UK
INDUSTRY
REPORT 2017

THE STATE OF
DIGITAL MARKETING
IN PROFESSIONAL SERVICES

Professional services firms have always been heavily reliant on referrals to fuel their business… until now.

In today’s marketplace, where competition is steep and potential clients are shopping around online before signing on the dotted line, firms are beginning to explore digital marketing as a means to proactively attract new business enquiries, instead of waiting for the next introduction.

Propero Partners’ State of Digital Marketing in Professional Services Report explores the data collected from 370 senior professionals in various firms across the UK, providing key insights into what the industry is and isn’t doing well enough when it comes to digital marketing.

84

of respondents said the industry needs to embrace digital marketing in order to get ahead in 2017

41

of respondents said their firms don’t allocate a marketing budget per annum

72

of those respondents’ firms receive just 0 – 5 new enquiries per month as a consequence

TAKE A LOOK INSIDE

Download a free 15-page sample of the full report.









A WIDER RANGE OF MARKETING TACTICS MEANS MORE ENQUIRIES…

INVEST FOR GREATER RETURNS

So, what’s working well? When it comes to receiving new business enquiries, firms acquiring the most per month (20+) leverage an average of 4.25 different marketing techniques. In contrast, firms that receive the fewest new business enquiries per month (0-5) use an average of only 1.9 different tactics.
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BIGGEST PRIORITY FOR THE INDUSTRY?

ACTING ON ENQUIRIES AHEAD OF COMPETITORS

15% of respondents’ firms don’t receive any new enquiries, don’t know or don’t measure the number of new enquiries they receive. This suggests that these firms are missing out on opportunities to convert new business, and are more than likely allowing new leads to go cold.

The remaining 85% represents respondents’ firms that receive at least one new enquiry each month.

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THE FINDINGS
IN OUR OWN WORDS…

James

James

Once the well of client referrals runs dry for many of these firms, they tend to turn to ‘random acts of marketing’ to attract new clients. But, without a goal-oriented marketing strategy they find it difficult to get off the hamster wheel of unpredictable referrals-based growth. All firms (not just the respondents’ firms covered) need to first become goal-focused and THEN work backwards to identify what works best to bring new clients through the door.
Kristen

Kristen

The research has highlighted the disparity between firms doing well and using a variety of marketing methods to achieve success, and those who aren’t necessarily taking advantage of the right tools to reach their audience. There’s an opportunity here to educate firms in this industry on how to make the most of their efforts and to demonstrate the results they can achieve with the right approach.
Niamh

Niamh

Despite the common belief that firms in this industry aren’t active online and that they stick to traditional means to win new clients, the research shows the tides are changing. Many of the professionals surveyed understand the value of a ‘virtual shop window’ — they’re using their website and a variety of online tools to boost exposure for their business and to generate conversations with the right people.

GET THE FULL REPORT STRAIGHT TO YOUR INBOX…

You’re about to get exclusive insight into what firms in your industry are doing to get ahead of the competition AND access to some truly surprising statistics that haven’t been measured or analysed in this way before.

The findings will help you to:

  • Understand where your target audience is and how to reach them… which means you’ll spend fewer resources on time-wasters and ‘maybe-laters’
  • Identify and eliminate the marketing methods that are draining your budget… which means you’ll have more to invest in those that deliver returns
  • Predict your competitors’ next move… which means you’ll be able to figure out not only what they’re likely to do, but how well they’re able to execute it rather than simply guessing.

At Propero, we believe that preparation is the key to getting ahead. It takes persistence, research, and the ability to extract relevant information from a number of sources to understand your industry’s intentions and how well equipped it is to execute them…

The good news is, we’ve done ALL of the hard work for you.

AS FEATURED IN:

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