Search optimisation and the Importance of Being ‘Visible’
Many professional service firms have bemoaned the shifting landscape that Google and wider advancements in technology have brought about – namely, the intensifying competition for firms as access to services and suppliers becomes easier for clients. As the ‘home’ of information, Google countered the traditional perceptions of the professional services marketplace by presenting people with […]
How Digital Changed Professional Services Marketing
Digital has changed the face of professional services marketing. The battle for business is increasingly being played out on the digital field. Clients and prospects now routinely turn to online channels as part of their supplier selection process. As stakeholders’ online expectations and behaviours shift, what does this mean for professional service client acquisition? Before […]
Content marketing for professional services
Given its impact on clients’ purchasing behaviour, word of mouth continues to be the principal generator of work for professional service firms. Firms have historically tried to leverage WOM predominantly through ‘thought leadership’ marketing; providing viewpoints, clarity to ambiguous problems, and solutions through offline ‘content’ such as newsletters, white papers and articles. Sharing knowledge with […]
Social media for professional services: Encouraging employee social advocacy
One of the most prevalent challenges for law and accountancy firms today is to get their messages out in the marketplace. But since the explosion of communications channels from the traditional to online, gaining visible traction has become more difficult than ever. Larger law and accountancy firms may enjoy the support of PR, digital agencies […]
