MRI Starch, the venerable market research company that has been measuring the effectiveness of advertising for more than four decades, recently completed a survey to find out what makes a print ad sell. The findings include a number of valuable take-aways professional services marketers can use to improve our own positioning and branding efforts. Here’s what Starch learned:
Have you ever wondered what your clients really think about you? If you do not know what your clients are thinking, then you should consider developing a client service program. I am the Director of Client Services at Moiré and here is some insight into our formal client service program. The program is designed to monitor our client relationships to ensure they are strong and successful. Regular communication with and proactively responding to our clients enables our team to develop long-lasting relationships with them, many of whom have been with us from the beginning.
The goal of online marketing like banner ads, pay per click (PPC) campaigns and email blasts is to drive prospects to your website. Most professional services online marketing campaigns send users who click on links to their homepage or maybe a practice area or service area page. But what will your prospects do once they get to those pages? They’ll disperse, and you won’t have any way to capitalize on their interest. Landing pages help you convert prospects by providing them with relevant and valuable content.