Updated: Aug 27, 2018
The Internet is the most common way people check out your firm.
In fact, we conducted a survey of over 1,000 buyers of professional services for a more complete understanding of how purchasers check sellers out in today’s marketplace. We found that three of the top four most common ways professional services buyers check out firms are online.
Online marketing allows you to be everywhere your clients look.
Today, it’s important for you to be where your potential clients are looking. More and more, that means your firm needs a robust and diversified presence online. From our research, we found that purchasers are looking for experts online in several ways, including in search engines, by reading online reviews, on social media, through webinars, and more.
Maybe your clients tend to ask their peers about the strongest firms in your field – but once they’ve learned a bit about you, if they search for you online, you have to be easy to find. If you don’t have an online marketing component, potential clients will go looking for more information about you – and they won’t find you.
You can use online marketing to reach influencers and “invisible” prospects.
There are many people who influence the selection process, even if they might not be the final decision-makers. Some of these individuals may be professionals within your target firms, while others may be well-respected industry figures.
By the same token, you may have unrecognized or “invisible” prospects out there of whom you’re simply not aware. You likely know that certain firms would be good matches for your service, but there are usually others who are equally promising matches – they’re just geographically distant from you, or don’t participate in the same industry events, or you just haven’t crossed paths.
By using content marketing, they can find you, even if you don’t find them. Posting blog posts on a set of challenges or opportunities – and including the right keyword phrases so search engines pick up on them – allows you to “plant a flag” in the topic, helping the right audiences find your work and your firm.
Firms that generate leads online achieve greater profits.
Our in-depth studies of lead generation strategies for professional services firms has found that firms with online marketing programs are more profitable, on average, than those that do not.
Firms that generate leads online achieve faster growth.
Similarly, our research shows firms that generate leads online grow at a faster rate.
We found that firms’ growth rates rise along with the proportion of leads generated online, up until the point where forty percent or more of leads originate online. Firms that generated between forty and fifty-nine percent of leads online grew at four times the rate of those with no online leads.
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