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Professional Services Marketing Blog
The Importance of Web Analytics: The 3 Questions Google Analytics Can Answer
By Lee Eliav
You have followed Hinge's website planning guide exactly and your new website is up and running. You have optimized the pages for SEO, created effective and enticing conversion actions, and you are promoting content in social media. Now you can just sit back and watch the leads come in, right?
Not exactly. You still need to monitor what's happening on your website, and that's where web analytics come in. Web analytics allow you to track all kinds of activity on your site, such as:
- How many visitors are coming to your website?
- How those visitors are getting there?
- How they are behaving while they are there?
So, where can you find all of this information? Well, it's all right there in Google Analytics.
Selling Accounting Services to the iPhone Generation
By Sean McVey
Mazuma, a UK-based accountancy service company, generates approximately 80% of its business through online sources. While most professional services firms are still trying to figure out how to update their websites, Mazuma is finding new ways to connect with youthful prospects — and perhaps paving the way for the rest of the accounting industry.
How does one go about selling accounting services to younger folks? It’s certainly not through handshakes and sales calls. Recently, I spoke with Lucy Cohen, cofounder of Mazuma, and learned some key concepts driving their success.
If you want to connect with the mobile generation, you need to look good on a mobile phone.
Approximately 38% of Mazuma’s website traffic comes through mobile platforms—iPhones, iPads, Droids, and other mobile devices. Mobile traffic has significantly increased for all websites within the past year, and the percentage of visitors using mobile will only continue to climb.
Lucy and her team quickly realized that creating a mobile-friendly website was a top priority.A better website experience for potential clients equates to more trust, more engagement, and more conversions of visitors into sales.
B2B Content Marketing Blunders
By Lee W. Frederiksen, Ph.D.
So you are ready to jump on the content marketing bandwagon. Smart move. Content marketing is a perfect fit for professional services.
As a matter of fact it is also a popular move. A recent study by the Content Marketing Institute shows that 94% of professional services firms are using some form of content marketing. Ponder that for a moment.
With this level of activity there is bound to be some confusion about how to do B2B content marketing the right way. And that is exactly what is happening. Some folks are making content marketing mistakes and are probably not even be aware of it. Don’t be that person.
Let’s step back for a moment and consider some of the most common B2B content marketing blunders.
3 Branding Lessons from My Trip to Costa Rica
By Sylvia Montgomery
It’s not often that one can take a trip and return from it with a new lens through which to view the world. Sounds a bit dramatic, but that is how I would describe my recent trip to Costa Rica.
According to sources such as the United Nations World Happiness Report and the Happy Planet Index, Costa Rica tops the list of places with the highest life satisfaction in the world. Over the course of the past few decades, this small country has crafted a brand around the concept of an “economy that is centered on people and the environment.” This country doesn’t just talk about being happy; it shows it through a collective zest for life.
It’s when I least expected to learn that I learned the most. Surprisingly, a few of those lessons related to branding. Here’s what I learned:
Hinge’s Fab Five: March 2012
By Lee Eliav
Top Professional Services Marketing Content from March 2012
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!
Why Gawker is Writing Better Headlines Than the Rest of the Web
By: Andrew Hanelly, TMG Custom Media
Headlines are arguable the most important factor in visibility for your online content. Here are a few headline tips!
Designing for the User with Responsive Web Design
By: Jon-Mikely Bailey, Wood Street Inc.
A very interesting article about responsive web design and what it can do for your firm
[Infographic] Showdown at the Social Corral: Architects vs. Accountants
By Lee W. Frederiksen, Ph.D.; infographic by Brian Lemen
(Click image to see full-size infographic)
It’s high noon at the Social Corral. Two seasoned professionals step out from the shadows and stare each other down. It’s time for a social media showdown.
The accountant slowly ‘Counts’ off 10 paces. The architect says ‘Draw!’
Who will walk away with the Social Media victory?