By Sharon Berman
Until recently, professional service firms of different sizes marketed on an uneven playing field. Larger firms held the high ground and had the advantage. Fortunately, the Web has lowered the barriers to entry so that smaller firms can now promote their services as successfully as large brand-name firms. For a relatively low investment, smaller firms can expand their presence and reach desirable clients as effectively as those that have larger wallets. Seizing turf is as simple as taking advantage of the tools the Web has to offer, but it does take a willingness to learn the tools and apply them.
It's Not the Money
When it comes to marketing, smaller firms have traditionally believed that money is what distinguishes them from their larger counterparts, but that's not always the case. Rather, the difference lies in a firm's vision, its ability to recognize opportunities and seize market share, and its marketing focus. In today's world, dollars don't have to be a roadblock to communicating that you're a firm that has talent and substance.
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