Marketing a consulting firm needs a different approach. Here's why

Marketing a professional services firm is so different from other industries.

In consulting, you are selling a service.

A strategy, a solution.

And most marketing companies are generalists in the industry but might be specialists in the channel or type.

That’s why it is so important to pick a marketing partner (or have marketing execution & strategy carried out by a firm) that knows consulting’s unique challenges.

Like many service-based industries, buyers in the consulting environment will make decisions over a period of time.

There is usually a tender process or a business case that needs to be developed and signed off on before companies can go to market.

This is the case in HR, recruitment, technology or software businesses too.

So, it’s our job to educate our prospects and build a relationship with them to make those pre-sales conversations much easier.

That’s why your Facebook ads are working. It’s not how businesses buy in professional services.

They buy into the person first.

Does your marketing have a systematic, strategic approach that helps build visibility in front of your ideal clients?

Are you providing content that is relevant for them (not you or your team – big distinction)?

If done with a clear focus on the target market, you can attract more premium, high-quality opportunities.

That’s where authority positioning works.

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