We spend an awful lot of time on consulting firms’ websites, checking out what content is promoted and how. But despite our visits to so many different destinations, hardly any firm has ever asked “Who are you?” And even though we keep coming back for more, barely anyone thinks to question “How can we help you?” If this happened in the real as opposed to the virtual world, and we were in the market for professional services, I’m sure we would be taking ourselves and our wallets elsewhere. So why are professional services firms so hesitant to be more proactive online?
Are you paying enough attention to your emails?
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One of the stand-out insights from our survey of 400 senior executives in the US1 is how important email is as a means of getting your content seen. Of the 200 respondents who were able to name a memorable piece of thought leadership, nearly 40% had read that memorable report as a direct result of an email from the consulting firm.
Given the value of each person on your email list, it’s a shame that: