In this sector the balance of power has firmly shifted from you to the client. In a disrupted world customers are independently researching and even resolving their issues using online resources and solutions. Expertise is being commoditized and value is being eroded.
In this context you need to make sure you are a unique and authoritative voice in your industry, turning up for your customers in the right way at every stage of their buying cycle and offering real value when you do.
That’s why an inbound approach seeks to reinvent marketers as media publishers. The right content informs, educates, builds trust and your role as an expert resource for those working in your target sector. Inbound marketing answers your customers most pressing questions through blogs, video, print and podcasting; the formats they trust, use and search for everyday as they build their knowledge and industry intelligence.
It’s not enough to trade on your reputation anymore, a brand needs to be a discoverable presence, a valuable resource and a digital destination for customers who need your services most. The way your customers investigate, buy and consume professional services has changed radically in this age of disruption, your marketing strategy may need to change radically in response.Read a professional services case study
gets 3 times more leads than paid search advertising on average (Content Marketing Institute, 2020)