SEO (Search Engine Optimization) and digital marketing are powerful tools for professional services companies but remember that SEO does not convert businesses to business customers.
SEO and digital marketing’s job is to build brand awareness and bring prospects to the top of your sales funnel.
Think about it, if you were hiring a forensic accountant as an example, would you select one from Google’s organic search and hand over a $5,000 retainer check to them without doing a bit of due diligence? Not likely.
You would want to see reviews from other clients and then ask if anyone you knew was familiar with them. You would also like an in-person meeting with that person to build trust and rapport. Meeting them in person helps you figure out if they are who they say they are online.
Trust cannot quickly be built online but through face-to-face meetings.
SEO is all about building your brand and awareness of your company. Once your SEO has attracted the right leads to your door, it is your job to convert them.
So again, SEO and digital marketing are powerful tools for lead generation, but they can only do so much. For the leads to convert into sales, it is your job to close them.
