Leading law firms invest a lot of time and money trying to talk to clients and prospects – in print, online, at conferences and in the media. But being heard can be difficult when everyone is talking at once.
Our previous post (“Does Industry Focus Matter?”) presented rationale for why we believe industry focus can deliver benefits to both clients and firms. This post addresses question number two in our fifteen question series, “Has the firm made strategic decisions about which industries to target and focus on?”
Does industry focus matter for professional services firms? Research suggests it matters greatly to clients and that can result in payoffs for firms that develop a strong industry focus.
Most professional services firms will make a claim to being industry focused. Their websites will list the industries they serve, may identify industry practice leaders and experts and feature industry focused thought leadership and events.
What questions are you asking your clients and prospects? Or do you talk about the weather, the game last night and/or just smile politely?
Are Law Firm Alerts and Newsletters falling on deaf ears?
A little additional work can drive far greater returns for firm marketing outputs and activities.
The folks at ITSMA have shared a simple and powerful example from GE Healthcare of the power of understanding what issues clients and prospects are focused on and how they want to engage around those issues when it comes to thought leadership marketing.
The case for using video in professional services marketing just received a shot in the arm from Google and Forbes Insights. A survey of 300 Senior Executives found the following …
At the heart of effective marketing for professional services firms is showcasing your (or your firm’s) expertise as it relates to issues and challenges that clients and prospects are grappling with. What better way to do that than to share your knowledge in answering real questions from real business people?