Asked how they "check out" potential professional services providers (such as an accounting, marketing, legal, consulting, or tech firm), 81% of buyers say they head to the seller's website.
The next most common strategy is online search, with 63% of buyers saying they google the service provider.
Recommendations and opinions also play an important role: 62% of buyers ask friends or colleagues whether they've heard of the person/firm, and 56% talk to references provided by the seller.
These various channels are complementary rather than mutually exclusive; buyers use 3.2 methods on average to research a service provider.
Below, additional key findings from the report, which was based on data from a survey of 1,028 buyers of professional services.
- 60% of buyers say they use social media to research a potential professional service provider.
- Among social media platforms, LinkedIn is far and away the most commonly used source of information on service providers.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji