APSMA SA presentation by Rubina Carlson, with excellent 'tips and tricks' for professional services firms to implement around social and digital marketing.

1. Digital Marketing Strategies for
Professional Services
Rubina Carlson
APSMA SA Lunch
22 April 2015
BDO Adelaide

2. The Straw Poll
 Industries
Represented
 Platforms used
personally
 Platforms used for
business
 Automation
 Content marketing
 CRM
 eCommerce
 eDM / eNewsletters
 Online access for
clients
 SEO
 SEM / PPC
 Social Media

3. Professional Services
are built on relationships,
credibility and trust. This takes
time to establish and maintain in the
desired target market(s).

4. Challenges
 Small and/or limited budgets.
 Increasingly time poor.
 Marketing may not be a full time role.
 Sector is traditionally risk-averse.
 Compliance with rules and regulations.

5. What Does Your Partner Want?
More clients?
Increased sales?
Stronger brand awareness?

6. Case Studies
Three examples showing how digital
tools can fit into the sales process.

7. GE - Australia
 Market: Mid-market size companies.
 Message: Share market insights from
within GE.
 Media: LinkedIn group.
 Outcomes:
 Increased number of quality leads.
 Active community generating content.
 One sale leads to immense ROI.

8. St John SA
 Market: business owners, HR managers,
WHS officers.
 Message: Defibrillators save lives.
 Media: Video shown at presentations and
available online.
 Outcomes:
 Increased leads for defibrillators.
 Increased sales of defibrillators.

9. Hewlett Packard
 Market: SMEs
 Message: We want to support our smaller
customers, without harming our
reputation for our capability in
servicing large organisations.
 Media: LinkedIn group.
 Outcomes:
 Large active community of advocates.
 Increased brand loyalty and trust.
 More...

10. The case studies show us
how to build relationships,
credibility and trust
with digital tools.

11. Digital Trends
 Convergence of technologies.
 Importance of peer recommendations.
 Instant gratification.
 Mobile use on the increase.
 Real-time interactions.
 “White noise” in the digital space.

12. Tips & Tricks
 Save time writing Blog Posts by:
 Adopting a template or structure.
 e.g. Q&A, a specific trend, case study.
 Interviewing other team members.
 Developing ‘evergreen’ content in quieter
times of the year.

13. Tips & Tricks
 Get the most out of your eDMs by:
 Keeping the content brief and concise.
 Use custom links to track CTR accurately.
 Develop clever subject headers that goad
recipients to open them.
 Send eDMs when you have news to share.
 Ensure your list is updated from CRM.

14. Tips & Tricks
 Bring in gamification principles to:
 Retain attention of market for important
messages (e.g. SA Water)
 Appeal to competitive nature to drive
behavioural change (e.g. AAMI Safest
Driver

15. Tips & Tricks
 Use Hootsuite to:
 Monitor online conversations about your
brand/industry so you can respond.
 AutoSchedule Facebook posts or tweets.
 Generate reports on Facebook Page and/or
Twitter Account performance.

16. Tips & Tricks
 Improve or maintain your SEO ranking by:
 Adding a social media feed to website.
 Keeping content fresh.
 Using headings and styles correctly.
 Monitor your SEM performance by:
 Checking Google Analytics.
 Reviewing AdWords / Bing / Yahoo Reports.
 Using custom links.

17. Tips & Tricks
 Investigate these collaboration tools:
 Canva - create infographics for free
 Internal conversation platforms
 Yammer + Slack
 File sharing services
 Dropbox + Google Drive

18. Tips & Tricks
 Develop a weekly checklist, which may
include:
 Tasks need to be completed each week.
 Topics needed to cover off in the content
calendar.
 Consideration of the global market we
operate in, and how it changes each day.

19. But in the end…
it all comes back to strategy.
Market – Message - Media

20. Questions?
Rubina Carlson
E rubina.carlson@gmail.com
M 0434 617 672
T @RubinaCarlson