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 […]
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 […]
