Creating a strong follow-up system is another key to success when implementing a marketing system in a professional service firm. I include lead nurturing in the broader category of a follow-up system. Lead nurturing is essential, but other types of follow-up are just...
We hear a lot these days about the important role content plays in marketing today. In fact, marketing professionals are often advised to “think like publishers”. But what types of marketing content should professional service firms be creating? When implementing the...
As a recovering CPA and a “systems guy”, I like metrics. Metrics can be helpful in helping us understand what’s happening in a system and may even help us set priorities and make decisions. But sometimes, we can go a little crazy with them. Sometimes, I think we have...
Is it just me, or is this type of messaging, targeted at professional service firms, popping up with greater frequency? “… fierce completion, reduced budgets, and new technologies make it easier than ever for competitors to take your customers. Therefore, your...
Customer Relationship Management (CRM) tools are not just for big companies with large sales forces or customer service departments. A CRM system can be a great tool for helping retain your existing customers as well as acquiring new ones. Here are 6 ways professional...
When it comes to marketing professional services we hear a lot advice about “building relationships” and “building community”. We also hear this advice in the context of blending our online and offline communities to improve our business development efforts. This is...
Do you have a Google Profile page? If you are a provider of professional services, chances are, people will Google you by name when they are referred to you, hear you speak, or see an article about you in the paper. If you don't have a Google profile page yet, you...
Do you struggle when it comes to creating content? I’m sure you’ve heard people say that marketing professional services today is very much like being a publisher – that it’s all about creating and sharing meaningful content. Creating that content often proves to be a...
In marketing and sales, we hear a lot of talk about the importance of knowing our prospects “pain points” – the importance of identifying them, explaining how our services help relieve that pain, and describing what life will look like once that pain has been removed....
I’ve mentioned a couple of times on this blog that I am not a fan of professional service firms using canned messages in their marketing. They tend to be unremarkable, do little to foster relationship building, and in some cases, can even be damaging to a...