As I have written about and expressed many times in conversation, one challenge of professional services marketing is that most of your clients and prospects don’t understand what you do or how you do it. If they were being honest, they don’t want to know, they just want to have trust that hiring you help them reach their goals.
Since they don’t want to become subject matter experts in order to determine the quality of your work on its merits, they are forced to make a partially illogical leap between what they can see and understand, your marketing, and the quality of your work.
Recently I was reminded that sometimes I (we?) take for granted our understanding of a particular topic and think everyone is on the same page. When that topic is the work that we do, it can be confusing to hear it described incorrectly and, worse, it can lead to missed referral opportunities. For example… (more…)
Last week the window in my car fell down into the door. Issues like this used to have me making emergency appointments at the dealership and crossing my fingers that I’d get out of there with my wallet intact. Having married a mechanic last year, everything car-related in my life has changed. (more…)
In professional services we are hired to take care of things for clients that they don’t fully understand. Therefore, the year-round treatment and communications clients receive from your team become how they determine the quality of your work. It may not be logical, but it’s true. We all have email inboxes that constantly full despite heroic efforts to clear them out. But it’s not a race to the bottom. Here are nine email best practices. (more…)
As a B2B organization your target audience is, well, businesses, obviously. But how does a business buy something? Since a logo can’t get a credit card, there is a big push in marketing to consider ALL businesses P2P or person to person. As it goes, even in B2B, you (a person) are going to have to convince another person (who represents a business) that yours is the best solution to the business’ issue.
So if we frame it this way, we can borrow an eons old and masterfully successful way to create a connection with someone, story telling. (more…)
I don’t think it’s too much of a stretch to say that for most professional services firms it takes a concerted effort to create content for the website’s blog. Billable work takes priority, and when busy season hits, all bets are off.
But this stuff matters. 57% of a typical B2B purchasing decision occurs before the decision maker has a conversation with any potential providers. And even if you get a prospect through a referral, at some point in the buying process, 81% of all buyers go online to check out your professional services firm. (source) Having a robust library of articles to reinforce your firm’s expertise in various industries or services will separate you from the competition in a meaningful way.
Here are five ideas to help you develop a blog content strategy: (more…)
Read on for a few of the interesting and useful articles I’ve come across this week:
185 Powerful Verbs That Will Make Your Resume Awesome – And I would add that these words are good for your LinkedIn profile, blog, proposals, website, newsletter, articles, etc. Some of my favorites words from the list: Orchestrated, Pioneered, Conserved, Outpaced, Rehabilitated, Simplified, Motivated, Advocated, Navigated, Authorized, Awarded.
These past weeks I’ve been confided in by multiple clients that there is big news on the horizon. While I will not be spilling the beans on the actual news, the process for how big news should be shared with the world is an interesting one to explore.
Today I met with a business coach who asked me “big questions” like How much do you want to grow your business this year? and What’s your end goal? Wow!, I thought, with my head spinning, it’s day 13 since I made things official. Those are BIG questions!