Let’s see. Hurricane Sandy. The end of the world. The fiscal cliff. 2012 was certainly a year and a half, wasn’t it?! Whether or not 13 turns out to be a lucky number or not remains to be seen. But I, for one, think there’s reason for optimism. We’re seeing many of our clients make significant progress in their businesses and we see hope on the horizon for the advisory business sector.
Here’s what we’re seeing:
1. Advisory businesses are providing more expert content in their sites and deepening their client relationships successfully.
Just our client list alone shows significant progress here. Well over 60% of our clients now have WordPress or other CMS-based websites that they feed regular content into. And they’re being rewarded with greater client loyalty, stronger client relationships and more customer referrals — especially from senior-level buyers.
2. Advisory businesses are using Facebook and LinkedIn better.
For years, we’ve seen mostly a hit and miss approach being employed — business owners with mixed feelings about Facebook and LinkedIn, using them to communicate with potential prospects only sporadically and with limited commitment. But we’ve seen that change. Many advisory service businesses are getting on top of it, making real strides in how often and how effectively they communicate with their circle of prospects on Facebook and LinkedIn. Perhaps it was a time issue — it does take time to build a workable pattern of regular engagement. But I think it’s more of a confidence shift. Business owners seem to be more willing to utilize social media than they used to.
3. Demand for advisory services is up.
Everything I read within the advisory business sector says that the need for advisory services is up. Especially in B2B. Businesses don’t think they can afford to make mistakes, so they’re seeking advice before acting. They may not be spending the kind of dollars they used to on consulting services, true. But they still perceive good advice as valuable and necessary for their business growth.
4. Measurable marketing is everywhere.
Businesses no longer have to guess at the results their marketing efforts bring. It’s easier than ever to measure website traffic, sales leads and e-list signups. Of course, implementing consistent practices to inquire about referral sources is critical (and often neglected), but tracking them is easier now than its ever been.
5. 2010 to 2020 is the idea decade.
I remember first reading this at the dawn of 2010. It’s now referred to often as an accepted fact. Buying decisions are being driven by ideas — inspirations. The idea of a thing. People aren’t buying coffee at Starbucks, they’re buying a moment of pleasure. They’re not buying home goods at Target, they’re buying style. They’re not buying a mobile phone to make phone calls, they’re buying an entertainment device that makes the mundane activities of life more fun. So what does this mean for an advisory business?
Follow suit — articulate what you do in terms of ideas that define what you do. Refresh how you articulate what you do and how you do it. Are you focused on features or ideas and benefits? It’s not new to sell the sizzle not the steak. The concept is as old as marketing. But the desire for sizzle in life has never been higher. When you feel a bit beaten down and worked hard, sizzle will get your attention every time.
6. Selling continues to be a bad word.
Because buyers can get their hands on so much information online freely, they no longer need salespeople to fill in the blanks of basic information, so they’re distaste towards them has grown. Smart advisory service businesses are steering clear of anything that even smells like selling. They’re teaching their employees tasked with the sales role to assist, answer questions, become a resource for the client, not sell. It’s more of a responsive role than an active one — a collaborative role. Make their goals your goals.
Whether you think 13 is a lucky number or not, 2013 is here. And I, for one, am planning to make it a great year. A year for change and progress, fun and adventure, challenges and accomplishments.
Let’s go, Lucky 13!
— Chris Quinn, principal and brand strategist
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