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 […]
Bad reputations cost you good people
Competition for best talent is just as fierce as the competition for business. The situation is particularly acute in professional services, where people are – excuse the cliché – a firm’s “number one asset”. And where firms scramble to attract lateral hires with the promise of new work and an extended client base. Cue ’employer branding’. We’re […]
Why your Reputation is Your Most Valuable Asset
A professional services firms reputation. Intangible? Nebulous? Incalculable? Why bother? Do firms actively manage their corporate reputation? Every organisation has a reputation, whether they proactively manage it or not! Our stance is: manage your reputation properly, and you can leverage it to differentiate and achieve a competitive advantage. What do we mean by ‘corporate reputation’? […]
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 […]
