Another update on the research front.
Some of the firms I’m coming across are beautifully specialized.
Like MindStream (who I’ll actually have the opportunity to speak with later today).
Pop over to their site and you instantaneously know exactly what they do and who they do it for.
Scroll down a bit further, and if you’re a higher ed administrator who has this problem, your mouth starts to water.
And I can see exactly how they would execute:
- A LinkedIn outreach program
- A cold email outreach program
- Building an inbound email list and a regular newsletter
- Higher ed conference talks, attendance, and networking
- Joint webinars and podcast “touring” within the higher ed community
- A broader content marketing program that people in their audience would actually care about and interact with (e.g. their own blog, LinkedIn posts, guest columns for Inside Higher Ed or The Chronicle of Higher Education, etc.)
For them, building a robust pipeline of potential clients that understand their mission, philosophy, and what working together might mean for their organization wouldn’t be a matter of…
On the other hand, there’s another pattern that’s emerged.
For example, if we take a look at AArete’s “About” page we see something quite different than a firm like MindStream:
In other words:
- We do everything
- We do it everywhere
- And we’re really good at it
Throw me into the fold with this business, and I can honestly say I would have no clue what to do next.
In fact, I’d probably say exactly what owners of these firms have been saying to me when I ask how they generate leads:
Our work sells itself
There might be something to this…