Last month, I was reviewing marketing analytics for a mid-size consulting firm when something struck me. They were tracking website traffic, social media engagement, and lead generation – all the usual suspecats. But they were missing something critical that was quietly undermining their business development efforts.
Share of voice.
Most professional service firms obsess over traditional metrics while completely ignoring how much of the industry conversation they actually own. This oversight costs them clients, limits their growth, and hands opportunities directly to competitors.
Let me explain what share of voice really means for professional services, why it matters more than you think, and how to measure and improve it without compromising your firm’s professional standards.
What Is Share of Voice in Professional Services?
Share of voice measures how much of the relevant industry conversation your firm owns compared to competitors. It’s not just about volume – it’s about meaningful presence in the discussions that matter to your clients.
In professional services, this includes:
- Industry publications: How often your firm gets quoted or featured
- Conference speaking: Who gets invited to present at major industry events
- Social media discussions: Whose insights get shared and referenced
- Regulatory commentary: Who becomes the go-to expert when new rules emerge
- Media coverage: Which firms journalists call for expert opinions
Unlike traditional advertising metrics, share of voice reflects genuine authority and expertise recognition within your industry.
Why Share of Voice Matters More Than Traditional Metrics
1. Authority Drives Business Development
When prospects research potential service providers, they’re not just comparing credentials – they’re looking for recognized thought leaders. The firm with higher share of voice gets considered first.
I’ve seen this play out repeatedly. A regional law firm increased their regulatory commentary presence by 40% over 18 months. Result? They landed three major clients who specifically mentioned seeing their insights in industry publications.
2. Compound Effect of Visibility
Share of voice creates a virtuous cycle. The more visible you become, the more opportunities you receive, which increases your visibility further. Meanwhile, competitors with low share of voice become increasingly invisible.
3. Quality Over Quantity
Unlike lead generation metrics that often prioritize volume, share of voice naturally filters for relevant, high-quality exposure. You’re not just reaching more people – you’re reaching the right people in contexts that establish credibility.
4. Defensive Strategy
Even if you’re not actively pursuing thought leadership, your competitors might be. Ignoring share of voice means ceding industry authority to firms that may not deserve it.
How to Measure Share of Voice
Traditional Approach (Time-Intensive)
Most firms that track share of voice do it manually:
- Identify key publications in your industry
- Track competitor mentions across these sources
- Monitor conference speaker lists for major industry events
- Review social media engagement on industry topics
- Calculate percentages based on total industry coverage
This works, but it’s incredibly time-consuming and often incomplete.
Automated Approach (What I Actually Use)
When I was building my organic marketing tool, I realized the same principles apply to share of voice tracking. Instead of manually monitoring every industry publication and social platform, I automated the process.
Here’s the system I developed:
- Keyword monitoring across industry publications, social media, and news sources
- Competitor tracking to see who’s getting mentioned alongside your target topics
- Automated alerts when relevant conversations happen
- Analytics dashboard showing your share compared to competitors
The result? Instead of spending hours each week manually tracking mentions, you get real-time insights into your industry presence.
Get your custom share of voice demo – https://ogtool.com/get-access
Building Share of Voice: The Professional Services Way
1. Start with Expertise Mapping
Before jumping into content creation, identify where your firm has genuine expertise that others don’t. This isn’t about marketing spin – it’s about finding areas where you can provide unique insights.
Questions to ask:
- What regulatory changes affect our clients that we understand better than competitors?
- Which industry trends do we see first because of our client base?
- What common misconceptions do we regularly correct for clients?
2. Choose Your Battles
You don’t need to dominate every industry conversation. Pick 2-3 specific areas where you can realistically become the recognized expert.
For example, instead of trying to own all “corporate law” discussions, focus on “regulatory compliance for fintech startups” or “M&A considerations for family-owned businesses.”
3. Develop a Content Calendar
Consistency beats perfection in building share of voice. Create a sustainable schedule:
- Weekly: Industry commentary on current events
- Monthly: Deeper analysis pieces for industry publications
- Quarterly: Speaking proposals for upcoming conferences
- Annually: Comprehensive industry reports or surveys
4. Leverage Client Insights (Ethically)
Your clients give you a front-row seat to industry challenges. Use these insights (while maintaining confidentiality) to inform your thought leadership:
“We’re seeing an increasing number of companies struggle with [specific challenge]. Based on our experience helping clients navigate this issue…”
5. Amplify Through Multiple Channels
Don’t limit yourself to one platform. Repurpose insights across:
- Industry publications
- LinkedIn articles and posts
- Conference presentations
- Podcast interviews
- Professional association newsletters
Common Share of Voice Mistakes
1. Focusing Only on Your Own Metrics
Share of voice is relative. Your firm might be publishing more content than ever, but if competitors are publishing even more, your share is actually declining.
2. Ignoring Niche Conversations
The most valuable share of voice often happens in specialized discussions with smaller audiences. A mention in a targeted industry newsletter might be worth more than a generic business publication feature.
3. Quantity Over Quality
Publishing mediocre content frequently won’t build authority. It’s better to share fewer, higher-quality insights that demonstrate genuine expertise.
4. Not Tracking Competitor Activity
You can’t improve share of voice without understanding what competitors are doing. Regular competitive analysis should be part of your strategy.
Measuring ROI of Share of Voice
Professional service firms need concrete business justification for any marketing investment. Here’s how to connect share of voice to revenue:
Direct Attribution
- Track prospects who mention seeing your content or insights
- Monitor inbound inquiries that reference specific thought leadership pieces
- Survey new clients about how they first learned about your firm
Indirect Indicators
- Increase in speaking invitations and media requests
- Growth in social media followers within your target market
- Rise in website traffic from industry-specific search terms
Long-term Metrics
- Client retention rates (authority builds stronger relationships)
- Average engagement value (recognized experts command premium pricing)
- Referral quality (other professionals refer to recognized thought leaders)
Getting Started: Your 90-Day Share of Voice Plan
Days 1-30: Assessment and Setup
- Audit current presence across industry publications and social media
- Identify 3-5 key competitors to track
- Set up monitoring systems for relevant keywords and competitors
- Establish baseline metrics for your current share of voice
Days 31-60: Content Development
- Create content calendar focusing on your chosen expertise areas
- Pitch first article to relevant industry publication
- Begin consistent social media commentary on industry developments
- Research upcoming conferences for speaking opportunities
Days 61-90: Amplification and Optimization
- Analyze which content generates most engagement and visibility
- Expand successful topics into additional formats and channels
- Build relationships with industry journalists and publication editors
- Submit speaking proposals for identified conferences
The Long Game
Building meaningful share of voice takes time, but the compound effects are significant. Firms that establish thought leadership today position themselves to win the best clients, attract top talent, and command premium pricing for years to come.
The key is starting with authentic expertise and building systematically. You don’t need to become an overnight industry celebrity – you just need to consistently contribute valuable insights to the conversations that matter most to your clients.
Conclusion
Share of voice isn’t just a marketing metric – it’s a business development strategy that builds long-term competitive advantage. While your competitors focus on traditional lead generation, you can establish authority that naturally attracts better clients and opportunities.
The firms winning today aren’t necessarily the largest or oldest. They’re the ones whose insights clients and prospects encounter most frequently in the places that matter.
Start tracking your share of voice this week. Identify where you currently stand, choose your focus areas, and begin building the consistent presence that transforms good professional service firms into industry authorities.
If you’re interested in automating the share of voice tracking process instead of doing it manually, I’d be happy to discuss how the system I built for organic marketing can be adapted for professional services. Feel free to reach out at maddie@ogtool.com.