The following is an excerpt from Online Marketing for Professional Services , a thought-provoking and practical approach to online marketing by authors Aaron E. Taylor, Sylvia Montgomery, Sean T. McVey and Lee W. Frederiksen. The following passage is from Chapter 6: Inside the Buyer's Brain.
Inside the Buyer's Brain
We are researching and purchasing everything else online. Why not professional services?
To understand the factors driving the revolution in professional services marketing, you need to understand what's happening between the ears of prospective buyers. At some point, an issue arises in their company that requires expert attention. What do they do? If it's an issue they don't completely understand, they'll likely turn to their computers (or tablets or smartphones) and Google it. In most cases, searchers will find a wide range of information that explains the issue. Often, the best information they find online is written by experts at firms that specialize in a related service.
