Today’s lawyers, accountants, and consultants are suffering from one major issue – a credibility gap. Regardless of how long a person has been in their field, how many qualifications, and how much experience they have, it can be difficult to find work. The reason isn’t because they’re not good enough; it’s because their online presence is lacking.
It’s entirely possible for a lawyer with 20 years of experience, a true expert in their field, to lose out to a less experienced competitor. The reason? They have optimised and quality online content that helps them win clients.
Today’s clients want evidence and proof; they’re not interested in bold claims. That’s why professional services marketing is key in today’s competitive world.
High Value Clients and Their Research
Choosing a professional service, whether it’s law, finance, or design, is a high-stakes decision. Clients need to be sure that they’re making the best choice for their needs, and that involves careful research behind the scenes. Research shows that 77% of B2B buyers conduct careful research before they even speak to a sales representative. The same mindset applies to choosing a professional service.
High-value client acquisition is more complicated than ever before and it’s critical to focus not only marketing but the online footprint you leave behind.
Clients now Google advisors by their name, searching for proof of their expertise and thought leadership. Yet, rather than solid proof and clear answers, they find a firm biography, and a generic LinkedIn profile. It proves the person’s existence, but says nothing about what they truly offer or overall consultant credibility.
Aside from proof, clients want to feel that they can trust the professional they choose. Research has shown that 54% of financial advisory clients changed advisors in 2023 because they didn’t trust their first choice. The first seedlings of this trust connection can be found in clear online research that creates that sense of confidence in a client’s choice. This proves that professional services marketing goes beyond a simple list of achievements and digs deeper into intricate offerings with clear evidence to back everything up.
Standing Out Above the Crowd
High value client acquisition is complicated and nuanced, whether it comes down to strong legal marketing or financial advisor branding. The key is to choose a way to boost your online presence, while ensuring strong credibility in the process. Many professionals now choose an interview format rather than generic LinkedIn profiles. In fact, 21.64% of marketers now use this format as their main content format.
Platforms like Discussli allow professionals to answer a series of curated questions and upload a headshot. Those questions are then infused with SEO-optimisation, ensuring they appear in Google searches. The Q&A structure is also exactly what AI engines love – they use this type of content to influence and index within their systems when generating answers. That way, professionals can rest assured that their achievements are highlighted with solid proof, rather than generic claims.
Learn more at discussli.com.
