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Taking a ‘User Centric’ Approach for the Professional Sector

Why is a ‘User Centric’ approach at the heart of successful growth for the Professional Sector? The integration of the Internet into our daily lives has opened up market places across the business landscape, and has dramatically changed how we source both products and services. Along with consumer goods, businesses and customers are increasingly using the Internet to find and research information offered by the professional sectors.

They’re not only looking for businesses and organisation that will meet their requirements, but also that they can trust and connect with. But times are changing and customers have diverged from once sourcing and using a professional service for years thereafter, to ‘shopping around’.

Traditional methods of Professional Services Marketing

Professional sectors are gradually recognising the value in adopting more comprehensive, all-embracing marketing strategies. And with this the development of a strong online presence which should support a user centric website.

Traditional marketing methods through means of networking; relying on business from word of mouth; direct mail; print; placing a poster board in a busy town centre do have value but should no longer make up the sole elements of the marketing plan. Why?...

  1. These marketing methods are at best difficult to measure, but on the whole are immeasurable. Money is being spent on promoting the business but ROI (return on investment) is unknown.
  2. You’re not in a position to listen and respond to your prospective customers or clients. Traditional methods facilitate the broadcast of marketing messages as far as wide as your chosen platforms and budgets allow, also known as push or outbound marketing. Communication is one way and does little to speak to the individual making a buying decision.
  3. Targeting the right people is a challenge, and often your efforts can fall on deaf ears. Often you will be pushing your message to a broad pool of ‘possibly’ interested people and hoping you catch them at the point that they may have a need of your service.

Professional Sectors such as accounting, finance and legal are becoming crowded and competitive. Rather than lag behind, you need to become a leader and reach out to your target audience, become consumer-centric and combine practice of both traditional and digital marketing.

How can your website & digital marketing help with becoming ‘User-Centric?'

How to make your site User Centric

Utilising digital marketing provides businesses the opportunity to interact, engage and build relationships with customers at their convenience. It allows them to measure those interactions and make informed, intelligent decisions on strategy. Putting your target audience first and implementing this in your website and marketing strategy, will create a profitable customer experience that fits both you and your customer.

  • You can set business benchmarks and goals. This enables you to track and measure the effectiveness and ROI of digital marketing campaigns in the form of social media, email, pay-per-click, SEO and content. You can gather and mine your data to find out effective avenues of customer acquisition as well as the queries and keywords that people are using to find you online.
  • Digital marketing campaigns are instantaneous. You can monitor digital campaigns as they run, altering the campaign if needs be. Split testing is commonly used to compare two initial campaign concepts. Our client Easy R&D chose to split test their latest newsletter campaign testing two subject headings. The newsletter with the most opens in the first 5% sent was then sent to the rest of the mailing list, ensuring higher opening and engagement results in real time.
  • When building or redesigning your website, you need to consider persona, website architecture, sitemap and keyword research. That way you proactively prepare for how people will be searching for your offering, guiding them through your website from enquiry to buying process in in a manner that feels personalised to them.

Combining traditional and digital

The challenge is getting businesses to see the value in all the above. Whether you’re a traditionalist or whether you may find digital daunting, your marketing strategy does not have to be a complete overhaul.

Digital marketing gives you a reach that traditional marketing can’t. Embrace a selection of traditional marketing collateral: cold calling, networking, business cards, billboards, print ads, posters and combine with an online presence. This holistic approach will drive people back to your website and push forwards your conversions both online and offline.

Find out more about our Creative Design and Online Marketing services. You can also contact Natasha if you would like to discuss in detail what we could do for you.


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