The best advertising technique for professionals

If you’re reading this, you probably run a professional practice. Maybe you’re a doctor or a lawyer, or you own a real estate agency, a financial planning firm, an HVAC company or another trade. Whatever your business is, my guess is you’d like more of the right customers.

Every new customer costs something. The cheapest way is word of mouth, earned by doing great work, but it has limits. You can’t force people to send referrals every month.

That’s where advertising comes in: paying for space on another platform so the right person lands on your website and hears your message.

Start where people are already looking

For most professionals, the best place to start is Google Ads, so you appear at the top of the page when someone searches for the service you provide. Facebook and Instagram are powerful, but you’ll reach a lot of people who aren’t shopping for your service right now.

Imagine you do estate planning for families whose parents are thinking about succession. That’s a small pool. Plenty of wealthy people aren’t at that stage yet. So pay to show up when someone searches “estate planning attorney near me.” You might pay $5 or $10 a click, but every one of those people is looking for exactly what you do.

From there, our job is a landing page that shows how you help and why you, not the competitor they’ll also find.

Then stay in front of them

We layer on Facebook and Instagram retargeting, so for the three to seven days after someone visits, they see short videos that drive home how you can help and why you’re the right choice. The goal is that every time they see one, they think, “I should really call them.”

Once they genuinely feel the cost of waiting, the conversation gets much easier.