Recently, I responded to a question on David Maister’s website that asked the following:
“Do marketers, particularly those in professional businesses, actually know anything?”
He called for his readers to present any evidence that has made a real difference in the marketing of a professional service firm, based on the contributions from a marketing expert or the firm’s marketing department.
David Maister is essentially asking two questions:
1. What evidence can be offered that indicates professional service marketers really know how professional services are bought and sold? And…
2. How can this evidence be quantified to demonstrate a positive contribution to the said firm?
For the professional service firm, I believe successful marketing ideologies and quantifiable contributions are evident in the firm’s website.
We all know that selling professional services is largely based on the effective transfer of firm knowledge. It entails not only the knowledge of solutions and service lines, but the knowledge of its professionals, and the knowledge gained in terms of experience from previous clients and engagements.
When used properly, a website is an effective tool for transferring this information. No other medium is as accessible, interactive, or precise, in catering to different segments of the buying center.
So, what elements within the website reveal that the firm does in fact understand the principals of selling professional services and how can we quantify a positive contribution to the firm?
The first indication of this understanding, is the presence of a content-driven website as opposed to a ‘brochure-site’. Unlike brochure sites, content-driven websites are designed at providing meaningful information to educate the prospect, rather than just focusing on the firm itself. The very existence of a content-driven website demonstrates the firm’s basic understanding that information transfer is crucial in selling professional services.
From there, we need to state specific elements within the website that we feel effectively transfer firm knowledge and are identifiable through observation. For instance:
1. Is the site a knowledge repository? Can whitepapers, webcasts, webinars, etc. be easily accessed?
2. Are the professionals of the firm showcased on the site? Can data and details on each individual be found?
3. Can I find case studies and/or research of work with previous clients?
4. Is the site content organized in an intuitive information architecture that is simple to follow?