Leveraging Social Media for Professional Services Businesses

Almost every business owner nowadays recognizes the importance of social media but put relatively little effort into implementing a strong social media strategy. This is especially the case for professional service companies, the businesses that are often categorized as “boring” without the glam of being showcased on Instagram or Facebook.

Attorneys, financial planners, IT services, or insurance agents generally struggle with social media. Some feel like social media cannot help them achieve their goals and toss it away as a waste of time.

The consumer of today wants to do business with another person, not another business. That means connection with your audience and engagement on relevant topics will take the “boring” out of the service. Social media is a great environment to stimulate exactly this.

Showcase your Best Assets — Your People

A company providing professional services will heavily rely on its people and their expertise. Use social media and content marketing to showcase your strengths by virtue of your personnel. Introduce your team to your audience:

• Share news and photos of employee accomplishments, volunteer work, community involvement, and employee gatherings.
• Start conversations on social media by commenting, liking, and sharing others’ posts.
• Host a webinar, write a white paper, or share a video of team members discussing insights, and other relevant information.
• Writing blog posts that display your team members’ expertise in the industry.

Be Valuable

Sharing content and posts that aren’t valuable from an informational or entertainment point of view, will lead to an overall disregard of your activity on social media. You will also start losing credibility. Your goal with social media is to let your audience view your team as thought-leaders in the industry. This way you will be at the top of their mind when prospects are seeking advice or help.

Besides creating content often, make it also interesting, informative and relevant. Spread knowledge and encourage a collaborative setting, and always give credit where credit is due by tagging the author or publication in your post.

Leverage LinkedIn

LinkedIn is one of the best platforms for social media networking for professional services. You can connect with clients, prospects, referral sources, and more. LinkedIn provides a platform for businesses and professionals to create a reputation and maintain their professional credibility and networking opportunities.

Besides engaging and connecting with users that you know or have done business with, be active by joining groups to participate in discussions and build online relationships with potential leads.

LinkedIn Pulse is another helpful feature of the platform that is akin to a blog platform. Pulse allows you to share your content with people from your industry and reach your target audience. This should serve as an additional platform for your content marketing efforts next to the blog on your own website.