Chartered Surveyors: Building a targeted marketing strategy for success

21 November 2024

As a Chartered Surveyor marketing your services, a well-defined strategy is crucial.

This guide will walk you through some of the most effective techniques and processes for building a robust marketing approach tailored to engage your ideal audience, drive lead generation, and ultimately grow your business..

Step 1: Define the Target Audience and Motivation

Understanding the needs and pain points of your target audience is the cornerstone of effective marketing. First identify the types of businesses you are targeting and then consider the job roles within the organisation who are likely to benefit from and buy your services. Identify their specific challenges, like project delays, cost overruns, or compliance issues, and highlight how you, above your competitors, can mitigate these risks and streamline project success.

One tool that can help is an Empathy Map Canvas (source: Dave Gray). This is a simple tool and dives into what your target clients think, feel, see, hear, and do. This tool can guide you in crafting marketing messages that will resonate with your target audiences. For example:

• “Are regulatory changes making project planning complex?”
• “Is your team overwhelmed by the paperwork associated with large projects?”

Posing these questions can show empathy for client issues and allow you to position yourself as the solution. After outlining their challenges, demonstrate why you’re the right fit: “With our industry expertise, we’ve designed solutions that cut down on costly mistakes and improve project efficiency.”

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Step 2: Prepare the Right Assets

Your digital and physical marketing assets should clearly communicate your value and prompt engagement. Review the materials you’re currently using, such as your website, brochures, and social media profiles. Here are some tips for optimisation:

• Website: Make sure your landing page has a clear call to action (CTA) that invites visitors to get in touch or find out more. Instead of focusing on the features of your offering, instead communicate how these features will benefit clients. Consider adding a video introduction to your services as well as web chat for more instant contact
• Separate Landing Pages: Create a dedicated landing page for key services. These pages can help increase conversions and provide a space to address specific customer pain points. Tools like Unbounce or similar landing page builders make this process straightforward and allow you to test out different messaging. It is also great for Search Engine Optimisation
• Brochures and PDFs: Tailor these assets to specific services rather than covering everything in a single document. A dedicated brochure for each core service allows you to target materials based on client interests and needs

Step 3: Select Effective Lead Generation Channels

Consider diversifying your lead generation activities across multiple channels to cast a wider net. Here are five key channels that you may wish to consider:

1. Referrals: Build relationships with resellers and other industry partners for mutual referrals
2. Networking and Events: Attend industry events, panels, and webinars. Roundtable discussions, especially, allow you to demonstrate your expertise and connect with potential clients face-to-face.
3. Existing Clients: Reach out to past clients for follow-up meetings or to provide value-add insights. The benefit can be two-fold; more work from the client as well as potential referral opportunities
4. Marketing Activity: Email newsletters, social media content, and blog posts are great ways to stay on your clients’ radar and reinforce your expertise. Set up automated email journeys to nurture leads consistently
5. Prospecting: Identify potential clients and reach out directly through LinkedIn or targeted emails. Personalisation is key; your messages should be brief, relevant, and end with an invitation for a meeting or conversation

Regularly track the time and outcomes associated with each channel to refine your efforts. This analysis will help you optimise your Lead Gen strategy by focusing on channels with the highest conversion rates.

Step 4: Run Disciplined Marketing Campaigns

To get the most out of your marketing activities, plan campaigns that are both disciplined and consistent. A 90-day campaign plan can help streamline efforts and ensure consistency in your messaging.

Download this template to help get you started.

Incorporating a prospecting process with your campaign will allow you to directly connect with ideal customers, increasing your visibility and improving lead generation.

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Final Thoughts

The marketing landscape for Chartered Surveyors is competitive, but a clear, client-centred approach will set you apart. Define your audience, create targeted assets, explore multiple lead-generation channels, and maintain discipline in your marketing campaigns.

With a strategy that genuinely resonates with your audience, your firm will be well-positioned to attract the right clients and grow consistently.

Your journey to smarter business starts here.

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