Blend in and get left behind. It sounds harsh, but in marketing, it’s true. Your clients have more options than ever before, and they’re not just looking for a firm that can get the job done – they’re looking for a firm that gets them and their needs.
Great marketing grabs eyeballs. That means if someone is in your target market, your content engages them, setting your firm apart – in other words, great marketing is interesting marketing.
But it isn’t just about making your firm look good. It’s about creating results. Memorable, effective marketing attracts the right kinds of clients – the ones who are a great fit for your firm and who will stick around for the long haul.
And that’s where you come in. With you at the helm, shaping your firm’s brand and messaging, they connect with clients on a deeper level and build lasting relationships that translate into revenue growth.
Like someone said, “Good marketing builds sales. Great marketing builds factories.”
Or something like that.
But to do that, you need to create marketing that’s not just informative, but actually interesting. Marketing that grabs people’s attention, makes them think, and inspires them to take action. Marketing that sets your firm apart as a true leader in your industry.
Of course, that’s easier said than done. Creating standout marketing takes time, effort, and resources – all of which can be in short supply.
But trust me, it’s worth it. When you invest in creating marketing that resonates, you’re not just helping your firm succeed – you’re also positioning yourself as a valuable strategic partner who can drive growth.
So if you’re feeling stuck or overwhelmed, don’t worry. In this post, we’ll break down some practical tips and strategies for creating interesting, effective marketing that sets your firm apart and helps you advance your own career in the process.
Give Your Creatives Some Breathing Room
First things first, let’s talk about the people behind the marketing magic: your creatives. If you want your firm’s marketing to be interesting, you need to give your team the time and space to make it happen.
If you don’t allow for that time to do the research, come up with ideas, iterate, talk to others, get feedback, it’s just not going to be as good.
Now, I know what you might be thinking. “But Mike, we’ve got deadlines to meet and budgets to stick to, and the Partners are breathing down my neck!” And I get it, I really do. But here’s the thing: if you’re constantly putting the squeeze on your creatives, you’re going to end up with generic, uninspired work that won’t set your firm apart from the competition. “If you don’t pay, if you don’t have enough budget in there, if everyone is feeling this like really tight pinch all the time of like, we don’t have enough time, we don’t have enough budget, and the deadlines are creeping up and we got to put out more content, I guarantee you nothing will be interesting.”
So what’s the solution? Build in enough time for research, brainstorming, and iteration. And don’t be afraid to advocate for your team – whether that means making a case for more resources or educating the Partners on the value of great marketing.
Consistency is Key
Alright, now let’s talk about consistency. I know, I know, it’s not the sexiest topic out there. But trust me, it’s important – especially in the world of professional services marketing. When it comes to your firm’s brand, consistency is everything.
Those elements of your brand, the reason they have life down the road is only because you’ve been really consistent with them over and over and over and over and over and over again.
Nike’s swoosh didn’t happen overnight. And it’s even likely some on the inside were getting really bored of the swish. But its consistency is what’s made it so recognizable.
And Jake from State Farm is showing up in public events, award shows and even the WNBA draft. Some say his appearances are more effective than their other marketing, but it’s more likely that his appearances are so powerful because all that other marketing has made him recognizable. Now he’s not just some guy dressed in State Farm garb, but he’s “Jake from State Farm!”
Think about it this way: if a top accounting firm suddenly started using Comic Sans on all their ads, you’d be a little confused, right? (And maybe a little horrified, but that’s beside the point.) Your brand elements – your logo, your colors, your tagline – they’re like the secret sauce of your marketing. The more you use them consistently, the more meaning they carry. And before you know it, clients will see your logo and immediately think, “Oh yeah, that’s that firm that really gets [insert your specialty here]!”
But here’s the thing: consistency doesn’t mean you can’t ever change things up. It’s all about finding that sweet spot between staying true to your brand and keeping things fresh.
Because if you’re getting tired or bored of your brand and your marketing, you’re doing it the right way.
Don’t Just Follow the Crowd to Create Actually Interesting Marketing
Now, I know it can be tempting to look at what other firms are doing and think, “Hey, maybe we should be doing that too!” But hold your horses there, partner. Just because everyone else is jumping on the latest marketing bandwagon doesn’t mean you should too.
Avoid the WhatsApp temptation. Imagine this scenario: Someone in your accounting firm excitedly proclaims, “We need to be on WhatsApp! Our competitors are doing it!” Before jumping on the bandwagon, pause and ask:
- Does this align with our brand values?
- Is this where our target audience is?
- Do we have a unique perspective to offer on this platform?
Just because everyone else is doing it or just because one other player is doing it does not mean you should be doing it. Is it something you can consider? Sure, absolutely. Write it down. Think about it. Have a conversation. But those are the questions I’d be asking. Is this us? Is this the clients that we’re really trying to reach?
Before you start chasing after the latest shiny object, take a step back and ask yourself: does this fit with our firm’s brand? Is this something our clients actually care about? If the answer is no, then it’s probably not worth your time and energy.
Know Your (Potential) Clients Inside and Out
Speaking of your clients, let’s talk about how to make your marketing interesting to them. Because at the end of the day, that’s what really matters, right? It doesn’t matter how clever or creative your marketing is if it’s not resonating with the people you’re trying to reach.
So how do you make sure your marketing is hitting the mark? By knowing your clients and potential clients inside and out.
If you’re honed in on a specific industry, or maybe you have a few different verticals, one thing that’s gonna make your content and your marketing really, really interesting is if you can get really relatable to those people, and the context that they find themselves in.
In other words, don’t just focus on the surface-level stuff. Dig deeper. What keeps your clients up at night? Detail their biggest challenges and pain points. What do they value most? Once you have a clear picture of who your clients are and what makes them tick, you can start creating marketing that speaks directly to them.
Stay on Top of Industry Trends
Another key to making your marketing interesting? Staying on top of the latest trends and developments in your industry. Whether you’re marketing for an accounting firm, a law practice, an engineering company, or a SaaS startup, you need to have your finger on the pulse of what’s happening in your space.
For example, let’s say you’re marketing for an accounting firm. You’ve probably noticed that more and more firms are starting to offer advisory services in addition to traditional accounting and tax work. As a marketer, it’s your job to understand what that shift means for your firm and how you can position your brand to take advantage of it.
The same goes for any industry. By staying up-to-date on the latest trends and incorporating them into your marketing strategy, you’ll be able to create content that’s not only interesting, but also relevant and valuable to your clients.
Get a Seat at the Leadership Table
Finally, let’s talk about how great marketing can help you advance your own career. Because let’s face it – as a marketing manager, you’re not just responsible for making your firm look good. You’re also responsible for driving real business results.
And one of the best ways to do that? By positioning yourself as a strategic partner to your firm’s leadership.
If you can provide insights into where the industry is headed and how to keep ahead of the competition, you’ll be seen as an indispensable member of the team.
But to do that, you need to think beyond just lead generation and tactical execution. You need to be able to speak the language of business and demonstrate how your marketing efforts are contributing to the bottom line. That means getting involved in strategic planning, keeping a close eye on key metrics and ROI, and being able to articulate the value of your work to the Partners.
Keep Your Brand Guidelines Close
One last tip before we wrap up: keep your brand guidelines close.
When you’re crafting messaging, crafting creative, especially if you haven’t done this in the past early on, keep those guidelines close by…print them out. Maybe you’ve got them in a book or maybe just print them out on paper and staple them together.
Your brand guidelines are like your marketing Bible. They should lay out everything from your firm’s personality and tone of voice to your visual identity and messaging. And they shouldn’t just live in some dusty old binder on a shelf somewhere.
Hopefully those are top of mind. Hopefully those are not a surprise to anyone inside of your firm. Those should be used frequently, not only in the marketing, but really throughout the organization.
Just Add Magic
The secret sauce for making your firm’s marketing interesting: give your creatives some breathing room, stay consistent, don’t just follow the crowd, know your clients inside and out, stay on top of industry trends, position yourself as a strategic partner, and keep your brand guidelines close.
It’s not always easy, but trust me, it’s worth it. When you find that sweet spot where everything clicks into place, it’s like magic. And who doesn’t love a little magic in their marketing? And if you need some help pulling things together, we’d love to connect.
