5 Trends in Promoting Your Content: Social Marketing for Professional Services

By Sylvia Montgomery

By Sylvia Montgomery

Our recent webinar, Promoting Your Content: Social Marketing for Professional Services, focused on content promotion techniques that work. We were joined by Jennifer Abernethy, author of The Complete Idiot’s Guide to Social Media Marketing (now in its 2nd Edition) and founder of The Sales Lounge, who provided a wealth of ideas for promoting your content through social media.

When you create fresh, educational content for your target audience, your firm can benefit in many ways:

• Attract high-quality search engine traffic
• Use content as currency in social media
• Educate and nurture prospects
• Attract qualified leads
• Build trust and loyalty
   

For professional services firms, “being your own publisher” is no longer an option. It's a necessity. Below is a recap of Jennifer’s “trends to watch” for promoting your content. Each is accompanied by a brief take on its relevance to professional services.

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How to Develop an Online Recruitment Strategy that Works

How do you find new hires? Is it through employee referrals? Advertising in trade publications? Recruiters?

If you are not already using online recruitment strategies there is a good chance that you will be in the future. The reasons why are both compelling and simple.

• People are spending more time online to do a variety of tasks, including finding a new job
• Like it or not, job candidates will check out your firm online and draw conclusions
• It is arguably the least expensive form of recruiting

 
These reasons and others are driving more professional services firms to use online recruiting. The chart below, taken from our recent study of online marketing for professional services firms, shows that about 55% of firms recruit at least some employees online.

 
Further, about one in four firms gets 40% or more of its hires online. Clearly, something is working here.

Let’s take a closer look at the seven steps involved in developing an online recruitment strategy:

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Where the Best People Can Do Their Best Work

By Lee W. Frederiksen, Ph.D.

We all realize that good people are at the heart of every successful professional services firm. And, of course, every firm feels that they have unusually talented staff. One is reminded of Garrison Keillor’s fictional Lake Woebegone where ”all the children are above average.”

But all kidding aside, it is an important issue that must be addressed. How do you find the best people and allow them to do their best work?

As a psychologist and entrepreneur with a focus on high growth professional services firms, I’ve been interested in this topic for many years. Here are a few key principles that seem to work best.

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