Compiling buyer personas (sometimes called ideal client avatars) is common practice in many industry sectors and some professional services firms see the value in them too.
Yet many still haven’t created these ‘semi-fictional representations of their ideal clients based on real data and educated speculation about demographics, behaviours, motivations and goals’ (Hubspot definition) and are likely missing out on quality work from clients they want to represent as a result.
If you want to get found and be relevant to your ideal clients then you need to put them at the centre of everything you’re doing. That means understanding them and the journeys they take from recognising they have a problem or opportunity to deciding to purchase your services. It’s key to delivering them with content that’s relevant to them at that particular moment in time.
Of course, if you’re only targeting a small number of clients, you can go one step further and compile detailed insights about each of them - targeting content and other efforts at individuals. But for many, that’s simply not possible, which is where buyer personas come in.
Buyer personas help you get in the mindset of your ideal clients in order to:
If you haven't created your firm's buyer personas, download our free “How to create buyer personas” eBook where we walk you through the process.
Client feedback is the lifeblood of many law, accounting and engineering firms.
Over the past couple of years I’ve seen LinkedIn and other social networks have really focused on driving users to pay for their services. While there is still a lot you can do for free, going forward, if you want to leverage these channels to generate more revenue for your firm, you’ll need to adopt an inbound approach to marketing.
There’s a lot of information about the benefits of inbound marketing (or digital marketing) for client attraction but, for many firms, that’s not the primary focus.
Instead they want to keep their existing clients and grow their share of work.
More often than not, professional services firms know when an organisation will be going out to tender, well before the tendering organisation issues the RFP or EOI.