On the surface, the main concerns for professionals in services such as finance, law, and insurance are similar to those of all industries. Building your business by building your customer base is most likely the first priority for your brand — after all, even the most effective firms need to focus on attracting and converting new customers on a regular basis. However, the solution to increasing sales and loyal customers can look very different in the professional services sector.
Insurance, finance and related topics are challenging ones for both individuals and businesses. While potential customers may know the importance of your services, the intricate details and negative conversations that come with these topics can make them hesitant. This places more pressure on you to really sell the value of insurance, finance and law services in a way that outweighs any concerns.
For firms like yours, referrals represent a key component of increasing both leads and loyal customers. As the top reported marketing initiative, this goal is one that requires a unique strategy.
Paired with quality service, your marketing strategy needs to engage and delight current customers enough that they recommend you to others. Other top marketing goals for finance-related firms include highlighting the value of your subject matter experts and increasing visibility for your range of services. Understanding the full capacity of your firm can be a critical element that helps your target audience select you over the competition.