Online Marketing For Professional Services to Serve Multiple Markets Effectively
Many of my copywriting clients are smart, even gifted. And like most gifted people, their talents spill over into many areas. When we meet to discuss their copy, they want to know if they need multiple websites. They don’t want to confuse their own clients because they’ve heard that old saying, “When you confuse, you lose.” (OK, I think I made that up, but it’s still pretty good.)
So what do you do if you have several different products or markets? It’s a question of strategy – not design. My comments here are very general. Your situation may be different.
(1) You have several products, courses and coaching options. All are targeted to the same market.
This one’s pretty straightforward. Typically you would have one website. Your home page and/or menu would give visitors an understanding of the range of what you offer. Your challenge is to motivate each visitor to find the most appropriate offering: class, home study course, ebook, or mentoring program.
“Same market” means they have similar needs, similar responses to marketing and similar motivations to buy. Let’s say you’re a psychotherapist with offices in Chicago and Miami. You probably don’t need two sites, unless (for example) you see weight loss clients in Chicago and fear of water clients in Miami.
(2) You have a complex offering, involving motivation, overwhelm, value systems and organization.
Most likely you need to brainstorm an umbrella concept to integrate these ideas. For instance, you might position yourself as the solution to challenges faced by entrepreneurs who grew too fast. Chances are you don’t have to discuss every single part of your offering. Your target market wants to answer this question, “What kind of results can I realistically expect?”
(3) You have two totally different offerings, appealing to totally different markets.
A networking event participant introduced herself as a real estate agent who also makes jewelry. This one’s too much of a stretch. I want a real estate agent who lives, breathes and dreams about finding homes for her clients!
Exception: This agent might integrate her businesses by positioning herself as a real estate agent who relates to artists. When I lived in New Mexico, I remember a newcomer saying, “I loved working with my agent because he understands what artists need.”
By: Cathy Goodwin, Ph.D.