Experience certainly counts for a lot. In that case, why do less experienced competitors succeed in obtaining high value clients, when highly experienced professionals lose out?
It all comes down to consultant branding in the online world. A strong online presence counts for everything, and in a competitive space, can be the difference between success and failure. This is highlighted by research. Most B2B buyers are almost 70% through their purchasing process by the time they engage with a seller. The same goes for consultants. In effect, clients have already made their mind up thanks to what they see on Google.
Advisor credibility is everything, and when a client sees a strong online presence with reviews to back up their claims, they’re already on the way to a decision.
How Do Corporate Buyers Find Consultants?
Independent consultant visibility is make or break, and one of the main ways that corporate buyers actually find consultants they want to work with. Around 90 out of 100 service buyers will do their own online due diligence on a consultancy, and then its individual consultants. Additionally, 85% of clients compare firms online before making a decision.
All of this takes place before a meeting, and even before first contact. Buyers head to Google and search for their specialty and consultant’s name, or industry and advisor. They may even Google their specific problem and the word ‘expert.’ What they find shapes their next steps.
It’s clear that without search presence, independent consultant visibility is impossible.
In fact, shortlists are created before RFPs are even issued, and those without a strong online presence don’t make the list. This isn’t necessarily because they lack experience or quality; it’s simply because their digital footprint doesn’t suggest the necessary level of expertise in a proven, visible way.
Another issue then arises. Research shows that established personal brands with strong online presence can command higher fees, around 14-39% higher than those without visibility.
Premium Positioning Through Clear Visibility
Specialist consultants use premium positioning to their advantage. Because of this, 52% are able to charge around $10,000 per project because they’ve clearly demonstrated their expertise. One way to do this is to focus on content creation with clear SEO-optimisation. Around four articles per month can often lead to 3.5 times more inquiries, and helps to build strong consultant branding and authority.
Yet, many consultants focus on their LinkedIn profile as their main marketing tool. This is a mistake. LinkedIn profiles rarely rank for name searches alone, leaving consultants stuck in a visibility gap. To counteract this, forward-thinking professionals now use an interview format to help build their brand. This focuses on a series of curated questions and a headshot, optimised for SEO, and allowing specific questions around experience and expertise to be answered. Platforms like Discussli guide consultants through the process with ease, leading to strong branding and clear visibility from the start. The Q&A format is also exactly what AI engines love – they use this structured content to influence and index within their systems when generating answers.
For more details, visit discussli.com.
