 billion websites on the web and many more are created each day. When will your prospects ever find you? True, every business needs a well-designed website. It acts as an online brochure for marketing your products or services. This is the most common myth when marketing consulting firms.
But besides a great website, you must use other marketing strategies to put yourself (and website) out there so your target audience can notice you. Keep in mind that, thousands if not millions of other businesses on the web are competing with you for your ideal customer.
To be discovered, you must endeavor to put yourself right in front of prospects using all the valuable information that appeals to them while at the same time answering their questions. We live in an era where having a website is no longer good enough. You must use the effective and indispensable marketing tool—the internet to grow your business to greater heights. Some of the approaches that are useful when marketing consulting firms via the internet include:
- Search Engine Optimization
- Creating content n weekly basis in the form of blog posts (Thought leadership).
- Using Linkedin Ads.
- Offering free downloads of resources on your website to generate leads. have a look at Using Content for lead generation at your firm)
Myth #3 : Word of mouth the only way to making sales
We like to call it the “old school technique”. Sadly, many companies and even industries still depend on word of mouth and referrals for their marketing and sales. In fact for some, it’s their bread and butter.
Of course personal connections really matter in sales, unfortunately it can longer be the only marketing strategy to gaining more customers and grow your business far above your competition. Instead, marketing consulting firms can adopt the digital realm’s “word of mouth” technique to build relations, build trust and deeply understand customer needs.
A well thought-out marketing strategy can deliver huge sales revenue, but before then, marketers have to face a series of critical questions that ultimately test their resilience while dictating how their customers will click, share or buy. So be sure to put a face on your company and connect with your leads on a more personal and deeper level.