In this video, Karl Feldman explains five easy steps that you can follow to create a go-to-market strategy for your professional services firm.
TRANSCRIPTION:
Let’s talk about five easy steps to creating a go-to-market strategy for your professional services firm. I’m going to start this discussion with some objective data. So, first step is to understand the audiences that you really care about.
So, researching your target clients, whether that’s through primary research, like direct surveys or interviews, or secondary research, looking at things online to understand what the competitive landscape looks like, or even talking directly to your business development team. These are all great ways to get some objective insights when you’re thinking about how to position in your marketplace.
One of the things that we’ve seen at Hinge is an evolution from what used to be market niche defined as a specific vertical, like healthcare or technology. Buyers have now evolved to look for more specific niches, more specific solutions to the issues that they’re having so that research is even more crucial to understand exactly how your services and your talent are going to connect with issues that your prospective clients are having.
Having a good grasp on this is gonna help you develop strong and easy to understand differentiators. So, it’s important to really clarify these things so that your entire team can speak about your firm in a differentiated way and have the building blocks they need to really define your firm’s positioning in the marketplace. Once you get out in the marketplace, it’s important to consider balancing traditional techniques with digital marketing, so you can really expand the impact and learn more about how well your techniques are doing in the real world.
One example I like to use is a speaking engagement. So, you’ve got a subject matter expert with an engaged audience, that’s a great opportunity to offer some more content online and continue that conversation. You also have the benefit of looking at analytics to see how engaged audiences were at different events. So, it’s a great combination and a great one-two punch to really get more impact and expand your reach. At the end of the day, all of these techniques are designed to make your expertise more visible in the marketplace.
So, using traditional media, digital marketing, understanding your audience’s, all help you position your firm in the most powerful way to get that expertise connected to the audience’s you really care about. If you’d like to learn more about this, I encourage you to check out our differentiation positioning and messaging course on Hinge University. Thanks for tuning in.
