Elizabeth Harr, Managing Partner at Hinge Marketing, discusses the importance of being a visible expert, building around your brand, and empowering your digital footprint to become a highly trusted firm. She also shares insights on leadership, the impact of online platforms on buyer decision-making, the importance of strategy for consulting firms, the challenges and rewards of leadership, and the benefits of hiring specialists on a project basis.
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insights INSIGHT
Visible Expertise
A visible expert isn't just any expert; they're highly visible for specific expertise.
This targeted visibility is crucial for professional services success, aligning with how buyers buy.
volunteer_activism ADVICE
Specialization vs. Generalization
While generalists can find success, specializing helps predictable, sustainable growth.
Focus on a unique angle within your expertise, as buyers value specialized solutions.
insights INSIGHT
Technology Adoption
High-growth firms leverage digital proficiency, with 23% undergoing digital transformation.
This contrasts sharply with only 6% of no-growth firms, highlighting technology's impact.
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You may find consulting success just by employing general marketing strategies and casting a wide net on your target audience. But if you want to build a high-growth consulting firm, you must make your tactics more laser-focused and well-targeted. Michael Zipursky sits down with Elizabeth Harr, Managing Partner at Hinge Marketing. Together, they discuss the importance of being a visible expert, building around your brand, and empowering your digital footprint to become a highly trusted firm. Elizabeth also explains how to keep your key talents by shaping yourself into an inspirational leader.
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