WSI Online (www.wsionline.ee) has made market research to find out Digital Marketing Facts in Professional Services Industry. This report includes following: - Industry Overview - Business Challenges - Industry Opportunities - DIgital Marketing Trends - Search Advertising Spending - Social Media Usage - Digital Marketing Opportunities Read it and use it in to make good Internet Marketing strategy for your services!

1. Professional Services
INDUSTRY FACTSHEET
Industry Overview
Professional services are defined as infrequent, technical or unique functions performed by independent contractors
whose occupations are based on rendering these services. Professional services often involve providing expert advice
(such as consulting), but also include routine operations, transactions processing, design work and project supervision.
This industry includes specialties such as: accounting, advertising and marketing, architectural, consulting, engineering,
IT, legal and scientific research services. Other examples of professional services contracts are: public relations
professionals, recruiters, copywriters, translators, value-added resellers and web designers.
Business Challenges
Impacted by Economy: During times of economic challenge, many corporate customers minimize outside
expenses or delay moving forward with certain projects. This could mean limiting the usage of professional
service firms, thus impacting the firm’s revenue.
Greater Liability: Since professional service individuals are heavily involved in the operations of their corporate
customers, they are faced with a great risk of blame or liability if their advice doesn't produce the desired
results.
Success Relies Heavily on Credibility: Those within the professional services industry strongly rely on name
recognition and reputation, especially in highly competitive sectors. Damage to a firm or individual’s reputation
could result in loss of business and hinder client retention. Not to mention, reputation damage to a professional
services firm can be challenging to repair.
Industry Opportunities
Companies Outsource Services: Due to the need to drive greater efficiency, corporate outsourcing is increasing
as companies move away from maintaining a large internal staff of professionals. In other words, companies are
practicing a management model where in-house staff coordinates work with outside vendors, such as
professional services firms.
Greater Need for Expert Advice: As technology, trends and regulations evolve, corporate operations become
more complex leading companies to seek expert advice outside their organization. In many cases, professional
services firms are called upon to assist, rather than training existing employees on new technologies or
regulations.
International Expansion: Many professional services can be easily delivered to clients outside the country in
which the firm resides. With the use of Internet technology and international conferencing tools, firms can
expand the reach of their services outside national borders.
Copyright © 2011 by Research and Management. All rights reserved.

2. Professional Services
INDUSTRY FACTSHEET
Providing Multi-Service Solutions: Some professional services are similar in nature, such as marketing and
advertising; graphic design and web design; architecture and engineering; or management and IT consulting.
This opens the door for firms to offer multi-service solutions.
Digital Marketing Trends
Search Advertising Spending
When evaluating search advertising of the professional services
industry in the US, we see that attorneys and legal services spent
an average of $2,560 on search advertising during Q3 2009,
targeting approximately 105 keywords. Meanwhile, dentists
targeted an average of 74 keywords and spent $2,004 on search
advertising during that period. Approximately $1,666 was spent
on search advertising by those who work in air conditioning
services (55 keywords).
Physicians and surgeons spent $1,728 on search advertising
based on about 57 keywords. During the third quarter of 2009,
plumbing contractors targeted about 74 keywords and invested
$1,904 advertising on search engines. Meanwhile, construction
contractors spent about $1,428 on search advertising and
targeted 40 keywords. Meanwhile, those who offer landscaping
services invested $815 on search advertising and targeted 33
keywords while doing so. Other professional services mentioned
in the eMarketer study include: pest control companies, auto
repair and service companies, chiropractors, movers, electric
contractors and more (see the chart on the right).
Social Media Usage
In the chart below, we can see the social media uses of companies within various industries including those in the
professional services industry. Specifically, this chart illustrates the percentage of those currently using social media,
planning to use social media and not currently using social media or have no plans of using it. When evaluating the
services industry, we see that 66% currently use social media as part of their marketing strategy, while 21% have plans
to start integrating social media in their marketing mix. Only 11% of respondents from the services industry said they are
not using social media or have no plans of using it.
Copyright © 2011 by Research and Management. All rights reserved.

3. Professional Services
INDUSTRY FACTSHEET
Other services mentioned in the study include communications
companies in which 71% stated they currently use social media; 16%
indicated they are planning to use it; and only 9% said they are not
currently leveraging social media or have no plans on using it.
Digital Marketing Opportunities
Immediate Areas of Focus for Social and Mobile
When we look at the latest digital marketing opportunities of social
media and mobile for the professional services sector, their main
considerations and focus should be on how they can use these
technologies to ensure the expertise of their company is effectively
communicated by their experts on staff and their overall brand
reputation is positively maintained. Some Professional Service
companies have jumped onto the social and mobile train sooner than
others. But for the most part, when it comes to what social
technologies and mobile marketing strategies they should focus on,
below is where we see the majority starting from a strategy
standpoint.
Social Technologies
Blog Facebook Twitter LinkedIn YouTube News Feeds/ Social Forums Review
Social Alerts Bookmarking Sites
Mobile Marketing
Mobile Mobile Local Mobile Mobile
Site Search Ads/ Text Apps
Copyright © 2011 by Research and Management. All rights reserved.

4. Professional Services
INDUSTRY FACTSHEET
Additional Considerations for Social Media
Primary Uses for Social Media Biggest Concerns for Social Media Recommendations for Social Media
Intelligence gathering and Potential reputational risk When promoting experts using
prospecting to improve A lack of control of both the social media, select candidates
competitive advantage message and the medium carefully
Increased visibility through The internal resources required Ensure experts have a good
increased web traffic or for engagement balance between their personal
enhanced Google search page brand and the brand/reputation
rankings of the firm itself
Enhanced reputation and sales Focus on quality of content and
effectiveness conversation, rather than quantity
Potential for greater client Establish guidelines to ensure
satisfaction and/or consistent presentation of the
communications firm and its brand
Popular Pay-Per-Click Keywords
Keyword Advertiser Global Monthly Estimated Cost
Competition Searches per Click
professional services 0.14 6600 $4.69
canon professional services 0.04 1600 $1.62
professional services council 0.05 1000 $6.43
msa professional services 0.04 720 $0.60
professional services agreement 0.23 590 $1.45
it professional services 0.77 590 $9.07
professional services marketing 0.35 590 $3.07
professional services group 0.02 390 $9.61
professional services contract 0.36 320 $0.64
professional it services 0.85 260 $9.44
professional business services 0.14 260 $5.22
professional services industries 0.05 210 $2.07
selling professional services 0.13 170 $2.32
services professional 0.09 140 $0.10
professional services management 0.35 110 $12.04
business professional services 0.2 73 $4.55
professional services online 0.18 58 $0.10
professional services business 0.15 58 $16.46
professional services it 0.54 36 $8.86
professional services guideline 0 22 $0.10
Copyright © 2011 by Research and Management. All rights reserved.