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Professional Services Marketing Digest

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Use Emojis to Let Your Partners Know Your Firm's New Business Situation

Posted by Alan Vitberg

Nov 23, 2016 9:00:00 AM

Do You Know Where (and Why) Your CPA, Consulting, or Law Firm Should Invest its Marketing and Sales Budget?

I think I’ve come up with a new way to help marketing and sales teams communicate the status of the firm’s new business efforts to owners and partners: using “marketing emojis.”

Now, in what amounts to a blink of the eye, you’ll be able to initiate the types of conversations with partners you’ve only dreamed about in the past, along with an easy-to-understand way of identifying the marketing and sales initiatives (and funding) you need to get the ROI they demand.

It starts with this strategic map that categorizes 4 different possible situations describing what leads and sales look like in your company right now. Here’s your User’s Guide to this map:

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Topics: inbound marketing, sales and marketing alignment, professional services marketing

Here’s How Your Predictions for a Banner 2017 New Business Year Will Come True

Posted by Alan Vitberg

Nov 9, 2016 9:00:00 AM

Try These 8 Steps for Making Your 2017 Top Line the Best Ever!

I hope you’ll bookmark this blog post and revisit it a year from now, because I predict that 2017 is going to be a banner year for your firm’s new business. In fact, a year from now, let’s look back at how your marketing and sales activities performed, and pinpoint why (or why not) you’re going to do a year end happy dance.

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Topics: sales and marketing alignment, professional services marketing, sales enablement, inbound sales

Marketing Strategies and Tactics for Landing Bigger and Better Nonprofits, Foundations and Endowment Funds

Posted by Alan Vitberg

Oct 26, 2016 9:00:00 AM

Your Competitors’ Client Roster – AND YOURS – is Vulnerable

Accountants, lawyers, consultants, and asset managers know how difficult it is to retain or acquire new, desirable nonprofit clients … especially ones that won’t leave the flock because of a competitor’s lowball pricing. It’s a good day when a firm lands a new engagement or contract for a big (signature) nonprofit, foundation or endowment fund, or successfully fends off aggressive competitors seeking to mine your client roster.

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Topics: content marketing, niche marketing, professional services marketing

66 Ways to Allocate Your Marketing Budget – The Most Comprehensive List Ever!

Posted by Alan Vitberg

Sep 14, 2016 9:00:00 AM

A Checklist for What, How and Where Professional Service Firms Allocate Budget to Marketing Strategies and Tactics

The 4th quarter is when a lot of accounting, consulting, law and recruiting firms create marketing plans and approve next year’s marketing budget. So, I thought it might be interesting to identify all of the different items that your firm may need to include in the budget.

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Topics: inbound marketing, professional services marketing

What Does a Workhorse Website Look Like?

Posted by Alan Vitberg

Aug 31, 2016 9:00:00 AM

5 Action Items that Will Turn Your Website into a New Business Workhorse

If I were to place a bet on what your company’s managing partner, management committee, and shareholders want from the investment they made in the website, I would put my money down on “show me the ROI in terms of direct new business."

I’m pretty sure that “make our website brighter and shinier” would be a distant second in terms of desired outcomes. But before I get trolled by legions of angry graphic artists and web designers, allow me to make clear that I consider website look/feel/beauty issues to be extremely important.

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Topics: websites, inbound marketing, professional services marketing

WANTING to Grow or WAITING to Grow?

Posted by Guest Blogger

Aug 24, 2016 9:00:00 AM

 

Today we have a guest post by Hitendra R. Patil, COO of Pransform, Inc. (Pransform.com) and the author of Accountaneur: The Entrepreneurial Accountant. 


"What should I do to get new clients?"

This is the most common question that I get asked when I speak with accounting and tax professionals.

I ask them, “How are you currently getting new clients?" The answer is mostly “word of mouth” or “referrals."

Pay close attention. “Word of mouth” and “referrals” have been and still are two of the topmost sources of new clients.

BUT, this response actually means that you're not using a real marketing and sales process to beat the competition. 

Referrals bring, more often than not, a perfectly “qualified prospect” in your door. The prospect’s need for your services has already been identified. Not by you, though.

IF you are lucky, your network of contacts qualifies your leads. They turn leads into prospects and bring them into your door. Referrals keep coming in IF you carefully nurture your network. BUT there is no predictability – no consistent pipeline of new prospects.

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Topics: new business development, professional services marketing

The Strange Relationship Between the PATH Act and Badminton at the 2016 Olympics

Posted by Alan Vitberg

Aug 17, 2016 9:00:00 AM

The Gold Medal for World Class Marketing Goes to…

I’m officially an Olympics junkie.

I knew I might have a problem when I told Janice that I couldn’t wait for the 8:00 am live feed stream to begin so I could find out who was going to win the Group A Women’s Badminton Double Group Play Stage A match between Misaki Matsutomo and Ayaka Takahashi of Japan and Puttita Supajirakul and Sapsiree Taerattanachai of Thailand. 

I got one of those raised eyebrows and a “Whatever, Dear” look, and even though I was prepared to tell her about the world’s record for the fastest badminton smash ever recorded (253.5 mph, if you must know), I thought it better to keep silent rather than be an ongoing source for her amusement.

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Topics: lead generation, CPA Firm Marketing, professional services marketing

This CPA Firm is Hitting It Out of the Park

Posted by Alan Vitberg

Aug 2, 2016 9:00:00 AM

The Benefits of Aligning Marketing, Subject Matter Experts, and Business Development Resources

I think the next frontier in professional services marketing and business development is going to come in the arena of alignment between marketing, business development, and subject matter experts.

Some firms are making enormous strides in creating a closed loop marketing-subject matter expertise-sales process. The results of getting everyone on the same page, marching to the beat of the same drummer, toward an agreed upon set of new business objectives can have a big payoff in terms of getting more visibility, leads, and new clients or engagements.

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Topics: inbound marketing, CPA Firm Marketing, alanvitberg, niche marketing, professional services marketing

Are Your Firm’s Marketers Tough Enough to Get More Marketing from Niche Practice Leaders?

Posted by Alan Vitberg

Jul 19, 2016 9:00:00 AM

It takes a tough professional service firm marketer to ask niche practice leaders tough questions.

In last week’s blog, I presented 6 questions that niche practice leaders could bring to the table when discussing niche marketing plans with marketers. They covered topics like strategies and tactics for getting the niche more visibility and generating leads, measuring results, and marketing processes.

To make sure that the universe is kept in balance, this week’s blog is devoted to tough questions that professional service firm marketing directors and CMOs could be asking the niche practice leaders they’re dealing with.

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Topics: inbound marketing, alanvitberg, niche marketing, professional services marketing

Are Your Niche Practice Leaders Tough Enough to Get Better Results from Their Marketing Spend?

Posted by Alan Vitberg

Jul 12, 2016 8:00:00 AM

It takes a curious partner asking tough questions to do the tough job of aligning niche marketing and sales efforts.

I know the meaning of tough.

It just happened last week when instead of smoking a very expensive cut of meat in my brand new smoker for 6 hours like the recipe called for, I kind of forgot, and 17 hours later, discovered I had created a meat hockey puck.

Rookie mistake.

Not only was the meat tough, so too was the look I got from Janice and the rest of my family when they found out their dinner choices had gone from “Spicy Sweet Apple Wood Smoked Always a Crowd Pleaser Brisket” to a choice of bologna on white bread with yellow mustard or a bowl of Cheerios.

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Topics: lead generation, inbound marketing, CPA Firm Marketing, alanvitberg, niche marketing, professional services marketing


LeadG2’s Professional Services Team specializes in online marketing for CPA, consulting, recruiting, staffing, and other professional services firms. Contact us here or call Dean Moothart at (407) 913-7091 to talk about how you can get more visibility, leads, and new business for your firm or niche practice.

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