You’ve been recommended to a prospective client along with others: how can you tip the level playing field in your favour?

Imagine that you’ve been recommended by a client or contact to another prospective client. He/she has also been given the names of two of your competitors. You’ve all received glowing recommendations. It’s a level playing field – so how can you tip it in your favour?

It’s highly likely that, prior to meeting you, the prospective client will conduct a web search so the question you need to ask is: what will he/she find under your name?

Try it yourself and see. While your website profile is likely to be up there, your social media profiles are too – and they may even appear before your website profile. That’s because search engines, like google, rank social media pages highly. It’s therefore vital that your LinkedIn profile (and Twitter and Facebook if you use them for business purposes) is compelling and complete (see our earlier blog post for tips on how to develop a compelling LinkedIn profile).

You want the prospective client to get a sense of:

  • who you help
  • how you help them
  • some of the results you’ve achieved, and
  • who you are as a person

on both your website and social media platforms. If you want to persuade them that you are the right person for the job then you also need to seek to demonstrate your expertise before you’ve even met them.

How can you do that?

By regularly sharing useful and timely content that’s relevant to your target audience(s) and that demonstrates your understanding of your subject area(s) etc.

In order to really tip the level playing field in your favour we recommend you use a variety of online and traditional channels to share the content – both that you have generated and that others have produced – including LinkedIn, Twitter, Facebook, seminars, Podcasts, video, newsalerts, articles etc and that you have an online repository for the  information you share online. While this may be your website, if you find that your website doesn’t easily allow content to be uploaded, or doesn’t enable it to be linked to your bio/profile, you may want to look for alternatives such as a blog.

By ensuring your LinkedIn (and other profiles) are compelling, by regularly sharing relevant, useful and timely content, and ensuring this is easily accessible, you will be able to tip the level playing field in your favour.

If it does come down to an interview then it will be yours to lose. And that’s a much stronger position to be in than the alternative.

So, what will your target audience find if they search your name? Have you won work as a result of a content marketing strategy?


Specialising in professional services and law firm marketing. I help firms to retain and grow existing clients and attract more of their ideal clients. My core services include social media for lead generation, voice of the client programmes and tender strategy and development. Outside of work I love to run. I’m a bit like Forest Gump in that I’m not that quick but can keep going for ages. I also enjoy coming up with new inventions. Unfortunately, most of them have already been invented! | * Professional services marketing consultant | * Legal marketing consultant | * Law firm marketing consultant