What is visible expertise?

What is visible expertise?

In a professional services business, you are all experts or aspiring experts. Ultimately, clients pay you for your technical expertise, experience and advice. As this infographic from Beaton Consulting shows, the Number One Driver of Consideration (i.e. why a client considers purchasing your services) is “Expertise in area of need”. What makes a client choose […]

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3 proactive things your firm can do right now

3 proactive things your firm can do right now

As we experience the economic fallout of Covid-19, we know the coming months are going be challenging. Focus and perseverance will both be essential. So, when it comes to your marketing and business development strategy, what should you and your firm focus on? 1. Review your strategy If you have a business development strategy in […]

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Five key ingredients of effective thought leadership content

Five key ingredients of effective thought leadership content

The current Wikipedia entry for the term “thought leader” says: “The phrase “thought leader” is identified by some writers as an annoying example of business jargon and appeared in Forbes magazine’s 2013 annual “tournament” of “corporate America’s most insufferable” business buzzwords and clichés.” Despite the overuse and corruption of the term, strategically targeted and well-executed […]

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Start your thought leadership strategy in 2020

Start your thought leadership strategy in 2020

In the current professional services environment, where clients are demanding more of everything and have a great deal of choice available to them, you need to stand out. Prospective clients are making purchasing decisions based on their perceptions of you and your firm, your personal brand and your firm’s brand, so you need to actively […]

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Tinder for Business

Tinder for Business

In a highly relationship-driven B2B business, in today’s business environment, your marketing channels, particularly your online channels, need to act like ‘Tinder’ for your business. A relationship-driven business, where there are significant financial and reputational risks, relies on trusted business relationships. The day-to-day process of building and nurturing business relationships is vital to the delivery […]

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How to get employee activism working for you

How to get employee activism working for you

Progressive firms have recognised the importance of employee engagement for some time now. An engaged employee will act in a way that furthers your firm’s interests. We know that firms with high employee engagement levels have better financial performance. What is employee activism? Employee activism is a step beyond employee engagement. If employees are engaged, […]

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Is the client buying you or the brand?

Is the client buying you or the brand?

For as long as I’ve been marketing professional services this question has been one of the most fiercely debated. Does the client buy the anticipated relationship with the practitioner, someone they need to trust implicitly and actually enjoy working with, to get the best results? Or, do they need the name of a Big 4 […]

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Thought Leadership Versus Content – What is the Difference?

Thought Leadership Versus Content – What is the Difference?

These days the terms ‘thought leadership’ and ‘content’ are used almost interchangeably. What is the difference? Marketers of professional services (traditionally legal, accounting and engineering services) have been using ‘thought leadership’ as a strategic profiling, brand building device for decades. These days, as we market professional services firms, B2B, and B2C companies, we talk about […]

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Employee engagement = Brand engagement

Employee engagement = Brand engagement

According to Wikipedia “Customer engagement (CE) is an effect, a reaction, a connection, a response and/or an experience of customers with one another, with a company or a brand”. The key word is “connection”. It’s all about connection. You want your clients or customers to connect with your brand. In B2B, and also in B2C, […]

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