Want to get the word out about your firm?
Research Shows It's Time to Go on LinkedIn
By Lee W. Frederikson, Ph.D.
No matter what industry you're in, the first step to making a sale is to connect buyers and sellers. After all, you can have a great product or service but if nobody knows it's there, it won't make a sound in the marketplace. That's especially true of service providers in the accounting and financial industries, who are selling something more elusive and less tangible than a solid product.
In a new independent research study conducted at Hinge, we discovered market-changing realities facing service providers in the marketing arena today. It's a whole new world, and in this world...
That's right. More than traditional marketing, more than in-person outreach, and more than established industry relationships, a service provider must have a social media marketing plan in order to reach buyers in the market.
Check it out. It's all in the numbers
In our study, Hinge interviewed more than 1000 professional services buyers. We found that:
- 60% of them rely on social media networks to discover and rate sellers.
- 25% of social media users look to Facebook and Youtube.
- 5% engage with Twitter.
It's clear that service providers need a robust social media marketing plan, with a presence populating the top social media networks. It's also clear that buyers seriously looking for service providers are looking for a deeper, more comprehensive understanding of firms and their services than Twitter may be able to provide. But, here's the kicker:
- Of those using social media, 70% rely on LinkedIn to inform their search.
70 percent. That's an overwhelming number of potential buyers looking up professional services providers on a single site, checking out LinkedIn company pages and sifting through employees' profiles to discover essential information about firms providing the services they need.
So, a really informed social media marketing plan doesn't merely include LinkedIn. The plan getting the most results out of a social media marketing effort places LinkedIn at the center of it all. It should be where your messaging comes together, as that's where the majority of buyers are.
It's time to get to work on your LinkedIn company page, and to create and participate in LinkedIn groups. After all, your buyers are waiting.
Discover more by downloading our free research report, Beyond Referrals: How Today's Buyers Check You Out.
Lee W. Frederiksen. Ph.D., is Managing Partner at Hinge, a marketing firm that specializes in branding and marketing for professional services. Hinge is a leader in rebranding firms to help them grow faster and maximize value. Lee can be reached at LFrederiksen@hingemarketing.com or 703-391-8870.