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Rahul Mehta
Once they realize they cannot solve the problem themselves - and that it deserves solving - they become professional services buyers. They start by drawing up a list of potential vendors who are well-qualified to deal with their issues.
Your firm will make it to this list if, during the Google research phase, your content helped these executives to understand and diagnose their issues. You will have established credibility — and will be perceived as an authority on the very problem they have.
To even be considered for a position, you may need to find some other way to have your company included during such a search. Traditionally, this has been where buyers turn to a friend or colleague to ask for referrals. But requests for referrals have decreased by 15% in the past 5 years. In the same time period, the use of online search to identify possible providers has increased by 65%.
When it comes to making that list of possible providers, firms with a weak digital brand are clearly at a disadvantage. The next step is to survive the evaluation process for the firms that made the list.
September 8, 2021
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