Expanding Reach with Social Ads and Display Advertising

By Social

Professional services firms are also investing into social ad campaigns to increase their reach and target their best prospects

Every major social media company has an advertising platform from Facebook, Twitter, Instagram, LinkedIn, to Pinterest. The best part about advertising on these platforms is the fact that they offer very advanced targeting options to target the most qualified prospects.

This allows firms to create ad campaigns that generate high quality leads for a relatively low ad spend. These ad campaigns are far more cost effective than traditional media channels like direct mail, radio, newspapers, and TV. In addition, you also get in-depth analytics on the performance of your ads. This allows you to easily optimize them and get an even better return on your ad spend.

Some firms expand their campaigns to programmatic advertising platforms and various display advertising channels. One example is the native ad platform called Yahoo Gemini. It allows advertisers to run small ads on publishing sites that land on the advertiser’s advertorials. Another good platform is Media.net, which allows you to run display ads, mobile ads, and targeted local ads.

These ad platforms serve ads similarly to the classic direct response newspaper classified ads format. However, you get improved audience targeting options, better control over your budget, and the ability to reach a mass audience.

A New Level of Connection with YouTube

By Social

YouTube is the second most trafficked site in the world

It makes perfect sense to start publishing content on the platform, especially when so many people go on the video site to look for videos related to their interests and problems. YouTube gives firms the ability to connect with their audience on a whole new level. They can communicate as they would in a normal face to face interaction.

And because YouTube is also a social media platform, users can leave comments, share your videos, and talk to you in real time via the live streaming feature. This means that firms can conduct webinars, run Q&A sessions, or do a one on one consultation. Having a real person behind the firm also helps increase trust and credibility. It leaves a lasting personal impression to prospects that are searching for services.

YouTube also has an advertising platform as well. Many B2B companies are doing quite well with YouTube video advertising. They’re using it to grow their YouTube channels as well as acquire high quality leads.

Digital Marketing is Effective Because It Can Be Data Driven

By Analytics

The big advantage that digital marketing offers professional services firms is the fact that everything can be measured

This includes clickthrough rates for ads, lead conversion rates, click to call rates, bounce rates, navigation path, and more. Firms use this data to build and scale their campaigns on a performance marketing basis.

There is no guess work involved in their campaigns. Firms are using advanced data analytics to dig deep into the behavior of their prospects and clients. This results in campaigns that are optimized from the inception of the leads all the way down to the point where the leads become clients. The level of precision allows firms to scale into larger digital media buying strategies.

A big part of what enables firms to get this level of data is the usage of advanced marketing automation/CRM platforms. Firms look for certain KPIs to assess digital marketing campaigns and make the necessary adjustments very quickly. The advanced marketing automation/CRM platforms also allow them to create follow up campaigns that use behavioral metrics, hyper personalization, and even machine learning to maximize conversion rates.