I know I talked about this before on this blog but when I saw the data from RainToday’s Benchmark Survey of How Buyer Identify Professional Services Providers, I couldn’t help myself.
According to the chart which shows the results of over 200 surveys taken by services buyers – the top 3 ways buyers become Aware of services is:
- Word of mouth from Colleagues
- Word of mouth from other Service Providers
- General Awareness of the Brand
Most services providers aspire to generate referrals and many do, as well as establish a well-known, well-respected brand. But these are long term goals and take many years of work. It’s a little like social networking in the sense that – success breeds success!
But what is really interesting to me is the fact that beyond Tier 3 tactics (according to the chart) you start to see the social media tactics. Don’t forget this survey question was about “How did Buyers Identify and Learn about Service Providers” – which is the Awareness stage. For the Consideration stage any of these tactics would be great for further consideration.
So try to map your tactics more to the buying cycle when you deploy them. Don’t think this next podcast is going to drive our awareness through the roof – it might – but the goal should be to feed those that are already in your long sales cycle with more good quality content on what your company can deliver.