Must-have communications for a professional service company
By Eric R. Elmore. Drucker & Scaccetti, P.C.
Managing and growing a successful professional service company requires good communication. Of course, excellent service at a fair price that fulfils a need is the most important factor, but if you are not repeatedly communicating your message to your target audience, no one will ever know how good you really are, or even know that you exist! So it is important to have a plan in place for regularly communicating with your clients and prospects to keep your company’s name, brand and offerings continuallyon the minds of your primary audience.
Articles, books and lectures abound on just how to properly launch and manage a successful marketing communications campaign. And I too could write a long soliloquy on the subject. However, for the sake of brevity, I will cover three simple ways for ensuring your company’s message is constantly seen by those who matter most.
Our company uses and tracks our communications across three platforms for connecting with our audience: social media, electronic newsletter and a blog.
The social media are a great equaliser, allowing even the smallest companies to compete on the web. The savviest, not the biggest, win on social media. Facebook, Twitter and LinkedIn are all used by our company on a daily basis.We use original content, third-party web content, video and other mediums to drive interest in our area of expertise and, in some cases, it actually secures business.
Social media connect our company to an audience that has agreed to receive information from us. Our target market and our followers grow each day as we put more interesting content on our pages.If you do not have a social media presence, I highly recommend you designate someone in your office to develop and manage this process.
Readers are usually receptive to newsletters from professional service companies that represent them. We use this medium to demonstrate our knowledge as thought leaders, to update our readers on new laws and regulations and share activities in our company. Clients, in particular, appreciate this information, and by making some articles interactive, it is possible to moderate an actual dialogue that may provide keen insights into their needs.
The use of links to your website within the newsletter is a good strategy when building content. You want to give clients the total experience your company has to offer. Moving them from the newsletter to your website is an effective way of keeping them engaged with your brand and message.
Delivering a newsletter once or twice a month is enough to keep readers informed. Focus on solving issues, not just the issue. Presenting issues without solutions risks having readers feel inundated with information of no value and may lead to them cancelling their subscription.
Blogs have become a popular way to have an ongoing, online conversation with an audience that chooses to listen to what you have to say. It is a continuous dialogue with readers on a particular subject matter or theme. We write blogs about taxes and the impact on certain taxpayers. Each week, we publish one or two timely articles (no more than 600 words) that engage our audience and discuss relevant tax issues of the day. Several people in our office author the blogs and an email notification goes to our subscribers each time a blog is published.
Sometimes we cross utilise our blogs and make them lead stories in our newsletter and we post every blog on all our social media pages. Content is driven by daily headlines, hot topics in our market and cutting-edge thoughts and ideas developed by our team of tax experts.
Together, these three platforms can bolster your communication campaign and engage your audience like never before. If you are not yet using any of these methods toengage clients, itreally is worth consideration. It takes some effort to manage and develop the content for each, but the rewards are plain to see. Starting all three at the same time might be a little daunting, so I suggest perhaps trying one for a while first, before adding others over time. I think you’ll discover that a strong communication plan leads to strong business.
Eric R. Elmore, Marketing Director
Drucker & Scaccetti, P.C., Philadelphia, PA, United States
T: +1 215 665 3960
Eric R. Elmore is the Marketing Director for Drucker & Scaccetti, P.C. He has more than 20 years of experience working with professional service companies, helping them reach their target audiences through multi-channel messaging. Previously, Eric worked for large corporate entities, a not-for-profit professional association, an internet start-up and two global consulting firms.
Drucker & Scaccetti, P.C. (D&S) is a Philadelphia-based tax accounting and consulting firm, founded in 1990, with nearly 60 professionals providing tax, business and financial consulting services specifically tailored to each client. D&S also has an office in Scranton, PA. Follow D&S at www.taxwarriors.com and on Twitter @taxwarriors.
published: March 2014