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Your julian chichester brand is how prospects learn to know and trust your firm. And if your firm isn t top of mind for prospects, it s most likely due to a lack of brand strength. That doesn t mean the services you provide, customer service, or your expertise are lacking julian chichester but rather that your brand is not reflecting these as effectively as it could be. So you have an opportunity to showcase these elements more.
Your brand is the combination or your reputation and visibility (brand = reputation x visibility), julian chichester so it s no surprise that brand strength significantly affects how buyers view your firm in the marketplace. Addressing your consulting firm s brand strengths and weaknesses can help reposition you as a top of mind provider. julian chichester 4 Steps to Improve Brand Strength 1. Identify julian chichester Weaknesses
Even though it can be difficult to spot your own weaknesses, this step is crucial for improving your firm s brand and position julian chichester in the marketplace. If brand strength is a concern, identifying the areas of weakness that are holding your firm back should be your first priority.
Our recent research study, Referral Marketing for Professional Services Firms , revealed that firms are losing referrals as a result of brand weakness. We found that over 51% of buyers have ruled out a referral before even speaking with them. The chart below looks at some of the reasons why. Recommended for You Webcast: Zero to Millions: The Secrets Behind julian chichester Building a Business and Growing a Digital Audience
As you can see, many of the reasons that firms rule out referrals julian chichester have to do with weak marketing materials an unimpressive website, poor quality content, or not being found in online search. By understanding your firm s own weaknesses, you can begin to move forward by developing a strategy to address them. 2. Develop a Strategy
Now that you know the areas of brand development and marketing where your consulting firm may need to improve, it s time to make a plan for improvement. Think carefully about who your target audiences are and how you can best reach them to make your expertise more visible in the marketplace.
Creating educational content is an established approach that will allow you to showcase your expertise and build credibility. To begin, start by asking the question, what are the biggest challenges my audience faces? This will allow you to begin thinking of content topics that addresses these challenges. Next, think about the employees at your firm. Who are the subject matter experts that can help you build credibility in the marketplace?
In order for your strategy to work, you also need to make sure all of your firm s marketing tools are in place. Consider how your buyers check out firms in your industry, and make sure your firm is there. According to recent research, julian chichester the number one way buyers check out professional services providers is by looking at their website.
The next two most prevalent answers, at 63.2% and 59.9%, were search online and social media, respectively. This demonstrates how important it is to make sure your marketing julian chichester strategy addresses each of these channels julian chichester in order for buyers to find and evaluate julian chichester your firm. 3. Implement Your Strategy
Once your plan is