Have you ever looked up Google’s Philosophy? If you have not, I would suggest reviewing it. Google’s philosophy is named “The ten things we know to be true.”
The first item on the list is: “Focus on the user, and all else will follow.”
Everyone knows who Google is. They are the 5th largest company globally by market capitalization, so they are doing something right… and their philosophy was created in the early years of their company.
When it comes to marketing, it is essential to focus on adding value and providing a service that your clients, or potential clients, need, just like Google’s philosophy states.
The information provided to “the user” through your website, or any other form of communication for that matter, should be relevant and helpful. No one wants to see “fluff pieces” and generic information. Nothing is engaging about that, especially these days; no one has time for that.
If someone has a need, they want to find the best person for the job. Someone who has genuine expertise in what they do. This is especially true if you are in professional services. There is so much information and content overload that it is hard to sift through the nonsense. The user wants to do initial research online, find out who is knowledgeable in the area they need and has creditability through online reviews.
Providing relevant and valuable information takes thought and is time-intensive. It is a lot of work to get your knowledge out there.
The thing is, though, when you are in professional services, to be successful, you must take the time to highlight what you are about and how you can add value to people. Your clients are working with you because of your expertise. The more you show them upfront the knowledge you have, the more you will build trust and show people what it is like to work with you.
When you are limited on time and overloaded with billable work, it is hard to take the time to build on your company. Most people take the easy way out.
Do not take the easy way out. Take the time to build your brand and reputation through engaging online content.
I have gotten myself in the habit of writing helpful information once per week. Most of the time, I do not want to take the time to write, but I am doing it anyway and making it a priority.
It is easy to fall into a trap by providing the minimum amount of information upfront because you figure your expertise will shine through once you are engaged.
The thing is, though, whether you want to grow your business through referrals or online, you must put in the work that it takes to be successful upfront.
Focus on your audience. Provide valuable and specific information about what you do on your website, and you will attract the type of clients that are a good fit for you.
