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Professional Services Marketing Blog
When it comes to questions of design in brand development, many professional services fall into the same trap. “Oh, it’s all subjective,” they might say. “Our attention is better spent elsewhere.” They don’t worry about their logos or websites, allowing a certain inertia to set in. Design choices persist for years, even decades, without a second thought.
This age of tight marketing budgets can lead to a dizzying array of design styles. And it’s easy to understand why some firms might wish to avoid the question “does design matter?” completely. But that’s a mistake. In a marketplace where it’s more critical than ever to communicate your unique value proposition, it’s worse than a mistake – it’s a missed opportunity to define yourself and to stand out from your competitors.
In business, as in life, the things that hurt us the most are those that we believe to be true but are really false. Such is the case with CPA marketing.
Every day we talk with accounting firms that are held back by partners with outmoded views of marketing. Managing your firm based on faulty assumptions can be a profound drag on growth and profitability.
So we decided to take action and identify the most destructive and pervasive CPA marketing myths. You have probably heard many of them before. Perhaps they were cited as reasons for inaction.
Well settle in. It’s myth-busting time.
1. It’s All About Relationships.
There was a time, not so very long ago, when this was probably true. If you knew enough of the right people, you could build a thriving practice.
And when you ran out of personal contacts you head to the country club or join the Board of a local charity. Sound familiar?
In this scenario, the role of marketing is to arrange the networking event and have a few brochures available when they are needed. Well times have changed and personal relationships are no longer the only game in town.
By Katie Sanner
The transformation of content marketing is upon us, and firms who have not adopted this will begin to fall further and further behind the curve. Content formats can range anywhere from a book, article, webinar, video and blog posts. But whatever format your organization chooses to move forward with, you need to make sure that it educates your audience and positions you as the thought leader in your industry.
The thought of implementing a content marketing program can be somewhat daunting. But with rationale into the importance of it, hopefully it will become clearer that content marketing is what your firm should be doing! Wouldn’t you choose to have an inflow of warm qualified leads, compared to spending numerous hours networking and cold calling unqualified leads? I think the answer is fairly simple.
As your organization embarks into the world of B2B content marketing, one of the most intuitive elements to start with is your blog. So why does blogging matter so much?
Blogging is an excellent way to demonstrate expertise and build trust with your audiences. Educational and relevant content helps nurture your leads and provides a better understanding of your brand. Speaking authoritatively on topics that are important to your industry will spotlight your firm’s expertise and present you as the thought leader. Over time, as you build trust from your reader base, they will begin to turn to you first for the latest and breaking information.
Building your brand strategy on a flawed view of the marketplace is a really bad idea. Ditto for a brand strategy based on an inaccurate view of how the marketplace sees your firm.
But this is exactly what happens to many firms. Why? They just don’t believe that their perceptions are flawed. They are stuck in a bad head game.
Don’t believe it? Just take a look at the brand new infographic “Head Games” below. It’s based on data from our just released book Inside the Buyers Brain, which explores how professional services buyers and sellers live in different worlds.
Marketing for professional services isn’t easy. It requires hard work, trust in the expertise shared by both the vendor and the buyer, and collaboration even when the implementation is riddled with obstacles. But strong marketing pays off. As professional services firms increasingly emphasize their own marketing, they’re looking outward for expertise. What should your firm look for when considering marketing services providers?
One approach is to look for firms that will challenge your thinking, counterbalance your risk-aversion, adhere tightly to schedules, and hold your own team accountable – kind of like a fitness coach. Another approach is to look for a firm that is comfortable, less accountable, and more willing to let you slide – more like a grandmother. Which of these approaches will give you the best results?
Top Professional Services Marketing Content from November 2013
Each month an enormous amount of content is published on marketing. This monthly column will help you keep up with the best marketing articles on the web. Enjoy!
By Jeff Bullas
YouTube is the second most popular search engine, but many companies overlook the video site as a possible lead development tool. In this article, find out how to optimize YouTube for search while incorporating it into your firm’s social media strategy.
By Scott Martin, The Daily Egg
One of the keys to selling is learning how to overcome objections – and that holds true for copywriters. Effective copywriting begins with “creative prescience,” or understanding what your clients will think after they read your copy. Learn how to take copywriting to the next level with this technique and get more prospects to say yes.