Great article that highlights that the two most effective forms of professional services marketing are capability and contact marketing.
Unfortunately, the former, which involves tasks such as writing articles, can be time consuming.
Yes, taking up your fee earners' time with this might feel counter-productive, but demonstrating your expertise is an essential step to securing new clients. After all, clients will do their research before signing on with you, and they will want to know that you are up to the task.
It's to remedy this problem that Passle was created, we make it easy for busy professionals to write articles on a regular basis.
That way, you and your fee-earners have more time on your hands for contact marketing.
Whilst it is absolutely true that you need corporate marketing as part of your strategy, the majority of your marketing, in order to build a relationship with your prospects and motivate them to go to the next step, needs to be around the capability and contact marketing level. The real challenge for professional services firms around this is that on the one hand these are the most effective in getting prospects to say ‘yes’ but on the other hand these are precisely the activities that require more of the fee-earners’ time, often difficult to get for anything other than client work.