Summary: For service driven businesses, such as financial planning, health services or other information rich industries, the web has been a marketing tool that many businesses have avoided. From my discussions with clients, it's mainly because they don't see the web as a prospecting tool.
I think it's time to think of the web differently. I found a great site from the Wellesley Hills Group that effectively contradicts that point.
Their article, 7 Myths about Service Lead Generation really hit home with me. They argue that tactics like websites and direct mail do work for service businesses, they just need to be designed differently for the purchase process of service customers. Wellesley Hills also has a whole series of valuable marketing, sales and business development articles for service firms. I'm certainly going to use some of this information as I build my business marketing plan.
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