Professional Services Advertising

Why Billboards Should Be Part of Your Marketing Mix

Your clients don’t always need you today but when they do, will they remember you? Professional services advertising on billboards keeps your brand in front of potential clients all year round, ensuring you’re the first name they think of when the need arises. They’re an essential tool in building brand awareness, increasing recall, and keeping your business top of mind for when clients need you the most. 

In this article, we’ll explore how professional services advertising using billboards can grow your business and why it’s a marketing strategy you need to consider. 

How Billboards Help Professional Services Grow 

Billboard advertising might seem like an old-school tactic, but it’s still a powerhouse in modern marketing. Whether it’s a digital billboard or a classic static billboard, this form of outdoor advertising offers massive visibility, helping your brand stay in the conversation when potential clients need your services. Here’s how:

1. Consistent Visibility: Billboards are constantly visible, which means your name is always in front of your target audience, even when they don’t need you. When they do eventually require legal, financial, or property services, your business will already be familiar to them. This is the magic of brand awareness.
2. Memorable Messaging: The more your potential clients see your name, the more likely they are to remember you when the time comes. For professional services, that means they’ll think of you when they have a legal headache, need help with tax time, or want advice on a big property purchase. Billboards are an excellent way to keep your brand top of mind.
3. Building Trust: When you advertise your professional services in high-traffic areas, you position yourself as a trusted leader. With consistent exposure, clients are more likely to trust you, making you their first choice when the need arises.

Understanding the Customer Journey

Every client of yours goes through three key stages before making a decision: Awareness, Consideration, and Decision. Billboards play a crucial role in each step, ensuring your business stays at the top of your mind when it matters most.

Let’s unpack it. 

Stage 1: Awareness – Getting Noticed Before the Need Arises

Potential clients are likely going about their day without thinking about your services. This is where billboards come in. They ensure that when someone needs a lawyer, accountant, or conveyancer, your business is already on their radar, whether they’re conscious of it or not. 

How Billboards Drive Brand Awareness:

• Repetition & Recall: Studies show that seeing a brand multiple times increases the likelihood that it will be remembered when the client needs it. By using billboard advertising, you reinforce your brand’s presence every day, turning your name into a memory anchor.
• The Mere Exposure Effect: People tend to trust what they’re familiar with. Billboards give you consistent visibility, making your business feel approachable and dependable, even if potential clients haven’t used your services yet.

Example Billboard Messaging for Awareness:

• “Tax season is coming, be ready.”
• “Buying property soon? Get the right advice.”

These catchy and clear messages ensure that your brand stays top of mind until clients need you.

Stage 2: Consideration – Keeping Your Brand in the Conversation

When a client starts to consider their needs, they’re not ready to choose yet but you want to make sure your brand is in the conversation. 

Big brands like Uber Eats don’t just advertise when people are hungry. They keep their brand top of mind with simple, effective messaging like:  “(picture of Dynamite) No , (picture of Vegemite) Yes”

How Billboards Keep Your Brand Top of Mind:

• Simple, Direct Messaging: Clients don’t need an essay to remember your business. A short, snappy message on a digital billboard or static billboard can ensure they think of you when it’s time to take action. 

Example Billboard Messaging for Consideration:

• “Got a legal headache? We’ve got the remedy.”
• “Thinking about tax time? So are we.”
• “Buying property? Don’t forget the fine print.”

When your brand remains visible during the consideration stage, it increases your chances of becoming the first choice when a decision is made.

Why Consideration Marketing Works for Professional Services

Cognitive Priming: When a brand repeatedly presents relevant messages, the audience is more likely to think of that brand first when making a decision. 

Reinforcement Through Association: When billboards reinforce industry-specific moments (like tax season or real estate transactions), they subconsciously link your brand with that need. 

Billboards Provide Social Proof: A visible presence makes your business look established, reputable, and trustworthy. These are critical factors when choosing a professional service.

Stage 3: Decision – Being the First Choice When It Matters

When a potential client is ready to take action, they don’t have time to shop around. The decision happens fast. Thename they remember is the one they call.

Why Billboards Drive Decision-Making:

• Repeated Exposure: The more your brand is seen, the more trust is built. Clients are more likely to choose a business they’ve seen time and time again over one they’ve never heard of.
• Clear, Consistent Messaging: With professional services marketing, you want to be known for one thing, whether it’s legal advice, tax help, or property services. Billboards give you a chance to repeat your message, creating brand recognition when it matters most.

Example Billboard Messaging for Decision:

• “Need a lawyer NOW? Call us.”
• “Tax stress? We make it easy.”
• “Buying property today? We’ve got your back.”

Digital vs. Static Billboards for Professional Services Advertising

When it comes to billboards, there’s a choice: digital or static. Both have their benefits depending on your goals.

• Digital Billboards: These billboards offer dynamic content and the ability to change your message instantly. They’re perfect for promotions or time-sensitive messages, like seasonal reminders or urgent calls to action.
• Static Billboards: These are more traditional, offering all-day visibility with one fixed message. They’re perfect for creating a consistent, long-term presence in high-traffic areas and are often seen as more trusted by consumers.

Why Billboards Should Be Part of Your Marketing Strategy

Adding billboards to your advertising strategy is a long-term commitment to building trust and staying visible. Whether you’re a law firm or an accounting office, using outdoor advertising ensures your business remains top of mind when clients need you. 

The investment is worth it, especially considering the power of brand recall and local authority billboards provide.

Conclusion: The Impact of Professional Services Advertising on Your Business

Billboards are more than just big signs by the side of the road they’re a vital part of your marketing mix that builds brand awareness, trust and recall. Whether you’re using static billboards or digital billboards, professional services advertising gives you the chance to keep your business visible, even when clients don’t need you yet. And when the need does arise, your name will be the first one they think of.

If you’re looking to create a professional services marketing campaign that delivers long-term results, don’t overlook the power of billboard advertising. The impact of outdoor advertising on brand recall is undeniable, and billboards should be a central part of your marketing strategy.

Call us today to book a meeting, and let’s build the perfect out-of-home campaign tailored just for your business!