These marketing tips are designed to raise brand awareness and build a pipeline of qualified leads that turn into clients. For smaller Conveyancing firms, boosting your company’s brand can be challenging due to less visibility and lack of resources, like budget or time. However, there are plenty of simple ways you can scale your marketing efforts and maximise your exposure to prospective clients.
These marketing tips can include creating a marketing strategy, building your brand, email marketing, organic and paid social media marketing and search engine marketing. All of which are simple to execute, can be implemented by anyone in the firm and have a profound effect on your business’ profitability.
1. Creating a plan
First things first: creating your marketing plan. This involves taking time to develop a plan that will set you apart from the competition. It needs to outline how you will reach your target audience and with what marketing strategies.
There are thousands of ways you can promote your business. With the right mix of activities, you can identify and focus on the most effective marketing tactics for your firm. To do that, you need to research and identify your target market, decide how your business will stand out, and develop a plan.
2. How to build a brand
After your plan is built the next step is to start looking at your brand. Branding is much more than just a cool logo or a well-placed advertisement. Your brand is defined by a client’s overall perception of your business.
Brand Awareness is the extent to which consumers are familiar with your business, product or services. This is often the most difficult aspect of branding to build, especially for smaller or newer firms. It’s also arguably the most important aspect.
Branding can be one of the most significant things you can do for your new or existing business. Over time, a good brand will organically generate customers, but it’s something that needs constant work.
3. Email marketing
Email marketing is an efficient way to ensure that small businesses can reach out to their clients, grow their customer base, and build their reputation. Best of all, managing an email campaign is easier than most people imagine.
One of the most advantageous things about email marketing is how targeted it can be. By segmenting your email list and adjusting messages accordingly, you can improve response rates and build meaningful relationships with your customers.
Some of the benefits associated with Email marketing include:
- Cost- effective – in that you can find free software
- Flexible design – so you can match your business branding.
- Shareable – it’s easy for people to forward and share your email content,
- Measurable – you have instant access to people who have opened and licked the email.
- Time-saving – as you can reach a large audience with the click of a button.
4. Organic & Paid social media marketing
Whether you’re debating between paid or organic social media strategies, ensure you build a content plan. A social media calendar helps you to post the right content at the right time and gives your audience a time frame of when they will see new content. The suggestion is that 80 per cent of your content should inform your audience and 20 per cent should promote your services.
To maximise a brand’s reach, more and more companies are using paid social media to support their organic content. Paid social media can better enable you to get your content in the hands (or on the screens) of the right audiences at the right times.
Paid social media allows you to advertise to those outside of your social media following. These ads can be very useful for targeting specific audiences, based on core demographics like age, location and even interests.
5. Search Engine Marketing
SEM or Search Engine Marketing is a digital marketing strategy used to increase the visibility of a website in search engine results pages or more simply put, it is the paid version of advertising on Google, or other search engines.
Through SEM, you hypothetically would be paying Google to rank your website higher. Rather than changing all the content on your website, you can create a SEM Advert that places it at the top, and you’ll pay for the privilege. You’ll see these commonly in google with a ‘Sponsored ad’ tag before the link, at the top of the search results.
In terms of cost, these ads operate on a pay-per-click basis as well. That means you’re only paying when someone clicks on your ad. The amount you pay is based on how competitive the keywords are and how many other people are bidding on them.
Ultimately, the best approach for your conveyancing firm is to simply get started and follow these easy to implement marketing tips. Make a small investment of your time, try something new and measure your success along the way. Focus on a few key areas instead of overextending yourself, create a thoughtful marketing budget (and stick to it) and use technology to support your efforts.