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Lauren Kress

CEO & Growth Strategist at The Change Makers

Member Since January 2019

Qualified skills

Online Business
Sales and Marketing
Business Management
Selling Online
Social Media
Web Design
Copywriting and Content Marketing
Marketing Services & Consultants

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Lauren Kress answered this question

Official FAQ
Official FAQ, Inquisitor at SavvySME

Social Media

What's the best social media marketing strategy for a professional service business?

Great question!Professional Services is an interesting area undergoing a lot of disruption right now and as more professional services move online to provide their services the social media marketing strategy is becoming more and more important, namely because:1) Your competitors are doing it2) With e-services your growth potential is a lot bigger as you can work with anyone who speaks your language anywhere in the world (and if you speak two languages or more - even better!)The key is to invest in creating leads that are more likely to become prospects (or "qualified leads") so that you spend your time on the phone (or a video call) with people who are likely to convert (which at the end of the day is the CRUCIAL piece).Ok so - in terms of strategy, what we're trying to do with a B2B social media marketing strategy is two things 1) Go WIDE and 2) Go DEEP.Go WIDE is about reaching as much of the entire market as possible and we use behavioural cues and other profile-led data to identify whether or not we think an individual is a likely target.The social media platform that is the best at doing this is Facebook - HOWEVER - for Professional Services LinkedIn should not be overlooked and may actually be the most important platform for driving customer acquisition because their professional information is key in identifying whether or not they are a likely target (something that might not be as kept up to date on Facebook).Sales Navigator on LinkedIn is AWESOME for this and there's a lot of tools to help you automate messaging (just don't do it in an annoying way!)Even then, the type of professional service needs to be thought about - and where in the world you're marketing to. In the US, Facebook Advertising for professional services may be important, but in Australia, where I'm based, LinkedIn may be the priority.The other important aspect - going deep - is about developing an online-to-offline marketing-to-sales strategy.So how do you get someone to go from seeing an advertisement or a direct message to engaging with you further - you need to map out how they get from a) stranger to b) paying customer and we're looking for identifiable triggers or "signals" to cue the appropriate response.So:Stranger that may be in market (cue initial reach message - talk about the PROBLEM)-> Signal = message is relevant (cue lead capture)-> Signal = filled in lead form (cue nurture strategy eg. webinar, enquiry form, email, video, eBook etc.)- > Signal = Engaged with content = identified prospect (cue book a call)If you'd like to find out more about this connect with me on LinkedIn with a message saying "Social Media Marketing Savvy SME" so I know what it's regarding ;) here's my profile link:https://www.linkedin.com/in/laurenkress89/Lauren KressCEO & Founder, The Change Makers - Changing the way you do businessLauren Kress is the CEO of The Change Makers and one of the few scientists and innovators of the millennial generation whose knowledge of investment-led growth is transforming decision-making in the business world.

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Lauren Kress answered this question

Official FAQ
Official FAQ, Inquisitor at SavvySME

Social Media

What's the best social media marketing strategy for a professional service business?

Great question!Professional Services is an interesting area undergoing a lot of disruption right now and as more professional services move online to provide their services the social media marketing strategy is becoming more and more important, namely because:1) Your competitors are doing it2) With e-services your growth potential is a lot bigger as you can work with anyone who speaks your language anywhere in the world (and if you speak two languages or more - even better!)The key is to invest in creating leads that are more likely to become prospects (or "qualified leads") so that you spend your time on the phone (or a video call) with people who are likely to convert (which at the end of the day is the CRUCIAL piece).Ok so - in terms of strategy, what we're trying to do with a B2B social media marketing strategy is two things 1) Go WIDE and 2) Go DEEP.Go WIDE is about reaching as much of the entire market as possible and we use behavioural cues and other profile-led data to identify whether or not we think an individual is a likely target.The social media platform that is the best at doing this is Facebook - HOWEVER - for Professional Services LinkedIn should not be overlooked and may actually be the most important platform for driving customer acquisition because their professional information is key in identifying whether or not they are a likely target (something that might not be as kept up to date on Facebook).Sales Navigator on LinkedIn is AWESOME for this and there's a lot of tools to help you automate messaging (just don't do it in an annoying way!)Even then, the type of professional service needs to be thought about - and where in the world you're marketing to. In the US, Facebook Advertising for professional services may be important, but in Australia, where I'm based, LinkedIn may be the priority.The other important aspect - going deep - is about developing an online-to-offline marketing-to-sales strategy.So how do you get someone to go from seeing an advertisement or a direct message to engaging with you further - you need to map out how they get from a) stranger to b) paying customer and we're looking for identifiable triggers or "signals" to cue the appropriate response.So:Stranger that may be in market (cue initial reach message - talk about the PROBLEM)-> Signal = message is relevant (cue lead capture)-> Signal = filled in lead form (cue nurture strategy eg. webinar, enquiry form, email, video, eBook etc.)- > Signal = Engaged with content = identified prospect (cue book a call)If you'd like to find out more about this connect with me on LinkedIn with a message saying "Social Media Marketing Savvy SME" so I know what it's regarding ;) here's my profile link:https://www.linkedin.com/in/laurenkress89/Lauren KressCEO & Founder, The Change Makers - Changing the way you do businessLauren Kress is the CEO of The Change Makers and one of the few scientists and innovators of the millennial generation whose knowledge of investment-led growth is transforming decision-making in the business world.

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